Endeavor

9 MONA ATAYA Mumzworld UAE Mona is the Founder & CEO of Mumzworld, the number one mother, baby and child ecommerce site in the MENA region. Mumzworld.com is pioneering the online shopping experience by bringing in hundreds of merchants offering thousands of products under one roof, enabling buyers to search the widest range of mother, baby and child products and deals anywhere in the MENA region. Pior to founding Mumzworld, Mona served as Vice President of Marketing at Bayt.com, where she was responsible for brand building, driving traffic, and the user experience. She joined Bayt.com from Johnson & Johnson, where she served as Global Skin Care Franchise Manager based in Switzerland and was responsible for the re-launch of Johnson's Suncare and Piz Buin brands. YOUSUF AL MULLA Dubai Holding UAE Al Mulla is the Chief Strategy Officer at Dubai Holding, where he supports the company's long- term investment strategy and oversees the enterprise value targets. Al Mulla was the founding member of TCO Management Consulting, the management consulting company initiated by the Dubai government and previously known as the Consulting Office. During his time at TCO, he leveraged his entrepreneurial expertise to lead the company in achieving its vision and developing its 2012-2015 growth strategy. In his former capacity as Associate Project Manager of the Government Innovation and Development Unit at the Executive Office, from 2006 to 2007, Al Mulla was in charge of developing and implementing efficiency programmes across a wide range of government departments, as well as setting an educational endowment fund. IDRISS AL RIFAI Fetchr UAE A former pro basketball player, special forces, and BCG consultant, Idriss started Fetchr three years ago with the hope to disrupt the logistics industry in emerging markets. Fetchr provides businesses a turnkey solution for entering the e-commerce space in the region and for reaching customers, which was previously extremely challenging for local and international brands as inefficient processes and the lack of postal addresses lead to long delivery times and high return rates. The company equips its delivery personnel with GPS-enabled tablets and task-assigning software to locate customers via their mobile devices. Fetchr plans to capture additional market share in the Gulf's US$1.7 billion e-commerce-triggered logistics market (2015e) by growing its delivery capabilities across the region. KHALFAN BELHOUL Dubai Holding UAE Khalfan Belhoul is Vice President of Strategy at Dubai Holding, where he is responsible for formulating Dubai Holding's strategic direction. He plays a significant role in the Mall of the World project. Before joining Dubai Holding, Khalfan founded the Belhoul Investment Office, where he was responsible for rolling-out a sophisticated asset allocation strategy spanning private equity, alternative investments, real estate and conventional assets. He spearheaded the development of long-term relationships with global investment managers. Prior to the establishment of Belhoul Investment Office, Khalfan played a key role in restructuring the Belhoul Group along with building a comprehensive IT platform for the Group.

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