A sought after advisor and thought leader in e-commerce, omni-channel retail, and digital transformation, Farah specializes in helping beauty, health, and lifestyle brands thrive in the ever-evolving digital landscape. With a proven track record of driving growth and innovation, her approach is to leverage her extensive networks and expertise to advocate for the expansion of the regional retail ecosystem through cutting-edge strategies, including the adoption of AI-driven solutions. Having served as the E-commerce Lead for MEA at Coty and Head of Beauty at Namshi, Farah has spearheaded numerous high-impact initiatives, including the groundbreaking Dubai launch of Kylie Cosmetics and Namshi’s first-ever brand-dedicated pop-up at Dubai Mall. Under her leadership, campaigns for global brands like Charlotte Tilbury and Kiko at Namshi experienced exponential growth, solidifying their online presence and significantly boosting regional sales. Farah’s advisory approach is characterized by strategic vision and the ability to forge impactful partnerships tailored to each brand’s unique goals.
Farah’s experience is deeply rooted in an understanding of the GCC’s dynamic consumer market, where she’s been a key player for over 19 years, spanning three generations. In addition to her e-commerce expertise, Farah has a diverse background in finance and banking, having worked with prestigious organizations such as Procter & Gamble, the International Finance Corporation (World Bank Group), and Standard Chartered Bank. Farah has also successfully launched multiple businesses in the UAE across categories ranging from consumer tech to beauty since the early 2000s. This holistic understanding of the regional market, combined with a forward thinking approach, makes her an invaluable partner for brands aiming to
excel in digital transformation and retail innovation.