Jira
HALA ETOUM
Digital Transformation & Business Performance Specialist
Summary
Business Performance and Digital Transformation Specialist with over 8 years of experience driving digital transformation, business process automation, business analysis, strategic planning, and organizational performance across banking and diversified business sectors. Experienced in analyzing and redesigning business processes, leading workflow automation initiatives, implementing digital solutions, developing KPI frameworks, executive dashboards, and enterprise performance reporting that enable data-driven decision-making. Strong background in Business Process Management (BPM), process optimization, Microsoft Power Platform, CRM transformation, and continuous improvement.
Overview
2
2
Languages
8
8
years of professional experience
Work History
Business Performance Specialist
Elaf Investment Group
03.2026 - Current
- Led business performance management across Group by developing KPI frameworks that aligned with strategic objectives. Design executive dashboards and interactive Power BI reports for executive decision-making. Analyze business performance trends and identify operational improvement opportunities. Lead business process analysis initiatives to identify automation opportunities. Collaborated with cross-functional teams to redesign business processes, enhancing support for digital transformation initiatives. Prepare Board-level reports and executive presentations. Conducted organizational benchmarking and maturity assessments, providing insights for strategic planning. Support enterprise portfolio monitoring and strategic initiative governance.
- Mar 2026
- Analyzed business performance metrics to identify improvement areas and optimize operational efficiency.
- Collaborated with teams to develop strategic plans that align with organizational goals and enhance productivity.
- Facilitated workshops to train staff on best practices for performance management and continuous improvement methodologies.
Strategy & Processes Assistant Manager
Jordan Ahli Bank
07.2021 - 02.2026
- Led business process analysis and digital transformation initiatives across multiple business units. Redesigned business processes, enhancing operational efficiency and elevating customer experience. Identified automation opportunities, translating business requirements into actionable digital solutions. Collaborated with business and IT teams to deliver workflow automation initiatives. Developed business cases and functional specifications, creating comprehensive process documentation. Designed executive dashboards and performance reports. Supported enterprise CRM transformation and digital banking initiatives. Facilitated stakeholder workshops and continuous improvement initiatives.
- Jul 2021 – Feb 2026
- Coordinated daily operations to enhance team efficiency and streamline processes.
- Assisted in developing and implementing customer service strategies to improve client satisfaction.
- Managed administrative tasks, ensuring compliance with banking regulations and internal policies.
Strategy & Processes Officer
Jordan Ahli Bank
09.2018 - 02.2023
- Analyzed business processes to identify operational improvement opportunities. Mapped current and future state business processes to facilitate strategic planning. Supported workflow automation and digital transformation projects. Gathered business requirements and translated them into functional specifications. Facilitated CRM implementation and enhanced processes to improve user experience. Developed business reports and dashboards.
- Sep 2018 – Feb 2023
- Assisted in processing customer transactions efficiently and accurately.
- Supported branch operations by maintaining organized documentation and records.
- Collaborated with team members to enhance customer service experiences.
Education
Bachelor's Degree - Accounting & Business Law
Al Al-Bayt University
Jordan02-2018
Skills
Business analysis
Power BI
Data analytics
KPI reporting
Executive dashboards
Workflow automation
Business process analysis (BPM)
Digital transformation
CRM transformation
Business process reengineering
Jira
Software
HubSpot
Twilio
Microsoft BI
Microsoft Power Automate
Microsoft Power Apps
Zapier
Dataverse
Excel Advance
Sharepoint
Timeline
Business Performance Specialist
Elaf Investment Group
03.2026 - Current
Strategy & Processes Assistant Manager
Jordan Ahli Bank
07.2021 - 02.2026
Strategy & Processes Officer
Jordan Ahli Bank
09.2018 - 02.2023
Bachelor's Degree - Accounting & Business Law
Al Al-Bayt University
WEBSITES AND SOCIAL LINKS
- My website: https://etoum.net/
- LinkedIn: https://www.linkedin.com/in/hala-etoum/