Riyadh, Saudi Arabia
I build businesses where strategy meets execution, and ideas turn into real, scalable outcomes. Currently, I’m a founding Strategy leader at Disty, building a B2B distribution ecosystem from the ground up. My role sits at the intersection of strategy, finance, governance, GTM, fundraising, product, and partnerships, basically everything that needs to work together when you’re scaling from zero to meaningful impact. At Disty, I’ve helped take the company from early concept to 20+ cities across Saudi Arabia, Multi Million$ GMV, and a 40+ person team. That journey involved designing governance and ownership structures, building investor-grade financial models, leading fundraising, shaping GTM and expansion playbooks, co-owning product decisions, and positioning Disty as a gateway for global brands entering the Saudi market, including regulatory, commercial, and operational frameworks. Before Disty, I spent ~4 years at Retailo, where I worked across Fintech, SaaS, and market launches. I led strategies that scaled GTV from $1M to $10M, eliminated EBITDA burn, reduced NPLs by ~90%, launched BNPL and new marketplace models, and partnered with leading FMCG brands across KSA, UAE, and Pakistan. I also played a central role in fundraising, GTM strategy, and spinning off Retailo’s tech arm. I’ve co-led new market launches (UAE), managed teams of 50+, built P&Ls from scratch, restructured operations, and turned messy, manual distribution models into data-driven platforms. Earlier in my career, I grew customer bases from 4K to 20K in months, and yes — I was selling SAP to CEOs at 21. What defines my work: • Zero-to-one and scale-stage strategy • GTM, expansion, and unit economics • Fundraising, financial modeling, and governance • B2B marketplaces, Fintech, and SaaS • Partnerships, negotiations, and market entry I like complex problems, fast-moving environments, and building things that actually last. Still learning. Still building. Still hungry.
Driving Disty’s growth at the intersection of strategy, finance, governance, and execution. • Co-built Disty as a founding member, scaling to 20+ Saudi cities, and multi mullion SAR Revenue, and a 40+ person organization. • Orchestrated company-wide strategy, sequencing Marketplace, SaaS (Sales+), logistics, and cross-border trade for capital-efficient, defensible multi-engine growth. • Engineered governance, CapTable, shareholder rights, and multi-entity structures, balancing regulatory compliance with execution speed and long-term investor alignment. • Established full unit economics and three-statement financial models across commissions, logistics, CAC, LTV, and margins to institutionalize capital discipline. • Spearheaded fundraising end-to-end, shaping investor narrative, decks, models, and data rooms while steering diligence and negotiations to accelerate conviction. • Built GTM from zero, precisely segmenting retailers, distributors, and suppliers, converting MVP launches into repeatable market traction and regional scale. • Systematized city-by-city expansion playbooks blending field sales, distributor partnerships, and digital acquisition without eroding unit economics or CAC efficiency. • Co-built product strategy with Engineering, shaping buyer apps, supplier portals, logistics systems, and Sales+ to eliminate real commercial bottlenecks. • Designed pricing, commissions, and promotions by brand-margin profiles, while forging BNPL, 3PL, and OEM partnerships to unlock credit and scale. • Positioned Disty as a Saudi market-entry gateway for global brands, structuring compliant import, VAT, invoicing, and commercial frameworks without inventory risk.
Spearheaded strategic initiatives to drive business growth and market expansion, while achieving early profitability, at Retailo's Tech spin off. • Strategized a successful fundraising campaign, from pitch decks to due diligence, for Retailo’s Tech Spin-Off, Climb.AI, to secure investments. • Led strategic partnerships and market expansion initiatives to drive growth by $1Mn ARR and acquire multi-geography contracts. • Crafted GTM strategy and managed its performance for customer, product, pricing, distribution, and expansion, to strengthen market entry. • Established P&L structure and operationalized financial planning and budgeting processes. • Enabled performance visibility for leadership and led brand identity design project. • Designed sales booster strategy, for geo-expansion, based on 3rd party industry influencers.
Led Strategy and Operations across MENAP region with a team of 50+ smart individuals to leverage and simplify business of over 100 FMCG brands and 50K+ Merchants with Fintech Products including BNPL, and Digital Payments. • Catalyzed GTV growth from $1M to $10M annually, eliminating EBITDA burn and reducing NPLs by 90% across Saudi Arabia, UAE, and Pakistan, with a team of 40+. • Forged strategic partnerships with top FMCG brands, targeting new customer segments, generating an additional $2M in annual revenue. • Expanded market coverage by 40%, leveraging market research, data analytics, new product developments, and a revamped GTM strategy. • Introduced innovative lending solutions to launch marketplace and consignment business models, boosting group operating profit margins by 20%. • Launched new product features, including recommendations AI, dynamic pricing, and loyalty programs, improving user adoption by 30% and retention by 15%. • Led organizational restructuring and automated recovery operations, achieving 50% cost efficiency. • Strengthened relations with debt financing partners to unlock 2X better margins. • Optimized Cash Flow Cycle by disrupting market behavior and using forecasting models. • Re stabilized NPL Ratio from 4.2% to 0.05% in a quarter with 1.5X APR, via reinforcements. • Revamped Visibility on QuickSight for meaningful insights and decision making. • Boosted Share of Wallet by 2X by introducing BNPL on slow moving categories.
Retailo Acquired a UAE B2B e-commerce company, DXBuy, where I co-Led the new market launch, conceptualizing GTM strategy, OKRs, and org structure, while managing P&L, product launches, and tech migration. • Secured partnerships with 100+ suppliers and 1000+ customers, steering a team of 20+ account managers, boosting revenue from $0.3Mn to $1Mn within a quarter. • Developed robust financial models, sales and commercial plans, and performance dashboards, achieving MoM P&L targets and health metrics. • Increased digital revenue share to 40%, and organic acquisitions by 5X through efficient digital campaigns, regular app trainings and diversified product offerings. • Implemented new products, including BNPL and recommendations AI, tailored to market regulations and customer needs, driving an additional $0.5Mn in revenue. • Used A/B testing, trends, funnel, cohort, and market basket analysis to design Prod Launch plan. • Analyzed market data, segments, competitors, suppliers, and trends to draft change strategy. • Retained supplier relations with 30% MoM growth rate and unlocked better back margins. • Strategically expanded into Oil, Wheat, and Pulse category based on ROIC.
Conducted Retail Audits leading a team of 6 RTFs. Electrified the NDSS universe resulting in increased company’s distribution footprint, curbed counterfeit, reduced OOS situation in market and maintained price compliance. Identified the market potential, in terms of overall, volume-classes wise, brand-wise, area-wise, and outlet-wise tobacco consumption and procurement cycle, for future Business Development Strategy. The project enriched data integrity and boosted sales efficiency and profitability.
Digital Marketing for Brand Awareness, Consideration and Customer Retention. Increased customer engagement by 200% and reached the segmented target audience for ROI boost.
• Redesigned and optimized website based on conversion-centered approach. • Revived and boosted follower growth rate by 7% through social media optimization. • Increased website visitors by 10x via email marketing and social media advertising. • Ran a social media audit on competitors to create and schedule content for maximum reach. • Initiated leads’ generation based on pull marketing strategy to boost sales efficiency by 30%. • Generated PKR. 5m from new sales and improved existing clients’ satisfaction level. • Worked on HubSpot and LI Sales Navigator to generate leads and actualize Sales pipelines. • Managed and trained recruits for Digital marketing and effectively delegated them tasks.