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DRIVING QATAR'S DATA-DRIVEN FUTURE AND REGION'S DIGITAL EVOLUTION

JANUARY 2026

PASQUALE PERROTTA Chief Information Technology O cer MEEZA QSTP

Voices of Transformation in Global Business

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This new generation of leaders is quietly reshaping the silhouette of global commerce from boardrooms and innovation hubs dotted around this region. For them, tradition alone does not dictate the approach; rather, there is the willingness to blend heritage with forward-looking strategies that anticipate tomorrow's challenges. These executives propel organizations with remarkable agility through digital transformation, imperatives for sustainability, and fluctuating geopolitical landscapes. But what really sets them apart is the ability to look beyond immediate gains-to craft a vision into decades, not quarters. Collaboration, inclusivity, and adaptability are slowly but surely hallmarks of their leadership style that signal a marked break from rigid hierarchies. They do not respond to change; they are the architects of it-they build an ecosystem in which innovation thrives. The ripple effects are already apparent in global markets where partnerships and investments carry the stamp of their foresight. As the world turns toward centers of emerging influence, these leaders position their enterprises as catalysts for progress. At CIO Views, we honor these empowering leaders by dedicating this issue titled “MENA's 10 Business Minds Defining the Next Era of Leadership, 2026” to them. Featuring as the cover story, we have covered the successful & motivating journey of Pasquale Perrotta, Chief Information Technology Officer at MEEZA QSTP. We have also included the inspiring stories of Fatima Hasan Callahan, Managing Director of Blue Line Security Solutions, LLC; Yılmaz Bozan, Founder & CEO of revolutionDM; Mona Ataya, CEO of Mumzworld; Derya Ozkaya Matras, Vice President for the Middle East and Turkey, Africa at Meta; Jasbir Singh, Head–Commercial at UT Technology; Anastasia Kuzmenko, Group Head of Marketing & Communication at IEC Telecom Group; Zainab Faisal, Head of the Middle East / Africa & Senior Executive Officer at Invesco Ltd.; Rehan Syed, CTO at Island Consulting; and Julie Leblan, CEO of Merit Incentives. 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.

Pasquale Perrotta

20. Fatima Hasan Callahan

24. Yılmaz Bozan

CONTENTS

46.

Anastasia Kuzmenko

30. Mona Ataya

52.

36.

56.

Derya Ozkaya Matras

42. Jasbir Singh

Zainab Faisal

Rehan Syed

62.

Julie Leblan

PASQUALE PERROTTA DRIVING QATAR'S DATA-DRIVEN FUTURE AND REGION'S DIGITAL EVOLUTION

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COVER STORY

Chief Information Technology O cer MEEZA QSTP

CI OV I EWS

Data tells a story — the story of operations, insights, and outcomes that de ne success. Some leaders have an impact that reaches far beyond the sphere of their organizations. Their experience, vision, and innovative ideas shape not only the future of their industry but also influence their country and region as a whole. Pasquale Perrotta, Chief Information & Technology Officer (CITO) at MEEZA QSTP, is one such influential leader. He is shaping Qatar's data-driven future through his exemplary leadership, experience, and insight. As CITO, Today at MEEZA QSTP-LLC, he leads the modernization of Qatar's digital infrastructure architecting the nation's nextgeneration AI powered managed services, GPUaaS platforms, and data-driven operations model that align with Qatar Vision 2030. His mission is clear: to help enterprises unlock the power of intelligent infrastructure and deliver exceptional business outcomes through technology A globally accomplished technology executive, Pasquale has more than 25 years of experience leading enterprise IT transformation, intelligent automation, and service delivery excellence across international markets. He has previously held senior positions in globally recognized

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organizations, including NTT DATA, IPsoft, KPN Telecom, and Archer-Daniels-Midland (ADM). In 2025, Pasquale moved to MEEZA from NTT DATA, where he served as Vice President of Adoption Services and Client Enablement. Pasquale holds a degree in Accounting and Business Management and a certiﬁcation in Communicating for Inﬂuence and Impact from the University of Cambridge. “Having led programs across Europe, Asia, and the Middle East, I bring a rare blend of operational discipline and cultural adaptability to MEEZA,” says Pasquale. As a leader, he is driven by the motto: “The time is now. Time for Growth. If we cannot change the mindset, we will be changed.” The Professional Journey: From Technical Operations to Technology Leadership Pasquale began his professional journey on the operational frontlines. According to him, he ran networks before data centers, led Global NOC teams, and solved problems where milliseconds mattered. “Those early years gave me an unshakable appreciation for precision, reliability, and people,” he points out.

COVER STORY

When he transitioned from technical operations to global executive leadership, he came to a key realization: technology is important, but on its own, it cannot transform organizations. For that, vision, people, and purpose are also needed.

WiFi 7 Pioneer award

“Today, as CITO of MEEZA QSTP, I channel that belief into Qatar's national digital agenda,” he says, “turning data, AI, and infrastructure into measurable business outcomes that power a smarter nation.” And, according to him, every transformation he leads is rooted in DataDriven Models that measure eﬃciency, utilization, and client experience. He believes that data tells a story. It reveals how an organization breathes, where it struggles, and where it can thrive next. A Brief Introduction to MEEZA QSTP Qatar-based MEEZA QSTP is a provider of end-to-end Managed IT Services & Solutions. It aims to become the leading Managed IT Services & Solutions provider in the Middle East and North Africa. The company is helping accelerate the growth of Qatar and the region through the provision of worldclass Managed IT Services and Solutions.

“THE TIME IS NOW. TIME FOR GROWTH. IF WE CANNOT CHANGE THE MINDSET, WE WILL BE CHANGED.” CI OV I EWS

“OUR MISSION IS SIMPLE: TO M BACKBONE OF QATAR'S DIGITAL MEEZA's offerings include Managed IT services, Data Centre Services, Cloud Services, and IT Security Services. Additionally, MEEZA has five Tier III certified data centres, known as M-VAULTs. The stateof-the-art Data Centre M-VAULT 2 is LEED Platinum certified, whereas M-VAULT 3 is LEED Gold certified.

infrastructure provider. Through MEEZA GPU-as-aService and MEEZA MAI (Generative AI Platform), they deliver sovereign, scalable AI to enterprises and government entities. “Our mission is simple: To make MEEZA the intelligent backbone of Qatar's digital economy,” Pasquale says.

And Pasquale is the architect of a data-driven, AI-ﬁrst operating model. He is leading the development of MEEZA MAI AI,, a cutting-edge AI Operations platform that integrates GPU-as-a-Service and cybersecurity.

Driving the AI Economy

Pasquale points out that MEEZA is redeﬁning what it means to be a managed-services and digital-

Pasquale points out that GPU-as-a-Service and AI-ﬁrst managed services are emerging as new economic catalysts. Under his leadership, the company is democratizing access to high-performance computing, enabling clients to become more than consumers of technology. They can now be creators of intelligence.

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COVER STORY

Award Recognition

MAKE MEEZA THE INTELLIGENT L ECONOMY” “Enterprises can now train, deploy, and operate AI workloads within a fully sovereign environment,” Pasquale points out. This results in faster innovation and reduced risk.

Pasquale points out that the company's Data Governance & Ethical AI Framework, aligned to ISO 42001, ensures that every AI deployment upholds sovereignty, security, and fairness.

Pasquale informs that by 2027, MEEZA is set to operate over 60 MW of AI-ready data-center capacity. “Using liquid cooling, digital-twin performance modeling, and AI platforms for eﬃciency,” he explains, “we are setting new standards in sustainability and operational intelligence.”

“Data is not only power, but it is also trust,” he adds. “Our clients trust MEEZA because we protect their data as a national asset while unlocking measurable value.”

Balancing Innovation with Responsibility

There is a great deal of buzz around data and AI. So much, in fact, that people have almost become invisible in these discussions. As mentioned earlier, Pasquale

MEEZA is committed to strong data governance.

People: The Force Behind Data

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All Hands MZA

PP Mindset session

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COVER STORY

“MAKING MEEZA THE NATIONAL INTELLIGENCE ENGINE OF QATAR, WHERE DATA AND PEOPLE MOVE TOGETHER TOWARD INNOVATION, SECURITY, AND GROWTH.” believes that data alone cannot create transformation. “People do,” he says. He explains that technology can only succeed and make an impact when people are empowered, aligned, and inspired. In today's market, clients are buying experience, not technology. So, according to Pasquale, delivering an end-to-end journey that fuses data, people, and purpose is what deﬁnes success. “The art is to blend data-driven intelligence with human empathy, creating experiences that translate directly into measurable business outcomes,” he adds. Recognition: MENA's 10 Business Minds Deﬁning the Next Era of Leadership

leaders I've worked for in the past at NTT DATA, IPsoft and with prior to my current role, and the amazing leadership team at MEEZA today, for whom I'm deeply grateful,” he says. “Their trust, partnership, and belief in our shared mission have made this incredible journey possible,” he adds. The Legacy: Qatar's National Intelligence Engine Pasquale wants his legacy to be: “making MEEZA the national intelligence engine of Qatar, where data and people move together toward innovation, security, and growth.”

For Pasquale, being named among the MENA region's 10 Business Minds Deﬁning the Next Era of Leadership is both a validation and a source of motivation. He sees it as a reﬂection of the collective brilliance of the MEEZA team. “I could not have reached this honor without the mentors and visionary

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Shaping Successful Business Operations with E ectively Managed Processes

omen are being appointed to senior leadership roles in a growing number of corporations, including General Motors, UPS, Best Buy, CVS, and Walgreens. This trend appears to be gaining traction, and it is a promising form of empowerment. However, there is still much to do to improve the status of women in our society. For instance, even today, there remains a gender wage gap, employment discrimination, a substantial shortage of women in decision-making positions, and cultural stigma.

Leadership is not a benefit to yourself, but an obligation to others." The team prides itself on elevating women in the field, as many fill integral leadership and management roles throughout the company. "Their experience and input matters and their essential work on crucial responsibilities allows our company to operate effectively," Fatima articulates. Focused, Dedicated, and Determined

Fatima Hasan Callahan, Managing Director of Blue Line Security Solutions, LLC, feels that a woman must be versatile and willing to be outspoken in today's corporate world. Women, according to Fatima, must be prepared to confront obstacles. She says, "It is important to always stand proudly and conﬁdently in the face of adversity." She encourages women leaders to support other women in their endeavors because their success takes nothing away from others. She asserts, "Do not hesitate to share your unique and meaningful perspectives as a woman because they are invaluable in today's work environment."

Growing up, Fatima was always quite active. She trained in martial arts for over a decade, took dance classes for many years, played lacrosse, and rode dirt bikes. Fatima was a member of Libertyville High School's debate team and the school's environmental club. At Lake Forest College, she was a DJ at the student-run radio station, WMXM 88.9FM, which broadcasts to the Chicago region. Fatima worked as treasurer and, subsequently, general manager of the radio station, the campus's largest student organization. Furthermore, Fatima was also involved in Alpha Phi Omega at Lake Forest College, a co-ed volunteering-based fraternity.

One way Fatima supports women is through Blue Line Security's hiring and promotion practices. She states, "I believe leaders today have a duty to advance their workplaces and industries.

Fatima was always an excellent student, and her parents constantly emphasized the importance of education to her. After graduating from Libertyville High School, Fatima received her

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FATIMA HASAN CALLAHAN Managing Director, Blue Line Security Solutions, LLC,

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bachelor's degree from Lake Forest College. She began attending college part-time at the end of her sophomore year since her father was undergoing surgery, and she wanted to focus more on her profession. Fatima graduated magna cum laude from Lake Forest College in 2018 with a double major in communication and finance and a minor in legal studies. During her time at Lake Forest College, Fatima was inducted into three honors societies: Omicron Delta Kappa, Omicron Delta Epsilon, and Lambda Pi Eta. Additionally, she was also awarded the Senior Prize in Communication. She is presently pursuing a dual master's degree in communication and business administration at Johns Hopkins University. Fatima intends to further her security education by obtaining her anti-terrorist certification, threat management certification, a private detective license, and other credentials. She has always had a soft spot in her heart for animals of all types, and she has adopted and rescued dogs, cats, turtles, lizards, birds, and other creatures. She states, "I still love playing video games, reading, and spending time with family and friends." A Born Leader Ever since Fatima was little, she knew she wanted to one day be a business owner and start her own ventures. This motivation was before she even knew what the word "entrepreneur" meant. She says, "For as long as I can remember, my parents encouraged me to pursue my passions and take calculated risks." Fatima was inspired to be a part of Blue Line Security Solutions because she believed in the organization from the very onset.

Fatima notes, "I felt we were prepared to do the necessary work. I also knew that we possessed unique strengths and capabilities that differentiated us from others. Blue Line Security Solutions was an opportunity, and good opportunities often present themselves spontaneously and are usually messy and challenging. There is risk involved, and one must be ready to remain dedicated and adaptable in the face of adversity. I would always rather take a chance and fail than face the regret of never trying at all." Keeping Everything Aligned Fatima's workdays at Blue Line Security Solutions are quite varied, which she adores. She has learned to work from practically anywhere, giving her more freedom and flexibility when needed. Some days she works from home, some days from a Blue Line office, some days at her parents' firm, and some days she is traveling and may be at a hotel or security site. She says, "It all depends on what is going on with the businesses." Some of Fatima's responsibilities at Blue Line Security Solutions include handling its finance and accounting, sales and marketing strategy, innovation, and insurance acquisition and maintenance. Fatima

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states, "My business partner and I emphasize establishing the right systems and processes across the company. I also work on regulatory compliance, assist with new client and site onboarding and maintenance, and anything else to ensure our clients and staff are served well, with the business operating efficiently and effectively." Valuing Team Work Fatima believes that Blue Line Security Solutions is where it is today because its entire team has worked tirelessly toward its shared vision. She asserts that great things in business are always done by a team of people. Fatima feels honored to work with her business partner, Jack Harris, and expresses, "our management team is unbelievable, and I am grateful to work with such talented and dedicated leaders. Currently, we are making significant integrations with new technologies that will enhance the way we can service our clients. We are all honestly having so much fun as we continue to make advances with Blue Line Security. We have all been through so much together over the years. We have become more than a team; we are a family now."

Fatima believes that a culture of honesty and creativity must start at the top of a company. Management must hold themselves to the highest standards while also ensuring that the rest of the team believes in those values and a shared vision. Blue Line Security's management keeps itself accountable and demands the best from its staff. Fatima notes that the team follows through on its promises to clients and one another. The team makes every effort to provide the best service possible, encourages each other to talk openly and respectfully, and listens to comments. She says, "Our management team is dedicated to our growth and continuous improvement, and that is why we promote innovation whenever possible.” The security industry is constantly evolving, and Fatima and her team are determined to continue innovating and staying at the forefront of all new significant developments. The company will soon be offering several new services to its clients to provide them with more transparency, information, interactivity, and responsiveness. This means faster threat detection and response, and increased peace of mind for our clients. Jack and Fatima are very hands-on and have a shared vision of providing the best quality service to clients and treating staff right. "We believe this is why Blue Line Security has grown so quickly to what it is today," says Fatima. A Positive Perspective on Challenges and Success Fatima believes that challenges make you stronger in countless ways. A few challenges that she has faced in her professional journey include establishing a healthy work-life balance, managing growing

businesses with limited amounts of resources, and navigating through the beginning of the coronavirus pandemic. It is critical to take one thing at a time, one day at a time. She adds, "You must continue putting your heart into your work and believe in yourself and your people through diﬃculties. Everything that is meant to be will be." Challenges push you to think creatively and are a great way to learn and keep you humble. They also make you appreciate your achievements and progress that much more. "We all have our distinct deﬁnitions of what it means to be successful," says Fatima. For her, success is an attitude and a state of mind. She further elucidates, "It means being happy and loving what I do every day. It means making a positive impact on our communities and the lives of others.” Blue Line Security's Continued Expansion Fatima and Jack aim for Blue Line

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Security Solutions to continue expanding around the country. They intend to maintain solid employment for its staff and exceptional and innovative service for its clients. Fatima strives to help others and encourages women to pursue careers in security and similar industries. She explains that there are many programs and methods to get engaged in such a large and diversified industry. In addition, Fatima conveys that there is a need for more women to climb into decision-making roles and positions of leadership. She hopes that women can further contribute their indispensable insights and knowledge in all fields.

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 ecommerce 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 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 wellknown 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

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YILMAZ BOZAN Founder & CEO, revolutionDM

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service it delivers and the strategy it takes. Yılmaz says, "Our approach is being one with our clients as if we are 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." RevolutionDM's main service categories are as follows:

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SEO (Search Engine Optimization)

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SEM (Search Engine Marketing)

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SMM (Social Media Marketing)

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Conversion Optimization

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Growth Hacking

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Neuro Marketing

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Mobile Marketing

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UX/UI Desing / Optimizastion

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E-Commerce Consulting

The Global Challenge and Team RevolutionDM 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

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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 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 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. "

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

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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." http://www.yilmazbozan.com/ yilmaz@revolutiondm.com https://www.linkedin.com/in/yilmazbo zan/ https://www.instagram.com/yilmazbo zan

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 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.

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MONA ATAYA 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 preteen. 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 Services of Excellence that Savor Motherhood

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.

Mumzworld is solving a 360-degree solution to mothers in the MENA region and penetrating the regional household with a loyal customer by:

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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. •

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

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

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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

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Free 24-hour delivery on over 100,000 products and 2-3 days for the rest of the 250,000.

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Easy returns and exchanges delivered direct to a mother's door.

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

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.

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 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 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

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“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.

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.

A Company that Deﬁnes Success

Mumzworld has the largest community of mothers engaging with them daily and host seminars,

Mumzworld is a very diﬀerent brand

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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.

Leading the Digital Revolution in Middle East

very day, Middle Eastern women create magic by designing and sharing ideas, as well as inspiring and empowering millions of other women throughout the region, thanks to their creativity, enthusiasm, and determination. Women in the Middle East are spearheading signiﬁcant initiatives, building businesses, and forming movements that will inspire future generations of women for years to come across all sectors and industries. Derya Ozkaya Matras is Vice President for the Middle East and Turkey, Africa at Meta. Derya sees that technology doesn't stand still. She asserts, "The future of social technology is changing, and so are we." Derya considers herself fortunate to be Meta's ﬁrst woman vice president, elected from her region and in charge of the company's operations in more than 70 nations. Derya's work is stretched over multiple nations, diverse teams addressing cross-functional issues, because she manages a broad territory: the Middle East and North Africa, Sub-Saharan Africa, and Turkey. Derya used to have many hour-long meetings before joining Meta, as opposed to the 15-30 minute appointments she now has. She has up to ten meetings every day, on issues ranging from

product to revenue, influencer strategies, ministerial policy debates, and even roundtable sessions with community leaders. Meta; the Digital Revolution Facebook, Instagram, Messenger, and WhatsApp are among Meta's "family of apps." These apps and services, which are driven by a mobile-first strategy, allow users to explore new ways of digital storytelling while also assisting companies in reaching the proper audiences. Derya gets rejuvenated every time she checks her Facebook newsfeed, joins a WhatsApp group to communicate with her family, or looks at a friend's Instagram story. According to Derya, the metaverse is the next step in online social technology, allowing people all over the world to communicate in ways that aren't currently possible. She asserts, "It will feel like a hybrid of today's online social experiences, sometimes expanded into three dimensions, or projected into the physical world — and seamlessly stitched together so that you can easily jump from one thing to another." Derya says that the team is excited to help bring it to life. She adds, "Our new company brand, Meta, better reflects who we are and what we are building towards."

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DERYA OZKAYA MATRAS Vice President for the Middle East and Turkey, Africa, Meta

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Finding Your Own Journey's Purpose is the Key According to Derya, she is frequently asked about the recipe for success, and she believes that the path begins with determining what success means to us: is it building the next unicorn? Getting to a position of political power? Or simply having a peaceful life with loved ones? She argues that this interpretation might vary based on one's life stage and that there is no right or incorrect meaning. She opines, "It is our definition, and we should own it. For me, it is closely linked to purpose." Derya has been particularly inspired by a quote from Picasso: "The meaning of life is to find your gift; the purpose of life is to give it away." She adds, "We spend the first part of our lives trying to find our gift: the intersection of what we are good at and what we love. It often does not come easily, but once we find it, giving it back to humanity makes our lives full of purpose and helps us leave a mark on this world." She found this process was a long one for her, but she eventually managed to name her purpose while listening to a college professor at a conference: leaving good children to the world and a good world to the next generations.

message from Meta six years ago. She mentions, "The more I learned about the company's mission and values, the more I was convinced that I wanted to work here—so much so that, in my first interview, I said that I would work for this company even if I did not get the role. I guess that was "finding my gift moment". Derya is still motivated every day by the scale, relevance, and effect of the company's work, as well as how it empowers and supports the region's communities and businesses. Derya sees her selection as an acknowledgement of the trend toward diversity in business leadership and gender balance as a woman leader in a fast-paced industry like technology.

Joining Tech Sector Derya was one of the very few women in her engineering class and has always been fascinated by technology and how it could empower people and communities. She has had many years of experience in management consulting, advising companies in diﬀerent industries, and still hadn't crossed her mind to work for big tech until she got a LinkedIn

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View on Women Empowerment Derya believes that women's empowerment and success are the core drivers behind the social and economic development of any country. She says, "When women do better, economies do better." Derya observes that when women's economic security improves, so does their participation in work and leadership, which beneﬁts business, industry, and entire economies. She goes on to say that, as several studies have pointed out, inequities like the gender wage gap not only violate basic conceptions of fairness, but they also jeopardize women's current and future economic security and represent a missed opportunity in

human capital investment and potential. According to Derya, women are critical to post-epidemic recovery. In fact, a new McKinsey Global Institute report warns that failing to take gender-responsive initiatives during the pandemic might result in a $1 trillion loss of global GDP by 2030. Keeping Priorities in Check Derya feels everyone is juggling so much at work and at home. The question she always asks herself is, "how many balls can I juggle at once? Because I believe we should be the ones to choose which balls to drop." Personally, Derya prioritizes family, work, and health. She believes in inclusive, strength-based leadership. As per her, this type of leadership requires active listening and making sure one is playing up the strengths of others. She says, "If we can leverage diﬀerent teams and their various superpowers at the right moment, then we'll drive better results for the entire team." Initiatives for Digital Transformation "From everyday users to large global brands, and upcoming entrepreneurs, Meta's products are being used in a variety of ways in the region, which makes our journey here as exciting as it is promising," says Derya. She points out that digital transformation is well underway in MENA, driven by demand for secure, fast, and personalized online experiences across social communities and government sectors, and that this is inﬂuencing a number of Meta's projects.

Mentoring, coaching, and ﬁnancing young outstanding future leaders from marginalized groups gives Derya a lot of meaning and purpose. She asserts, "In the next phases of my career, I'd love to increase my focus on inspiring and growing the next generation of leaders." A Message for Woman Leaders "As young girls, we are always taken care of as princesses. One day, my daughter Mira came to me and said that she wanted to be a Jedi, and not a princess," says Derya. She was curious to know where all this was coming from, so she asked her why. She said: "Mumma, Jedi is strong; you are like the Jedi, and I want to be a strong girl like you." This was the best thing Derya heard and the biggest recognition she could get. Derya asserts, "Your success in life will never be deﬁned by how you perform on sunny days; it will be

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defined by how you navigate storms." She claims, Meta has helped her discover that learning from failures is a powerful way to grow. She is a big believer in 'nobody grows in their comfort zone.' Leaving the comfort zone comes with making mistakes and failures. It requires a growth mindset and resilience. But as Derya mentioned earlier, finding one's own purpose is important to find that resilience. As Nietsche said "He who has a WHY to live, can almost bear any HOW". Derya's message to aspiring business women: "Find your gift, live a purposeful life, prioritize ruthlessly, be resilient, learn and get stronger when you fail. Most importantly, enjoy the journey.”

Leading with Clarity and Purpose in a Changing Business World

eadership is not so much about titles or position. It is about vision, purpose, and the capability to unite people towards a shared goal. Jasbir Singh, Head–Commercial, UT Technology, possesses these traits with a unique mix of technical acumen and human insight. With more than a quarter century of experience throughout the UAE and India, Jasbir has established himself as a leader who combines strategy with compassion and innovation with integrity. His path is one not only of professional success but also of a ﬁrm conviction that success can only be achieved if it is shared, cooperative, and values-driven.

technology appealed to him on a personal and professional level. "UT Technology's commitment to innovation and customer-driven solutions perfectly reﬂects my own philosophy that technology always needs to serve a human purpose," he believes. This value alignment has helped him lead initiatives that bridge business strategy with the mission of the company to create a smarter, more connected future. Experience-Based Leadership and EmpathBased Leadership

When asked what had sparked his path to commercial leadership, Jasbir says, "My path into commercial leadership has been inspired by curiosity on how strategic partnerships, customer understanding, and innovation integrate to drive lasting business expansion." He realized early in his career in the ICT and ELV solutions space that product strength was not suﬃcient. "Real success," he goes on, "is based on recognizing and providing true value to the customer." This ethos became the bedrock of his leadership style and guides every decision he takes.

For Jasbir, leadership is not the preserve of boardrooms or committee meetings. It is an instinct and a relationship-building capacity. His style of strategy and stakeholder engagement has been shaped equally by personal and professional circumstances. "Having worked with multidimensional teams and resolving issues outside the oﬃce has reinforced that it is the relationship that underpins all strategy," is how he describes the process. When dealing with customers, partners, or team members, authenticity and trust are paramount for Jasbir. He believes that business relations are successful if founded on honesty and respect.

This was an organic evolution for Jasbir. The emphasis at UT Technology on smart, forwardlooking solutions and innovation through

"People respond to authenticity," says Jasbir. "When alignment and shared purpose follow from genuine connections ﬁrst, it comes naturally." It's

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JASBIR SINGH Head–Commercial , UT Technology

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an attitude that's aided him to develop long-term relationships and a sense of ownership with his teams. His balanced and serene leadership style fosters open communication and collaboration, an atmosphere where ideas are free to grow and innovation can flourish. Powering Commercial Success with Purpose As the Head–Commercial for UT Technology, Jasbir is accountable for a wide range of functions that include profitability, sustainable growth, contract management, strong customer and partner relationships. His remit is not simply to encourage profitability but to ensure that this growth is sustainable and aligned with the overall goals of the business. "I work with the operations, finance, and technology departments to ensure that our commercial strategies support innovation and customer satisfaction," is how he explains it. "Regular checks, open communication, decisions that are informed by data keep each team focussed on the common goal that we share" One of the defining points for Jasbir's career came with managing a largescale commercial turnaround amid a period of market volatility. It involved reframing pricing models, optimizing margins, keeping the customer trusting him while keeping the team engaged. "We addressed it through transparency, collaboration, and data," he recalls. "Through cross-functional team involvement early, we established ownership and accountability. The process helped stabilize performance and build internal trust." The process reinforced for him the importance of clarity, adaptability, and people-focused leadership to tackle complex problems.

Establishing an Environment for Collaboration and Mentorship Jasbir is ﬁrm in the view that the strength of an organization is the people and the way the people can come together to achieve a common

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goal. "Clarity and respect are the starting points for collaboration," says he. "When the team is clear about the overall picture and how the individual contribution enhances it, automatically, the team comes together to achieve results." He

deliberately involves the operations, finance, and technology teams at an early date so that all the projects benefit from the broader thinking. Feting team successes is equally important for him. "Success is not the number at the end of the day," says Jasbir. "It is all about people coming together, sharing knowledge, and challenging each other to do something collectively bigger." Mentorship is the key to Jasbir's concept of leadership. He is convinced that it is his task to foster and promote rising talent. "Mentorship is not about the hierarchy," he says. "It is to empower others to be competent, confident leaders." At UT Technology, Jasbir goes to the trouble of communicating with junior professionals, inviting them to strategy sessions, and fostering independent thinking. With this, he aims to build up a pipeline of leaders with intellect, compassion, and innovation. Balancing Work and Well-being In a demanding job, remaining balanced is a continuous process. Finding balance between business and personal life is something that requires conscious effort for Jasbir. "Balancing work and personal life is a continuous learning process," he admits. "Managing myself allows me to lead more effectively." He is strict that balance is not doing less, but doing what matters at the office and at home. Discipline, proper delegation, and family time help him remain balanced and directed. "Balance is to do what is most important with intention and presence," says he.

Fostering Tomorrow with Innovation Jasbir is enthusiastic about the vibrant business environment of the Middle East. "This region is undergoing a historic makeover with the power of digitalization, sustainable living, and smart infrastructure," he says. He is particularly encouraged to note rising investments in smart cities, artificial intelligence, and clean technology. "At UT Technology, we design holistically comprehensive smart solutions that integrate connectivity, data, and intelligence to make cities and industries efficient and sustainable," he describes. These, to him, are not mere business opportunities, but ways to create a better and more connected planet. His thinking is broader than market expansion. He underlines the need for government, industry, and society collaboration to bring about significant progress. "We are forging partnerships and local expertise that directly support the region's long-term ambitions," he says. "We want to accelerate digitalization and promote energy efficiency, with clear social value to deliver." Legacy of Leadership and Resilience Reflecting on his career, Jasbir is not only proud of financial success, but also of cultural transformation. "Managing a commercial change that propelled efficiency, engagement, and profitability improvements was a defining moment," is how he characterizes it. "What mattered, however, was the mindset shift it created. It established strategic thinking, agility, and innovation."

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Success, to Jasbir, is the building of durable value, the construction of robust teams and organizations that stand the test of years, and perhaps decades, later. He wants his work to encourage future leaders to infuse ambition with integrity. "My desire is for the next generation of leaders to realize that effective leadership is not about money," he says. "It is about creating companies that beneficially influence industries and societies." His motto, as he describes it, is "purpose-driven perseverance." And it is this attitude that enables him to convert every obstacle to opportunity and every failure, to a lesson. "Understanding your reason for existence gives direction," said Jasbir. "Perseverance enables adhering to that direction regardless of circumstances." Conclusion Jasbir Singh's is a tale of clarity, integrity, and abiding purpose. Through what he's accomplished at UT Technology, he has shown that leadership is not about command but communion, not about power but truth. With an incredible capacity to blend strategic foresight with empathy, he is a very uncommon type of leader, someone who creates not only successful teams but enduring relationships. And as the region looks toward a digital future, Jasbir continues to lead by example, reminding that real progress starts with people, motivated by vision, sustained by purpose.

Spreading the wings of her company in di erent continents

eing an ambitious senior marketing professional with vast experience on her side, Anastasia Kuzmenko, Group Head of Marketing & Communication at IEC Telecom Group, is tapping into her wide skill set to take projects to the next level. With fantastic project management skills and an innovative approach, she is fueling the growth of the company. Diving into the marketing industry Anastasia has always been attracted by mysteries. As a child, she sincerely believed in magic, and it remains close to her heart to date. She adds, “I simply deﬁne it diﬀerently. I believe that life is an adventure, and everyone is a wizard in charge of his fortune. Marketing is my magic wand. It combines the rational, like budgeting and planning, with the irrational, like design and copywriting, to deliver an impactful campaign changing behaviors, creating new names, inspiring action.” She believes that the industry has a lot of hidden potential that can revamp the whole world. She stresses the point and shares, “Every time we launch a project, I can't hold my excitement. While I sit behind the screen, sending emails and tracking results, our messages are being spread in

the world outside, creating a new reality. Do you know of any other industry having a similar effect?” Evolving into a mature leader Anastasia started her career while she was still studying at the university. She grabbed a parttime job with a PR agency that services one of the major airports in Ukraine. Thus, she was engaged in international projects from the very start of her professional journey. At the age of 23, she moved to Dubai, where she worked, first, in an events agency, servicing a wide range of clients from the corporate and the government sectors. Following that, she shifted to in-house marketing, being employed, first, in business aviation, and later, in the energy sector. She climbed the ladder of success and joined forces with IEC Telecom Group in 2017. She says, “Choosing the leadership path felt very natural. I was raised in an entrepreneurial family, so I inherited the principles of accountability and respect for hard work with my mother's milk. I simply can't imagine myself acting in a different way. If I see an opportunity, I give it my best shot.”

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ANASTASIA KUZMENKO Group Head of Marketing & Communication , IEC Telecom Group

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She feels fortunate to have achieved the position through her sheer hard work and commitment. Thus, to date, for her, being the ﬁrst marketer and the ﬁrst woman in the history of IEC Telecom Group to be admitted to the Board has been her biggest recognition. Never fear the challenges Anastasia believes that challenges are an integral component of growth, and if a person is looking to widen his or her horizons, then he/she should be ready for change. Marketing has proven to be the driving force behind business development. Yet not all companies are ready to embrace this notion. Many top executives perceive marketing as an expense rather than an investment. This type of mindset is the key roadblock in the marketing world. She expresses, “In my opinion, the pandemic served as an eye-opener for skeptics. Being unable to meet customers in person, business owners had nothing else to do but explore marketing instead.”

Marketers also need to follow smart strategies rather than being slaves to modern tools. They need to keep an eye on the expense reports and make sure that, in these diﬃcult times, marketing funds are used to deliver leads that are necessary to power the business that is otherwise isolated by social-distancing restrictions. Overview of IEC Telecom Group and its services IEC Telecom Group is one of the leading international providers of satellite communications services. Renowned for supplying high-quality satcom solutions for more than 25 years, IEC Telecom delivers eﬃcient end-to-end voice and data services when and where it matters most. Anastasia shares, “We enable digitalization for the maritime industry as well as remote units on land, where GSM coverage is not available. For urban networks, we provide a powerful satellite back-up to ensure the business continuity of customer enterprises. Our portfolio includes a wide range of satellite

products (from handset to VSAT services), solutions, and value-added services. In addition, we offer 24/7 support for satellite-based solutions during their full lifecycle.” Distinguished market position Her vision is to strategically use their strong market position and integrated approach of in-house design and engineering expertise to lead in the niche of a satcom experience with custom-made solutions. Keeping in mind the operational efficiency and enabling of a reliable network in areas with no GSM coverage, they are striving hard to secure business continuity for all the customers regardless of their area, be it over deep seas, high mountains, or vast deserts. They have also witnessed huge development in other aspects such as videoconferencing, remote maintenance, and big data exchange. She shares, “Connecting customers beyond limits has been more than a motto and rather a strategic vision deeply rooted in our corporate DNA. We are committed to going the extra mile, and this is exactly what our customers need the most. Instead of offering a “one size fit all” service package, we take the time and effort to define technical requirements for each case, and subsequently, deliver cost-effective solutions that aim to resolve project-specific needs.” A well-planned executive Being the Group Head of Marketing and Communications, Anastasia mainly handles the development and execution of the global marketing strategy along with managing remote teams based in Europe, the Middle

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East, and Asia. She is in charge of all marketing collaborations with key strategic partners. Her efficient planning and organizational skills help in minimizing risks whilst securing the best possible outcome, be it personal or professional life. Incorporating a friendly and motivating office culture, she shares, “When speaking of IEC Telecom, I often say “our family” rather than “our team.” I am always happy to be back at the office as a place where I meet like-minded people with whom I have the privilege to build a future for the company. I promote the same vision internally as I believe that loyalty is one of the key drivers behind efficiency. My teammates know that regardless of any workrelated issues, I will always have their back in case of an emergency as well as support them as much as possible on their way to self-improvement and professional development.” Her workday kickstarts with coffee and then branches out into different job roles every day, from answering emails on the plane heading to the board meeting to navigating through a dusty exhibition pavilion to find a freshly-built stand to filming seafarers at the Aral Sea or spearheading the launch of a new PR campaign from her office. COVID-19 may have shifted the platform to digital, but she understands that “the show must go on.” Qualitative personal life Anastasia has always aimed for a qualitative life, where she enjoys her time even outside the workplace. Having travelled to 30+ countries, she is super excited to discover new cultures and their exquisite history, art, architecture, and cuisine.

Another source of inspiration for Anastasia is continuing education. She shares, “I am currently pursuing an Executive MBA. Not only did it contribute to my professional life, but also taught me a lot of invaluable lessons about leadership, which I widely apply in my personal life.” Future roadmap Since IEC Telecom is emerging to be a powerful brand, Anastasia and her team have a myriad of ambitious future plans and are excited about the upcoming chapter of the brand's story. She adds, “In less than four years, we scaled up our marketing communications from region-byregion to a truly global scale.”

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She further desires to advance in the satcom industry, and in the future, engage all the industry influencers to collaborate on effective ESG projects and serve different communities besides prioritizing sustainable business growth. Sharing an inspiring message for aspiring women, Anastasia states, “The only thing you will ever compete with is your own fear. Don't overcomplicate it. Act instead. Winners are judged by results.”

A Strategic Relationship Builder And Sales Leader Steering People, Process And Results

he key to good leadership is the right influence, not authority. Zainab Faisal Kufaishi, Head of the Middle East / Africa & Senior Executive Officer for Invesco Ltd. states that to be a successful leader one must have a clear vision of where the business will be headed and be able to articulate the path to get there. She believes that the qualities of a strong leader are gender-neutral. In other words, gender should not play a role in the success of a good leader. “Successful leaders lead by example with integrity, high ethical standards, and great communication skills. Successful leaders are long-term strategic thinkers, able to make hard decisions,” says Zainab. She also believes that it is important to empower others on the team, to motivate and inspire them so that everyone is working towards reaching the same goal. A Leap Of Faith Towards Growth Zainab chose to join a traditionally competitive and male-dominated industry, investment management, because she has always had a deep passion for it. She says that throughout her career she has been fortunate enough to encounter several fantastic mentors that encouraged her to challenge herself, build confidence and embrace the need for self-improvement. The finance industry is known to be difficult to navigate, especially for women. Having the ambition to

succeed is the first step to being a successful leader. As an aspiring leader in finance, she has built on her ambition by cultivating and maintaining a professional network that exposed her to other highly skilled leaders in the field. “Resiliency and grit are much-needed skills in any business but especially in a male-dominated and highly competitive one like financial services,” states Zainab. During her career in sales and business development, she is often faced with “no”, from potential clients, colleagues, peers, and other industry participants, and that can be soul-destroying if one lets it. “Whether it is the challenge from prospects around declined business or from internal stakeholders around opening up new markets, the key is believing in yourself and your ideas to execute,” she further explains. Zainab has always sought out mentors to bounce off ideas and talk through challenges, especially during days where she finds herself to be less motivated than usual. Services Provided By Invesco Ltd. Invesco is a global investment management firm dedicated to delivering an investment experience that helps people get more out of life. Its single objective is to help clients achieve their investment objectives. The company is headquartered in Atlanta, Georgia, the USA with

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ZAINAB FAISAL Head of the Middle East / Africa & Senior Executive O cer , Invesco Ltd.

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an on-the-ground presence in 25 countries around the world including Dubai. As of October 31, the company says that it is privileged to manage $1.593.7 billion in assets on behalf of clients worldwide. “Our investment capabilities are broad, across all major equity, ﬁxed income, and alternative asset classes, delivered through a diverse set of innovative investment vehicles, and we are one of the top 3 ETF providers globally by revenue,” explains

Zainab. She also states that Invesco is proud of its global commitment to ESG investing and takes its responsibility as active owners very seriously, encouraging continual improvement with investment companies to have a positive impact on society and the environment. The Future Depends On What Is Planned And Done Today

the role corporate responsibility plays in this,” says Zainab. Her vision is for the industry is to make greater strides in eﬀecting responsible investments that align with the long-term interests of investors. Integrating ESG investing within the investment processes and operations is critical to achieving this, which they have been recognized as successfully doing at Invesco.

“I am passionate about community and the planet and strongly believe in

Invesco's commitment to its people, its clients, and the planet remains the

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company's top priority today and for the future. Zainab says that personally for her, she looks to continue delivering for the clients and supporting them to achieve their objectives. “My mind will be open to new conversations and new ways of doing things, and my willingness to learn and better myself will only help me continue to push my career forward despite challenges I may face,” she adds. She further states that she will continue to mentor and coach young women in the industry, both inside and outside Invesco. Her advice to aspiring businesswomen is to have confidence in themselves and their abilities, challenge themselves, and work outside of their comfort zone. “Though we still have an upward journey to eliminate gender bias in the workplace, progress is being made and as such, we should keep focused on realizing our ambitions,” she asserts. As far as influencing change for the next generation, Zainab believes it is important to foster a work culture where diverse people and ideas thrive. This means that the industry will need to work hard to level the playing field and eliminate bias, whether gender or culture. Labels Aside, We Are All Unique And Valid Zainab strongly believes that gender diversity within the workplace has been proven to be beneficial for the long-term success of a company, outperforming on both profitability and value creation. Diversity in thinking, different experiences, and perspectives, contribute to creating an innovative and successful business environment. As a woman leader, she

strongly focuses on ensuring that she gives equal opportunity to the team members – male and female - paving the way for their career growth to become leaders in their own right. She explains that in the UAE, they have seen signiﬁcant strides at empowering women and promoting gender balance in the workplace as the result of initiatives launched by the nation's leadership. Women are encouraged to actively contribute to the country's socio-economic development, which has come to fruition. The UAE now has women appointed as ambassadors and ministers, and several strong women leaders who have risen to the position of corporate CEO and other C-level roles at numerous institutions. This truly is an encouraging sign towards achieving gender parity. “I am honored and proud to be named one of Forbes Middle East Power Businesswomen of 2021 and was also recently recognized by Forbes as a leading executive heading up a regional oﬃce of an international company in the 2021 Global Meets Local list,” says Zainab. Responsibilities As The Head (MEA) Of Invesco Ltd Zainab, who describes herself as being 'tenacious', explains that she is responsible for leading Invesco's Middle East and Africa business, with the goals of growing revenues and diversifying the business by winning new clients. “The beauty of my role is that there is no regular day! My responsibilities include growing the business through client engagements, managing a team of highly motivated salespeople, ensuring we meet our regulatory obligations on the ground, in addition to being on the EMEA

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management committee for business development where I contribute to firm strategy,” Zainab says. The week can include a mix of business travel for clients as well as internal meetings, catch-ups with her team, internal calls on a variety of matters relating to the business, or extracurricular work around mentoring or diversity and inclusion. Work-Life Balance As a working mother with two young children and a myriad of other caring responsibilities, finding a work-life balance is definitely a challenge. But Zainab believes that as long as you have the right support network around you, including a supportive partner, success can be achieved. “I aspire to be a role model for my daughters and hope to give them a real-life example of what hard work, ambition, humility, and curiosity can achieve so that one day they can also reach their full potential,” she states. In the workplace, her focus is on employee well-being and coaching staff to navigate an increasingly unpredictable business environment while achieving professional and personal success. She says that the Covid-driven pandemic over the past 18 months has tested their ability to pull together as a team for the benefit of business goals. It has been a period of perseverance and resilience which has paid off. It has also allowed them to have a clear perspective of work-life balance, which is something that Zainab aims to instill in her team.

An Experienced Tech Executive Helping Organizations with the Best Tech Decisions

he CTO role in a business has altered as a result of the advancement of technology. Until recently, a CTO served as a service provider for the majority of industries (with the exception of tech firms themselves). But in today's world, the majority of sectors now operate differently as a result of digital transformation. As the ultimate resource for a company's transformation, the position of a CTO is quickly evolving. They must develop fresh business strategies, digitize their offerings, and use technology to address case-specific issues in HR, finance, and sales. As a "bridge-builder" between people, processes, and technology within a company, a CTO's profile has evolved into that of a Chief Business Enabler. At Island Consulting, Rehan Syed serves as the chief technology officer. It is a global IT company that specializes in tailor-made solutions. His role is to help the organization's management make the best decisions moving forward, to help create a road map, and to support daily target achievement. Rehan Syed spent four years as the CEO of Techs Holding prior to joining Island Consulting. He started several companies during this time and assisted in managing activities involving over 300 workers. He also contributed to the creation of strong and supportive workplace policies. He says, "I am not sure if I

can define in one word, but the closest to what I can relate is "Coach".” As a leader, Rehan Syed's personal goals are to help build a better future. It is through a combined effort; everyone can live in harmony and make this world a cleaner and healthier place for future generations. He advises aspiring entrepreneurs to never give up on their dreams. He asserts, "Along the way, multiple obstacles or hinderances may come, but once you face a closed opportunity, another will come along the way, which will help you achieve your aims." Years of Progress Rehan Syed remembers how his mother Dr. Fatima and his late father Engr. Afzal purchased the first 386 computer and set it up with a Tom & Jerry game for him and his sister. What kind of sorcery is this, thought Rehan Syed. He recalls, "You can control characters by a clicker and move them around by pressing some keys. Ever since that day, I had great interest on how things work and how things are made." At a very young age, he constructed his first remote-control airplane, and through self-taught programming, he created the first website. Since then, Rehan Syed has been able to complete a doctorate in

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REHAN SYED CTO , Island Consulting

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information technology and contribute to the creation of numerous start-ups in various industries thanks to the support of his family and very understanding elders. Rehan Syed has held jobs along the way, including Chief Operating Oﬃcer for a well-known restaurant chain, Chief Executive Oﬃcer for a ridesharing and food delivery company for a new start-up in the Middle East, and now he is guiding Island Consulting to a new level of success. The best recognition Rehan Syed received was back in 2015, in Sultanate of Oman, for "World Leader Business Person" from the World Confederation of Businesses. Island Consulting Several outstanding young men and women founded Island Consulting a

few years ago. It began as a modest business operating out of a conference room, but it eventually expanded to have a presence in other nations. Currently, it works to become a onestop shop for its customers and works with vendors from all across the continent. Island Consulting assists its clients by researching their needs and supplying a tailored solution that enables them to oﬀer the community better services and goods. Every Minute is a Teaching New Things Rehan Syed asserts that hours, minutes, and seconds make up one's time and are a great teacher while discussing his thoughts on the diﬃculties he has in life and at work. Some lessons cannot be learned without going through the experience and moving forward. He has been

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working in the ﬁeld for more than 20 years, and this teacher assisted him in developing competence in information technology, hospitality, and tourism. Rehan Syed asserts, "I learned to work with tight deadlines, across countries, making the impossible possible, look for out-ofthe-box solutions, train colleagues, and above all, help people achieve their dreams." He thinks the most valuable lesson he learned is that everyone has a unique talent, and if one is willing to believe in them, nurture them, and guide them, they can surprise with the results. On Attaining Balance Rehan Syed makes an eﬀort to separate his personal and work lives. He breaks down all milestones into smaller tasks and plans his tasks. In order for everyone to enjoy their own

time, he works with individuals, solicits their input on the company's actions, and fosters teamwork. Rehan Syed welcomes everyone. He shares, "If someone has an idea, they can always come in and I will discuss with them how to make it happen." He always prefers quality over quantity and believes the team is here to make the company's employees, its stakeholders, and its customers' lives happier. On Path of Achieving Dreams Rehan Syed thinks he is still halfway through achieving all that he dreamed of. He says, "Some tasks are still to be materialized, some plans are still in the primary stage and need more

research before I can start those projects." He firmly believes that everyone can realize any aspirations they have for themselves with persistence, perseverance, and hard work. For Rehan Syed, success consists of a collection of outcomes that demonstrate the accomplishment of a goal. Working with several people and combining efforts to achieve a goal may be necessary. Everybody has meetings with various experts throughout the day, and he makes an effort to assist them in achieving their objectives and improving their quality of life. When he realizes he has an impact on someone's life, he feels successful.

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Building Best IT Development Solution Provider Rehan Syed intends to transform Island Consulting into one of the top providers of IT development solutions in the future. He sees a future where Island Consulting will be the go-to company for clients seeking speciﬁcally tailored solutions and where Island Consulting will be able to give them access to greater business resources and services.

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 region's leading merchandise and gift card offering in the gift and reward fulfilment services sector. Indeed, MyList is the only homegrown 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.

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JULIE LEBLAN CEO , Merit Incentives

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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.

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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

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.

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

The CEO's Insights

The Merited Services of Excellence

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).

MERIT INCENTIVES oﬀer new business-to-business & technology services and solutions such as: •

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

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introducing into the MENA region technology solutions for retailers:

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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;

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

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

Growth Amidst Competition Merit Incentives' competition is very fragmented and not really organized 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

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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 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

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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.

Pasquale Perrotta: MENA's 10 Business Minds Defining the Next Era of Leadership, 2026 | CIO Views