HELEN FEE
Dubai
Summary
Operations and delivery specialist with over 20 years of experience enhancing business efficiency across diverse environments, including large-scale loyalty programs, boutique consultancies, and service teams. Expertise includes translating strategic plans into actionable workflows, optimizing internal processes, and providing teams with clear documentation and structured delivery. Proven ability to lead full project implementations or refine existing workflows while fostering a calm and organized atmosphere that prioritizes ease for both teams and clients. Committed to driving operational excellence and delivering impactful results through a collaborative approach.
Overview
28
28
years of professional experience
Work History
Freelance Operations & Workflow Consultant
2024.11 - Current
- Providing operational support to small service-based businesses, focusing on simplifying workflows, setting up systems, and improving internal processes.
- Mapped full client journeys and documented onboarding workflows to improve delivery consistency.
- Created SOPs, internal guides, and process documents to reduce ad-hoc team questions and errors.
- Set up basic tools and automations using Zapier and Google Workspace.
- Built training resources to support handovers and new hires.
Operations Consultant – Loyalty (Contract)
Bright Insights Consulting
2025.09 - 2025.12
- Brought in on a short-term contract to design and document a full suite of SOPs for a boutique consulting firm delivering large-scale loyalty and CX programmes.
- Led the operational design of a complex, multi-brand loyalty programme for a major regional retail group, working alongside strategy, data, and client leadership teams.
- Created the Business Rules Document (BRD), translating strategy into implementable operational logic.
- Designed a suite of Standard Operating Procedures (SOPs) covering governance, member lifecycle, customer service, complaints handling, and compliance.
- Developed customer service flows, escalation paths, and SLA considerations aligned to tiered service expectations.
- Drafted and aligned Terms & Conditions, FAQs, and Privacy Policy updates to support programme launch readiness.
- Designed training and onboarding materials to support internal teams ahead of implementation.
- Operated effectively in a design-phase, pre-technology environment, adapting documentation as business rules evolved.
Pet Relocation Specialist
Snoopy Pets
2022.05 - 2024.01
- Coordinated international pet relocations across airlines, customs, and clients, managing sensitive timelines and providing practical, hands-on support during a stressful and often complicated moving processes.
- Created internal SOPs and checklists to standardise booking, documentation, and transport workflows.
- Improved consistency in service delivery by documenting key steps and training team members on common scenarios.
- Helped avoid delays by identifying recurring issues and putting in place simple workarounds and communication steps.
- Strengthened coordination between internal staff and external partners, reducing last-minute confusion and missed steps.
Senior Operations Manager
Aimia ME
2014.06 - 2019.10
- Managed day-to-day operations across loyalty programmes, customer service, rewards fulfilment, and vendor coordination, making sure systems, teams, and timelines worked together smoothly. My role was a mix of detailed process delivery and strategic support to client and internal teams.
- Built SOPs and structured workflows across rewards, support, and campaign operations, improving consistency, reducing errors and enabling faster onboarding.
- Created internal documentation and training guides that cut down repetitive questions and improved turnaround time on daily operations.
- Oversaw customer service and fulfilment performance across internal teams and external suppliers, tracking SLAs, KPIs, and issue resolution.
- Identified service gaps by analysing client and customer issues, then updated processes and trained teams to close them resulting in a 30% reduction in complaints and 50% reduction in call volumes.
- Supported the full migration to a new loyalty platform, mapping how strategy would translate into system rules and daily operations.
- Improved vendor performance and cut delivery lead times by 60% through new agreements, better stock visibility, and clear expectations.
- Handled a contact centre outsourcing process with no disruption to service or complaints handling.
Senior Print Estimator
The Lettershop Group Ltd
2003.09 - 2014.02
- Quoted and coordinated high-volume print and direct mail campaigns, balancing speed and accuracy in a commercial production environment.
- Led the configuration and testing of a new estimating platform, ensuring key requirements were captured and enabling a 30% increase in quotation volume with fewer errors.
- Increased quotation conversion rates by approximately 15% through client relationship building.
- Organised department workloads to meet daily deadlines in a fast-paced environment.
- Led junior members of the team through quotation preparation, quality control and training.
Earlier Roles: Administrator, Production Planner, Sales Admin Supervisor
William Cook Leeds Ltd & The Symphony Group
1998.01 - 2003.09
- Worked across planning, reporting, and admin support functions.
- Supported product launches and coordinated with external suppliers.
- Developed strong foundational skills in team coordination and delivery tracking.
Education
BTEC National Diploma - Business & Finance
Joseph Priestley College
Leeds, UK7 GCSEs incl. Maths & English -
Matthew Murray High School
Leeds, UKSkills
- Detail oriented
- Adaptability
- Analytical thinking
- Strong written and verbal communicator
- Project management
- Business process improvement
- Internal documentation & SOPs
- Management and leadership
Career Break
2020–2021, Managed an animal rescue group in Dubai for 18 months. Completed vocational courses in health, wellbeing, and basic veterinary care.
References
Available upon request.
Timeline
Operations Consultant – Loyalty (Contract)
Bright Insights Consulting
2025.09 - 2025.12
Freelance Operations & Workflow Consultant
2024.11 - Current
Pet Relocation Specialist
Snoopy Pets
2022.05 - 2024.01
Senior Operations Manager
Aimia ME
2014.06 - 2019.10
Senior Print Estimator
The Lettershop Group Ltd
2003.09 - 2014.02
Earlier Roles: Administrator, Production Planner, Sales Admin Supervisor
William Cook Leeds Ltd & The Symphony Group
1998.01 - 2003.09
7 GCSEs incl. Maths & English -
Matthew Murray High School
BTEC National Diploma - Business & Finance
Joseph Priestley College