Head of Marketing & Communications · Founding member | Riyadh | Apr 2024 - Mar 2026
Saudi ArabiaUAEBahrainEgyptUSAUKSouth Africa
I took Abwab.ai from a new name to a familiar one: on international stages, in regional booths, in partner announcements and in the press. This is my story in the order it unfolded, from building the brand to the Silicon Valley stage, with the evidence.
6xCompany LinkedIn followers
SAR 1B+SME loans processed
12+Strategic partnerships
3Industry awards
My role and growth metrics come from my CV. Public sources back the lending milestone and the three company awards.
Head of Marketing and Communications | Founding member
None of this happened by accident. I built Abwab's positioning, messaging, lead generation, CRM segmentation and marketing materials from scratch, and I led six direct reports. Company LinkedIn followers grew 6x, with impressions up 300% and clicks up 1000%. Founder followers grew 5x, reaching 300K+ impressions and a 20.7% engagement rate.
My role, team size and growth figures come from my CV, not an independent analytics audit. The banner photo shows Abwab.ai out-of-home advertising at Kingdom Tower, Riyadh. Abwab builds AI credit infrastructure for lenders. It is not itself the lender.
02
Saudi Arabia
SAR 1B+ processed | Three industry wins
I told the story behind SAR 1B+
Arabic and English PR | Award submissions | Milestone storytelling
I made the numbers land. I led the communications behind Abwab.ai's SAR 1B+ in SME loans processed through the platform, and I owned the press relationships in Arabic and English - from Al Eqtisadiah and Asharq with Bloomberg to Arab News, Inc. Arabia and Fast Company Middle East. My marketing work helped win three industry awards: Innovation to Watch at 24 Fintech 2024, Most Innovative Lending Saudi Arabia 2025 and Best Use of AI in Finance Saudi Arabia 2025.
The 2025 pieces ran during my tenure: Fast Company Middle East on the SME credit crunch, Inc. Arabia's startups to watch, ArabFounders on the SAR 1B+ milestone and FinTech Gate on the Tawuniya partnership. The September 2026 seed-round coverage in Arab News, Al Eqtisadiah, Asharq with Bloomberg, Sabq and FWDStart came after my tenure, through the same media relationships I built. Wamda's Abwaab coverage is a different Jordanian EdTech, so it is not shown. The CNBC Arabia link is its televised founder interview, the Entrepreneur ME link is the outlet's own Money20/20 Middle East coverage, and the Asharq with Bloomberg link is a Nabd archive record of the interview.
The milestone and the award wins are publicly verified. My communications and award-submission role comes from my CV. Global Financial Market Review issued the two 2025 awards, and 24 Fintech is now Money20/20 Middle East.
03
Saudi Arabia
LEAP | Money20/20 Middle East | Seamless Saudi | Google Cloud Summit | BIBAN
At home, I stood at the booth
Exhibitor and participant | Regional market presence
In Saudi Arabia, I took Abwab into the room, face to face. I exhibited and took part at LEAP, Money20/20 Middle East, Seamless Saudi, Fintech Surge and Google Cloud Summit, and every booth became a conversation with the market. My badges also document BIBAN 24 and Step Dubai 2025.
Public posts verify LEAP 2025 and Money20/20 Middle East 2025. My LEAP 2025 badge identifies me as a speaker, and my BIBAN 24 and Seamless badges identify me as an exhibitor. Undated photos stay undated.
04
Saudi ArabiaUAEEgyptUK
Strategic partnerships | UAE, Egypt & UK
I turned conversations into partnerships
12+ partnerships | Expansion into the UAE, Egypt and UK
Conversations became deals. I secured 12+ strategic partnerships and helped Abwab expand into the UAE, Egypt and the UK. During my tenure, Abwab announced Zid, Tuum and Tawuniya, linking its credit infrastructure to e-commerce, banking and insurance - and each announcement became a story, from FinTech Gate on Tawuniya to ArabFounders on the SAR 1B+ milestone.
The partnership count and my role come from my CV. Company and partner announcements verify Zid at LEAP 2025, Tuum in September 2025 and Tawuniya in November 2025. The photos do not imply I was the signatory.
Then I made the case out loud. I presented Abwab, joined roundtables and sat down with founders, lenders and fintech leaders. The highlight: I pitched Abwab in Silicon Valley at the Plug and Play Summit in November 2025.
My LEAP 2025 speaker badge backs the speaking credit, and my November 2025 summit badge confirms I was in Silicon Valley. The pitch and the roundtables are my own account, and the stage photos show Saudi sessions, not the Silicon Valley pitch. The bottom row is my own set from a roundtable with the SRMG think tank, where I took part (my name card is on the table).
06
Saudi ArabiaUAEBahrainUSAUKSouth Africa
Dubai | Bahrain | Silicon Valley | London | South Africa
I took Abwab to the world's fintech stages
International conference circuit | Company representation
I put Abwab in front of the world. Across more than six countries, I joined the conferences where fintech gets decided: Dubai FinTech Summit twice, Fintech Forward Bahrain twice, Money20/20, London fintech week and the G20 startup summit in South Africa. In November 2025, I added Silicon Valley.
The international circuit and my repeat attendance are my own account. Public posts confirm Dubai 2025, Bahrain 2025 and Fintech Surge 2025, and my badges confirm Bahrain 2024, Step Dubai 2025 and the Silicon Valley Summit in November 2025. The two Silicon Valley photos of me are my own, with my Plug and Play badge. The lowest panels are official Plug and Play event photos, shown as summit atmosphere, not as my pitch.
Saudi Arabia
UAE
Bahrain
Egypt
USA
UK
South Africa
