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Work Background
CarLogikdxbCo-Founder & CFO
Sep. 2021 - Oct. 2024United Arab EmiratesCarLogik is the UAE’s leading tech-driven Auto Services Marketplace, streamlining a fragmented industry by connecting quality-vetted workshops with car owners. As Co-Founder & CFO, I developed innovative financial & operational strategies that positioned CarLogik as a key player in the sector, with a focus on value creation, asset performance, and growth. Key Achievements:
•Value Creation & Growth: Spearheaded strategies that resulted in a 20% month-on-month revenue increase, driving asset value across a network of 40+ workshops, 1,000+ registered cars, & 200+ transactions.
•Strategic Fundraising: Raised $272K in a pre-seed round by presenting a compelling business valuation & return on investment projections, demonstrating strong financial modeling & investor relations skills.
•Performance Optimization: Reduced customer acquisition costs by 50%, increasing profitability through targeted strategies & efficiency improvements.
•Financial Leadership: Managed a high-performing team of 10 across diverse functions, with a strong emphasis on financial performance, budgeting, & forecasting to ensure sustained growth. Responsibilities:
•Valuation & Financial Oversight: Led financial planning, budgeting, & valuation efforts, ensuring CarLogik's long-term profitability & ROI for stakeholders.
•Investment & Portfolio Management: Managed investor relations, providing regular performance analysis, focusing on maximizing asset value & growth.
•Strategic Market Analysis: Conducted detailed market research to evaluate potential growth opportunities, benchmarking against industry performance & valuation metrics.
•Stakeholder Collaboration: Maintained strong relationships with investors, ensuring transparent reporting & valuation insights to guide decision-making. I honed expertise in valuation, strategic financial management, and performance measurement—all critical for guiding investment decisions and contributing to the financial success of high-growth portfolios.
TenarisProject Senior Manager – Corporate Financial Planning Eastern Hemisphere
Jan. 2020 - Aug. 2021Middle East, Africa, and Europe. Based in DubaiSenior Manager Corporate Planning for the Eastern Hemisphere, covering the Middle East, Africa, and parts of Europe, more than a billion USD in annual sales. I managed market sizing & benchmarking analysis, competitor intelligence, project valuation and return (performance) analysis post M&A projects, ensuring high quality valuations and analysis is supported by logical assumptions. Along with the team, I also developed consolidated Market Outlooks and annual budgets for the Business Units (BUs) in the region. Reporting to the Strategic Planning & M&A Director – Eastern Hemisphere and secondary to the VP Planning (FP&A) and Finance & Administration. The team and I, prepared monthly, quarterly and annual financial and analytical reports for each legal entity separately, in addition to consolidated group-level reports, presented to C-level leadership, including the Tenaris Eastern Hemisphere President, to establish medium to long term goals, define short term objectives, and propose operational initiatives. One of my core responsibilities was to develop reports and presentations related to BU performance, projects performance, and the performance of different assets across the Eastern Hemisphere providing value added analyses, insights, and recommendations tracking gross margins at order-item levels, cash flows of different assets, among other KPIs to continuously develop fair asset valuation and recommendations to aid management decision making.
TenarisStrategic Financial Planning and Analysis (FP&A) Senior Manager – Saudi Arabia
Oct. 2018 - Jan. 2020Dammam, Eastern, Saudi Arabia (Expat)During my tenure shadowing the Tenaris Eastern Hemisphere Strategic Planning & M&A Director, I conducted detailed market research, analyzed financial statements, and built strong relationships with teams at Tenaris and Saudi Steel Pipes (الأنابيب السعودية – 1320 SSP on Tadawul). I effectively bridged communication gaps between different company cultures to deliver strategic and financial insights, resulting in the successful M&A deal between Tenaris and Saudi Steel Pipes. Following the acquisition, I established and led the Planning department at TenarisSaudiSteelPipes (الأنابيب السعودية – 1320 SSP), implementing best practices in Commercial and Industrial Management Control. I spearheaded complex financial planning and analysis (FP&A), providing senior leadership with reports on key metrics (NPV, DCF, Margins, Headcount, Budgets, Comparables, Pricing...etc.), enabling informed decision making and optimizing commercial strategy. As the Head of Planning, I worked directly with the CEO, supporting him in meetings with the TenarisSaudiSteelPipes Board, Tenaris EH President, and the Tenaris Executive Committee. I regularly assisted in reviewing financial data, preparing annual reports, and creating presentations used in high-level meetings. Additionally, I played a key role in setting KPIs across commercial and industrial functions, leading monthly reviews to identify potential deviations and ensure alignment with strategic goals. To streamline the CEO's preparation for executive meetings, I distilled complex reports into concise, persuasive presentation decks. I also coached a team of three FP&A specialists, all of whom were promoted to managerial roles by the end of my expat assignment. This role gave me the opportunity to learn directly from a veteran CEO and observe his interactions with senior executives leading a complex industrial facility listed on the Saudi stock exchange (Tadawul).
TenarisCountry Manager – UAE, Iraq & Kurdistan
Jul. 2017 - Oct. 2018Dubai, United Arab EmiratesManaged UAE and Iraq country P&L performance, cultivating key stakeholder relationships with ADNOC, Schlumberger, Chevron, BP, ENI, among others. This entailed mapping economic, political, and business landscapes, forecasting demand, assessing market share, generating business opportunities, and negotiating long-term contracts. Reported performance to the VP Middle East and North Africa, collaborating with back office, technical, and marketing teams for P&L analysis, product/service development, pricing strategies, and competitor assessment. Led sales efforts exceeding US$ 50 Million annually in the region.
TenarisSales Coordinator - UAE
Jun. 2016 - Jul. 2017United Arab EmiratesAs the point person for mapping business opportunities in the UAE Oil & Gas market, I collaborated with the Marketing, Strategic Planning, and Senior Commercial Management teams to establish annual sales targets. My team and I were accountable for achieving these targets. Serving as the key liaison between clients and the Tenaris System, I oversaw all aspects of the business, including identifying sales opportunities, tendering, order fulfillment, and diligent follow-up on collections.
TenarisFinancial Planning & Analysis (FP&A) and Management Control Manager - MENA
Feb. 2012 - Jun. 2016United Arab EmiratesI was managing the Financial Planning & Analysis (FP&A) function of a region with almost a billion US dollars in annual sales, ten business units, and multiple industrial facilities. I was mentoring a team of four Senior Analysts, leading quantitative and qualitative performance analysis, overseeing the preparation of business development plans, building technical studies and demand planning models to forecast customer demand, Tenaris’s sales, and competitors’ positioning. The aim was to gauge business unit performance, forecast profitability, analyze market shares and provide top management with the tools, including presentation decks and memos, needed to define industrial production targets with a 1- and 5-year horizons. The team and I also prepared annual budgets for each of the different business units, in addition to a consolidated annual budget for the region. We conducted quarterly business reviews with the Managing Director and its executive team, and monthly P&L analysis. Part of my day-to-day responsibilities included providing insights to the executive team and the different Country Managers. In addition I led the standardization of budgeting, flash preparation, forecasting and P&L analysis across the whole region. This improved the work of the entire team, increasing efficiency, and improving their work life balance.
TenarisManagement Control Analyst - MENA
Mar. 2011 - Feb. 2012United Arab Emirates-Monitor Regional Area performance against internal KPIs, while benchmarking to Competition. -Analyzing margins against budgets to understand trends and explain causes for deviations. -Consolidating financial statements, forecasts, and KPIs of six business units to build Managerial reports. -Follow up on market indexes that are used in building our regional Market Outlooks and price formulas, ranging from rig counts, Hydrocarbon production/consumption levels, to ore prices. -Develop Managerial reports such as Executive presentations, regional flashes, and offer/order monitoring reports.
Ghobash GroupFinancial Analyst
Jun. 2008 - Feb. 2011United Arab Emirates-Responsible on a monthly basis for analyzing the operations and performance, of a number of GTI companies (Brands), reporting directly to the CFO. -On a quarterly basis I used to conduct Business Plan analysis (vs. KPIs), Market review, and Financial statement forecasts. -Worked on projects involving cost/return investment analysis, financial projections and valuation, and financial control with Auditors.
Prolog SolutionsAssistant to the Finance Manager
Jan. 2008 - Jun. 2008Supported the Finance Manager in her day-to-day operations. Involved in a number of projects, including: Implementing a new pay roll system for the company. Invoicing, follow on receivables, and the forecasting of inventory needs.
MashreqbankIntern
Jul. 2003 - Sep. 2003Involved in the launch and marketing of the Virgin VIP credit card in Dubai, UAE. Collected statistics describing the average distribution of age, salary, and gender of Dubai residents, in order to better segment and target the customers and tailor the marketing proposition. Worked for two weeks in the finance department, and commercial loans.
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