EmCan: #1 on the UAE App Store in 30 days.

Led by Mehdi Nadifi at Sia Partners for Emarat Petroleum.

Situation

Emarat Petroleum's loyalty program was fragmented, cash-heavy, and losing customers to better-designed competitors. The program needed a full rebuild, not a refresh, delivered to a fixed launch date four months out.

Mandate

Restructure delivery across Sia, Emarat, vendors, engineering, UI/UX, AI and data, marketing, and consulting teams (over 30 members). Launch the EmCan super app on schedule and achieve product-market fit at launch.

What was delivered

EmCan launched on schedule. Within 30 days, it reached #1 in the UAE App Store Lifestyle category organically. It received the Best Loyalty Program in the Retail Fuel Sector 2024 award at the ReFuel Forum MENA. Revenue increased by 30%, cash transactions decreased by 25%, and loyalty fraud was reduced by 80%.

What this proves

Despite a stalled multi-team program and a fixed deadline, success was achieved through delivery discipline. Clear ownership, weekly governance, and an embedded model enabled effective decision-making at the point of execution.