Choose up to 5 competencies to track on your Home tab. You'll see tips and behavioral anchors for each.
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Competency Radar — Expert vs Lead
Expert Strengths
Lead Gap
Lead Readiness
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Lead gap competencies at 3+ (on track)
Expert Strengths
Already have these
Lead Gap — Critical
Focus here first
Lead Gap — Develop
Build over time
Leadership Palette
The Leadership Palette describes the cultural behaviors that come to life at Apple. Separate from competencies, these are how you show up. Each role has specific required attributes.
Apple Retail Expert with 8+ years of Apple experience across UAE and Russia, consistently achieving Exceed Expectations across Results, Teamwork, and Innovation. Proven record of driving store-level impact — from reversing a -10% Business revenue trend to +11% YTD, to ranking #2 on store leaderboard with $2M in revenue. Applying for Lead to scale my impact from individual performance and peer mentoring to enabling the whole-store team.
Experience
Expert, Product Zone
Apple Retail — Mall of the Emirates, Dubai, UAE
Sep 2024 – Present
Ranked #2 on store leaderboard YTD; generated $2M in revenue, 89 Business leads (60% converted), AC+ Mac 40% / iPad 42% / Watch 27%, TMS 92, NPS 93. Drives Results
Led Business Focus Program: identified -10% Business revenue gap, designed and delivered 5+ downloads, trained 50+ employees, mentored 6 Business Champions with structured weekly check-ins — one teammate improved 150% month-over-month; program delivered +11% YTD, 30 Business Introductions per 1,000 interactions. Business InsightDrives Results
Mentored 6 team members in Business development: set individual goals, ran weekly check-ins, shared progress with leadership — teammates went from 1 lead/week to 4 leads/week, building confidence and structure in their approach. Communicates Effectively
Led Demo Experience Project: built roadmap, aligned Experts, Pros and Genius Bar through 6 team downloads with coaching and floor validation — increased Share Feature demos from 38 to 47 and Interactive Demos from 10 to 15. Strategic Mindset
Improved store Conversion from 21% to 22% via structured coaching cadence, weekly check-ins and cross-team accountability framework, contributing to store +1% YoY growth. Drives Results
Led Connect & Personalize initiative: aligned Experts and Pros on weekly action plans with floor coaching — C&P grew from 35% to 75%; built sustainable team routines including daily recognition and full handover plan. Business Insight
Led Hourglass Pilot adoption: created Download content, ran sessions throughout the day, engaged early adopters to spread awareness — increased coaching requests and daily tool usage across the team. Communicates Effectively
Led APU (Apple Store Pickup) launch readiness: identified knowledge gaps, joined cross-store call with Regent Street, created detailed Download and Q&A document — team felt confident and prepared on launch day. Manages Ambiguity
Delivered 50+ Apple Vision Pro customer experiences on launch day; sold 12 units with 40% Business attachment; shared best practices with team to build store-wide confidence in a new product category. Manages Ambiguity
Specialist, Product Zone
Apple Retail — Dubai Mall, Dubai, UAE
Sep 2022 – Aug 2024
Achieved Exceed Expectations (EE) in Results, Teamwork, and Innovation across Q2, Q3 and Mid-Q4 2024 — Top 10 performer in Q2 (Revenue AED 980k, 29 Business leads), Top 12 in Q3 (AC+ iPhone 22%, iPad 35%, Mac 20%, Watch 30%; NPS 88%, TMS 92%). Promoted to Expert in September 2024. Drives Results
Designed and led Olympic Games initiative: identified global event as store business opportunity, built multi-week plan with budget and cross-functional alignment (AC+, Trade-In, Business) — drove measurable uplift and team engagement, recognized as EE for Innovation Q3 2024. Strategic MindsetBusiness Insight
Mentored 10+ new FWE employees through shadowing and reverse shadowing: co-developed training plans with training team, sent post-session emails with strengths, development areas and a 4-week plan — many obtained permanent store positions. Also coached Sayed on Business conversations; within 2 weeks he generated 10+ Business leads (2x his previous results). Communicates Effectively
Drove Personalize Shopping store-wide: delivered Download, formed weekly team to gather success stories and best practices — store grew from 19% (Q3 W5) to 32% (W7) to #1 in region at 54% by end of Q3. Drives Results
Created Tech in Simple Terms weekly content series: explained complex technology in accessible language, published on WorkJam and print — teammates reported improved confidence with customers; initiative sparked ongoing knowledge-sharing culture. Communicates Effectively
Conducted 25+ Group Demos during EID high-velocity period: prepared 5 scenarios (TelePhoto, A17 Pro, Action Button, ProMotion, photo editing) — more than half of demos resulted in purchases; teammates adopted the format for their own customer interactions. Drives Results
Apple Territory Leader
Apple Russia LLC
Sep 2021 – Mar 2022
Led a team of Apple employees across multiple partner locations: owned performance, development and day-to-day engagement — set clear expectations, identified ownership opportunities, and supported team members in delivering exceptional customer experiences consistently. Drives ResultsCommunicates Effectively
Partnered with Training and HR teams to ensure every team member had the knowledge, tools and support needed to succeed — created structured onboarding for new hires and addressed time-sensitive questions and concerns, escalating to leadership where necessary. Communicates Effectively
Supported hiring: conducted interviews and helped select new team members — built strong relationships with retail partners, store leadership and business teams to align on priorities and sustain team performance. Values Differences
Ran regular business performance reviews with regional and national stakeholders: identified opportunities, aligned teams around action plans and tracked execution — connecting daily team actions to broader sales and customer experience goals. Business InsightStrategic Mindset
Apple Solution Consultant & Excellence Champion
Apple Russia LLC
Oct 2016 – Sep 2021
Led Apple Excellence Program nationwide: designed training content, ran contests and Webex events with 1,200+ participants across 1,000+ partner employees — increased training engagement by 15%; strengthened Apple-partner communication channels across all regions. Values Differences
Regional mentor (Southern Russia): delivered shadowing, reverse shadowing and online training for 15+ Apple employees — all passed certification exams with 90%+ scores; increased partner store training engagement by 30%. Communicates Effectively
Led COVID-19 digital support project: negotiated tool integration with partner, created team, trained employees, tracked results and held monthly reviews with Apple and partner leadership — NPS improved 28%; project adopted as model for other regions. Manages Ambiguity
Led B2B remote training during COVID: delivered 10+ Webex sessions on Mac, iPad and iWork for 100+ partner employees — achieved 96% satisfaction rate, enabling partners to support customers through remote work transition. Drives Results
Leadership Palette — Lead Level
Drive What Matters
Sustained 70% store validations during illness with clear handover; prioritised Business Coalition over lower-impact tasks to close -10% gap
Obsess Over Customer Experience
TMS 100% / 55 Promoters in a row (Jan 2026); NPS 88–93% sustained; Personalize Shopping #1 in region at 54%
Foster Trust
Consistent positive recognition across 6 managers (2024–2026): Andrés, Amira, Nadia, Omar, Amanda, Nick — multiple EE ratings across all three performance categories
Listen, Challenge, Commit
Pivoted C&P keynote approach after Stavros feedback; committed to new format with Murad and delivered stronger result; challenged own approach, adapted, executed