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Experts ready to help you craft your digital business

Mastering the art of e-commerce requires the input of a range of skills that can help you design and build an experience that your customers grow to appreciate, whilst driving conversion for your business. This year we’re worked even harder to find some of the world’s best contributors to some of the world’s leading e-commerce businesses to share their insights.

Here is a preview of who will be at this years event: Mohamed Parham Al Awadhi, Qissa Ambareen Musa, Souqalmal



Mohamed Parham Al Awadhi is an award-winning Emirati filmmaker, entrepreneur, and adventurer. His role as the producer and host of the award-winning travel series, Peeta Planet, which currently broadcasts to 50 million homes, filmed in over twenty-four countries spanning six continents, has propelled him as a driver of movements within the travel industry. His passion for industry and in particular travel, make him a great host, contributor and compere for #FlyByDigital.



Ambareen founded Souqalmal.com in 2012, the number one financial comparison and insurance platform in the UAE and KSA. Souqalmal.com has been named "Online Business of the Year 2015" and is ranked amongst "Dubai Top 100 SMEs". Musa has been awarded "Entrepreneur of the year" at the "Enterprise Agility Awards 2015" and "Leading Women in Business" at the "DMCC Awards 2016" and has been selected as an "Endeavor Entrepreneur". Musa holds an MBA from INSEAD. As one of the leading figures in the digital space, she has recently successfully closed a Series B round of funding of $10m USD to enable her business to grow further. Albert Dias, Musafir Omar Soudadi, Payfort



Albert is one of the region’s most recognized CTO’s, in his role to lead Musafir's product technology and marketing teams with a focus on delivering seamless user experiences. Albert’s background in delivering rich online user experiences for clients whilst at BBDO/Proximity, is a contributor to his passion for creativity and attention to detail. He is nothing short of ambitious and continues to pursue his objective of making Musafir a top 5 OTA by 2018.

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Omar is the Managing Director of PayFort one the leading online payment service providers in the Arab World. Prior to PayFort Omar successfully launched Souq.com in Egypt to become one of top 30 most visited sites and number one e-commerce site in Egypt. Omar started his career in the US in various capacities in Banks to include consumer banking, business banking, International banking and commercial banking.

Omar is actively involved the Arab World business community serving as an advisory board member for American University in Cairo as well as a mentor at FlatSixlabs and Injaz Middle East.
 Vrinda Singh, Google



Vrinda Singh is a self-confessed digital evangelist and travel geek. She is part of Google’s Travel team in the Middle East and North Africa, where she helps the region’s biggest travel companies win new customers and prepare for a digital future. She is especially interested in understanding consumer behaviour in a region that is home to perhaps the world’s youngest and most digitally connected population. She regularly writes for Think With Google, Google’s go-to resource for insights, trends and research in digital marketing. Nick Mott, Adara James Welch, Digital Orchestra



As one of the most significant differences between the physical and digital worlds, the availability of data is most certainly the key to success. Nick leads the team at Adara for MEA, India and Turkey is one of the regions experts when it comes to understanding the availability and value of travel data from across the world.  His part experience with Yahoo both globally and in the region have given him the foundations to help travel businesses across the region capitalise on the opportunities available in both data and media.




James Welch is a highly resourceful, digital-savvy marketer, based in Dubai since 2014. He specialises in helping businesses grow their audiences and then monetise these audiences. James runs his own consultancy, ORCHESTRA MIDDLE EAST, helping businesses grow by making marketing and complex tech solutions simple. Simplicity - coupled with persistence - pays. Before moving to Dubai, James ran WWP’s programmatic digital media consultancy, The Media Innovation Group (now part of WPP’s GroupM), across Asia Pacific, based out of the Singapore office. He is vice chair of The Marketing Society Middle East, the members club for senior marketers; James is now a director of NextMoneyDXB.com, the FinTech community.
 Piotr Mezyk, Nomtek Thierry Dongier, Amadeus Karim El-Deghedy, Amadeus Shibu George, Amadeus



Peter leads one of the world’s most forward thinking and established mobile development firms, Nomtek. Having been listed by Clutch as being in the top 10 of firms worldwide, Peter’s focus on business value and lean approach ensure that firms drive real scalability and profitability in their m-commerce businesses.




Thierry is managing a team focusing on bringing innovative solutions to the MENA customers: mobile, online, payment, digital marketing, automation... Before that, he has worked closely with many Online Agencies who have emerged across MENA.



An accomplished pre-sales engineer / IT professional with 20+ years of proficiency in managing pre-sales activities and leading IT projects, with a specific focus in GDS (global distribution systems), airlines, tourism sector throughout the MENA region.




Shibu is responsible for the Amadeus e-Commerce, Mobile & Payment product portfolio for the Middle East & North Africa Region. He has more than 18 years of travel & tourisme-Commerce experience in the region and has an in depth knowledge of the domain and local markets.

Over the past years Shibu has gained extensive technological and strategic experience in many solution areas of travel and tourism including,Internet Booking Engines, Corporate Self Booking Tools, Travel Payment Solutions, Mobile Technologies, Digital Marketing and more.

Download Graham Nichols' Presentation here

Download Danya Bashir's Presentation here

Download Roshan Khan's Presentation here