• Led company-wide budgetary planning and established Key Success Metrics. • Enhanced unit economics visibility and accountability through weekly business reviews. • Conducted scenario analysis to evaluate and prioritize growth strategies. • Contributed to long-term planning discussions by providing insightful analysis on industry trends and competitor performance. • Optimized resource allocation by identifying cost-saving opportunities through detailed expense analysis. • Enhanced monthly reporting quality with insights and variance analysis. • Engaged with existing investors for reporting financial performance and sourcing funds. • Successfully managed external audits, ensuring accurate financial information was presented to external parties without discrepancies or delays. • Enhanced stakeholder communication by producing clear, concise, and timely financial reports that supported informed decision making. • Collaborated with cross-functional teams to develop revenue-generating initiatives and driving growth. • Oversaw VAT, Zakat, and withholding tax compliance and optimization. • Initiated project for improving local fulfilment in KSA by streamlining bulk shipments to KSA which resulted in (a) Logistics cost reduction by ~ 400 basis points (impact on Cost $2 Mn annually) (b) Improved conversion by ~ 30 basis point (Impact on GMV $10 Mn annually). • Improved Inventory turnover by (i) establishing tighter controls on buying process (ii) improving buying process to reduce lead time (iii) renegotiating minimum buying commitments from international vendors. • Led commercial negotiations with Payment service provider which resulted in cost reduction by 70 basis points (Impact $0.7 Mn annually).

• Spearheaded High-Frequency Payment Categories (HFC) project from identifying opportunity, conducting market research, deliberating it through PR/FAQs, BRDs etc, Iterating User Experience (UI/UX), prioritize competing projects, securing resources, product development with technology team, formulating product marketing plans and customer adoption. • Delivered growth from 0 to 50K users in 6 months, with first category launch (Prepaid Mobile Recharges) in UAE. • Responsible for Product Road map across portfolio of launches and setting priorities for MVP / MLP feature set based on Impact assessment. • Program Management of 3P partners to secure availability of supplies, negotiate margin, SLAs etc. • Established strong relationships with key stakeholders, fostering collaboration across departments for seamless product development. • Drove go-to-market plans in coordination with marketing team to raise awareness and increase adoption.

• Led strategic planning, budgeting, financial controls, reporting, finance business partnering, finance operations, accounting, auditing and tax compliance, and performance management. • Guided core financial processes for businesses, including annual operating plans, long term plans, and monthly/quarterly business reviews, weekly metrics review, bridges and forecast updates. • Developed and led finance team of high performing finance professionals that support multi-faceted aspects of financial operation. • Partnered with Business Leaders to provide advice and required support to drive process improvement throughout each organization and help with decision making. • Ensured timely and accurate monthly financial reporting and communicating financial impacts to cross functional stakeholders, senior leadership and to board. • Led external audits, ensuring accurate and timely representation of information. • Established Key Success Metrics dashboard to track performance. • Led implementation of SAP (ERP systems). • Prepared and implemented various policies and procedures, build internal control and setting up of finance organization from scratch. • Led project of local currency wallet from business requirement phase till Go Live. • Led project of automation of payments, implemented Host-to-Host payments. • Led project of automation of monthly invoices for payment processing business. • Streamlined vendor prices country wide. Implemented Credit Review and approval process.