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M E N A' S 1 0 M O ST E M P OWE R I N G B U S I N E S S L E A D E R S TO W ATC H I N 2 0 2 5

www.cioviews.com

DECEMBER 2025

General Manager Liv Hospital Group

DR. ÖZGÜN GÜNGÖR ‘LIV'-ING THROUGH TRIALS TO UNITE INNOVATION WITH HUMANITY

Leaders at the Crossroads of Change

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New waves of leaders throughout the MENA Region (Middle East & North Africa) are establishing a new era of business vision. The vision these select few leaders have are forged with foresight and a strong desire to facilitate growth, as well as to embed empowerment within their business fundamentals and ethos. The impact these leaders make reaches far beyond mere financial numbers on a page; they inspire future generations of entrepreneurs or community members, helping to foster and create new opportunities for communities. The way in which this class of leaders differentiates themselves is through their commitment to being inclusive, ensuring that innovation and overall prosperity are available for all sectors and demographic groups within their communities. The message these leaders share is redefining the meaning of resilience within an ever-changing region, converting modern challenges into platforms for business advancement, and constructing sustainable models that can be replicated both at a regional and global scale. At CIO Views, we honor these empowering leaders by dedicating this issue titled “MENA's 10 Most Empowering Business Leaders to Watch in 2025” to them. Featuring as the cover story, we have covered the successful & motivating journey of Dr. Özgün Güngör, General Manager of Liv Hospital Group. We have also included the inspiring stories of Nataliya Wiedemeyer, Founder of Graviteams; Ghizlane Tazi Mouden, General Manager of Noor Fès Organic Extra Virgin Olive OIL; Sumesh Satyan, CEO of Leisung Technologies LLC; Yılmaz BOZAN, CEO and Founder of revolutionDM; Julie Leblan, CEO of Merit Incentives; Nabil Batawi, Group CHRO at Alkhorayef Group; Ghassan Ayidh, Managing Director of OxMar Partners; Muhammad Adeel Anjum, CEO of Circle K Arabia; and Mona Ataya, CEO of Mumzworld. CIO Views is a business magazine that mainly focuses on business leaders, their journey, views on current economic states, and all other relevant subjects that refer to the business world. Our goal is to be a leading source of information dedicated to providing our readers with detailed perspectives and views of successful business leaders who are transforming the business outlook and redefining their goals. With exclusive editions on various industries like software, education, healthcare, technology, real estate, and many more, CIO Views is driven to promote excellence in the world of business. Happy Reading!

Mousmi

Mousmi N.

COVER STORY

10.

Dr. Özgün Güngör

CONTENTS

22. Nataliya

Wiedemeyer

26. Ghizlane

Tazi Mouden

32. Sumesh Satyan 36.

Yılmaz BOZAN

42. Julie Leblan

46.

Nabil Batawi

52.

Ghassan Ayidh

56.

Muhammad Adeel Anjum

60.

Mona Ataya

COVER STORY

DR. ÖZGÜN GÜNGÖR ‘LIV'-ING THROUGH TRIALS TO UNITE INNOVATION WITH HUMANITY

CIO VIEWS | 10

General Manager Liv Hospital Group

11 | DECEMBER 2025

For Dr. Özgün Güngör, leadership in healthcare is not merely about managing systems; it is about shaping the future with ethical values, a clear vision, and deep respect for human life. The watershed moment in his career was when he made the leap from clinical practice to executive leadership. During his time at Turkey's top-notch institutions and leading healthcare organizations, Dr. Özgün gathered a wealth of experience that helped him well down the road. The importance of quality and patient-centered care was the key takeaway. Later, under the umbrella of MLPCare, he held senior leadership positions across one of the largest healthcare networks, with nearly 40 hospitals.

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COVER STORY

"SUCCESS IN HEALTHCARE IS MEASURED BY THE TRUST OF PAT I E N T S A N D T H E C O M M I T M E N T O F E M P LOY E E S . "

Similarly, the opportunity to visit dozens of hospitals in many countries, engage with leadership teams, and observe different healthcare infrastructures broadened his vision. Which was once related to managing a single institution, now shifted to understanding how to lead an entire ecosystem. Each of these hard-earned on-the-field proficiencies enables Dr. Özgün to

establish a center that transforms healthcare services across the region. Leadership Values Evolving Through Different Timelines No other sector has a more direct impact on people, their health, and even their loved ones than the healthcare sector. Thus, even success has a different definition here. Numbers? Just one aspect of the 13 | DECEMBER 2025

measuring scale. "Success," Dr. Özgün notes, "in healthcare is measured by the trust of patients and the commitment of employees.” Every decision in healthcare has a direct impact on human life. As an experienced physician, he has witnessed this ﬁrsthand. As a general surgeon, Dr. Özgün had seen both highs and lows. Surgery demands decisiveness. There is no place to

" E V E RY H O S P I TA L IS MORE THAN AN INSTITUTION. IT IS A CENTER OF TRUST AND HOPE FOR THE C O M M U N I T Y .”

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COVER STORY

delay, and no unresolved problems. The learning from such action-first situations has led Dr. Özgün to an outcome-oriented mindset. When he has to share good news with his patients, his heart is filled with joy. On the other hand, breaking the bad news weighs heavily on him. These incidents taught him that ethical responsibility, patient safety, and valuing people are indispensable elements of leadership. With over 20 years of leadership experience, his leadership style is centered on people. Whether it's building trust with patients, ensuring employee engagement, being solution-oriented, or driving sustainable growth, he never forgets his people. Today, true success for Dr. Özgün means that patients feel safe and employees demonstrate a commitment. He considers it a mark of repute when society recognizes Liv Hospital as a trusted reference center. Elevating The Bar of Excellence Dr. Özgün belongs to an industry where operational excellence is cardinal. Besides patient safety and satisfaction, he prioritizes adherence to quality standards. It's not a one-time process. He consistently reviews clinical and operational processes. Next, he invests in strengthening their technological infrastructure and prioritizes employee motivation. Additionally, ensuring career development planning and opening clear feedback channels for staff are essential responsibilities. For him, "Every hospital is more than an institution. It is a center of trust and hope for the community." The Uneven Bumps Nothing came easy. Dr. Özgün had to earn every step to carve his niche. The journey was uneven, necessitating his sustained attention to the route ahead while mounted. One of the roadblocks that became glaringly clear to him has been aligning international standards with local regulations and cultural differences. Dr. Özgün didn't let his mind listen to the problem. Instead, he focused on the 15 | DECEMBER 2025

Secondly, endorsing collective decision-making processes. He says that when a variety of thoughts, experiences, and cultures are brought to the table, it often engenders the best outcomes. "The essence of leadership," Dr. Özgün highlights, "is uniting vision with technology, and human values with sustainability." Such an environment always forms a sense of belongingness. It nurtures creativity, responsibility, and ownership. Ultimately, it balances everything from the ground up. Innovative solutions are delivered. The best part is that everything is done without compromising high standards of care. Now it has become a hallmark of Liv Hospital City Walk. In a nutshell, Dr. Özgün's adaptive approach has allowed the organization to refine its overall structure and systems. The Most Accomplishing Achievement One of his proudest achievements has been leading a newly established team to successfully complete JCI 8th Edition accreditation for Liv Hospital City Walk in a very short time. This milestone had a dual impact. Not only did it prove their compliance with international standards, but it also solidified their position in Dubai as a reliable, patient-centered, world-class healthcare institution. fix. Collectively with his teams, they used the situation to upskill and improve ways of working. But there was a catch! The solution was not just limited to implementing procedures. Complete ownership of the process by the teams needed to be ensured. The practices they instituted were training, transparent communication, and inclusive leadership.

Culture of Care and Creativity Innovation and adaptability have positively impacted the work culture at Liv Hospital City Walk. CEO Dr. Özgün explains how he applies a dual approach to achieve desired results here. To support innovation, he integrates technology and digital solutions into daily operations.

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CEO Dr. Özgün shares with a spark in his eyes that this is only the beginning. There is a lot on the cards! From implementing a new hospital information system to opening new departments, and so on. He adds, "Liv Hospital City Walk is a reference center shaping the future of healthcare across the MENA region." They are and will continue

COVER STORY

to grow incrementally. The motivating force? The dedication of their employees. Healthcare's New Leadership Mandate The healthcare sector is evolving at a blistering pace. The need of the hour is to attune healthcare leadership to that tempo. The leaders today need more than operational management. It demands vision along with interstitial skills like digital adaptability, sustainability, and rapid problemsolving. The deﬁnition of the next generation of leaders will be completely diﬀerent from what it is today. They will be distinguished by their ability to combine technological insight with a people-centered approach. Dr. Özgün is a people's leader. Thereby, as he passes down the torch to the young professionals, he casts light on integrity. One can only ascend by being more compassionate. He advises them to adhere to ethical values. The reason is unequivocal. It

is because every decision in healthcare directly aﬀects lives. What's more? Aspirants must invest in technology, utilize data methodically, and closely scrutinize global fads to stay ahead. These are not add-ons. Dr. Özgün highlights them as crucial steps that will prepare them to become the leaders of tomorrow. Motivation That Demands Action In such a high-pressure and rapidly changing sector, his greatest source of inspiration comes from patients' recovery stories. The achievements of their teams are equally stirring. Dr. Özgün also stays motivated by staying up-to-date with international healthcare trends. Be it engaging with global leaders or actively partaking in innovative projects, he is always in

the thick of it. It not only makes him a better leader now, but it also helps shape the future of healthcare leadership. Striking The Balance Work-life balance for any healthcare professional is indispensable. The field is demanding and filled with unpredictable flux. Dr. Özgün comprehends that the only way to balance things is to master composure. The veteran firmly believes that in any organization, the leader's equilibrium sets the tone for the institution's success. His teams are competent, on which he can rely completely. Besides, he delegates effectively and keeps strategic priorities clear. Dr. Özgün firmly believes that in any organization, the leader's balance sets the tone for the institution's success.

"THE ESSENCE OF LEADERSHIP IS UNITING VISION WITH TECHNOLOGY, AND HUMAN VA L U E S W I T H S U S TA I N A B I L I T Y . "

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COVER STORY

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" T H E L E G AC Y I A S P I R E TO I S A C U L T U R E W H E R E P E O P L E S AY , " DR. ÖZGÜN CONCLUDES, "THANKS T O L I V H O S P I TA L A N D M L P C A R E , H E A L T H C A R E H A S B E E N TA K E N O N E S T E P F U RT H E R .”

Personally, regular exercise and dedicated family time help Dr. Özgün to maintain balance. Learning is an ongoing process to stay updated. So, he invests in it relentlessly. Since reading has always been a passion of his, Dr. Özgün recommends it to his young mentees. Lastly, his cherished pastime is traveling. Exploring the spirit of each city, its culture, and its people is an elixir to him. Liv Hospital Leading the Future of Care in MENA As part of MLPCare's strong vision, Liv Hospital plays a transformative role in shaping the regional healthcare ecosystem. The mission? It is more than treating

patients. With a farsighted belief, the CEO shares that Liv Hospital is set to shake things up, bringing international standards to the MENA region. As expected, the top priority is on patient trust and safety.

lasting impact has less to do with ﬁnancial and operational success. It all narrows down to the same denominator: people-centric stewardship. He seeks to make his mark in the industry by prioritizing patient safety, employee wellbeing, and community beneﬁts.

A Legacy of Care Legacy is determined by how skillfully one seizes the chance that positively impacts others. As a visionary leader, Dr. Özgün understood this before it became axiomatic. Today, his purpose is to encourage others to carry things forward with the same drive. That is the legacy he hopes to leave behind.

“The legacy I aspire to is a culture where people say," Dr. Özgün concludes, "Thanks to Liv Hospital and MLPCare, healthcare has been taken one step further.”

An aegis built on trust, excellence, and innovation. His deﬁnition of

19 | DECEMBER 2025

Nataliya Wiedemeyer Rising by Lifting the Role of Women in the Society

ataliya Wiedemeyer, Founder of Graviteams Management Consulting, is an entrepreneur who gained knowledge and experience from the corporate world and developed a successful organizational consultancy firm. At the beginning of her career, she has offered her expertise at different management consultancies serving clients in Europe, the Middle East, and Asia and also worked as a project manager for a reputed bank in Germany. Graviteams is a Management Consulting firm for future-ready leadership, innovative business models, and engaged teamwork. With a people-centric integrated transformational approach, the firm helps organizations to connect the people through technology and in the spirit which ultimately results in driving their business performance and productivity.

Imparting new dimensions of performance and productivity The services include leadership and team coaching, advisory projects, corporate workshops, facilitation, speaking engagements, and webinars. Nataliya is a certified brain-based coach and she ensures that her coaching for business leaders and entrepreneurs is aligned with the newest research in neuroscience. Her management consulting services include the systematic process of organizing innovative practices, advising on innovation, strategy, and cultural transformation. Team development imparts tapping into the implicit knowledge and the potential of the people involved and helps them to engage efficiently with each other. Facilitation of effective and productive teamwork, which is the most important driver for success is

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carried out by structuring and guiding dialogues, meetings, events, decisionmaking processes, and other activities using intentional strategies that help groups converse and collaborate more respectfully and productively. Training helps to transfer knowledge within the organization and to enable employees to gain new skills. The company closely involves itself with organizational leadership and helps in inﬂuencing the potential of the employees, this integrated approach gives a boost to the creative culture. Large-scale strategic objectives of organizations are broken down into manageable goals that various participant groups can focus on. Importance of “Team” in the Workplace During her tenure with the Banking Sector, Nataliya realized that the success of a company lies in its

Founder, Graviteams

23 | DECEMBER 2025

employees. Complexities of any Organization can be only sorted with an efficient team effort. It's not a oneman show. Strategic decisions and their successful execution are possible if dynamic leaders and front-line employees work in collaboration. The synergy between them enhances the success of a plan. Collaboration effort should extend beyond the formal teams within the organization and should include other stakeholders, like suppliers and most importantly, customers. Direct connection with customers is crucial to improve the work efficiency of any organization and to reposition it in today's competitive market. We rise by lifting others Nataliya says “As a founder of Graviteams Management Consulting, I feel blessed to help our esteemed

clients reach new dimensions of performance and productivity. Through our structured collaborative approaches, the companies successfully develop and implement innovative strategies to achieve their goals.” As an entrepreneur, she shoulders responsibilities to build valuable relationships with clients. Interacting and targeting prospective clients, mentors and mentees, potential business partners, networking, and delivering the expected goals. She strongly believes that social media recognition and ﬁnancial success are byproducts and not the ultimate goal of an entrepreneur. According to her ultimate success is achieved if her company can enhance the client's worth in the business. In her own words,” I am not successful, if I have engaged with a team in an organization and I am unable to create

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a positive impact, can't push them closer to their goals or could not spark a brilliant idea. I get personal satisfaction if my clients' businesses boom and that's the ultimate goal for me.” But carving the success path is never easy. Nataliya asserts that challenges make you stronger, more resilient, and wiser. Failure and setbacks can teach you important life lessons. The entrepreneurial journey is not a cakewalk but often requires loads of eﬀort, dedication, and commitment. Utilizing her immense knowledge, she believes organizational cultures with dedicated management who engage and empower their workforce can become successful. In today's world, there is rapid advancement in innovation and technology. Thus, it's highly important to keep the human

aspect abreast with the technological changes. Success happens when eﬀort meets opportunity She believes in the mindset of abundance and ﬁrmly trusts in the power to interpret circumstances as opportunities instead of seeing things as challenges or defeats. “In the business world, people often have a scarcity mentality. They think business opportunities, market shares, and resources are limited. An abundance mindset refers to the paradigm that there is plenty out there for everybody”. According to her both in business and life, one should focus more on creating opportunities and win-win situations.

and reactions to those, and as women we are often stuck in our heads. Here are some of the more frequent limiting beliefs, that businesswomen tend to hold: Ÿ

Not ready – women may decide to forgo a promotion or not take on additional responsibility out of the fear of not performing well enough. In this regard, men have a diﬀerent attitude by being open to growing their skills along with their responsibilities.

Underplay their role in the success - it may cause women discomfort when drawing attention to their successes and taking credit for their accomplishments. This is the wrong time to be humble, as failure to claim credit for own success is failure to claim credit for the hard work and the created value.

Perfectionism. As women, we often juggle a lot – career, children, household. Wanting to be perfect in every dimension creates a lot of mental strain and perfectionism is an unrealistic goal. Letting go of it usually frees so much energy, that we actually can do better – at work and in private.

Life's Philosophy and Advice to aspiring women entrepreneurs In today's modern world, Nataliya feels, that both genders should have opportunities to contribute their best. Success comes to those who thrive and work hard for it. “I feel proud as a woman entrepreneur and leader when I can actually help another woman to see herself as capable, motivated, and worthy of success. I like coaching women entrepreneurs because it gives me the highest return in terms of gratitude and it gives them a very high return too, sometimes lifechanging… Yes, the best recognition is seeing my women mentees and coachees succeed as entrepreneurs,” says Nataliya with pride Three myths women need to break to become successful entrepreneurs I empower women by coaching them to unlock their power from within. So often it is not about the external circumstances, but about our attitudes

“I see it as very important and beneﬁcial to any organizational culture to have women and men equally represented in leadership teams. Women make half of the population and in many parts of the world, the Middle East is no exception, for higher levels of education and career entry positions, we usually see roughly equal representation of both genders, often even with a slight tilt towards women. But at the higher management levels, many industries and corporate organizations are male-dominated. Along with education, the support system including access to mentorship, sponsorship are the most important factors for success. This region is booming, and the number of jobs and business opportunities is expected to double by 2030. It would be great if many of these would be created and ﬁlled by women so that the region moves closer to gender parity. Future Goals

Advancing the role of women in society and the economy is the key driver of Big Change In the Middle East promoting and helping women to succeed in leadership, and entrepreneurship are not only important ways to narrow down the gender gap but also opportunities to create powerful eﬀects.

25 | DECEMBER 2025

Nataliya is a mother of three and likes reading, sports, and traveling. She constantly polishes her talent and enhances her skillset by connecting with interesting people, listening to podcasts, and attending training programs. Under her leadership, the company has ambitious plans to grow exponentially. Personally, Nataliya will be working towards inspiring more women to advance in leadership and to become successful entrepreneurs. She is all set to procure her ambition and passion for helping organizations to achieve their goals.

Ghizlane Tazi Mouden Enthusiastic and Forward-thinking Executive in the Organic Olive Oil Sector

hizlane Tazi is a beacon of leadership and innovation in the competitive agri-food sector of the present day. She is the general manager of Noor Fès Organic Extra Virgin Olive Oil and has played a pivotal role in the growth of the company. Due to her passion, experience, and commitment to the profession, her path is an inspiration to all. This article goes deeper into her inspirational path, leadership style, and vision for the future of Noor Fès.

On top of that, her long interest in the agri-food sector and the value product of extra virgin olive oil made the decision a simple one. Ghizlane's experience as a General Manager has been rewarding. With more than two years at Noor Fès, she looks back at her varied career experiences that inﬂuenced her business and leadership style. "My tenure as a strategy consultant at McKinsey & Company ingrained in me never to fear grasping a new industry fast," she aﬃrms.

A Visionary Beginning Ghizlane Tazi's eyes sparkle with excitement when asked what motivated her to become a member of Noor Fès. "What motivated me to join Noor Fès was above all the vision of its creator, Mr. Dakir Berrada," she says. His faith in the product and his serene, systematic approach to building a brand touched her deeply.

A Journey of Happiness and Growth For Ghizlane, success is not measured on traditional grounds but by the deep sense of satisfaction and happiness it brings. "Success to me is being contented," she declares with a peaceful smile. This deeply rooted is spent in quality time with those she

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loves, indulging in her self-interest, such as yoga, and seeing her children thrive and grow. "As long as I am learning something new every day and also sharing it with others, then I'm okay," is how she reacts, showing the way, she nurtures learning and acquisition. Yet success was not reached without a struggle for her. She underwent a phase of uncertainty and discontentment before arriving at Noor Fès. "I was getting nowhere, looking for myself," she candidly confesses. It was a time in her life for searching and reflection. A respite from professional life gave her the liberty to reflect and redefine her professional aspirations. Mastering Multiple Hats As General Manager of Noor Fès, the role is anything but one-dimensional.

General Manager, Noor Fès Organic Extra Virgin Olive OIL

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Seamlessly jumping between a series of responsibilities, each with its own set of skills and information, is simply part of the daily routine. From product development to spearheading marketing campaigns and managing human resources, the role is very multi-faceted. Even with the scope of responsibilities, distribution is paramount. There is a firm dedication to strengthening Noor Fès's grip on the Moroccan market and aggressively penetrating overseas markets such as the U.S. and the UK. "We need to make it a success story so the brand can grow and develop," she says firmly. This vision and tenacious persistence are the secret to navigating the difficulties of global

markets and ensuring the brand's long-term growth and success. "Working part-time and being new to the industry, it is obviously thanks to the support of my teams and the unconditional commitment of Mr. Berrada that everything I try to undertake becomes possible." Illuminating African Agriculture: A Vision for Organic Excellence "Morocco is one of the world's largest producers of olive oil, but nobody else knows this except us," she says. By highlighting Noor Fès as a successful Moroccan brand, that is capable of producing top quality product, and competing with the most

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prestigious Spanish, Italian and Greek olive oils, she wants to encourage other African producers to do the same, and is on a quest to give Morocco and the continent global visibility. Her dream goes far beyond Noor Fès itself; it has a larger target of changing perception and inspiring the rest of the African agrifood brands to step into the global limelight. Through this action, she aspires to form a ripple that will raise the whole agricultural chain in Africa in the global agenda, aiming to showcase that the continent possesses the natural resources and the capability of producing world-level organic products.

"There are already many producers of great products in the Maghreb and Africa, but they don't necessarily dare to highlight their brand and origin. As a result, they often end up being suppliers for European brands that use their products and sell them under private labels." Milestones and Empowerment Looking back on her career milestones, Ghizlane is proud to have revived the Luxury Business Unit of Groupe Aksal. "It was extremely lossmaking when I took charge of it," she says. She turned the unit around with planning, acquiring franchise contracts with high-end brands. That success established her as someone capable of initiating transformation and delivering first-class results. She is in the process of going Noor Fès global, and she does this with great enthusiasm. International expansion and a global footprint for Noor Fès are a testament to her vision and leadership. Finding the Ideal Balance In the competitive business environment, a balance between professional and personal life is very much feasible. Ghizlane Tazi, however, considers it both a necessity and an aspiration. "Personal life comes first," she declares firmly. Having spent years working and traveling around the clock, she deliberately changed direction. Working part-time these days, Ghizlane gets to spend time with her family and enjoy the moments most precious to them. Having the freedom to concentrate on her own interests, especially sports, is a respite to her.

Conclusion The inspiring tale of Ghizlane Tazi's drive, vision, and ingenuity with Noor Fès Organic Extra Virgin Olive Oil is told. Because of her commitment to the industry, strategic thinking, and focus on quality, Noor Fès is a signiﬁcant force in the agri-food sector. As she continues to grow the company and impact the industry, her experience inspires upcoming leaders and entrepreneurs.

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Sumesh Satyan Setting work ethics goal with Leisung Technologies LLC

n every business, strategy & culture is an attitude mirror of the persons leading the business. Sumesh Satyan, Co-founder and CEO of Leisung Technologies LLC, learned this thing from his father and used it in his professional career to progress. He spent a lot of time at his father's restaurant. Being a part of a larger family other than the biological one instilled a lot of human values in his mind and soul. He states, “My deﬁnition and measure of success will always remain, the number of individuals we are able to support and what values we instill in them as a company.” Journey to success At the age of 18, with a Diploma of Engineering, a sales job comes in handy as it oﬀers the freedom of riding around and earning money for it. In 1992, Sumesh started his sales

career and, progressing through it, learned a lot about different human personalities and behavior. He honed his skills to adapt to them. He had the necessary skills to shine in the domain and achieved sales excellence. However, having worked for smaller organizations, he understood the mindset of stakeholders, which kept the organization small and allowed minimal or no growth for the employees in them. He adds, “I am not speaking this in general but for very specific organizations. I was not a very adored figure with these stakeholders and have been repeatedly castigated for having supported employees to empower them.” Once, he was also shown the door by an organization where he worked with

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the in-house team in every trough and crest. This hammered the last nail in the coffin. Being clear about his retirement plans with his wife, which were to follow passion after the age of 45, he cofounded Leisung Technologies with her. He states, “Suchi & I then put our idea in place to build an organization where financial achievements were only the result of a team that is inspired internally to support people and organization to achieve their wants and needs in the AV Segment. Today we are proud of having built this company where people come first.” Hurdles along the way Sumesh believes, “Challenges do not make you stronger, but the result of

CEO, Leisung Technologies LLC

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your response to that challenge will leave you with a life lesson or two.” Cashﬂow was a major roadblock in the road to success. However, the team tackled the situation together and tunned through it. With pandemic disrupting all the aspects globally, the team focuses on learning and ameliorating the services as they move ahead. He adds, “The most valuable lesson that this has taught me is to not take anything for granted. Every customer, every PO, every employee, every inch of your oﬃce, your home, and every breath you take is a gift. Celebrate, love, and live it.” Leading upfront with Leisung Technologies Leisung Technologies LLC is a Dubai-based Audio Visual System Design & Integration company. Their

core expertise is audio, visual & Digital Signage systems for meeting spaces like meeting rooms, conference rooms, auditoriums, retail spaces, innovation centers, BGM systems, control centers, and oﬀ-late home theaters. Sumesh adds, “We have a highly skilled and qualiﬁed team which ensures implementation of the latest proven technological advancements to provide a scalable and dependable system to the client.” Leisung has been an Infocomm member since its inception, and it represents more than 40 top vendor brands in the UAE and has been supporting AV Integration and Digital Signage projects in UAE, KSA, Oman, Qatar, Egypt, Lebanon, Jordan & Kuwait. He states, “Our aim is to work closely with suppliers and clients to build

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brand equity and ensure long-term success. This quest for success has led us to forge close partnerships with AV Majors like Crestron, Extron, NEC, Bose, Harman, Samsung, LG, QStech, and any others.” For him, Leisung is a movement, not an organization. The team understands that they deal with humans, and at the core of it, they are delighted when the customer is provided what he wants and not what they sell. He expresses, “When every employee questions himself “Does my activity make Leisung an easy company to work with for myself and the customer?”, it forms the very basis of a culture where integrity and innovation is an everyday thing rather than something discussed only in high-level meetings or customer interactions.”

Life as Co-founder and CEO of the company Wearing the hat of the CEO, Sumesh leads the organization upfront. He states, “The core responsibility I have is to sustain the culture and ensure that everyone works toward the same goal of being the easiest company to work with.” He starts his day by thrashing the juggernauts out of the way and then keeps the second half of the day for site visits and meetings with customers and vendors. He expresses, “I have some precious moments where any of my team members would want to discuss some personal or professional challenge, and we try to solve them together.” Having a perseverant attitude helps him to tunnel through the upcoming challenges.

Achieving work-life balance

Future aspects of the company

Sumesh feels blessed to have a family that plays a crucial role in his professional endeavors. He states, “My wife for 24 years, Suchi is an integral part of the organization as the Vertical Head in Sales, and my motivation for all those human endeavors that I undertake and my daughter Samyukta is handling the marketing function.”

Sumesh states, “Our vision of being the “Easiest company to work with for employees, vendors, and customers” is born from the very need to ensure that everyone we interact with is touched by our human spirit of oneness and helpfulness in every single task we undertake.”

Creating balance at his personal and professional front comes naturally. Being a team player, he trusts his employees and aims at creating a workspace where everyone can grow individually and take the team together with them to new heights. He adds, “We have built the organization that has 0% policing and an environment which only inspires them to learn, prosper and support others to achieve the same.” 35 | DECEMBER 2025

The team aims to ensure a business that can support at least 1000 families in the next ﬁve years. On the personal front, he wants to complete his book on sales and wants to adopt a village to ensure they are self-suﬃcient when it comes to the basics of which education is a big part.

Yılmaz BOZAN An Astute Marketer and Skilled Business Leader

ılmaz Bozan, CEO and Founder of revolutionDM, is an industrial engineer with over 20 years of experience in the internet industry. He founded the ﬁrst online home furniture sales business in Turkey, and went on to operate and consult in a variety of industries, including consumer electronics, vacations, airlines, textiles, shoes, and fast moving consumer goods. Yılmaz Bozan's name appears in numerous e-commerce site start-ups, and his role is to introduce businesses to e-commerce and build performance-oriented digital marketing strategies. He's worked on conversion-boosting techniques including neuro marketing and growth hacking, and he now consults businesses on these topics. Yılmaz has worked with both small and large businesses. He worked long

hours on coding and graphic design in addition to being a white collar worker. Before revolutionDM, he spent his time honing other hard skills that are the foundations of digital marketing. He explains, "These have motivated me to start this business, and I am pleased to see that I have put in the effort to develop these skills." Taking First Steps as an Entrepreneur Yılmaz had the chance to collaborate with a variety of firms while working as the digital marketing director for a big consumer electronics retailer in Turkey. He has recently noticed marketing companies failing to comprehend their clients' difficulties and disadvantages. Being with entrepreneurs in Dublin in 2014 inspired him to start a firm that fills that gap and understands the demands

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of companies as well as the complexities of this fast-paced expanding business in Turkey, while also delivering benchmark service in its own manner. In 2015, Yılmaz founded the Internet Advertising Services and Consulting company called "revolutionDM". At the same time, he was arranging "Digital Marketing and E-commerce" training and certificate programmes at several institutions, as well as writing articles for well-known publications and websites. revolutionDM revolutionDM is a digital marketing firm that places a strong emphasis on results. The firm sets itself apart from the competition by the level of service it delivers and the strategy it takes. Yılmaz says, "Our approach is being one with our clients as if we are

CEO and Founder, revolutionDM

37 | DECEMBER 2025

working together at their premises. We like to act as their colleagues, in other words, their Director of Digital Marketing. Not like an agency, but an employee who has organic bounds going through challenges side by side. That's why we are not aﬀected by the competition due to our approach and our business model."

Conversion Optimization

Growth Hacking

Neuro Marketing

Mobile Marketing

UX/UI Desing / Optimizastion

RevolutionDM's main service categories are as follows:

E-Commerce Consulting

The Global Challenge and Team RevolutionDM

SEO (Search Engine Optimization)

SEM (Search Engine Marketing)

SMM (Social Media Marketing)

The last two years during the epidemic were very diﬃcult for the revolutionDM teams, since they are currently dealing with it. revolutionDM was able to survive this diﬃcult phase because of the team's

excellent relationships with the company's clients. In exchange, the ﬁrm has worked extremely hard to maintain the best level of service, despite the fact that the economics of the pandemic period are still shifting and tough. The team's vision is to go global and have partners as well as clients on all continents, while keeping the unique service level at its highest. CEO of revolutionDM Yılmaz's role in the company is like a mentor and big brother. Since the beginning, revolutionDM has set the company's organisational structure without hierarchy, in which communication among the teams and clients is seamless and frictionless. He describes it thusly, "We treat our clients' issues as our own problems, just as our colleagues' issues. There is no distinction between overseeing their digital communication processes of clients, taking action before they cause any major damage and our colleagues' problems." Yılmaz goes on to say that the company's executives' attitude and pleasant corporate culture keep employees engaged, and that no matter what occurs, a solution will always be found. This approach, according to Yılmaz, characterises revlutionDM's ideals, which is why individuals in this sector's ecosystem chose revlutionDM. Yılmaz says, "I used to work in a pharmacy, so I even take care of my colleagues' health problems and sometimes I give medical treatment to my colleagues when necessary." Following the Routine Yılmaz says, "I love what I am doing here." He works long hours, even

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traﬃc and set up countless ecommerce start-ups with the help of tonnes of coﬀee and sleepless nights over the years. He says, "Anyone who would like to capitalise our knowledge and experience for their venture and company is always welcome at revolutionDM." View on Success In 2009, Yılmaz started to give courses about digital marketing. After 10 years, his students become professionals working for big enterprises. He feels very proud when he meets them again. He considers the biggest achievement for him to be the people whose lives he has contributed to. He says, "It's amazing to see the power of spreading knowledge and information and how it impacts people's professional lives."

after midnight on weekdays, but his Sundays are always free. Over the years, he has learned how to manage his time. He states, "My hairdresser appointment is set weeks before. I plan my days, weeks and even months in advance so that I can squeeze personal time and responsibilities in between. That helps a lot to balance your work and life. To me, if you manage your time well, you manage what you want to achieve." Hard work always Pays Oﬀ In the previous ﬁve years, revolutionDM has added new clients in the United States, Europe, and the Middle East, with the number of

If Yılmaz had to choose three qualities that helped him succeed in business, he would say imagination, persistence and values. He continues to state that everything begins with a dream and that when one has a dream, one must strive and fail in order to keep the dream alive. He mentions that it takes every possible way and tries various strategies to make that dream come true. That also requires discipline and persistence. He says, "Having values and respect towards your surroundings and people that you work with, success becomes inevitable."

clients in Europe increasing dramatically last year. WOM was the company's marketing approach, which meant that existing customers recommended it to new ones. The firm does not have a landing page, but it does have personal social media profiles, which is interesting. Another intriguing aspect is that it has clients who do not speak the same language. Yılmaz says, "We manage digital marketing processes for a Polish client through translation for the last 8 months and it's still working perfectly. We are confident in our knowledge and experience. "

https//www.linkedin.com/in/yilmazboz an/

Yılmaz has coded more than 400 websites, managed over a billion

https://www.instagram.com/yilmazboz an

39 | DECEMBER 2025

http://www.yilmazbozan.com yilmaz@revolutiondm.com

Julie Leblan Motivating Employees and Retaining Loyal Customers with Innovative Appreciative Ways.

t is always a great feeling to be appreciated, especially with something special. Rewards and recognition are a part of every esteemed organization, as the employer appreciates the hard work and dedication of their employees by doting them with a token. This motivates the employees and helps in creating a pleasant work environment and fosters customer loyalty. Fathoming the signiﬁcance of this unique way of boosting the employee's morale and introducing creative ways of retaining customers, Merit Incentives, embarked upon a new venture. Merit Incentives is a company that provides gifts, rewards and engagement strategies using innovative technologies in the MENA region. It was founded originally as MyList, in 2012, by Julie Leblan, the expert behind the plan who has integrated technology with creativity and has incorporated a successful company today. As we capture the

journey of Merit Incentives, it inspires us to follow our dreams with passion and dedication leaving trails of success stories. The Foundation of Success Originally launched as a B2C gifting solution, MyList - Merit Incentives parent company - was established in 2012 as the ﬁrst online gift registry and universal gift card for the Middle East, creating for this region what has been a highly successful and mature business model in the USA and Europe for many years. Over the course of the past seven years, the company has developed exclusive partnerships with over 75 major retailers in the UAE alone, with a total of more than 400 in the MENA region. In 2016, Merit Incentives was oﬃcially launched as the MENA

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region's leading merchandise and gift card offering in the gift and reward fulfilment services sector. Indeed, MyList is the only home-grown company in the region offering both gift cards and merchandises from local as well as worldwide merchants and becomes the partner of choice for several global reward solutions providers. While supplying gift and rewards fulfilment, they have realized the absence of adequate technology solutions and the IT legacy borne by local companies in the MENA market and launched “plug & play” solutions to ensure that retailers and corporate/institutions are connected digitally to ensure a seamless customer journey. This helps Corporate/institution to enhance their engagement on their employee or customer loyalty programme by providing digital experience.

CEO, Merit Incentives

43 | DECEMBER 2025

The initial challenges were both external and internal. externally to educate a market that was unknown to digital rewards & incentives and shape new company's culture by introducing new concepts such as employee engagement and changing behaviour with a positive mindset. Internally, to attract and recruit talents. As a start-up, it's very diﬃcult to attract motivated and professional employees who have the resilience and right attitude required to support a fast-scaling structure. However, Merit Incentives thrived through every challenge and set back and made it to success. The Merited Services of Excellence MERIT INCENTIVES oﬀer new business-to-business & technology services and solutions such as: Ÿ

gift fulﬁlment services (gift cards & merchandises) to loyalty programmes, employee recognition & sales incentives programmes,

introducing into the MENA region technology solutions for retailers:

the SaaS & White-Label technology platform for Retailers to enable their eGift Card or eCoupons either by integrating with their POS or deploying WEBPOS solution;

a white-label gift registry platform for Retailers (incl. department stores).

introducing into the MENA region the expertise and technology to allow companies to increase engagement:

customer engagement using loyalty, gift cards & incentives technologies by oﬀering white labelled Mobile app or webresponsive Marketplace for corporate/institution to oﬀer points redemption system for egift cards, merchandises, experiences and for their employees or customers

employee engagement (employee recognition, sales incentive, learning and wellness incentive needs) using a SaaS cloud-based platform.

increasing the partner network of retailers to accept Mylist universal prepaid gift card or any branded currency created for a client as payment option in the Mena region (like Apple Pay, Google Pay or any other digital wallet). Growth Amidst Competition Merit Incentives' competition is very fragmented and not really organized CIO VIEWS | 44

in the Middle East. They have more global competitors, but they all require their regional expertise to assist them. No other company offer a 360 approach as Merit Incentives does in the Middle East. They are offering a turn-key solution for clients from technology implementation to rewards and incentives redemption network aggregation, with a local or global reach as per the client's needs. Their strategy was to first prove the business case last year and then scale up. They have first expanded among various verticals such as gift fulfilment, technology solutions for companies and retailers. Merit Incentives is now expanding geographically by approaching the same type of clients among various territories in the MENA region and globally. They have grown significantly in the past years but 2019 is a turning point with an anticipated growth of over 300% compared to last year revenue and their operations presence in 5

countries: UAE, KSA, Egypt, Oman and Pakistan. The CEO's Insights After working seven years as a finance lawyer, Julie Leblan, also realised the need of setting up her own entity and becoming an entrepreneur. As a woman, it allowed her to balance between her work and family life. A native of France, she began her career as a solicitor with some of Paris's leading law firms, before moving to a manager position in structured finance at the Paris office of Royal Bank of Scotland, assisting clients in structuring loans for worldwide or pan-European transactions. In 2008, she joined the Paris finance department of US law firm Mayer Brown and assisted international clients with structured loans (LBO, real estate, corporate loans…), M&A, securitization and deal structuring. Julie received her Master law degrees from Strasbourg (France) and Exeter University (UK) and she is a member of the Paris Bar. After moving to Dubai in 2010 and taking a maternity leave, she refocused her career towards entrepreneurship, launching her first company in 2012. Now that the company has reached a more significant size, Julie's main role as a CEO is to work on strategy, business orientations and innovation. Discussing with clients and understanding their needs to be able to offer the best suited solution while automating most of the processes and interactions is what she has at heart. Customer centricity is what drives her decisions. Balancing between being ahead of competition and offering adapted solutions for clients is what she has constantly in mind.

“It feels great to see that you contribute to clients' business and have a significant impact in the way they work. Growing up, I have always wanted to innovate and create something unique that makes an impact in people's lives. I presume this is what makes me a true millennial”, Julie shares. The Motivating Factor Merit Incentives is all about innovation and modular solutions, allowing a company to scale and upgrade the technologies and services easily. Their vision is to disrupt the world of rewards, incentives and engagement technologies by offering an easy plug & play solution and using AI and machine learning to increase segmentation offering. Merit Incentives is also a multi-awarded company recognized for its expertise in engagement, digitalization and innovation. MyList Group was recognized as 1 of the TOP 100 startups in the Arab World by Forbes Middle East in 2017, 1 of the TOP 12 up and coming companies in the MENA region by Forbes in 2018 and won multiple awards in the last 5 years positioning the Group as an expert in its industry: nominated as Start-up of the Year 2018 and best B2C website of the year by Seamless Awards in 2018 and SMB awards by Etisalat in 2019, winner of the French creative Entrepreneur award in 2016. Merit is also now a Plug & Play company (Fintech 2019) and has been part of the Microsoft AI Accelerator in 2019. Julie has been recently awarded Entrepreneur of the Year 2019 at The Incentive Awards in London. The growth and the difference they are making in the market keeps the

45 | DECEMBER 2025

Merit Incentives employees motivated. Being recognised as an innovator and market leader by the industry and clients is also a constant motivation for the team. The Successful Future Five years ago, the Middle East market was totally insignificant in terms of volumes and visibility for global players. It feels great to see that Middle East is now catching up and is on the way to outperform mature markets by adopting new trends faster than USA and Europe. Merit Incentives recently won new global deals such as international airlines international redemption or distributing and selling IKEA gift cards in 24 countries for example. Merit Incentives is very well positioned to get access to clients that would like to have an international reach (they cover over 2,500 in more than 40 countries), want to access a better technology, constantly adapting to the clients' needs and benefiting from their experience of emerging markets. Merit Incentives will succeed globally as all the clients now needs is personalised technology solutions with a global reach. It has been an incredible journey since they first ventured, and Merit Incentives is geared up for a greater walk ahead that is full of success, innovation and creativity. They have surely left trails of success to follow and will keep adding many more tales to their journal of success.

Nabil Batawi An Empowering HR Leader Who Strongly Believes in The Power of People

s Group CHRO at Alkhorayef Group, Nabil Batawi has had a profound impact on the Human Resources (HR) industry, fundamentally reshaping the methods through which HR professionals can connect with and attract top talent. As an MBA holder from Wolverhampton University in the UK, Nabil has over 23 years of experience with multinational, local and joint venture companies. He started his career in Tetra Pak as Site Controller in Feb 1999 and he transferred to the Factory at the end of 1999. He worked in many departments in the Factory for 10 years (Production, PrePress, Graphic design, World Class Manufacturing and Education and Training). Nabil was responsible for a variety of critical projects, including recruiting, onboarding, and training new employees. Nabil quickly

realized that he loved working with people and helping them succeed. In Feb 2009, Nabil got an opportunity in GSK as HR Manager. He had the opportunity to work on a variety of projects, including developing employee onboarding programs, creating performance management systems, and conducting employee surveys. He also had the opportunity to lead two critical projects “GMP and Total Reward”. Both projects have been awarded Globally - The ERA as Best Practice Award. In 2012 Nabil got a promotion as Head of HR Operation in KSA, in 2014 he was promoted as Head of HR shared services for KSA and in 2016 he was the HR Director for KSA. Nabil was also the Head of HR with Aujan Coca Cola for KSA in 2017 and he was the Vice President for HR in GCC and Levant with Alsaﬁ Danone in 2019. CIO VIEWS | 46

Nabil has won many awards locally and internationally throughout his career, however, there are two awards that mean a lot to him as a leader: Ÿ

CHRO of the Year in the Middle East 2020

Award for the most inﬂuential personality in the ﬁeld of social responsibility in the Arab world for the year 2021

HR Team of the Year in KSA 2023

Success and growth are subjective. Different leaders may have distinct definitions of success based on their personal values, goals, and aspirations. Some common themes that are often associated with success include achievement, fulfillment, progress, and the attainment of desired outcomes.

Group CHRO, Alkhorayef Group

47 | DECEMBER 2025

work interesting and challenging,” he explains. Nabil is passionate about helping people reach their full potential. Everyone has something special to offer, and Nabil wants to help people find ways to use their talents and skills to make a difference in the world. It is true that HR professionals can play a vital role in helping people achieve their goals. Alkhorayef Group, and its services

For Nabil, success is finding purpose and meaning in one's work and making a positive impact on others and society. He is one of those leaders who prioritize collaboration, empathy, and social responsibility, defining success in terms of making a difference in the lives of their team members, customers, or the wider community. Nabil says that challenges can make you stronger but that depends on how they are approached, the support available, and the lessons learned from the experience. One must embrace challenges with a growth mindset, leveraging them as opportunities for learning and development. When faced with a challenge, one must dig deep and find the strength to overcome it. “This can be a very empowering experience, and it can teach you a lot about yourself,” he affirms.

Taking a Leap of Faith: Joining the HR Industry

Alkhorayef Group is one of the biggest groups in Saudi Arabi with a diversiﬁed portfolio of businesses in the ﬁelds of agriculture, energy, water, petroleum, printing solution, commercial, spare parts, investment and manufacturing. They also have a growing international presence, operating in over 40 countries and six continents.

Nabil was inspired to take the step of faith into the HR industry because he believes in the power of people. He believes that people are the most important asset of any organization, and that by investing in people, organizations can achieve great things. Nabil also believes that HR professionals can play a vital role in creating a workplace where people can thrive.

The group was founded in 1957 by the late Sh.Abdullah Ibrahim Alkhorayef, and it has since grown to become one of the largest and most successful companies in Saudi Arabia. Alkhorayef Group is committed to providing its customers with highquality products and services. The group has a strong focus on innovation and sustainability, and it is always looking for new ways to improve its operations and its products.

Nabil was drawn to HR because it is a ﬁeld that is constantly evolving. There are always new challenges and opportunities, and he enjoys the challenge of staying up to date on the latest trends. He also enjoys the variety of work that HR professionals do. “We are involved in everything from recruiting and hiring to training and development to compensation and beneﬁts. This variety keeps the

Alkhorayef Group is a major employer in Saudi Arabia, and it is committed to providing its employees with a safe and rewarding work environment. The group also supports a number of social and community initiatives, and it is committed to making a positive impact on the lives of the people of Saudi Arabia.

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Contributing to redefine the Human Resources industry. Nabil has been working in the HR industry for over 23 years and has seen a lot of changes in the way HR is perceived and practiced. In the past, HR was seen as a cost center, and its primary function was to ensure compliance with labor laws. However, Nabil worked hard in the past years to show the importance of HR in driving business performance. As a result, HR has become a strategic partner to business leaders, and its role has expanded to include a wide range of activities, such as leading digital transformation, employee development, performance management, culture change and business partnering. One of Nabil's most significant contributions to redefine the HR Industry was the development of a new model for HR called “HR World Class Methodology.” This methodology has been built on 6 pillars: Ÿ

Center of Expertise

Digitalization focus

HR solation services

Kaizen - continuous improvement

Costumer services excellence

Professionalism at work

change is one of the most difficult roadblocks Nabil has faced. However, he claims to have learnt a lot from these roadblocks. He learnt that it is important to be patient and persistent. He also learnt that it is important to be able to articulate the value of HR in a way that business leaders can understand. “I am confident that, with time and effort, I will be able to overcome these roadblocks and make a significant contribution to the HR industry,” Nabil asserts. “Never give up. It is important to never give up on your goals. If you are passionate about making a difference in the HR industry, you will eventually succeed.”

Change management and culture

Be a team player: HR professionals need to be able to work eﬀectively with others. Be willing to collaborate and be open to new ideas.

Be a leader: HR professionals need to be able to lead and motivate others. Be clear about your goals and be willing to help others achieve their goals.

Empowering The Workforce to Reach Their Fullest Potential Nabil's personal goals as an HR leader are to: Ÿ

Build a high-performing HR team: Nabil wants to create a team of talented and dedicated HR professionals who are passionate about helping Alkhorayef Group achieve its goals.

Create a culture of innovation and continuous improvement: Nabil wants to create a workplace where employees feel empowered to take risks and innovate. He also wants to create a culture of continuous learning and improvement.

Make a positive impact on the lives of employees: Nabil wants to help employees reach their full potential and achieve their goals. He also wants to create a workplace where employees feel valued, respected, and supported.

Message to Aspiring HR Professionals and Business Leaders Nabil's wise words of advice to aspiring leaders are: Ÿ

Be passionate about your work: If you are passionate about your work, it will show in your work and in your interactions with others.

Be a good listener: One of the most important skills for an HR professional is the ability to listen to others. Listen to what employees have to say and be open to their ideas and suggestions.

Ÿ “It makes me feel very proud to have been the leader of this initiative, designing a very clear road map to help the organization reach world class HR practices,” Nabil exclaims.

Be a good communicator: HR professionals need to be able to communicate eﬀectively with employees, managers, and other stakeholders. Be clear and concise in your communication and be sure to listen to feedback.

49 | DECEMBER 2025

Ghassan Ayidh Ghassan Ayidh's Mission to Grow with Purpose

n an age when business is often marked by rapid exits and transactional mindsets, Ghassan Ayidh stands out from the pack. His is a story of values-driven vision. Raised in an entrepreneurial family in Saudi Arabia, Ghassan was introduced at an early age to both the challenges and successes of building a business from scratch. He is now the founder of OxMar Partners, the country's ﬁrst search fund. His investment strategy is not chasing four or ﬁve deals or quick riches. It is discovering one superb business and extending it with persistence, hard work, and long-term commitment. An Entrepreneurial Foundation Growing up around small and medium-sized enterprises gave Ghassan a front-row seat to the complexities of ownership. It sparked a curiosity that only deepened with time. After leading major projects in

his professional life and completing an MBA at Harvard Business School, he made a decision. He wanted to operate a business, not just invest in one.

management team,” he explains. “This is not a ﬁnancial play. It is a commitment to building something enduring.” Facing Resistance with Resilience

“The search fund model really spoke to me,” he says. “It allowed me to combine entrepreneurship with disciplined investing. That is how OxMar Partners came to life. I saw it as a way to acquire one strong Saudi company and grow it while applying world-class standards in a local setting.” His model is diﬀerent from traditional investors. He is not looking to build a portfolio of companies or exit after a few years. His focus is narrow by design. One company. One long-term mission. And a deep level of involvement. “I want to be part of the business full time, working alongside the CIO VIEWS | 52

Launching a search fund in a market unfamiliar with the concept was no easy task. Ghassan quickly realized he would need to educate stakeholders from the ground up. “I had to explain what a search fund is and why it matters,” he says. “That meant sharing global examples, bringing on respected investors, and clearly showing how aligned interests lead to better outcomes.” Another challenge was sourcing deals in a space that is still developing. To address this, he built a solid outreach strategy and tailored his communication style to ﬁt local norms. The ability to adapt, listen,

Managing Director, OxMar Partners

53 | DECEMBER 2025

and lead with integrity has been key to gaining traction in an emerging market. Preserving What Matters Most Ghassan's goal is not to take over a business and change everything. In fact, it is the opposite. He wants to protect what already works. “The founder's legacy is often what makes the company special,” he explains. “I see myself as a steward of that legacy. I want to retain key staﬀ, honor long-standing relationships, and make any changes gradually and with input.”

“Selling a business is emotional. It is often a life's work. And much of the company's wisdom lives in the founder's head, not on a spreadsheet,” he says. “That has only made me more committed to learning from them and ensuring their experience remains part of the company's DNA.” This mindset has shaped how Ghassan approaches conversations—with curiosity ﬁrst, never assumptions. And over time, those conversations have left a lasting impression. One that stood out came from a founder in the HVAC industry who had spent over 35 years building his company.

talking about growth or numbers, he spoke about his people—how one technician had been with him for over 20 years, how he built long-standing relationships with supplier owners and their families, and how some of his customers were now thirdgeneration clients. That kind of loyalty and legacy doesn't show up on a spreadsheet. We spent most of the conversation focused on how to preserve that trust, not disrupt it. It reminded me that for many founders, selling a business is about continuing the legacy—not optimizing the spreadsheet. And that's how I approach it too." A Practical Yet Purposeful Leader

This mindset extends to how he engages with sellers. For him, a successful handover is not purely about money. It is about trust. “When both sides walk away feeling confident and respected, that is success,” he says. “It should feel more like passing the baton than walking off the field.”

"One of the most memorable conversations I had was with a founder who had built his HVAC business over 35 years. I opened with a simple question: 'Where do you see the company in the future?' Instead of

Conversations that Shape Understanding When he meets with business owners, Ghassan starts by listening. Every conversation begins with understanding their goals and what they care most about. “Some are deeply attached to their employees. Others care about their brand's reputation or their customers,” he shares. “There is no one-size-ﬁtsall approach. I tailor the transition to their priorities.” Through these conversations, he has come to understand how personal the decision to sell can be.

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No two days are alike for Ghassan. His schedule includes market research, deal analysis, calls with owners, updates to investors and managing his team. He carves out

time in the morning for strategic thinking and uses the afternoons for operational tasks. What keeps him steady is a strong sense of purpose. “Early in my career, success was defined by closing a deal. Today, it is about long-term impact. I want to help build a company that creates jobs, grows sustainably and makes a real contribution to the local economy,” he says. “And I want my investors to feel they are part of something meaningful.” He also finds motivation in the smaller victories. “When a seller starts to trust the process or when a team member grows into their role, those are the moments that energize me,” he adds. The Role of Mentorship and Legacy Mentorship has played a key role in Ghassan's journey. From early advisors to his time at Harvard to the seasoned investors he works with today, he has benefited from strong guidance. Now, he makes a point to pay that forward. “I try to be generous with my time, especially with younger professionals exploring entrepreneurship through acquisition,” he says. “And I make sure to empower my own team to take initiative while being there for support.” When asked what advice he would offer to emerging leaders in the region, his response is clear.

rooted in your culture and always act with integrity. People may forget your title, but they will never forget how you made them feel.” A Legacy in the Making As for the future, Ghassan is focused not just on building a successful company but on creating something bigger than himself. “I want to be remembered as someone who built a bridge,” he says. “A bridge between tradition and innovation. Between local businesses and global capital. Between ambition and responsibility.” If OxMar Partners becomes a model that others can follow, that would be enough. “If I can inspire even a handful of people to pursue work with purpose and values, that would be a legacy worth leaving,” he reﬂects.

“Be bold. You do not need to follow a conventional path. Learn deeply, stay 55 | DECEMBER 2025

Conclusion Ghassan believes approachability is a key part of building trust. “I keep an open-door policy—there's only one phone number I use, and it's shared widely. I'm also highly responsive across social platforms. Whether it's a business owner thinking about succession or an intermediary exploring the right ﬁt for their client, I'm always open to a conversation.” Ghassan Ayidh's work through OxMar Partners is reshaping what it means to invest with intent. His story is one of thoughtful leadership, longterm focus, and a genuine respect for the people behind the business. In a region that is rapidly transforming, his approach oﬀers a blueprint for sustainable growth grounded in trust, purpose, and human connection. It is not the fastest path, but it may be the most lasting.

Muhammad Adeel Anjum From Retail Roots to Global Vision: The Leadership Journey of Muhammad Adeel Anjum

n the ever-evolving landscape of business leadership, the journey from foundational roles to executive positions often reveals a story of growth, adaptation, and visionary thinking. Muhammad Adeel Anjum's path to becoming the CEO of Circle K Arabia is a compelling example of this journey. His career, marked by transformative experiences across various industries, illustrates how diverse expertise and strategic foresight can shape eﬀective leadership. This article delves into Muhammad's remarkable journey, exploring how his experiences and leadership style have positioned him as a key ﬁgure in the competitive world of retail. A Transformative Career Path Muhammad Adeel Anjum's ascent to the role of CEO at Circle K Arabia is a testament to a career rich in

transformative experiences. His journey began at Lidl, where he developed essential skills in operational excellence and customer service. "My time at Lidl was foundational," Adeel reflects. "It taught me the importance of meticulous planning and cost optimization." These early lessons in financial and commercial planning laid the groundwork for his future roles. Adeel's transition to Fitness First marked a significant shift. Here, he immersed himself in the dynamics of the health and fitness industry, mastering customer engagement and operational excellence. "The experience at Fitness First was crucial in understanding the power of team motivation and delivering exceptional guest experiences," he explains. This role was instrumental in shaping his leadership philosophy and reinforcing his belief in the importance of

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inspiring teams toward shared objectives. Along the way Adeel also worked within Tech, and Fashion industries, working for leading global fashion brands. A deﬁning moment in Adeel's career came with his role at Nike. This global brand management position exposed him to strategic marketing and product innovation. "Nike taught me to navigate fast-paced environments and embrace creativity," he asserts. This experience was pivotal in developing his ability to drive business success in dynamic settings. Adeel's diverse experiences, spanning Lidl, Fitness First, Multiple Fashion brands and Nike, provided him with a comprehensive understanding of retail operations, consumer behaviour, and brand strategy. As CEO of Circle K

CEO, Circle K Arabia

57 | DECEMBER 2025

Arabia, he leverages this extensive knowledge to lead with vision and drive a culture of innovation and growth. Diverse Industry Experience and Leadership Style Adeel's career spans a broad spectrum of industries, including food retail, fashion retail, hospitality, tech, sports retail, and consulting. This varied background has significantly influenced his leadership style and strategic vision. "My interest in different industries comes from a combination of professional curiosity and a desire to understand complex market dynamics," he notes. His consulting experience provided a broad perspective, enabling him to engage with clients across various sectors. "Consultancy allowed me to appreciate each industry's unique challenges and opportunities," he says. This broad understanding fuels his strategic approach, allowing him to apply insights from one industry to another. Personal passions also play a role in shaping Adeel's professional outlook. His enthusiasm for health and wellness has influenced his leadership style, promoting a culture of resilience and teamwork. "I believe in instilling a sports team mentality within my organization, emphasizing perseverance and collaboration," he explains. This approach reflects his commitment to creating a motivated and cohesive team environment. Leading Turnarounds and Implementing Strategies Adeel is recognized for his expertise in turnaround strategies and startup management. One notable success

involved leading a struggling retail company through a comprehensive turnaround. "When I first assessed the company, inefficient processes and outdated technology were major obstacles," he recalls. His strategy focused on operational efficiency, cultural transformation, and financial restructuring. Streamlining backend processes and investing in new technologies resulted in a 20% reduction in operational costs within six months. "Operational efficiency was critical," he asserts, "as it allowed us to improve product quality and reduce costs." Cultural transformation played a crucial role. Adeel introduced leadership training and improved communication channels, boosting employee morale and reducing turnover. "A motivated workforce is

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essential for driving revenue and organizational success," he emphasizes. Financial restructuring, including renegotiating contracts and focusing on high-margin products, stabilized the company's ﬁnances and enabled sustainable growth. Within a year, the company returned to proﬁtability, demonstrating the success of a comprehensive turnaround strategy. Cultivating a Culture of Innovation at Circle K Arabia In the competitive GCC market, fostering a culture of innovation is vital for maintaining a competitive edge. Adeel's approach at Circle K Arabia centers on three key strategies: empowering teams, continuous learning, and customer-centric innovation.

"Empowering teams is at the heart of our innovation strategy," he explains. By encouraging cross-functional collaboration and providing autonomy, Adeel taps into the collective creativity of the organization. "When employees feel empowered to take risks and propose new ideas, it drives innovation and agility." Continuous learning and development are also central to his approach. Adeel invests in training programs and promotes a growth mindset across all levels of the organization. "A culture of continuous learning equips our teams with the latest skills and insights, enhancing processes and customer experiences," he asserts. Customer-centric innovation is crucial for staying ahead in a competitive market. Adeel prioritizes gathering and analyzing customer feedback to identify areas for improvement and new opportunities. "Aligning our innovation initiatives with customer needs ensures that our products and services not only meet but exceed market expectations," he concludes. The Future of Technology and Retail Looking ahead, Adeel anticipates signiﬁcant changes at the intersection of technology and retail. Several key trends are expected to shape the industry in the coming years. "Personalization and data-driven insights will revolutionize retail," he predicts. AI and machine learning will enable retailers to oﬀer hyperpersonalized shopping experiences, tailoring recommendations based on customer data. "This will enhance customer satisfaction and loyalty," Adeel notes.

Automation technologies, such as robotics and IoT, will streamline supply chains and optimize inventory management, improving efficiency and reducing operational costs. "Automation will allow retailers to respond more swiftly to changing market demands," he adds. E-commerce and physical retail will increasingly merge, with technologies like AR and VR enriching the shopping experience. "Physical stores will evolve into experiential hubs, with technology enhancing the shopping experience," he explains. Sustainability will also gain importance, as consumers demand transparency. "Technology will enable eco-friendly supply chains and help retailers meet consumer expectations for sustainability," he concludes. Core Leadership Principles Adeel's decision-making process is guided by personal values and principles that reflect his commitment to integrity, accountability, and inclusivity. "Trust is the foundation of effective leadership," he asserts. He prioritizes transparency and honesty, ensuring that his decisions align with his values and commitments. Accountability is another key principle. Adeel believes in taking ownership of decisions and learning from outcomes. "Creating a culture of responsibility and empowerment drives performance and fosters continuous improvement," he explains. Valuing diverse perspectives is crucial for making well-rounded decisions. Adeel prioritizes listening to his team and fostering an inclusive environment. "Diverse viewpoints

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lead to more innovative solutions and a stronger team," he asserts. A long-term vision guides Adeel's decision-making process, balancing short-term needs with long-term growth. "Navigating challenges and seizing opportunities requires a strategic approach that aligns with our mission," he concludes. His adaptability and openness to new ideas ensure that he remains resilient and forward-thinking in an everchanging business landscape. Conclusion Muhammad Adeel Anjum's career journey from retail roots to a global executive role exempliﬁes the blend of experience, leadership, and innovation required for success in today's business world. From his foundational experiences at Lidl to his transformative roles at Nike and Fitness First, Adeel has developed a leadership style that emphasizes empowerment, continuous learning, and customer-centric innovation. His strategic vision for Circle K Arabia and insights into the future of technology and retail highlight his role as a forward-thinking leader in the industry. Adeel's commitment to core values such as trust, accountability, and inclusivity provides a strong foundation for navigating the complexities of the modern business landscape. As the retail sector continues to evolve, his leadership oﬀers valuable lessons in adaptability, resilience, and the pursuit of excellence.

Mona Ataya Making Motherhood Wonderful with Mumzworld

eing a mother is the most wonderful feeling that every woman experiences in her life and undoubtedly, once she is a mother her responsibilities never seem to end. In the bargain of providing the best for her child, a mother makes small sacrifices that have great impacts. Hence, the bliss of motherhood needs to be celebrated with the gift of comfort and luxury. With this thought in mind, Mona Ataya a mother to three wonderful boys and a proud CEO of Mumzworld set out to bring about a change in the moms' lives. She realized that a shop that offers all products for mothers and babies from birth until their pre-teen is the need of the hour. Times are changing and so is technology. Using this to her benefit Mona established Mumzworld, a one stop shop for all mom and kids products which is the pioneer and leading e-commerce shopping destination for mothers in the MENA

region of Middle East. As we put together the successful story of Mona Ataya, we wish you bring forth an inspirational tale of a successful mother of the modern age. The Beginning of a Wonderful Story Mumzworld was born when they identified key consumer need gaps amongst the mother consumer that were not being addressed. Mona had been an entrepreneur for years and already had experience in building leading brands. When she became a mother in Dubai, she experienced first-hand the many frustrations mothers in the region were facing. In 2011 this was the ecosystem: 1. Access to quality choice of products for mothers was limited 2. Prices were significantly higher than global averages in a distributor led market. 3. Information about these products especially in Arabic was very limited CIO VIEWS | 60

which was not allowing this time starved, information hungry consumer to make informed decisions 4. Easy and quick access to these products was difficult and finally, a tight knit community of mothers who can engage together and share and learn from one another did not exist. This very important consumer was deprived of luxury products that was not being addressed and so Mumzworld set out to solve these problems. They set out to provide the regional mother easy access to a wide range of quality products, at the best everyday low transparent prices, comprehensive information for her to make informed decisions and the largest community of mothers for her to tap into and share information with and learn from. They would offer this mother a superior online experience to empower her to make the most informed decisions for her family.

CEO, Mumzworld

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Mumzworld was created behind an obsessive desire to empower mothers to make informed purchase decisions during their pregnancy and for their children from new-born up to pre-teen. They are obsessed with their customers and while the ecosystem has been very difficult for them in the first few years with slow deliveries, payment gateway issues and more, they have now grown to a size where they are self-sufficient allowing them to deliver faster than ever before with almost 50% of their 250,000 products delivered within 24 hours with Free delivery and the rest delivered within 2-3 days. They deliver unique products and services that only Mumzworld offers with exclusives that no other retailer in the region carries. They will continue giving mothers great offerings to make her life easier in the years to come. The ecosystem was underdeveloped and for ecommerce to succeed, the ecosystem needs to support you. Couriers were slow, payment gateways for credit card were not sophisticated and customers did not trust paying using credit card online. Tech talent was scarce, and suppliers did not have enough supply to cater to very high demand. These were just some of the challenges they faced in the early days. Add to that limited funding and they had an uphill battle ahead of them. However, they overcame every challenge becoming the pioneers, the first in the field and are the largest by far. The first movers in the specialized ecommerce space in the region. The Services of Excellence that Savor Motherhood Mumzworld is solving a 360-degree solution to mothers in the MENA region and penetrating the regional household with a loyal customer by: Ÿ

Oﬀering her the best products sourced directly from manufacturers, registered distributers and retailers locally and globally they have today become the go to destination for global mother and child brands that want to reach this important consumer and to this end on board on average 300 new brands on our site every month for mothers to seamlessly search, compare and buy. Many of these brands are exclusively found on Mumzworld in the region. Best sellers, award winners, mother must haves; they have it all.

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Comprehensive information is available in Arabic and English for the mother to make informed choices

Best Everyday Low prices. Our prices are the lowest on Authentic products. If a mother ﬁnds cheaper, they oﬀer an immediate Price Match guarantee.

The largest community of mothers who engage regularly online through our blog and social channels and oﬄine events that they host exclusively for our customers

At the heart of Mumzworld, is its customer obsessed mission and the largest community of mothers that has been created through an interactive online marketplace, with innovative technology and specialized solutions for this audience. This coupled with comprehensive bilingual factual information about the products, everyday low pricing, fast and Free, delivery to 20 countries in MENA, and best in class customer service, gives moms the most convenient and tailored shopping experience around.

Free 24-hour delivery on over 100,000 products and 2-3 days for the rest of the 250,000. Easy returns and exchanges delivered direct to a mother's door.

Unique services catered just for the mother, including subscription program, loyalty, baby registries and more.

Beyond the household name it has become, and the impressive growth it has undergone (15x in 8 years), Mumzworld is the admired vertical ecommerce brand for the regional household, on a path of continuous

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progression toward long-term sustainability. It has grown to considerable size and weight in the industry supply chain and has become the go to destination for global brands wanting to reach the consumer in the Middle East region. Working with over 4500 retailers, distributers, manufacturers and brands in the region and internationally, Mumzworld has over 250,000 products – the deepest quality selection in the region and onboards 300 new brands monthly. Today Mumzworld is the ﬁrst point of call for all global brands entering the region in the Mother baby and child vertical. As a trusted partner, Mumzworld has been able to provide brands with the support and access in record time to successful entry into GCC. Mumzworld focuses on bringing consumers the latest in global solutions developed Globally by innovators with quick and safe

A Company that Deﬁnes Success

access without impacting brand core brand values and showcasing the brands at their best. This approach of value creation has made Mumzworld the leading platform for key innovate player such as Tommee Tippee, Munchkin, Chicco, Babyzen, Medela, Maxi Cosi, Haakaa, Snuz and many more Growing a Business in the Middle East Market The competition in the Middle East is good as it ensures that you are always at your best. The team of Mumzworld respects and admires competitors who carve out niche positions and add a unique consumer value. The “copycat” competitors in the market are much smaller than Mumzworld and operate on price and low fundamentals. They are less concerned with these players as they focus on giving the customer the best service in the market. They look forward always at their customer ﬁrst and foremost. Mumzworld has doubled its topline revenue every year since they started.

Importantly they are growing the business with solid fundamentals and creating true consumer value. They carry the widest range of baby and child products in the region with global brands relying on them as the ﬁrst and often the only point of call to reach this regional consumer. Mumzworld is the ﬁrst and only regional women led ecommerce business, funded by 6 of the top regional institutional investors and international VC. An award winner by excellence, Mumzworld stood out in Forbes 2018 rankings as #1 on the 12 Up and Coming Companies. Beyond this, Mumzworld, has won over 200 regional and international awards since the company's inception, including: The Small Business of The Year Award 2013 and Best Kids Online retailer by Timeout Kids in 2015, 2016 and 2018; Middle East Best Brand Award for 2018 by CMO Asia; Forbes Top 10 Arab Women 2017, 2018 and Forbes Top 10 Arab Women Entrepreneurs Making Waves 2018; Arabian Business100 Most Powerful Arabs 2018, and Arabian Business Startup SME Leader of the Year Award 2018. CIO VIEWS | 64

Mumzworld is a very different brand from any other in the market. They are significantly larger across all metrics than any other mother and baby brand in the region. They reach over 2.5million mothers, have the widest catalogue of 250,000 products of which a large percentage is exclusively found on Mumzworld. They source directly from the brands and sell only authentic products. They do not engage in deep discounts after regular price fluctuations which deceive customers. Instead they carry an everyday low-price strategy and only discount end of season or overstock items. They offer a price match guarantee as they are very serious about their everyday lowprice strategy. Mumzworld has the largest community of mothers engaging with them daily and host seminars, lectures, a content blog and a host of educational and community events to allow mothers to engage together. They Ship for Free across the region. They are the ONLY fully bilingual mother and child on app, mobile and desktop. They offer services that are first to market such as diaper subscription, baby and gift registry and more. They are mothers for mothers. They are from the region, for the region. They are driven by an obsession to empower a mother and everything Mumzworld does is about offering these unique and relevant services for mothers. They were the pioneers and they look only at what mothers want and need and will continue to grow a brand with strong unique and relevant intrinsic customer value. These features make Mumzworld different from the rest of the market redefining success.

The Mastermind Behind the Successful Business As she grew up Mona always dreamed of being involved in projects that were meaningful, that had positive impact on her surroundings. To do things that matter and to continue to learn every day and be surrounded by smart inspirational people. She is driven by constant learning and by turning the needle on ecosystem impact. Everything else is a bi product. She is a mother of 3 boys and a serial entrepreneur. She spent 10 years in the corporate world working with large consumer good giants P&G and J&J in the US and Europe before she returned to the region to start her journey as a serial entrepreneur with a mission to create positive regional impact to a region that is home. Mona equates herself to a conductor of an orchestra. There are beautiful instruments and very talented, skilled people playing these instruments. Her role as the CEO of the company is merely to direct, encourage and ensure they are all playing to the same beautiful tune and that they wow the audience with a tune that is meaningful, unique and lets them gasp with awe when they hear it. What keeps the team of Mumzworld motivated? Well, Mona says, “Customer positive impact and creating a winning gold standard ecommerce global brand that has unique customer value, from the region. We try to hire self-motivated very smart people who are passionate about our vision as we are.” The Global Growth of Mumzworld The Middle East market is growing and inﬂuence the business world

globally too. Mumzworld is already dominant leaders in the GCC and expanding to North Africa in 2020. They will continue to expand the brand across the east leveraging best practices that they have learnt in the GCC. The market for baby & children products in the Arab world is underpinned by a young population and some of the highest birth rates in the world. The region is wealthy and tech-savvy, especially in key markets UAE and KSA with these 2 markets ranking amongst the highest in the world in mobile penetration and social media consumption. E-commerce penetration in the GCC is below the other developed regions but is starting to catch up quickly indicating enormous growth potential. Specifically, MENA ecommerce penetration in 2017 was estimated at 2.2% versus 12.8% and 11.2% for As Pacific and North America respectively so the potential for growth to catch up with global averages is tremendous. The market demographics are also ripe for opportunity. There are 65+ Cities, Only 4 cities with a population of more than 1 million, 45% of population outside the cities and 40% with no access to any retail center. This combined with the fact that there is limited retail supply makes ecommerce even more attractive. Mothers are more avid online shoppers than the general population, but they lack options in the GCC before Mumzworld pioneering this space. With important initiatives from KSA to facilitate licenses and activate affordable ecommerce enablers, Mumzworld expect this space in the Kingdom to grow from strength to strength. Following global trends, they expect to see horizontals continue to gather strength and one

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dominant vertical play per segment. Mumzworld is that vertical leader in the mother, baby and child segment. Mumzworld has established its leadership position in the mother and child ecommerce segment across all the GCC. Saudi Arabia has always been a very important market for them and 18 months ago they aggressively expanded setting up infrastructure and teams on the ground and anchoring their leadership in this segment in KSA. Mumzworld today offers the largest choice of products for the Saudi customer delivered very fast with superior localized offerings. Importantly Mumzworld is the only Arabic App in the region dedicated to mothers. In their customer obsessed commitment, they are ensuring that all their touch points are tailored first and foremost to this Middle Eastern customer who has unique psychographics and demographics. Mumzworld DNA is a brand from the region for the region so the brand is well positioned to understand and deliver to this customer superior service and offerings. Mumzworld has a proven execution model that has established leadership in the diverse GCC countries, and this will be leveraged for further expansion. So, Beyond the GCC Mumzworld will continue its aggressive expansion plans across MENA in 2019. Mumzworld on the ground exclusive institutional partners and stakeholders in the kingdom will also allow the brand to continue to expand its footprint and anchor its leadership.