2025 — present
NURA AI
Founder & CEO · Dubai
Governed AI Colleague platform for the enterprise back office. First Colleague, DINA, live for HR operations.
Career
Consumer goods to AI, one P&L at a time.
Jun 2023 — Mar 2026
L'Oréal
Head of Business Planning & Commercial Excellence · Middle East
Commercial governance for a USD 465M+ portfolio (L'Oréal Paris, Garnier, Maybelline, NYX) across GCC and Levant. Led the GCC-wide Anaplan planning transformation and Sales Force Effectiveness rollout across seven markets.
Nov 2020 — May 2023
Scale Global Ventures
Co-Founder & CEO · Dubai
Market-entry platform for UK and European consumer brands entering UAE, KSA and Kuwait. Launched 5+ brands across GCC e-commerce in 18 months; built the tech, logistics and supply-chain stack from zero.
Oct 2019 — Oct 2020
Madi International
Managing Director · Dubai
Full transformation of a multi-brand professional-beauty distributor. Cut operating costs 31%, built B2B and B2C e-commerce, and opened a Medical Aesthetics division.
Jul 2015 — Jul 2019
L'Oréal
Business Unit Manager · Active Cosmetics
P&L for Vichy, La Roche-Posay and SkinCeuticals across UAE pharmacy and medical channels. Sustained +17% YoY growth through a commercial turnaround.
Dec 2012 — Jul 2015
L'Oréal
Department Manager · Consumer Products
Key-account P&L and retail execution for L'Oréal Paris, Garnier and Maybelline across UAE modern trade. 17% CAGR; +4.5 pts share in LuLu.
May 2011 — Nov 2012
Energizer
Sales Manager · Middle East & Africa
UAE modern trade and key accounts for Energizer and Schick. Household +12%, Personal Care +19% YoY.
Jun 2009 — Apr 2011
Federal Foods
Key Account Manager
Major modern-trade accounts for Sadia, Lactalis, Emborg, Pinar and Halwani. +14% growth in 2010.
Jun 2003 — May 2009
Dubai Refreshment Company (Pepsi)
Territory Development Supervisor
Frontline sales and route-to-market across modern and traditional trade. +25% CSD volume; 75% share of shelf in priority outlets.
Education
MBA, Strategic Management & Leadership — Cardiff Metropolitan University, 2018–2020
Executive Development Program — L'Oréal at CEDEP, Fontainebleau, 2016