Middle East's 10 Most Influential CCOs to Watch 1 (1).pdf

Integrity is doing the
right thing, even when
no one is watching.
C . S . L E W I S

Forward-Thinking
Leadership for
Modern Times
hanging times necessitate various leadership
Cqualities. More than ever before, firm stakeholders
want more from their C-suite leaders, who must
possess talents that are tightly connected with today's
business reality. Functional competence must be combined
with broader leadership abilities and a thorough
understanding of business principles.
The following year will be another period of adjustment as
businesses adjust to life after COVID-19. The 2021 'great
acceleration' of technology, digitization, and hybrid
working will continue to impact the landscape, more
quickly than previously believed. Emerging technologies
are altering business processes and generating opportunities
for increased productivity.
This significant shift in focus for firms, paired with a larger,
more tech-focused C-suite, begs concerns about the
mechanics of corporate growth and leadership, as well as
what organizations will look like in the future. At the center
of this is the Chief Commercial Officer, a relatively new
and diverse top-level executive in charge of an
organization's commercial strategy.
The function of the Chief Commercial Officer has changed
dramatically in recent years, reflecting the changing
structure of modern business. Traditionally, the CCO's
Editor’s
Note

primary responsibility was to oversee sales and income
development. However, in today's complex corporate
environment, the position of the CCO includes far more
than typical sales functions. In addition to driving revenue
development, the modern CCO is responsible for
establishing and implementing complete commercial
strategies that are in line with the organization's overall
goals and objectives. This entails exploring new business
opportunities, forming strategic alliances, and using data
analytics to acquire actionable insights into customer
behavior and market trends.
In our latest edition of The CIO World, Middle East's 10
Most Inﬂuential CCOs to Watch, we celebrate CCOs who
have shown great vision and creativity while addressing the
changing world of commercial strategy. These notable
leaders exhibit a unique combination of functional
competence, strategic vision, and transformative leadership
traits that propel organizations forward in today's
competitive business climate.
Have a good read ahead!
- Alaya Brown
Managing Editor

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Chidiebere Moses
Sam Carter
Alaya Brown
Maria Evans
Chris Carter
Millie Simon
Judy Smith
Phoebe Jacob
Aisha, Olivia
David Walker
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Helena Smith
Eric Smith
Richard Martinez
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RNI No.: MAHENG/2018/75953

Descrip on
Featuring
UNIFREE
www.unifree.com
ODE
www.ode.com.tr
Al Ahli Holding Group
www.aahg.com
Lifecare Interna onal
www.lifecareinterna onal.com
KOBIL
www.kobil.com
Greenshield Insurance
Brokers LLC
www.greenshield.ae
Na onal Bonds
www.na onalbonds.ae
Daman - Na onal
Health Insurance
Company
www.daman.com
Port of Salalah
www.salalahport.com.om
Amer Abuobeid
Chief Commercial Officer
Ceren Tonguc
Erhan Ozdemir
Khadija Khalifa
Nausheen Popat
Onur Kartal
Sameera Merchant
Saqib Mahmood
Group Chief Commercial
Officer
Stuart Leatherby
Sunil Joseph
Cra ing and execu ng company plans to increase market
share and profitability is Amer's strong suit as a strategic
leader. He thrives in cul va ng success and growth within the
company.
Ceren is a seasoned General Management/Sales and
Marke ng execu ve with over 20 years of experience,
including 4 years interna onally. Known for growing global
brands, fostering consumer-centric cultures, and excelling in
cross-func onal sales.
Erhan, with 20+ years of experience in management,
manufacturing, sales, and business development, is currently
the CCO and Board Member at ODE, a prominent Turkish
insula on material manufacturer.
Khadija, a professional with 16 years of experience in
commercial and business development, oversees commi ees
at the Emirates Weightli ing Federa on and serves as Group
Chief Commercial Officer at Al Ahli Holding Group.
With over 25 years of experience, Nausheen has been
instrumental in establishing and running commercial
opera ons in mul ple countries, including the UAE, Kenya, and
Qatar.
With a solid founda on in logis cs and business strategy,
Onur Kartal is an experienced expert. Onur is essen al to
improving the company's commercial opera ons because of
his focus on developing strategic alliances and accelera ng
corporate growth.
With exper se in alterna ve fuels for fuel cells, Dr. Sameera
excels as the Chief Commercial Officer of an insurance
company, focusing on corporate development and fostering a
culture of human development and team building.
Saqib is the GCCO at Na onal Bonds, where he oversees
wealth management, sales and distribu on, branch networks,
and call centers. With 32 years of professional experience,
including 21 years in banks and FIs, he brings a wealth of
knowledge and exper se to his role.
With a focus on strategic planning, business development, and
client management, Stuart is known for his innova ve
thinking, strong leadership, and commitment to improving the
communi es he serves.
Sunil has held various senior leadership roles within A.P. Moller-
Maersk, a global leader in integrated container logis cs. His
extensive experience of 22 years in GCC countries has shaped his
exper se, culmina ng in his appointment as the CCO.
Saudi Logis cs Services
h ps://sal.sa/
Company Name

C T
08
C O V E R
S T O R Y
Sunil
Joseph
A Serendipitous Entry into
Logistics

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A R T I C L E S
P R O F I L E S
KHADIJA KHALIFA
STRATEGIES FOR
CHIEF COMPLIANCE
OFFICERS!
ENFORCEMENT
FRONTIERS!
CULTIVATE,
INNOVATE, ELEVATE
NAUSHEEN POPAT
SAQIB MAHMOOD
Steering the
Organization Toward
Sustained Success
How Chief Compliance
Ofcers Stay Ahead of
Regulatory Challenges
Meeting the Demands
of Expanded
Regulatory Issuances
- Rajendra Parmar
25+ Years of Leadership
Transforming Savings
Paradigms for a Prosperous
Society
at Lifecare International
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Sunil Joseph
Port of Salalah

Sunil
A Serendipitous Entry into Logistics
,When discussing our customer-centric solutions, it is
essential to gain an understanding of our diverse
customer base. This customer portfolio
encompasses shipping lines, freight forwarding
companies, and the ultimate beneciaries of cargo,
namely the importers and exporters themselves. As
a multi-port operation, we cater to both container
terminal and general cargo customers.

Embracing the Unexpected Path to a Satisfying and
Exciting Career in Shipping!
or many of us, the idea of meticulously planning our
Fcareer paths is not just a notion but a rule to live by.
We spend years in school meticulously selecting our
majors and seeking out internships that align with our
envisioned futures. However, destiny has a way of stepping
in, often leading us down intriguing, unexpected paths,
embracing serendipity, and allowing unforeseen
opportunities and chance encounters to shape our
professional lives.
Sunil Joseph, the Chief Commercial Officer at the Port of
Salalah, falls into the latter category. His journey into the
world of logistics began as an unexpected turn of events,
thanks to a persuasive friend who saw the potential in him.
What transpired from that moment is nothing short of
remarkable.
With a career spanning an impressive 27 years, Sunil has
been a stalwart in the shipping industry. Starting in shipping
27 years ago, he never looked back. His journey has been
nothing short of exhilarating, encompassing various facets
of the shipping world that continue to fuel his passion and
provide immense satisfaction.
A key highlight in Sunil's career is his appointment as the
Chief Commercial Officer at the Port of Salalah in January
2020. His extensive experience of 22 years in various GCC
countries, including the UAE, Qatar, Saudi Arabia, Bahrain,
and Oman, has been instrumental in shaping his expertise.
This journey included holding several senior leadership
roles within A.P. Moller-Maersk, a global leader in
integrated container logistics.
Prior to his current role, Sunil held the position of Chief
Commercial Officer at APM Terminals, Bahrain. Here, he
played a pivotal role in enhancing customer experiences
and boosting revenue by devising customer-centric value
propositions and innovative supply chain solutions. His
educational background further complements his
professional success. He holds a Post Graduate Diploma in
Finance and has received executive education from the
prestigious Columbia Business School.
Sunil's career trajectory exemplifies the unpredictability and
excitement that life can offer when one embraces
unforeseen opportunities. His story is not just about
navigating the seas but conquering them, turning each
challenge into a new opportunity for growth and success.
,We assist companies with global
ambitions in operating closer to
emerging markets without the
need to establish their entities or
infrastructure. This approach
signicantly reduces delivery lead
times while maintaining cost
efciency. Notably, in
collaboration with our shipping
line partner, Maersk, we have co-
developed products like Flex-Hub.
Several of our customers have
achieved remarkable reductions in
delivery lead times, in some cases
from 12 weeks to just 2 weeks.
Below are the highlights of the interview:
The Evolution
The Port of Salalah, situated in Oman, boasts a rich history
and has transformed into a prominent international
maritime hub. Its strategic location along the major East-
West shipping lane positions the port as a crucial gateway,
providing exceptional access to key regions such as the
Middle East, the Indian Subcontinent, East Africa, and the
Red Sea.
Originally known as Raysut Port, this port began its journey
as a joint venture between Sea-Land, a prominent American
shipping company at the time, and the Government of
Oman. Operations commenced in 1998, marking the port's
humble beginnings. Following Sea Land's acquisition by
A.P. Moller-Maersk, the Port of Salalah became a part of
APM Terminals, a significant player in the global terminal
portfolio. Over the past 25 years, the port has made
remarkable progress, evolving into a multi-faceted maritime
facility that has played a pivotal role in the economic
development of the Dhofar region through its extensive
connectivity. Today, it proudly holds the distinction of being
recognized as the second-most efficient port globally.
Middle East's 10 Most Influen al CCOs to Watch

Customer-centric Solutions
In discussions regarding Port of Salalah's commitment to
customer-centric solutions, Sunil emphasized the
importance of understanding their diverse customer base.
This customer portfolio encompasses shipping lines, freight
forwarding/Logistics companies, and the ultimate
beneficiaries of cargo—importers and exporters. As a multi-
port operation, they cater to both container terminal and
general cargo customers.
Their primary objective was to instill a customer-centric
mindset within the organization. To achieve this goal, they
initiated the creation of a dedicated customer care team.
This team's primary focus lies in capturing, resolving, and
measuring customer issues and their timely resolutions.
Additionally, they've made substantial progress in digitally
transforming their services, including the development of a
customer portal, while acknowledging that there is more
work to be done in this regard.
Subsequently, Port of Salalah embarked on developing
products and services tailored to meet the specific needs of
its diverse customer base. These initiatives align with their
overarching strategy, which aims to increase gate volume
by offering value-added services and encouraging
businesses to establish entities on the mainland of Oman.
Within this context, they have identified three primary
product categories, leveraging their strategic geographic
location:
• Speed to Market: Port of Salalah assists companies
with global ambitions in operating closer to emerging
markets without establishing their entities or
infrastructure, significantly reducing delivery lead
times while maintaining cost efficiency. Collaborating
with their shipping line partner, Maersk, they've co-
developed products like Flex-Hub, resulting in
remarkable reductions in delivery lead times for their
customers.
• Just in Time: They offer an integrated value proposition
to their customers, including services from the Salalah
Supply chain eco-system i.e Port, Free Zone, and
Airport, tailored to their specific requirements.
• Multi-modal Solutions: This category encompasses
various transportation options such as Sea-Air, Air-Sea,
and Road Feeder solutions, catering to diverse
logistical needs.

Subsequently, Port of Salalah's commitment to fostering a
customer-centric approach, along with the development of
tailored products and services, is aimed at enhancing the
value they provide to their customers. This strategy not only
increases the competitiveness of their customers' products
but also facilitates the growth of businesses in mainland
Oman.
Growth and Skill Development in the Shipping Industry
As Sunil embarked on his path in the shipping industry, he
was essentially a newcomer, armed only with a deep
passion and a keen interest in the field. It quickly became
evident that to realize his ambitions, he needed to acquire
specific competencies that would enable him to progress.
He embarked on a multifaceted learning journey, with the
majority of his knowledge and skills acquired through
practical experience on the job and with the invaluable
guidance of mentors and coaches, including his
subordinates and direct managers.
Additionally, Sunil sought knowledge from readily
available sources and delved into relevant literature and
books, all of which contributed to his growth and
development. To further bolster his skills and expertise, he
pursued executive education programs, specifically the one
offered by Columbia Education. Although the program
wasn't industry-specific to shipping, it proved to be
instrumental in enhancing his leadership abilities.
Furthermore, his completion of a PG Diploma in Finance
significantly improved his financial literacy.
While these educational experiences weren't directly linked
to the shipping industry, they provided him with a well-
rounded skill set and increased confidence, making him
better equipped to face the challenges and opportunities
within his chosen field.
Insight on Success Strategies
Sunil, while discussing the strategies he deems essential for
success in the shipping industry, emphasized that in today's
versatile market conditions, there exists a dual imperative.
This imperative entails providing products and services that
meet swiftly evolving consumer demands, all while
sustaining competitiveness and agility. Consequently, the
adoption of innovative products and solutions is not merely
a matter of choice but an absolute necessity.
The recent global pandemic has brought into sharp focus
the vulnerability of supply chains. Sunil stresses the
importance of proactively incorporating resilience into the
business strategy to address such challenging circumstances
effectively. This approach not only enables companies to
withstand adversity but also positions them to excel and
leverage adverse situations. Therefore, forward-thinking
planning assumes a pivotal role in their overall strategy.
Navigating Industry Shifts
In his role as a key player at the Port of Salalah since
January 2020, Sunil has been dedicated to spearheading the
next phase of growth for the port while simultaneously
acting as a catalyst for the economic development of the
Dhofar region by partnering and engaging with key
stakeholders. To achieve this, a multifaceted approach has
been adopted, with a primary emphasis on increasing gate
volume and offering comprehensive integrated solutions in
collaboration with essential partners within the supply chain
ecosystem, including Salalah Freezone and the Airport.
Furthermore, the Port of Salalah is actively engaged in the
development of Multi-Modal solutions through Salalah.
These endeavors are meticulously coordinated with
pertinent government entities, aligning with their
commitment to contribute to the logistics strategy outlined
in the Oman 2040 vision.
,As I began my journey in the
shipping industry, I was essentially
a newcomer, armed only with my
unbridled passion and a deep
interest in the eld. It quickly
became evident that to realize my
ambitions, I needed to acquire
specic competencies that would
enable me to progress. I embarked
on a multifaceted learning journey,
with the majority of my knowledge
and skills acquired through
practical experience on the job and
with the invaluable guidance of
mentors and coaches, including my
subordinates and direct managers.

Sunil and his team acknowledge the immense influence of
the geopolitical landscape on the shipping and supply chain
industries. Their approach to staying well-informed about
the latest trends and developments involves maintaining
close connections with their customers. By comprehending
the distinct challenges and perspectives of their clientele in
the face of global changes, particularly those that directly
affect them, they are well-prepared to adapt and respond
effectively. Operating as a port terminal places them in a
unique position, allowing them to remain connected with
both carriers and end-users, thereby providing a significant
advantage in staying abreast of industry transformations.
Regional Shipping Challenges
In discussing regional shipping challenges, Sunil
emphasized that one of the notable obstacles they face is the
limited potential for natural gate volume that comes from
consumer demands. This limitation is primarily a result of
their relatively smaller population base, which, in turn,
affects the attractiveness of shipping lines to provide
mainline connectivity. The economics may not favor the
carriers due to the limited import/export volume, leading to
restricted options for customers in the liner shipping
segment. To bridge this gap, Sunil and his team are in the
process of stimulating gate volume growth through their
product offerings which will in turn attract more liner
shipping companies like other thriving ports around the
world.
However, it's crucial to note that despite these challenges,
The Port of Salalah maintains one of the most robust
regional connectivity networks, which has been consistently
expanding. The primary driver behind this expansion is the
presence of their largest container customer, Maersk.
Leveraging their strategic geographical advantage, they
have developed a comprehensive strategy aimed at
generating gate volume, as previously outlined.
Approach to Fostering a Collaborative Work
Environment
In the conversation about cultivating a collaborative and
innovative work environment within his team, Sunil
emphasized his strategy. He expressed, "I create an
atmosphere of enthusiasm by instilling the pursuit of goals
greater than individual aspirations. Regularly reviewing
progress and providing constructive feedback play a pivotal
role in guiding them toward their desired destinations."
A GCC Success Story
With a rich shipping industry background spanning 27
years, his profound gratitude for his shipping career is
directed toward this region, where he invested a significant
portion of his professional life. Sunil firmly upholds the
belief that comprehending customers and their unique
business requirements is the cornerstone of success when
providing them with valuable solutions. His extensive
experience within the GCC markets, coupled with an in-
depth understanding of its culture and business practices,
has been instrumental in his triumphant endeavors within
this region.

Leadership is not about
titles, positions, or
owcharts. It is about one
life inuencing another.
J O H N C . M A X W E L L

Khadija Khalifa
Al Ahli Holding Group

Khadija
Khalifa
Steering the Organization Toward Sustained Success
he commercial and business world are in a state of
Tperpetual evolution, driven by technological
advancements, shifting consumer preferences,
globalization, and emerging market trends. Businesses are
trying to adapt and innovate continuously to stay relevant
and competitive in this ever-changing environment.
This ever-evolving environment motivates Khadija
Khalifa, the Chief Commercial Officer of Al Ahli
Holding Group, to be a part of this transformation. She has
been an integral part of its journey with her diverse roles.
From real estate to turnkey construction, engineering and
infrastructure, retail and trade, technology and logistics,
lifestyle and fitness, entertainment, hospitality, and creative
initiatives, AAHG has been handling commercial
operations with success, and the major reason behind it is
the presence of leaders like Khadija.
Khadija shed light on her inspiring journey in this field.
Below are excerpts from the interview!
Could you please tell us about yourself and what
motivated you to embark on this sector?
I am Khadija Khalifa, a graduate of financial services and
banking from the Higher Colleges of Technology with over
sixteen-plus years of experience in the Commercial &
Business Development field. Currently, I hold the position
of Group Chief Commercial Officer at Al Ahli Holding
Group and am the Head of the Investment, Development,
Participation, and Women’s Initiative Committee of the
Emirates Weightlifting Federation. My journey has allowed
me to work on various projects across diversified sectors
such as Retail, Entertainment, Technology, and Fitness.
The constant evolution and development in the commercial
and business world motivate me to be a part of this sector.
Dubai and the UAE's economic cycle, which is deeply
ingrained in its DNA, present opportunities to contribute
and be a driving force in this dynamic environment. Staying
updated with market trends, adopting best business
practices, and understanding the economy's direction are
essential for strategic thinking and planning, ensuring
successful achievements.
Can you please brief us about your company and its
inception story?
As the Group Chief Commercial Officer of Al Ahli Holding
Group (AAHG), a four-decade corporation with a diverse
portfolio, I take pride in our successful business activities
spanning real estate, turnkey construction, retail,
technology, lifestyle, and entertainment, both locally and
internationally. AAHG owns the first unique outlet mall
concept in the Middle East, the Dubai Outlet Mall, and Al
Ahli Plastics, one of the Middle East's largest plastic
manufacturing companies. Additionally, we launched the
world’s largest Comic Superhero collectible store,
Comicave, and own the largest outdoor arena, 117Live, in
Dubai, hosting mega concerts like Justin Bieber, Elton
John, and Guns & Roses.
Excitingly, our future outlook is focused on growth and
making a positive impact in the industry.
I have a track record of developing
strategies for both short-term results
and long-term objectives, showcasing
the ability to drive revenue, optimize
operational efficiency, and lead
successful cross-functional teams.

Remaining committed to our mission and values, we are
enthusiastic about the journey ahead and achieving our
future goals.
What inspired you to pursue a career in commercial
leadership, and how has your previous experience
prepared you for this role?
The inspiration for my career in commercial leadership
arises from my passion for driving growth, building strong
relationships, and navigating the complexities of the
business landscape. The dynamic and strategic nature of
commercial leadership, where business acumen and
leadership skills intersect, has always drawn me in. With
over sixteen years of experience in the commercial and
business development field, I have honed skills in
negotiation, process development, risk management, and
strategic decision-making.
My previous roles, including being a senior director in
commercial and sponsorship, equipped me with a
comprehensive understanding of the challenges and
opportunities in the commercial realm. I have a track record
of developing strategies for both short-term results and
long-term objectives, showcasing the ability to drive
revenue, optimize operational efficiency, and lead
successful cross-functional teams. Staying well-informed
about industry trends and fostering a collaborative work
environment aligns with the demands of a commercial
leadership role.
As a Chief Commercial Officer, what do you believe are
the key qualities necessary for success in driving
business growth and revenue?
As a Chief Commercial Officer, success in driving business
growth and revenue requires a combination of strategic
vision, leadership acumen, and a deep understanding of
market dynamics. It involves developing and articulating a
clear commercial strategy aligned with the overall business
objectives. Analyzing market trends, identifying
opportunities, and inspiring cross-functional teams to
execute the strategy effectively are essential.
Additionally, a keen understanding of industry and market
trends and staying updated on competitor activities,
customer needs, and emerging technologies enable
informed decision-making and strategic positioning.
Success also demands innovative thinking, customer focus,
data-driven decision-making, adaptability, effective
communication, and results orientation.
By embodying these qualities, a Chief Commercial Officer
plays a pivotal role in steering the organization toward
sustained success, ensuring business growth, and
maximizing revenue potential.
How do you approach building and leading high-
performing commercial teams? Are there any specific
leadership principles or strategies you prioritize?
Building and leading high-performing commercial teams
requires strategic thinking, effective communication, and
fostering a positive and collaborative work environment.
Communicating the organization's vision and goals,
ensuring team members understand their roles in the
broader commercial strategy, talent development,
empowering team members, effective communication,
transparency, continuous market learning, and performance
recognition are key principles.
Encouraging collaboration among different departments,
data-driven decision-making, mentorship, leadership
development, and continuous feedback and improvement
contribute to a successful team. By adhering to these
principles, I aim to create an environment where each team
member feels motivated, supported, and empowered to
contribute their best, leading to the development of a high-
performing commercial team that consistently achieves and
exceeds goals.
In your experience, what role does innovation play in
commercial strategy, and how do you foster a culture of
innovation within your team?
Innovation is a cornerstone of effective commercial
strategy, playing a pivotal role in adapting to evolving
markets, staying ahead of competitors, and meeting the
ever-changing needs of customers. Fostering a culture of
innovation within the commercial team is essential for long-
term success.
Strategic alignment, encouraging creativity, cross-
functional collaboration, dedicated time for innovation,
embracing failure as a learning opportunity, investing in
training and development, recognition and rewards,
technology adoption, regular idea generation sessions, and
measuring and celebrating success are strategies to embed
innovation within the team. By incorporating these
strategies, I aim to create a culture where innovation is not
just encouraged but embedded in the DNA of the
commercial team, driving continuous improvement and
ensuring our strategies remain cutting-edge and relevant.
Can you share a specific challenge you've faced in your
role and how you successfully navigated it to achieve
positive outcomes for the business?
One significant challenge I faced in my role was the impact

of the 2020 pandemic (COVID-19), affecting all business
sectors. The pandemic reshaped our decision-making,
business conclusions, risk evaluation, and team dynamics.
Through trust in Dubai’s economy and the vision of our
rulers, we remained confident in overcoming this challenge.
Strategic steps like thorough analysis, cross-functional
collaboration, strategic planning, communication,
transparency, flexibility, adaptability, employee
engagement, continuous monitoring, and evaluation were
taken to address the challenge. These efforts not only
navigated the challenge successfully but also achieved
positive outcomes for the business. The experience taught
me the importance of resilience, adaptability, and
collaborative problem-solving in overcoming challenges
and driving positive change within an organization.
How do you stay informed about market trends and
customer needs, and how does this information
influence your commercial strategy?
Staying informed about market trends and
understanding customer needs is a critical
aspect of developing an effective commercial
strategy. To ensure that I am well-informed
and can make data-driven decisions, I
employ a combination of proactive
measures like continuous market research,
customer feedback, and surveys, industry
networking and conferences, collaboration
with sales and customer support teams,
utilization of data analytics, subscription
to industry newsletters and blogs,
competitor analysis, and cross-functional
collaboration.
In summary, staying informed is an
ongoing and multifaceted effort that
involves a combination of research,
collaboration, and analysis.
This information serves as the
foundation for a dynamic and
responsive commercial strategy that
can effectively navigate the
complexities of the market and meet
the evolving needs of our customers.
What, in your view, is the
intersection between technology
and commercial success? How do you
leverage technology in your role?
The intersection between technology and
commercial success is profound and plays a pivotal

role in driving innovation, efficiency, and competitive
advantage. In my view, technology serves as a catalyst for
achieving commercial success by enabling organizations to
adapt to evolving market dynamics, enhance customer
experiences, and optimize business operations. In my role, I
leverage technology in several key ways, like data analytics
and business intelligence. Utilizing advanced analytics tools
allows me to extract meaningful insights from vast datasets.
I also leverage it in using customer relationship
management (CRM) systems, e-commerce, and digital
platforms, artificial intelligence (AI) and machine learning
(ML), cybersecurity measures, collaboration and
communication tools, innovation in product development,
agile project management tools, and continuous learning
and training platforms. In summary, the intersection
between technology and commercial success is dynamic
and multifaceted. By leveraging technology strategically in
my role, I aim to drive innovation, optimize processes, and
ultimately enhance the overall commercial success of the
organization.
As a leader, how do you balance the short-term goals of
driving revenue with the long-term vision for
sustainable business growth?
Achieving the right balance between short-term revenue
goals and the long-term vision for sustainable business
growth, as a leader, is a nuanced challenge that requires a
strategic and holistic approach. The key principles and
strategies that I employ to achieve this balance are a clear
articulation of vision; alignment of short-term goals; data-
driven decision-making; investment in innovation; agile
adaptation; cross-functional collaboration; customer-centric
approach; talent development; risk management; and
regular performance evaluation. By employing these
principles, I aim to create a balanced and sustainable
approach to leadership where short-term successes
contribute to the foundation of long-term, resilient growth.
This balance ensures that the organization remains
competitive in the present while laying the groundwork for
a prosperous and sustainable future.
Lastly, what advice do you have for aspiring commercial
leaders looking to advance their careers in today's
dynamic business landscape?
For aspiring commercial leaders navigating today's dynamic
business landscape, I would advise doing the following:
• Develop a Strong Business Acumen.
• Continuous Learning.
• Build a Diverse Skill Set.
• Effective Communication.
• Network and Build Relationships.
• Adaptability and Resilience.
• Take Initiative.
• Focus on Results.
• Mentorship and Seeking Feedback.
• Embrace a Global Perspective.
• Cultivate Emotional Intelligence.
• Demonstrate Integrity and Ethics.
Remember that the journey to becoming a successful
commercial leader is a continuous process of learning,
adapting, and growing. Stay curious, embrace challenges as
opportunities for growth, and be resilient in the face of
change. By consistently adding value to your organization
and demonstrating leadership qualities, you'll be well on
your way to advancing your career in today's dynamic
business landscape.
Could you please let us know about any honors or
awards you have received thus far in your professional
career?
Throughout my professional journey, I have been fortunate
to receive recognition for my contributions and
achievements. While I don't seek awards for personal
validation, I am grateful for the acknowledgment of my
efforts. Some notable honors and awards include:
• A ten-year service award was presented by Dubai
Holding Entertainment (before Arab Media Group) in
appreciation of her dedication and service.
• An appreciation certificate was presented by the
Ministry of Community Development in appreciation
of her positive role and her relentless pursuit of
ensuring the success of Al-Sanaa Pavilion (Productive
Families) in Global Village.
• An appreciation certificate was presented by the
Khalifa Bin Zayed Al Nahyan Foundation in
appreciation of her sincere efforts and effective
contribution.
• An appreciation certificate was presented by Dubai
Culture in appreciation of her sincere efforts in
ensuring the success of the tenth edition of the “Live
our Heritage (An Eye on Emirati Cultural Heritage)”
festival.
While I appreciate the recognition, I view these honors as
shared achievements, reflective of the collaborative efforts
of the teams I have had the privilege to work with. I remain
committed to continuous improvement and contributing
positively to the success of both my team and the
organization.

The true test of compliance is
not just meeting regulatory
requirements but exceeding
them with ethical excellence.
,
,
,
,
www.thecioworld.com

Meeting the
Demands
of Expanded
Regulatory
Issuances
February, 2024 www.thecioworld.com
22

Are you ready to handle all the rules businesses have
to follow these days? This question is important for
Chief Compliance Officers (CCOs), whose job it is
to make sure their companies follow lots of regulations.
With rules getting more complex, CCOs feel more pressure
to keep up and make sure their companies do everything
right. To succeed in this environment, CCOs need smart
strategies to manage compliance well and avoid problems.
Being a compliance officer has changed a lot lately. It's not
just about watching things anymore. Compliance officers
are now very important for how a company works. They
have to protect the company's reputation and make sure it
follows laws and morals. With more rules coming from
different places, the job of compliance officers is getting
bigger and more complicated.
Today, following rules isn't just about obeying them. It's
also about being ready for new rules before they come.
Compliance officers need to think ahead and have good
plans to understand and follow new rules. Here, we will
look at some important plans that help compliance officers
follow the new rules well.
First, it's very important to make everyone in the company
care about following the rules. Rules should be part of
everything the company does. If everyone cares about
following rules, it makes the company stronger and less
likely to break them.
Also, using technology is very helpful for compliance
officers. In today's world, technology can make following
rules easier and faster. Computers and smart tools can help
with many tasks, like watching for problems and
understanding rules better. This helps compliance officers
see problems early and make better choices.
Working together is also very important. Compliance
officers need to work well with other parts of the company,
like the bosses, legal team, risk management, and different
departments. By working together, they can understand the
whole company better and find and fix problems faster. It's
also good to work with people outside the company, like
other companies and government groups. This helps
everyone learn from each other and do better.
In a world with many changing rules, being able to change
and learn quickly is very important. Compliance officers
need to be flexible and able to change their plans when
needed. They should always try to get better and learn new
things to keep the company safe.
It's also important to teach and train people well.
Companies should help their workers learn about rules and
how to follow them. By teaching and training well,
Compliance Officers can make sure everyone knows what
to do and how to do it right.
Using a "risk-based" way to follow rules is also very
helpful. This means focusing on the most important rules
first. Compliance Officers can look at all the rules and see
which ones are most likely to cause problems. Then they
can focus on those rules first to keep the company safe.
In conclusion, being a Compliance Officer today is hard
work. With many rules to follow, Compliance Officers need
to have good plans to do their job well. By making
everyone care about rules, using technology, working
together, being flexible, teaching well, and focusing on
important rules, Compliance Officers can help their
companies follow rules better. As leaders in making sure
companies do the right thing, Compliance Officers play a
big role in keeping companies safe and trusted by everyone.
- Alaya Brown
23
Strategies for Chief Compliance Officers!

A Visionary Leader's Journey to Bring Quality Healthcare
Access to Kenya and Beyond!
Imagine this: you or a loved one has fallen ill, and it's
not just a common cold. You're facing a serious
medical condition that requires immediate attention. In
the midst of doctor's appointments, tests, and discussions of
treatment options, the overwhelming fear of the unknown
sets in. How will you pay for it all? Will you have to
compromise on the quality of care due to financial
constraints?
In such moments, your focus should be on recovery, not on
the financial burden that comes with it. A reliable health
insurance plan gives you the peace of mind to focus on
what truly matters—your health.
Nausheen Popat, the Co-founder and Chief Commercial
Officer (CCO) of Lifecare International, recognized this
crucial need and embarked on a remarkable journey to
transform the health insurance landscape in Kenya and
beyond.
Two decades ago, health insurance in Kenya was virtually
nonexistent. However, Nausheen and her husband, Alniz
Popat, both of whom had experienced firsthand the power
of reliable health insurance in their own families,
understood the immense value it could bring during times
of need. With this vision in mind, they set out to make a
difference.
At Lifecare International, Nausheen leads the charge as the
CCO, overseeing all aspects of the company's commercial
function. Her responsibilities encompass the full spectrum
of strategy and management, with a strong focus on
business growth and retention. With over 25 years of
experience, Nausheen has been instrumental in establishing
and running commercial operations in multiple countries,
including the United Arab Emirates, Kenya, and Qatar.
One of Nausheen's exceptional achievements has been her
pivotal role in securing and maintaining Lifecare's ISO
certification. Her dedication to operational excellence and
her ability to forge strategic partnerships have played a vital
role in Lifecare's incredible 96% retention rate, a testament
to her dedication and expertise.
Nausheen Popat's journey exemplifies the transformative
power of vision, persistence, and the drive to make a
meaningful impact on people's lives. Her work at Lifecare
International not only offers comprehensive insurance
solutions but also delivers peace of mind, ensuring that
individuals and families across the Middle East and Africa
can confidently face whatever challenges life may bring.
She is not only a business leader but also an active member
of YPO and the Dubai Business Women Council,
continuing to inspire and empower others on their paths to
success.
Below are the highlights of the interview:
Could you please us about your company and its
inception story?
Lifecare International is a leading insurance, health, and
wellbeing advisor in the Middle East and Africa, offering a
range of bespoke insurance and award-winning workforce
care and wellbeing solutions.
Having had a posi ve insurance
experience in the family, alongside my
husband Alniz Popat, we realized the
power and importance of a reliable health
insurance plan during a me of need that
completely eliminates your financial stress,
which led us to embark on this journey.

Nausheen Popat
Co-founder and
Lifecare Interna onal

Over the last 30 years, Lifecare International has obtained a
reputation for excellence and continues to serve a very
simple purpose: to help everyone protect and care for those
that matter most. Addressing the needs of large
corporations, SMEs, and individuals, Lifecare employs over
150 workforce members across the UAE, Qatar, and Kenya,
delivering value in the medical insurance, general
insurance, and life insurance lines.
Having deep ties to the international medical insurance
industry, we work with over 40 insurers across the market.
Lifecare is equipped with a 24/7 Concierge, Doctors
Helpline, and Emergency Assistance Desk, the company
values lifetime relationships and is consumed by the
passion to deliver extraordinary care at a time when it is
needed most.
Our secret to keeping our customers happy has been to be
caring and supportive of their needs and emotions at every
step of their journey with Lifecare. Lifecare prides itself on
integrity, superior customer relationship management, and
support, and displays a high level of empathy and
compassion toward clients. Lifecare’s incredible 96%
retention rate is a testament to these company values, as
they serve as the backbone of our corporate culture.
Furthermore, our retention rate is a testament to client
satisfaction, who repeatedly renew their contracts to
continue reaping the benefits of excellent care and customer
service.
What strategies do you employ to drive revenue growth
and enhance the company's commercial performance?
Lifecare is a family-run company that leads with family
values. That being said, our number one priority is caring
for our workforce and people; nothing is more important
than this, as revenue growth and commercial results are
direct results of your workforce. Our mission is to deliver
unmatched care, both externally and internally, and when
delivered across your people, you can never fall short
because they then amplify that care externally—to clients
and partners alike. Our dedicated team ensures our clients
are given guidance at every step of the way, often during a
health crisis when it is needed most.
Furthermore, we value lifetime relationships with clients, as
indicated by our promise: we care for you for life. Our
happy clients tend to stay with us year after year after
realizing the value we bring, which has resulted in referrals
from their own networks. This has been an extremely large
growth area for us over the years.
Business growth has also been largely brought about by our
unique and complimentary value-added proposition,
CURA. We realized that, while extremely important,
sometimes just insurance coverage isn’t enough, which led
to its inception. CURA enables our clients to access
immediate, international, round-the-clock, and real-time
medical, security, travel, care, assistance, and support
services. The partners we have selected for the CURA
portfolio are the best of their kind. The spectrum of benefits
includes everything, including pro-active health and well-
being, time-saving digital tools, crisis response, fast-track
services, cost-containment initiatives, wellness screenings,
and much more.
How do you identify and capitalize on new business
opportunities in the market, and can you share some
examples of successful partnerships or collaborations
that you have initiated to expand the company's market
presence?
Lifecare’s approach is consultative, not just sales and
transactional. New business opportunities have come from a
range of avenues, often through referrals from existing
clients who are grateful and satisfied with the level and
quality of services. We have also formed associations with
niche groups such as doctors, lawyers, and entrepreneurs, to
name a few. Other initiatives have included working with
allied partners, introducers, and industry events and
leveraging online platforms to form these partnerships.
With over 3 decades of operation and as one of the first
distributors of international insurance products in Kenya,
the UAE, and Qatar, we have deep ties into the International
Premium Medical Insurance market, which has established
our credibility and expertise in the industry, paving the way
for enhanced collaboration and partnerships.
How do you ensure effective communication and
alignment between the sales, marketing, and business
development teams?

As the CCO, ensuring effective communication between the
sales, marketing, and business development teams falls
under my remit. We operate with a commitment to working
in teams rather than silos and adopt frequent
communication through leveraging digital platforms and
consistent update and feedback meetings. In my experience,
the only way to ensure effective communication is through
establishing clear objectives and KPIs, communicating new
developments, reinforcing teamwork through company
culture, and providing training, support, and encouragement
to team members on an ongoing basis.
What metrics do you use to measure the success of your
commercial initiatives, and how do you track and
analyze these metrics?
The success of commercial initiatives can be measured
through both quantitative and qualitative methods. As a
niche broker, our clients are not just a number; rather, we
pride ourselves on strong client relationships and guide
them every step of the way, while truly valuing their
feedback as a qualitative metric. In addition to this, we
measure ourselves against KPIs that are set on a quarterly
basis, alongside the strategy set for the year. In our mission
to remain agile, we also adapt our strategy based on
external influences or changing market dynamics. As a
tech-enabled company, we leverage several digital tools to
track and analyze these results and, more importantly,
determine the best way forward.
How do you stay updated with the latest market trends
and customer preferences to inform your commercial
strategies?
Market intelligence is an extremely important way to ensure
you remain relevant and current, not just in the way you
conduct business but also in conversations with clients.
Market intelligence and trends are brought about by our
deep relationships with insurance providers, in addition to
our in-house communications department that prepares and
shares monthly intelligence reports, which keep our entire
workforce updated on the evolving landscape both locally
and internationally. I often attend events, roundtables, and
strategic discussions with industry peers and market leaders
to continuously learn and stay updated.
Client feedback is at the core of our business. Through
tracking survey responses, client servicing, claims data, and
client testimonials, we often enhance our solutions and
CURA proposition to ensure we don’t just meet what our
clients need; rather, we go above and beyond. Remaining
agile is a combination of adopting client feedback in
conjunction with leveraging in-house expertise and
experience.
How do you foster a culture of innovation and
continuous improvement within the commercial team?
Fostering a culture of innovation and continuous
improvement is extremely important to the organization and
begins with a top-down culture, enabled by our leadership
team, which aims to lead by example. We seek to create a
culture of curiosity where we encourage team members to
begin initiatives, participate in change discussions, engage
in cross-functional collaboration and knowledge-sharing,
and embrace calculated risk-taking. We invest in the
development of our A players and those who demonstrate
curiosity and the desire for lifelong learning by promoting
various courses and educational opportunities that enable
learning and innovation.

What qualities do you believe are essential for a Chief
Commercial Oﬃcer to possess in order to drive business
growth and success?
Essential qualities for a CCO would include having a strong
ethical foundation, empathy, fairness, understanding
cultural nuances, and valuing diversity in all its forms:
gender, nationality, ideas, opinions, and approaches.
Embracing diversity isn’t just the right thing to do; it has
been proven time and time again that it leads to better
commercial outcomes and makes good business sense. As
an organization run by over 60% women, we have
witnessed the value it brings. The skills that have enabled
me to be a CCO are strategic thinking, leadership,
adaptability, analytical thinking, and customer-centricity.
Furthermore, valuing lifetime relationships extends beyond
clients and applies internally within our workforce.
Through inspiring, motivating, empowering, and mentoring
your team, you can truly develop and retain talent, as
evidenced by the tenure of the Lifecare team, with
numerous members serving for over 10 years in an industry
that typically has a high turnover rate.
Please give us a few testimonials from your clients and
awards or recognition that accurately highlight your
achievements in the corporate niche.
Our testimonials are publicly available via Google reviews;
a few are mentioned below:
• Testimonial 1: Lifecare has been instrumental in
providing our employees with the much-needed
resources to ensure that our emotional well-being is
balanced and healthy. Special thanks to our Lifecare
RM, who made sure we avail of Lifecare's Value
Proposition! Kudos to the Lifecare Team!
• Testimonial 2: The Lifecare International team is very
supportive and approachable. They go above and
beyond with their welfare activities and services. A lot
of engagement activities and wellness programs are
arranged by the team. Overall, the service is excellent.
Keep up the good work!
Our Awards:
2023
• Best Workplace Wellbeing Advisors, The UK Health &
Protection Awards 2023
• Best International Individual Client Advice Firm, The
UK Health & Protection Awards, 2023
• Best Use of Loyalty and Rewards Programs to Enhance
Customer Happiness, Customer Happiness Summit &
Awards, 2023
• Customer Happiness Team of the Year, Customer
Happiness Summit & Awards, 2023
• Top Performer: Individual Client Retention, Bupa
Global, 2023
• Top Producing Broker: Middle East and Africa, Cigna,
2023
• Outstanding Contribution to Corporate Social
Responsibility award, Allianz, 2023
• Allianz Summit Sales Champion Award Qatar, Allianz,
2023
• Best Employer Brands, Middle East Leadership
Awards, 2023
• Best Community Impact Initiative (Gold), Employee
Happiness Summit & Awards, 2023
2022
• Delivering Customer Happiness in Times of Crisis:
Going Above and Beyond, Customer Happiness
Summit & Awards, 2022
• Best Use of Loyalty and Rewards Programs to Enhance
Customer Happiness, Customer Happiness Summit &
Awards, 2022
• Best Corporate Health Insurance Brokerage, UAE,
CFI, 2022
• Business Integrity Award by the British Chamber of
Commerce in Kenya
• Think Business Insurance Awards 2022, 2nd Runner
Up, The Most Customer-Centric Broker in Kenya
• Rising Star SME, Cigna, 2022.
Our secret to keeping our customers
happy has been to be caring and
suppor ve of their needs and emo ons at
every step of their journey with Lifecare.
Lifecare prides itself on integrity, superior
customer rela onship management and
support, and a high level of empathy and
compassion toward clients.

Success is not how
high you have
climbed, but how you
make a positive
difference to the world.
- Roy T. Bennett
www.thecioworld.com

Sowing the Seeds of Success through Vibrant
Organizational Culture!
y name is Rajendra Parmar, and I work as the
MCOO for VeBuIn Pvt. Ltd. The journey of the
entrepreneur started in April 2015.
As the COO and Co-Founder of VeBuIn, a company that
provides innovative solutions for clients, I have been
leading the operations and strategy of the business since
2015. I have over 15 years of experience in software
development, system analysis, and client management, with
a strong background in C programming and shell scripting.
My mission is to solve clients' problems and deliver better
solutions with suitable technologies while creating a
positive and collaborative work environment for my team. I
have successfully implemented multiple projects for
Japanese clients.
For me, technology is just a tool to solve a client’s problem.
Clients' problems always come first, and to solve those
problems, we can use tools like technology. To understand
the client’s problem, empathy is required. If we are not able
to understand the problem properly, we might not be able to
propose a better solution.
Since childhood, I have believed in person-to-person
relationships. In this digital world where most things can be
done by systems or tools, human touch is very important.
For any company, how it is going to perform in the future
depends on its culture. If companies can build a strong
cultural base, it can last for longer periods.
I would like to share my views on the importance of how
culture plays a crucial role in shaping an organization's
identity and impacting its overall success.
For me, “Culture is feelings.”
• Communication creates Experience.
• Experience creates Emotions.
• Emotions create Feelings.
• Company CULTURE refers to the beliefs and
behaviors that determine how a company's members
interact and handle situations outside as well as inside.
Potential Benefits of Culture
• A positive and inclusive culture encourages a sense of
belonging among employees. When individuals feel
connected to their workplace, they are more likely to
be engaged, satisfied, and motivated to contribute their
best efforts.
• A strong organizational culture can drive higher levels
of productivity and performance. When employees
understand the values and goals of the organization,
they are more likely to work together towards common
objectives. (We are using OKR for the same.)
• A positive culture can contribute to employee retention
by creating a work environment that people enjoy
being a part of. It can also attract top talent. It will
empower the individual.
• A culture that encourages creativity and risk-taking is
more likely to encourage innovation. When employees
feel empowered to express their ideas without fear of
criticism, it can lead to the development of new and
innovative solutions. By taking a challenge, if they fail,
then the company should also appreciate it.
• Organizations with a strong culture are often more
adaptable to change. A culture provides a foundation
that helps employees navigate through uncertainties
and challenges, promoting resilience and flexibility.
30

Ways to Build an Organizational Culture
Define Mission and Vision for the Company: A clear
mission and vision are very important. Bringing people
together for a common goal is a challenge, and for that,
mission and vision are required. My company’s
mission and vision are “We Build Innovation for a
Better Society.”
Define Core Values: Clearly define and communicate
the core values that represent the organization's beliefs
and principles. These values should guide decision-
making and behavior at all levels. My company
VeBuIn’s core values are empathy, safety, reliability,
lean and agile, shared values, and a growth mindset.
Lead by Example: Leadership plays a critical role in
shaping culture. Leaders should be involved and
demonstrate the desired cultural traits, serving as role
models for employees.
Employee Involvement: Encourage employee
participation in shaping the culture. Seek their input on
values, goals, and initiatives, making them feel like
active contributors to the organization's identity.
Communication and Feedback: Encourage open and
transparent communication. Regularly share
information about organizational goals, successes, and
challenges. We are doing the following at VeBuIn.
• Morning Meeting (Weekly Once): Important
Announcement to All, whether it is success or
failure. Remind everyone about core values.
• One-on-One Meeting: Individual opinions and
concerns should be taken care of. Progress should
be measured.
• Get to Gather and Celebrate: Everyone shares
culture with each other, and everyone participates
along with family. It shows that all the members
are one family.
• Regular feedback is as important as
communication. It will become the basis for our
process improvement.
1.
2.
3.
4.
5.
February, 2024
31

Recognition and Rewards: Acknowledge and reward
behaviors that align with the desired culture.
Recognition programs can reinforce positive
contributions and motivate employees to express
cultural values. Implementing thank-you cards in the
company. For any good work, a person gets a thank-
you card from other members.
Employee Empowerment: Invest in training programs
that align with the organization's culture. This helps
employees understand and internalize the values and
expectations. Empowering the employees will directly
strengthen the company. Create an environment where
everyone will be encouraged to study and learn new
things.
Promotion Based on Performance, Not Age: Create a
culture that values diversity and promotes inclusivity.
Embrace different perspectives, backgrounds, and
experiences to enrich the organizational environment.
Ethical Behavior and Decision-Making: Culture sets
the tone for ethical behavior within the organization. A
strong ethical culture promotes integrity and guides
employees in making ethical decisions. Encourage
everyone to protect the core values of the company.
Company Brand Image: The culture of a company
contributes to its overall brand image and reputation. A
positive culture can enhance the company's reputation
both internally and externally.
Long-Term Success: A healthy organizational culture
is a key factor in achieving long-term success and
sustainability.
It provides a foundation for strategic alignment,
organizational resilience, and the ability to weather
challenges.
In conclusion, company culture is a fundamental and
dynamic force that profoundly shapes the identity and
success of an organization. It encompasses shared values,
beliefs, behaviors, and norms that guide how individuals
within the company interact and operate. A positive and
well-defined culture contributes to employee engagement,
satisfaction, and retention, fostering a sense of purpose and
unity.
Let’s put more effort into culture-building.
32
6.
7.
8.
9.
10.
11.

ith some of the greatest living standards in the
Wworld, the United Arab Emirates (UAE) is an
example of affluence. From luxurious
accommodations to world-class amenities, the UAE offers a
lifestyle that many aspire to. However, this affluence often
comes with a high expenditure ratio, leaving individuals
and families susceptible to financial instability when faced
with unexpected challenges.
Recognizing the challenge, National Bonds' objective
struck a deep chord with me, says Saqib. Saqib Mahmood
serves as an amplifier of encouragement and leadership. As
National Bonds' Group Chief Commercial Officer, his
career path exemplifies perseverance, ingenuity, and an
abiding commitment to societal change.
With a career spanning over three decades, Saqib's expertise
and influence extend far beyond the boardroom. His role as
Group CCO entails overseeing critical facets of National
Bonds, from wealth management to sales and distribution,
branch networks, and digital offerings. It's a multifaceted
responsibility that demands strategic vision and operational
excellence, qualities that he effortlessly embodies.
But for him, success is not merely measured in profits and
numbers; it's about making a meaningful impact on society.
The visionary commitment of National Bonds to foster a
savings culture resonates deeply with his personal ethos. In
a society where spending habits often outpace savings,
Saqib saw an opportunity to effect positive change. Driven
by the company's mission, Saqib embarked on a mission to
introduce a simple, efficient, and accessible savings
platform across various segments of society. His
unrelenting dedication to this cause reflects a deep-rooted
belief in the transformative power of financial literacy and
responsibility.
In addition to his professional accomplishments, Saqib's
leadership style is distinguished by empathy, integrity, and a
genuine desire to uplift people. He leads by example,
motivating his team to achieve new heights of brilliance
while cultivating a collaborative and inventive culture.
Below are the interview highlights:
Can you please brief us about your company and its
inception story?
National Bonds is a private joint stock shareholding
company, established in March 2006 with a paid-up capital
of AED 150 million. National Bonds is a leading
investment and savings company that caters to a substantial
and diversified client base of retail customers, high-net-
worth individuals, and corporations. It is 100% owned by
The Investment Corporation of Dubai, the investment arm
of the Dubai government, licensed and supervised by the
Securities and Commodities Authority, and audited by the
Dubai Government Financial Audit Authority, Sharia
Supervisory Board, as well as reputable international
external auditors.
How has your previous experience prepared you for this
role, and what motivated you to embark on this sector?
Following many years in the banking and financial sector,
I've garnered invaluable insights into market cycles,
particularly underscored by the seismic shifts witnessed
during the multiple economic hits over the years. Whether it
was purely economic, political, or even health-related, such
as COVID-19, our pockets were affected one way or
another. I, and most people all around the world as
consumers, began thinking differently about money and
how they wanted to spend it or save it. Our habits have

Saqib Mahmood
Group Chief
Commercial Oﬃcer
Na onal Bonds

evolved, as many people have spent without a
budget or set up savings accounts and emergency
funds. On a personal level, and as the father of three
university- and school-going kids, I have realized
that savings and investments in the long run have
made me more financially confident. As the family
patriarch, securing my family and children's
financial future through having an emergency fund,
education fund, and retirement plan in place made
me think about money and how it should be spent
differently.
As a Chief Commercial Officer, what do you
believe are the key qualities necessary for success
in driving business growth and revenue?
I believe key qualities for driving business growth
are fundamental aspects of knowing your existing
and potential customers together with industry
knowledge, fostering a healthy team environment,
and maintaining a clear long-term strategy.
Therefore, understanding market trends and
competitor analysis allows for informed decision-
making to drive revenue growth. Cultivating open
communication and collaboration empowers the
team to innovate. A clear long-term strategy,
outlining objectives and action plans, ensures
alignment and focuses efforts on activities driving
sustainable growth and revenue.
How do you approach building and leading high-
performing commercial teams? Are there any
specific leadership principles or strategies you prioritize?
I prioritize two key principles: clarity of strategy and understanding
overarching goals. A clear strategy outlines objectives and action
plans, ensuring everyone knows their role. Understanding the
broader purpose behind our work motivates and engages the team. I
foster open communication, empower individuals, and provide
ongoing feedback to keep us on track. By adhering to these
principles, I lead teams that consistently deliver exceptional results.
In your experience, what role does innovation play in
commercial strategy, and how do you foster a culture of
innovation within your team?
Innovation is pivotal to our commercial strategy, driving growth
and competitiveness. Understanding diverse customer needs and
addressing them is integral to crafting this strategy. In customer-
focused organizations, innovation flows. To give an example, we
have created many products following surveys that we conduct
with our customers to cater to their various needs. For example, last
year, we launched two products that cater to different segments of
society: the 'Second Salary,' the first-of-its-kind savings plan
designed to help UAE residents and citizens generate

supplementary income and safeguard their future financial
stability. Later, we launched 'My One Million', a savings
plan designed with a clear goal in mind, which is to
empower individuals and corporations to amass a
substantial AED 1 million through a combination of savings
and cumulative profits, all within a specified timeframe.
Can you share a specific challenge you've faced in your
role and how you successfully navigated it to achieve
positive outcomes for the business?
Over the past couple of years, we have faced increased
competition from financial institutions offering higher
profits or interest rates, coupled with the burden of inflation.
To address this, I conducted a thorough market analysis and
devised strategies for various customer segments. We
enhanced our value proposition with personalized services
and transparent communication, and we diversified our
product portfolio. Through these efforts, we successfully
navigated the challenge, retaining our customer base and
establishing ourselves as a trusted partner for long-term
financial success.
How do you stay informed about market trends and
customer needs, and how does this information influence
your commercial strategy?
On an annual basis, we conduct a detailed survey and
generate a Savings Index, a survey on saving behavior in
the UAE. Through this report, which was first launched in
2011, we aim to understand the behavior of the people in
the UAE and tailor National Bonds' programs and schemes
to align with people's aspirations, ultimately enhancing their
financial well-being. Recently, we conducted a financial
resolution survey for the first time since its inception. This
survey sheds light on the financial behavior, saving
aspirations, and trends prevalent among both UAE nationals
and expatriates across different generations. The survey
gave us a crucial understanding of the financial aspirations
of the people in the UAE and guided us in creating
innovative savings and investment solutions tailored to our
customers' needs while contributing to the evolving
financial landscape in the UAE.
What, in your view, is the intersection between
technology and commercial success? How do you
leverage technology in your role?
At our organization, we've recognized the importance of
technological advancement and have made substantial
investments in upgrading our IT infrastructure and
implementing cutting-edge AI solutions. This includes
revamping our backend systems to streamline processes and
enhance efficiency.
A prime example of our commitment to leveraging
technology is the remarkable trajectory of our enhanced
mobile app. With a user growth of over 300% throughout
2023, this demonstrates not only our adaptability to the
digital era but also our dedication to providing an enriched
and accessible financial experience for our diverse customer
segments.
On an individual level, I actively leverage technology to
drive commercial success by utilizing data analytics to make
informed decisions, implementing automation to streamline
processes, and harnessing AI to personalize customer
experiences. By staying at the forefront of technological
innovation, we can better serve our customers, optimize our
operations, and ultimately drive commercial success.
As a leader, how do you balance the short-term goals of
driving revenue with the long-term vision for sustainable
business growth?
At National Bonds, we focus on the long run by prioritizing
sustainable business. This is evident in the company's low-
to-medium-risk investment policy, which has shielded us
from the negative repercussions of unfavorable economic
and financial developments around the world.
While driving revenue is important, I ensure that our
strategies align with our commitment to long-term
sustainability. By focusing on prudent investment practices
and maintaining a keen eye on market trends, we aim to
achieve consistent growth while mitigating risks. This
approach allows us to meet immediate financial goals while
also safeguarding the future health and stability of the
business.

How Chief
Compliance Ofcers
Stay Ahead of
Regulatory Challenges
38

ompliance isn't just about checking boxes; it's about
Ckeeping ahead of the curve in a constantly evolving
regulatory landscape. In today's global business
environment, the role of Chief Compliance Officers (CCOs)
has never been more critical. With regulations becoming
increasingly complex and enforcement actions more
stringent, companies face significant risks if they fail to
comply with legal requirements. From financial services to
healthcare, from technology to manufacturing, industries
across the spectrum grapple with a myriad of regulations
that demand constant vigilance and adaptation.
Chief Compliance Officers are the guardians of
organizational integrity, entrusted with the formidable task
of navigating this intricate web of regulations while
ensuring that their companies remain ethically and legally
sound.
In this article, we delve into the strategies and best
practices that CCOs employ to stay ahead of regulatory
challenges, safeguarding their organizations against
potential pitfalls and reputational harm.
One of the fundamental principles guiding CCOs in their
mission is proactive compliance. Rather than merely
reacting to regulatory changes as they occur, forward-
thinking CCOs adopt a proactive stance, anticipating shifts
in the regulatory landscape and preparing their
organizations accordingly. This proactive approach involves
staying informed about emerging regulations,
understanding their implications, and implementing
preemptive measures to ensure compliance.
In an era characterized by rapid technological advancement
and globalization, regulatory frameworks are constantly
evolving to address emerging risks and challenges. CCOs
must, therefore, cultivate a culture of continuous learning
within their organizations, keeping abreast of regulatory
developments and industry trends. By fostering a culture of
compliance that values education and awareness, CCOs
empower their teams to adapt to regulatory changes swiftly
and effectively.
Moreover, effective communication lies at the heart of
successful compliance efforts. CCOs must establish open
channels of communication across all levels of the
organization, ensuring that employees understand their
compliance obligations and feel comfortable seeking
guidance when confronted with complex regulatory issues.
By fostering a culture of transparency and collaboration,
CCOs facilitate the timely identification and resolution of
compliance-related concerns, mitigating the risk of non-
compliance.
In addition to internal communication, CCOs must also
maintain constructive relationships with external
stakeholders, including regulators, industry peers, and
compliance professionals. By actively engaging with
regulatory authorities and participating in industry forums,
CCOs gain valuable insights into evolving compliance
standards and regulatory expectations. Furthermore, by
leveraging their networks, CCOs can benchmark their
organizations' compliance practices against industry best
practices, identifying areas for improvement and
innovation.
Enforcement Fron ers!
39

Technology plays a pivotal role in modern compliance
efforts, offering CCOs powerful tools to streamline
processes, enhance efficiency, and mitigate risks. From
automated monitoring systems to sophisticated data
analytics solutions, technology enables CCOs to proactively
identify potential compliance issues, monitor regulatory
changes in real time, and conduct comprehensive risk
assessments. By harnessing the power of technology, CCOs
can optimize their organizations' compliance programs,
ensuring robust oversight and control over regulatory risks.
However, while technology can undoubtedly augment
compliance efforts, it is essential to recognize its
limitations. As the regulatory landscape becomes
increasingly complex, CCOs must exercise caution when
relying solely on technology-driven solutions. Human
judgment and expertise remain indispensable in navigating
nuanced regulatory issues and interpreting complex legal
requirements. Therefore, while technology can enhance
efficiency and accuracy, CCOs must strike a balance
between automation and human oversight to ensure
effective compliance management.
Amidst the evolving regulatory landscape, CCOs face the
daunting challenge of balancing regulatory compliance with
business objectives. While compliance is non-negotiable,
CCOs must also consider the broader strategic goals and
risk appetite of their organizations. By aligning compliance
objectives with business priorities, CCOs can foster a
culture of responsible risk-taking and innovation, driving
sustainable growth while safeguarding organizational
integrity.
Moreover, CCOs must remain vigilant against emerging
risks and vulnerabilities, anticipating potential compliance
pitfalls before they escalate into a full-blown crisis. By
conducting regular risk assessments and scenario planning
exercises, CCOs can identify and prioritize key compliance
risks, allocating resources effectively to mitigate exposure.
Furthermore, by fostering a culture of risk awareness and
accountability, CCOs empower employees at all levels to
proactively identify and address compliance concerns,
fostering a resilient and adaptive compliance culture.
In conclusion, the role of Chief Compliance Officers has
never been more critical in today's complex and dynamic
regulatory environment. By adopting a proactive approach
to compliance, fostering a culture of continuous learning
and communication, leveraging technology effectively, and
aligning compliance objectives with business priorities,
CCOs can stay ahead of regulatory challenges, safeguarding
their organizations against potential risks, and ensuring
long-term success. In an era defined by regulatory scrutiny
and accountability, the role of the Chief Compliance Officer
is more vital than ever, serving as a beacon of integrity and
stewardship in an increasingly complex business landscape.
- Alaya Brown
40

Middle East's 10 Most Influential CCOs to Watch 1 (1).pdf

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