JJ MARINE

JJ Marine, a yacht and boat dealership in Dubai selling and chartering Jeanneau power and sailing boats, pre-owned yachts, and vessel management, had a minimal online presence: a static brochure site, back-office tools living in spreadsheets and disjointed admin panels, and a small team carrying all inbound enquiries manually. The brief was to become the highest-visibility marine dealership in the region while cutting that manual overhead.

As Chief Design Officer I led a full digital overhaul across design, engineering, marketing, and operations. I rebuilt the website on a smart database backend with a search-ranked listings flow, took SEO from zero with a full technical and structured-data build, replaced the legacy back office with modern dashboards, and deployed an agentic layer across customer support, email triage, and lead handling.

As Chief Design Officer at JJ Marine, a yacht and boat dealership based in Dubai, UAE, I led a full digital overhaul across design, engineering, marketing, and operations. Took the business from a minimal online presence to a fully operational digital storefront and back office, with an agentic layer running across customer support, email triage, and sales handoff.

JJ Marine sells and charters Jeanneau power and sailing boats, pre-owned yachts, and offers vessel management services. The brief was to become the highest-visibility marine dealership in the region while cutting the manual overhead of inbound enquiries on a small team.

Rebuilt the website with a smart database backend for inventory, listings, and charter availability. Replaced the old static brochure site with a search-ranked listings flow keyed on boat make, length, year, and price band, then took SEO from zero: technical audit, schema.org markup on every vessel page, structured sitemaps, geo-targeted landing pages for Dubai / Abu Dhabi / wider GCC, plus an ongoing keyword/content plan tied to seasonal demand. The site now ranks in the top results across the main regional commercial queries.

Took the legacy back-office tools, which lived in spreadsheets and disjointed admin panels, and replaced them with modern UI dashboards giving the team direct visibility over listings, enquiries, charter calendars, and customer activity. No developer involvement needed for day-to-day operations.

Deployed an agentic flow on top. A site chatbot and AI agent handle first-touch enquiries on the website, qualifying buyers and routing serious leads to the sales team. An auto email response system reads inbound mail, classifies it (sales / charter / service / spam), drafts a contextual reply grounded in the live inventory, and either auto-sends or queues for human approval depending on confidence. A second agent watches the CRM and proactively nudges stale leads with personalised follow-ups. The whole stack runs continuously without sitting on top of the sales team's day.