About me
an E-commerce leader with 25 years of experience transforming retail across jewelry, grocery, and consumer goods in the Middle East & Africa. his career has been guided by one mandate: to build future-ready digital organizations that go beyond transactions to become engines of brand equity, consumer trust, and sustainable growth.
At Electrolux/Zanussi, L’azurde, and now Spinneys, he has led digital transformations that reshaped industries and consumer behavior. I launched Egypt’s first Zanussi e-commerce platform, pioneered selling gold jewelry by piece rather than by weight, and scaled digital platforms across multiple brands and markets. I drove online revenues from 0 to 500M EGP in just two years, delivered double-digit EBIT gains, executed a migration to a headless BigCommerce architecture, and built scalable omnichannel grocery ecosystems. These achievements reflect my ability to align commercial discipline with innovation, embedding AI, data science, and consumer-centric strategies to create lasting competitive advantage.
His focus now is on shaping the future of digital retail in the region: building resilient organizations that thrive amid disruption, empowering teams through data-driven decision-making, and redefining how businesses connect with consumers. I see e-commerce not simply as a sales channel, but as a catalyst for cultural and organizational change — one that drives long-term value for both brands and customers. My mission is to continue leading organizations through this transformation, creating sustainable growth and enduring impact.
