As a technology solutions provider, summarise the business model and your job role in the business?
In my role as Senior Vice President and Managing Director, I lead strategy and operations across the Middle East and Africa for IFS, which is a global technology company focused on delivering real business outcomes at the Moment of Service through AI-powered, cloud-native enterprise solutions.
My role centres on bridging global innovation with local market realities, partnering closely with organisations to drive transformation that aligns with ambitious national agendas like Saudi Vision 2030 and UAE Vision 2031. Beyond software, I see our value as enabling businesses to lead with agility, scale confidently, and grow with a clear sense of purpose in an increasingly complex world.
Describe the technology solution and services stacks of your business that are of relevance to your end customers?
The technology solutions I oversee are designed for industries where assets, services, and people intersect, enabling businesses to operate smarter and faster. By embedding AI at the core, these platforms provide predictive insights, automation, and real-time decision-making that support rapid transformation.
Backed by dedicated local teams and a network of trusted partners, we help organisations digitise operations, boost productivity, and unlock value, all while respecting the unique economic and cultural dynamics of markets across the Middle East and Africa, where national visions demand rapid transformation.
What are the expectations of your end customers today and what are their principal challenges and pain points?
Today’s organisations expect more than digital tools, they demand resilience, agility, and actionable insights to navigate fast-evolving markets. Many struggle with fragmented legacy systems, escalating costs, and the challenge of integrating AI without disrupting operations.
Added to this are shifting regulations, sustainability demands, and evolving workforce dynamics. I believe transformation is as much about people as it is about technology. Customers look to trusted partners who can help them transition from reactive problem-solving to proactive, unified strategies that fuel meaningful, scalable innovation.
How does your solution and service stack help to drive innovation or transformation in end customer enterprises?
Innovation starts from within. Our solutions enable organisations to modernise core processes while unlocking AI-driven intelligence to make smarter, faster decisions. From predictive maintenance to dynamic field operations, these capabilities help businesses reduce risk and accelerate value realisation.
At IFS, this journey is set apart with the combination of deep industry expertise and a collaborative approach, focusing on outcomes that matter most. This partnership mindset enables customers to build future-ready businesses with clarity, confidence, and sustainable growth.
How is the relationship between business and technology heads changing inside end-user enterprises?
The relationship between business and technology leaders has evolved from transactional to deeply collaborative. Today, CIOs, COOs, and CFOs co-own transformation initiatives, blending technical expertise with strategic vision. The rise of AI has intensified this shift, making it critical to align technology investments with broader business goals.
In my experience, success comes from fostering shared language, fast decision-making, and mutual accountability. I find these conversations energising, they reflect a maturing mindset where technology is a true enabler of innovation and enterprise resilience.
Which aspects of your job role drive high levels of job satisfaction for you, and which aspects of your job role are challenging for you?
I gain immense satisfaction from shaping strategies that translate technology into tangible business and human impact. Whether it is forging strong partnerships, mentoring teams, or helping customers achieve their vision, I thrive when purpose aligns with action. AI and innovation have added exciting new dimensions to this work.
The challenge lies in balancing big-picture thinking with execution across diverse, dynamic markets, each with its own complexities. Yet, it is precisely this interplay of people, purpose, and progress that makes my role both demanding and deeply rewarding.
What are the skills required for your job role currently and how is this likely to change for you in the near term?
Strategic leadership, stakeholder engagement, and market insight remain foundational to my role. As AI and data-driven approaches become central to transformation, the ability to translate complex technologies into clear business outcomes is increasingly vital. Looking forward, adaptive leadership, collaborative mindset, and fluency in emerging tech will be critical to staying relevant and effective.
However, the core skills of empathy, authentic communication, and team empowerment will remain key, because technology alone never drives change; people do.
How do you see yourself in your career road map five years from now?
In five years, I envision continuing to lead at the intersection of business strategy, technology innovation, and regional growth, ideally with broader global responsibilities. I aspire to shape transformation agendas that are technology-powered, customer-centric, and rooted in sustainable impact.
I want to cultivate diverse, high-performing teams and create ecosystems that enable inclusive growth. Throughout, my focus will remain on leading with integrity, inspiring purpose, and helping organisations navigate complexity with confidence and clarity.
