Ala’a is co-founder and managing partner at Aboab & Co co-leading the Business Strategy & Structure Function. He is responsible for developing strategic business platforms and processes that facilitate the definition of clear business objectives and the adequate structure to materialize on that vision.
Prior to Aboab, Ala’a has worked as Corporate Communications director in King Abdullah Economic City where he led the Public Relations and Protocol efforts in growing awareness and attracting investments to the city.
Earlier, Ala’a served as Head of Marketing of Lagoons & Asia Projects in Sama Dubai/ Dubai Holding. He also successfully lead the development & adaptation of marketing input into Asia Regional Structure Plans through his ability to develop, in record time, strong working relations with provincial / regional government bodies ensuring buy-in and support for implementation phases.
Ala’a started out his career with Unilever as a management trainee and advanced to be part of the Regional Development Team for North Africa, Middle East and Turkey overseeing the beverages category (250 million USD Category) new market development from a communication and innovation perspective.