With over 18 years of experience in the financial industry, financial technology, and beverage industries, I have cultivated a diverse set of skills and expertise. Currently, I am the Director of Marketing and Innovation at EthSwitch, where I oversee innovative strategies to increase market presence and engagement. My areas of expertise lie in branding, business development, marketing, event management, and financial technology products.Prior to joining EthSwitch, I served as Marketing Manager at Hibret Bank, where I played a pivotal role in the successful rebranding of the bank and the bank head office's grand inauguration ceremony.Additionally, during my time at Kifiya Financial Technology, I played a significant role in the execution of the Ethiopian Financial Inclusion Project (EFIP), which marked the first-ever mobile banking project in Ethiopia. I have also served different banks, from officer to managerial positions.I hold a Bachelor's Degree in Business Management from Zegha Business College (2005), a Master's Degree in Business Administration from Jimma University, and a Bachelor's Degree in Economics from AAU. With my extensive experience across different fields coupled with my academic background, I am committed to delivering positive results that exceed expectations for any project I undertake.