President Hisense MEA ason Ou 16 UNITED ARAB EMIRATES Leadership Excellence in Product Manufacturing
Celebrating Leadership Excellence in the Middle East Welcome to this special edition of the CEO Today Middle East Awards 2025, where we honor the achievements of outstanding leaders driving innovation, economic growth, and transformation across the region. This year’s awardees exemplify visionary leadership, resilience, and a commitment to shaping the future of their industries while making a meaningful impact on their communities. Cover Story: Mr. Emad Bukhamseen, Vice Chairman & MD, Bukhamseen Group Holding Leading this year’s edition is Mr. Emad Bukhamseen, a distinguished leader at the forefront of Bukhamseen Group Holding. With expertise spanning real estate, finance, and hospitality, he has been instrumental in steering the Group’s expansion while preserving its rich heritage. Mentored by his father, Mr. Jawad Ahmed Bukhamseen, his leadership style is rooted in collaboration, adaptability, and strategic risk-taking. In our cover story, he shares his insights on navigating the complexities of a multi-sector enterprise, seizing new opportunities, and the Group’s vision for the future. Jason Ou: Leading Hisense’s Growth and Innovation in the Middle East & Africa As President of Hisense MEA, Jason Ou is driving the brand’s rapid expansion across the region, focusing on innovation, localization, and customer engagement. Under his leadership, Hisense has strengthened its market presence, introduced AI-driven smart technologies, and forged major brand partnerships, including its collaboration with Real Madrid. In this feature, Jason shares his vision for sustainable growth, navigating market challenges, and redefining leadership in the fast-evolving tech industry. Marina Zevedeou, CEO, The Aspen Trust Group With over 25 years of leadership, Marina Zevedeou has positioned The Aspen Trust Group as a key player in financial services across the Middle East. She has championed ESG principles, regulatory adaptation, and industry diversification, all while advocating for diversity in leadership. Here, she discusses Aspen Trust’s innovation and the future of finance. Dr. Mashael Almutairi: Driving Investment Strategy at PNU Dr. Almutairi is helping drive PNU’s initiatives in alignment with Saudi Vision 2030, supporting its commitment to economic growth and women’s empowerment. PNU is pioneering financial independence through strategic investments and partnerships, aligning with Saudi Vision 2030 to foster women’s empowerment and economic growth. Beyond these remarkable leaders, this edition is packed with inspiring stories, exclusive interviews, and thoughtprovoking insights from some of the most influential executives in the Middle East. Their success stories reflect bold decision-making, strategic foresight, and a deep commitment to regional progress. Each of these individuals embodies the spirit of excellence, resilience, and innovation—the very qualities that define the future of leadership in the Middle East. We hope their journeys inspire and inform, as we continue to celebrate those shaping the region’s economic and business landscape. Warm regards, Editor, CEO Today MIDDLE EAST AWARDS 2025 WELCOME TO THE CEO TODAY
6 22 16 32 Emad Bukhamseen Bukhamseen Group Holding Company Jason Ou Hisense Marina Zevedeou The Aspen Trust Group Dr. Mashael Almutairi Princess Nourah Bint Abdulrahman University Editor’s Picks
7 KUWAIT CEO TODAY MIDDLE EAST AWARDS 2025 As Vice Chairman & CEO of Bukhamseen Group Holding Company, Mr. Emad Bukhamseen plays a key role in driving the growth, diversification, and innovation across real estate, finance, and hospitality sectors. Mentored by his father, Mr. Jawad Ahmed Bukhamseen (Chairman of Bukhamseen Group Holding Company, he developed a leadership style focused on collaboration, adaptability, and strategic risk-taking. Under his guidance, the Bukhamseen Group Holding Company has expanded into new markets and industries, maintaining its strong heritage while embracing modernization. In this interview, Mr. Emad Bukhamseen shares his leadership philosophy, the challenges of managing a multi-sector enterprise, and his vision for the future. Vice Chairman & MD Bukhamseen Group Holding Company CEO Excellence in Real Estate mad Bukhamseen Leading with Vision: An Interview with Mr. Emad Bukhamseen How would you describe your leadership style, and how has it influenced the growth and diversification of Bukhamseen Group Holding Company? My introduction to the business was during my high school days and almost immediately after my university graduation, working under the guidance of my father, Mr. Jawad Ahmed Bukhamseen (Chairman of Bukhamseen Group Holding Company). From the many years of extensive management, I have managed teams of all sizes, from small project teams
to large departments and companies. This has given me valuable insight into what makes a responsible and diplomatic leader and how to motivate people. I consider myself as a dynamic executive who has contributed actively to the growth, development and strengthening of the Group. It is with great pride that I take this legacy forward together with my brothers; even though we have witnessed challenges and recessions in the business sectors, my vision is to strategize, take calculated risks and adapt to the new status quo. My leadership style is centred around collaboration, empowerment, and a strong focus on long-term vision. I believe that effective leadership is not just about making decisions from the top down but about fostering an environment where every team member feels valued and motivated to contribute their best. By encouraging open communication and a culture of transparency, I strive to ensure that innovation and diverse perspectives drive the company’s strategic direction. At Bukhamseen Group Holding Company, this approach has been instrumental in our growth and diversification. We have been able to cultivate a team that is not only highly skilled but also adaptable and proactive in identifying new opportunities. The core values of trust and accountability are at the heart of everything we do, and this has led us to explore a wide array of ventures—spanning real estate, finance, and technology, among others. By creating a culture where calculated and / or mitigated risk-taking is supported and collaboration is prioritized, we have managed to expand into new markets and sectors, which has ultimately led to sustained growth. This dynamic approach allows us to respond to global trends and shifts with agility, ensuring that we remain competitive in a fast-evolving business landscape. In essence, my leadership is about building strong teams, empowering them with the tools and autonomy to succeed, fostering a sense of understanding and transparency and aligning all efforts with a shared vision for the future. Bukhamseen Group Holding Company has a presence in various sectors, including hospitality, real estate, and finance. What are your strategic plans for the company’s growth in the coming years? At Bukhamseen Group Holding Company, our strategy for growth in the coming years is focused on both expanding our core sectors and exploring new avenues for innovation. Our diversified portfolio provides a strong foundation, and we are committed to building on these strengths while remaining agile to market trends and global shifts. While our focus remained on real estate at one point in time, we identified the growing needs of the 8 CEO TODAY MIDDLE EAST AWARDS 2025
economy and the opportunity to offer consultancy services. While we remain focused on our core sectors, we are also keeping an eye on future opportunities. We recognize the importance of adaptability in today’s fast-paced business environment as we continue to evaluate new industries and partnerships that could complement our existing operations and fuel further diversification. For example, we have established a consultancy bureau headed by one of the most experienced engineers, as well as one of our board members, looking after the management of existing and new projects. This has upgraded the standards of monumental buildings in Kuwait as we work in conjunction with many well-known international consultants, architects, advisors. One of the acclaimed works is the Crystal Tower in Sharq, Kuwait City, which has bagged awards for execution and architectural design and is now considered a ‘landmark’. Our services have raised the bar of quality and execution in the major development projects sector, thereby making a name in the industry. Through this, we have managed to achieve many awards in engineering, architecture and unique building designs. In summary, our strategic plans for the coming years involve not only strengthening our position in hospitality, real estate, and finance but also integrating innovation and sustainability into all aspects of our business. We look into expanding into the health and educational sectors in both the region and GCC. This will allow us to remain competitive, responsive to market needs, and well-positioned for long-term success. Can you share details about any recent ventures or projects that Bukhamseen Group Holding Company has undertaken and how they align with your vision for the company’s future? We are constantly looking for ways to innovate and invest in projects that align with our vision of sustainable growth and long-term value creation. Over the past year, we have undertaken several exciting ventures that reflect our commitment to diversification, technology, and community-focused development. One of our most significant recent projects is the development of a commercial mall in Najaf, Iraq. This project combines residential, commercial, and religious design to accommodate the market and its growing needs. In the hospitality sector, we are in the process of completing the Intercontinental Hotel, a luxury hotel brand focused on offering highend, personalized experiences. In line with the 2035 vision of Kuwait, we are developing a landmark and luxury 80-storey tower that contains the Mandarin Oriental Hotel, Bukhamseen Group Holding Company Headquarters, Offices and a mall that will be a landmark situated in the very heart of the financial district of Kuwait City. Norman Foster, one of the top designers has joined hands with the Group to design this one of a kind masterpiece. Each of these ventures reflects our vision to adapt to market changes and stay ahead of emerging trends, particularly in sustainability, technology, and 9 CEO TODAY MIDDLE EAST AWARDS 2025 We embrace technology to evolve, but our foundation remains rooted in tradition and integrity.
community engagement. We are not just focused on financial growth; we are equally committed to creating positive, lasting impacts in the sectors we operate in. These projects, while distinct in their nature, are all interconnected by a shared goal: to future-proof Bukhamseen Group Holding Company, ensuring that we are both an industry leader and a responsible corporate citizen. Looking ahead, we are eager to continue expanding in these areas, as well as exploring new opportunities that will further diversify our portfolio and strengthen our position in global markets. The company has a rich history, starting from a modest family business in 1957. How do you balance maintaining traditional values with the need for modernization and innovation? The Bukhamseen Group Holding Company, with its numerous and diverse companies, began over half a century ago as one man’s vision, that of Mr Jawad Ahmed Bukhamseen. A pioneering and well-reputed businessman known regionally for his business acumen, he founded the Jawad Bukhamseen Commercial Corporation in 1957. Under his able leadership, this modest company grew from a family business to a fullfledged institution with interests in many economic sectors. From the very beginning, we were involved in many commercial entities, such as car sales and retail, in addition to real estate, hotels, travel, and tourism. We further developed real estate offices and constructed approximately 425 residential and commercial buildings in Kuwait, thereby setting the as one of the pioneers in real estate development in Kuwait. In the 70’s, this developed into contracting specialty real estate such as office buildings, hotels, and malls. Our efforts were driven by the quest to contribute to the national economy. We gained further eminence in other economic sectors including hospitality, travel and tourism, insurance, industrial production, media and communication, consultancy services in urban planning, civil engineering, and major development projects. At Bukhamseen Group Holding Company, we deeply value our heritage, our journey from those humble 10 CEO TODAY MIDDLE EAST AWARDS 2025
beginnings to where we are today has been built on a strong foundation of core values—integrity, trust, hard work, and a commitment to long-term relationships. These principles remain at the heart of everything we do, and they are essential to our identity as a company. We maintain all the business sectors, keeping in mind our background, interests and customs – the same logic and steps to modernize and advance with the right technology in right sector and field – maintaining the culture, expanding, improving and aligning the next generation into the same mindset. In short, our approach is one of thoughtful integration—ensuring that our deep respect for the past informs and shapes the way we innovate for the future. This balance between tradition and innovation is key to maintaining our leadership in the industries we serve, while also remaining adaptable and forward-focused. With your extensive experience in various industries, what do you consider the most significant challenges and opportunities currently facing Bukhamseen Group Holding Company? I would like to say that I am very privileged because we (my brothers and I as Board of Directors) work as a team and we support each other and participate directly in the development of Bukhamseen Group Holding Company. Some of the challenges we faced were to increase the business coverage, workforce and capital. However, expanding to different sectors required reorganizing and restructuring, calling for consistent effort, research, and expertise from external auditors and advisors, as well as building a strong core team. Some of the new expansions were established from scratch, and others through acquisitions. Diversifying a business is a challenging task and time consuming. However, our success is due to understanding the new market and its requirements, thereby being one of the significant players. History is evidence of the extent of growth and development, and as from our humble beginnings, we had to incorporate new ideas and thoughts into the core business structure while competing 11 CEO TODAY MIDDLE EAST AWARDS 2025
with the major family business groups in the market. Our innovations were formed out of the necessity to complement the business needs of the subsidiary companies and, as of date, over 47 companies, notwithstanding our major participation in international companies. We inculcate a culture of freethinking and creativity that helps foster new ideas and continual growth without compromising our core family and Islamic values. As far as the plans, we do see ourselves expanding both locally and internationally, i.e., Egypt, UAE, and Saudi Arabia and in the health sector, as it requires a new business approach in the private sector where we believe the extra addition with the government services to satisfy all the requirements of the Kuwaiti society. Another one is the educational sector, wherein we can bridge the gap between the government and private sectors and add value to new thinking and education. Our Group is actively developing new ideas and strategies to tap into these markets. How do you approach decisionmaking in a conglomerate with such a diverse portfolio, and what criteria do you prioritize when evaluating new business opportunities? I believe to manage multiple companies, one needs to delegate the operational matters and daily managerial duties to a team that is trusted by the us. Moreover, we also have major representation on the boards of these companies, thereby giving us an opportunity to strategize, drive profitability, manage the organizational structure and monitor their goals and targets. Moreover, our team of competent and experienced internal auditors periodically checks and investigates the operations on a quarterly basis; most of these companies provide their performance reports against their budgets to check on their progress. The teams ensure good and real-time communication with the board that ensure effective management. Some of the key factors to maintain a family business group in this size and calibre is to have a strong vision that could add value to us and the country by implementing a principle of win-win situation for all our clients and colleagues in the business. My brothers (Board of Directors) contributed considerably to the success of the company, as they spearhead 12 CEO TODAY MIDDLE EAST AWARDS 2025
and oversee the insurance, investment, banking, engineering and real estate sectors. We also have a reputation of fulfilling and standing by our promises and decisions. Another factor is to build a strong core team in all major divisions not limited to marketing, HR, engineering, and financing, thereby developing the core team and tapping into the human resource potential. In addition, proper pre-studies and follow up on new business keep us focused on the development of the new business and one-step ahead of the game. Our reputation in the region has contributed to our success as we stay true to our traditions and core values while keeping up with the times. In what ways does Bukhamseen Group Holding Company contribute to the national economy and community development in Kuwait and the broader region? We added value to the various sectors engaged by us in many different ways. We refused to be a statistic in the market and started to develop these economic sectors by adding new services and ideas. When we expanded into investment, insurance, and banking, we managed to convert the Kuwait real estate bank, acquired by us, into a new Islamic bank with modern ideas and systems, which is now the Kuwait International Bank. In the hospitality sector, we managed to upgrade the business since we started in the early 70’s with the first Crowne Plaza in all of Middle East Kuwait. Then, the business was only local and limited services and thereafter developed into many brands under the IHG umbrella within the local and regional markets. Another contribution in the food and beverage industry was the exclusive French brand ‘Fauchon’ in Kuwait. In the industry sector, we developed the water and beverage industry, previously the Canada Dry rebranded as ABC (Arabian Beverages Company). Today, we are one of the leading beverage companies in the Kuwait market, bottled wellness and mineral water, juices and dairy products. In the travel and tourism sector, we transformed the idea of ordinary ticketing business into a complete service provider to owning the largest cargo division and IATA and non-IATA offices. The Bukhamseen Aviation Group was awarded ‘Kuwait’s Leading Airline GSA 2024 of “Leading Airline GSA in Kuwait for 2024” from the renowned World Travel Awards (WTA). Our solutions range from full agency for renowned airlines and international chains in resorts and holidays. Our idea was to upgrade the business from direct consumers to international business owners and agencies based on a B2B model. The Bukhamseen Group Holding Company is one of the major partners in the largest steel factories in Kuwait, Unisteel. From very humble beginnings, the company has expanded into three factories currently 13 CEO TODAY MIDDLE EAST AWARDS 2025 True leadership is about inspiring others, fostering innovation, and creating a legacy of growth.
in stage 3. Our partnership with Unisteel has led to many pioneering developments and revolutionized the Kuwaiti industrial market. We contribute towards the economy both financially and in the service sectors considering the nationalization factor and try to accommodate both and help Kuwaitis and nationalities in other communities to participate in decision making process. Could you discuss your involvement in international conferences and on the international stage, and how these experiences have impacted your approach to business leadership? As the Vice Chairman & CEO of Bukhamseen Group Holding Company, my involvement in international conferences and engagements on the global stage has been one of the most valuable aspects of my leadership journey. These experiences have greatly influenced both my personal approach to leadership and the strategic direction of the company. As a board member, consultant and advisor for boards in the Kuwait Banking Association, World Union of Arab Bankers, International Federation of Journalists, Kuwait Clearing Company, Bahrain Kuwait Insurance Company and the College of Business Economics-American University of Kuwait, attending and participating in global forums, conferences, and industry summits has provided me with a unique opportunity to interact with business leaders, innovators, and policymakers from diverse sectors around the world. It’s been an enriching experience to exchange ideas and learn from others who face similar challenges and opportunities, especially in industries like real estate, hospitality, and finance, which are core to our business. Beyond innovation and sustainability, international experiences have reinforced the importance of collaboration and building strong global networks. Today’s business landscape is interconnected, and forging partnerships across borders is crucial to staying competitive. We have been able to leverage these connections to expand our reach, explore new markets, and build strategic alliances that support our growth ambitions. In summary, my involvement on the international stage has been instrumental in shaping my approach to leadership. It has provided me with a broader understanding of global trends, instilled a commitment to innovation and sustainability, and emphasized the value of collaboration and partnerships. These insights continue to influence the direction of Bukhamseen Group Holding Company, enabling us to not only adapt to change but also lead in creating value and positive impact in the markets we serve. On a personal note, how do you balance your professional responsibilities with your interests in travel, history, art, and collecting antique cars? As a passionate people person, I like to volunteer my time and efforts in various humanitarian and philanthropic projects. We have a major participation in the Jawad Bukhamseen and Sons Charity Establishment, wherein we have made significant contributions in the local, regional and international sectors. This inspired me to establish Al-Resala Humanitarian Association group, and as the chairperson, I can focus on major philanthropic works 14 CEO TODAY MIDDLE EAST AWARDS 2025 My leadership style is centered around collaboration, empowerment, and a strong focus on long-term vision.
giving back to the community. Through the Group, I was able to engage in a partnership with the United Nations and the ICRC contributing to their activities involving displaced refugees and medical and humanitarian aids personally as well as through the Jawad Bukhamseen and Sons Charity Establishment. On a personal note, I am an ardent sea lover and passionate collector of antique cars. I believe it was this passion that strengthened my interest and eventually motivated me to establish the Kuwait International Automobile Company (KT). We are the sole agents of with affiliations with Federation Internationale de l’Automobile, Fédération Internationale de Motocyclisme for almost 60 years. As the chair, I have managed to continue this legacy, and today, we represent Kuwait on a global level. We were successful in hosting racing car events in Kuwait through the government. Travel has been a particularly important source of inspiration. It allows me to explore new cultures, broaden my worldview, and gain insights into global markets and trends that can inform our business strategies. Similarly, my interest in history and art offers a sense of balance and perspective. History teaches us invaluable lessons about resilience, innovation, and human nature—insights that are often applicable in business. How do you ensure that Bukhamseen Group Holding Company remains resilient and adaptable in the face of global economic fluctuations and technological advancements? Ensuring resilience and adaptability is at the core of our long-term strategy. As a diversified family business company with interests in real estate, hospitality, and finance, we understand that global economic fluctuations and technological advancements can present both challenges and opportunities. To stay ahead, we focus on strategic diversification across multiple sectors, embracing innovation and new technological advances and, fostering a forwardthinking corporate culture and maintaining a strong network of partnerships, locally, regionally and globally. By staying flexible, anticipating change, and leveraging technology, we ensure that we remain well-positioned to not only weather economic fluctuations but also lead in an increasingly digital and interconnected world. HEADQUARTERS Crystal Tower, 22nd floor, Ahmad Al Jaber Street, Sharq, Kuwait Tel: +965-2-240-0360 and/or 1/ 2/ 3 Fax: +965-2-245-2346 15 CEO TODAY MIDDLE EAST AWARDS 2025 www.bukhamseen.com
President Hisense MEA ason Ou 16 CEO TODAY MIDDLE EAST AWARDS 2025
17 UNITED ARAB EMIRATES CEO TODAY MIDDLE EAST AWARDS 2025 In a region marked by rapid growth, shifting consumer expectations, and increasing digital adoption, Hisense has emerged as a technology brand to watch. At the helm of this transformation in the Middle East and Africa is Jason Ou, President of Hisense MEA — a leader with a clear vision for innovation, localization, and customer connection. Under Jason’s leadership, Hisense has expanded its footprint, introduced cutting-edge products tailored to regional needs, and built powerful brand partnerships, including with global football giant Real Madrid. In this exclusive interview with CEO Today, Jason shares insights into Hisense’s strategy for sustainable growth, its embrace of AI and smart technologies, and the company’s deepening commitment to the communities it serves. From navigating market complexities to defining what leadership looks like in a fast-evolving industry, Jason offers a candid look at what it takes to drive success in one of the world’s most dynamic regions. Leadership Excellence in Product Manufacturing Hisense has been expanding rapidly in the Middle East and Africa. Under your direction and leadership, what key strategies have driven this growth, and how do you plan to sustain it in the coming years? Our strategy in the Middle East and Africa focuses on leveraging product innovation and expanding through targeted investments that meet the specific needs of local markets. Middle East and Africa region is a young, fast-evolving region with strong demand for reliable, advanced technology. Understanding the consumer has been central to our approach. We are investing in R&D centres to develop tailored products, building factories to ensure operational efficiency, and expanding our brand shops with premium experience zones to showcase our latest technologies. We’re also strengthening our presence through strategic partnerships with industry leaders and key distributors, while Care Hubs are being introduced to deliver a strong after-sales experience. Equally important, our communications and marketing efforts have been carefully crafted to resonate with this diverse and digitally engaged audience. These pillars will continue to guide our long-term growth in the region. The partnership with Real Madrid is a significant step in engaging football fans in the region. How does this collaboration align with Hisense’s broader brand strategy? Football holds a special place in the MEA region, and Real Madrid is one of the most followed and admired clubs across it. This partnership enhances our brand visibility while fostering authentic connections with local audiences. By aligning with a globally recognized symbol of excellence, we reinforce our brand
positioning and tap into a shared passion with millions of fans. It also supports our broader strategy of connecting with our audience not just through technology but through meaningful cultural touchpoints. This strengthens engagement and builds lasting consumer loyalty. The MEA market is highly competitive, with several established global and regional players. What differentiates Hisense from its competitors in this space? What sets Hisense apart in the MEA market is our commitment to delivering a superior consumer experience across every touchpoint. We focus on offering advanced, reliable technology backed by a diverse product range tailored to local needs. From design and innovation to after-sales support, every aspect of the journey is designed to maximize value for our customers. Our investment in Care Hubs, strong retail presence, and consistent product quality reflect our dedication to long-term satisfaction and trust. Consumer preferences vary significantly across different MEA markets. How does Hisense tailor its approach to meet the diverse needs of customers in this region? Our strategy focuses on offering a broad and adaptable product range across all business verticals. From televisions to home appliances, we provide a variety of models, designs, and technologies that suit different tastes and lifestyles. In each category, we ensure there are options that meet the needs of various segments, whether consumers are looking for advanced features, premium design, or everyday functionality. We’ve also introduced Hisense Real Madrid special edition products to further engage fans in the region. Hisense has been investing in premium technology and innovation. What are some of the key innovations that will shape the company’s future in MEA? Innovation is at the core of our strategy, and we are adopting the theme AI Your Life to usher in 18 CEO TODAY MIDDLE EAST AWARDS 2025 These pillars — innovation, localization, and customercentricity — will continue to guide our long-term growth across the region.
a new era of intelligent products, solutions, and experiences that redefine everyday living. Hisense has elevated both home appliances and TVs from basic functionality to AI-powered systems that learn, adapt, and proactively serve user needs. This transformation makes our technology more intuitive, personalized and connected, creating seamless environments that enhance comfort and convenience. These innovations are central to shaping future lifestyles and reinforcing our leadership across the MEA region. Sustainability is becoming a major focus for global brands. How is Hisense integrating sustainable practices into its business strategy in the region? As part of our global ESG program, we integrate sustainable practices into our operations across the MEA region. We focus on developing energy-efficient, eco-friendly products and apply sustainable thinking across the entire product lifecycle, from concept and design to manufacturing and beyond. Hisense’s efforts have been recognized globally, including being highlighted as a typical case of “South-South Cooperation” by the United Nations and included in the Fortune China ESG Influence List. We see sustainability not just as a responsibility but as a core part of how we build long-term value in the region. As a leader, what has been your biggest challenge in steering Hisense’s growth in MEA, and how have you overcome it? MEA is a dynamic, complex region shaped by geopolitical shifts, evolving consumer behaviors, and global disruptions like the pandemic. Navigating this environment has been one of our biggest challenges. We overcame it by staying agile and focused on digital transformation, strengthening local partnerships, and adapting our strategies and products to meet the distinct needs of each market. Being close to the ground and responsive to change has been key to sustaining our momentum. How do you define leadership, and what core principles guide your decision-making process as President of Hisense MEA? To me, leadership means setting a clear vision, empowering teams, and cultivating a culture of performance, innovation, and accountability. It’s about staying true to our core values while being agile enough to lead in a fast-evolving environment. My decisions are guided by integrity, customer focus, and a long-term perspective rooted in sustainability 19 CEO TODAY MIDDLE EAST AWARDS 2025
and regional relevance. These principles help me lead with purpose and ensure we remain aligned with both our goals and the markets we serve. Hisense operates across multiple industries, from consumer electronics to home appliances. How do you ensure strategic alignment and synergy across these diverse business segments? We ensure strategic alignment through a unified brand vision that connects all our business segments under one purpose: delivering innovation, reliability, and value. We leverage shared technology platforms, R&D capabilities, and market insights to create synergy while ensuring consistency in quality, design, and user experience. This integrated approach enhances both operational efficiency and our brand’s impact across the region. With the rapid evolution of smart technology and AIdriven devices, how is Hisense positioning itself to stay ahead of the curve in MEA? At Hisense, technology is in our DNA. Long before the current AI wave, our products were already integrating smart connectivity and intelligent features designed to enhance daily life. Today, under the “AI Your Life” theme, we’re accelerating the integration of AI across our ecosystem. Our goal is to create more connected, intuitive, and user-centric solutions that elevate lifestyles across MEA. Hisense has recently expanded its product portfolio beyond consumer electronics and home appliances. Can you elaborate on these new ventures and their significance for Hisense’s overall growth strategy in MEA? We have strategically expanded our portfolio to include commercial display solutions, such as interactive displays and digital signage, as well as medical equipment like diagnostic imaging systems. These ventures diversify our offerings and revenue streams while positioning Hisense as a comprehensive technology solutions provider. They also allow us to meet a wider range of customer needs and reinforce our long-term commitment to innovation across industries. 20 CEO TODAY MIDDLE EAST AWARDS 2025
How does Hisense leverage its global presence and resources to enhance its operations and offerings in the MEA region? Our global network is a key asset. We collaborate closely with offices around the world to share best practices, align on strategy, and drive cross-regional innovation. This helps ensure consistency in product quality and customer experience. We also benefit from an extensive global supply chain and manufacturing footprint, which supports efficient operations and reliable product delivery across the MEA region. Hisense has been actively involved in various social responsibility initiatives in the MEA region. Can you highlight some of these initiatives and their impact on local communities? CSR is an integral part of our strategy. We engage in impactful programs each year across education, sports development, and community support. We’ve partnered with educational institutions to provide scholarships and technology resources, and we support sports initiatives that promote youth development and healthy lifestyles. These initiatives reflect our long-term commitment to contributing positively to the communities we serve. Looking ahead, what are the biggest opportunities and challenges for Hisense in this region, and how do you plan to navigate them? MEA is full of opportunity, driven by a young, digitally savvy population and a growing appetite for advanced technology. At the same time, challenges such as fierce competition and fast-changing consumer expectations require us to stay agile. Our response is to double down on innovation, localize our strategies, and continue investing in technology and talent to remain ahead of the curve and closely aligned with regional demands. What is your vision for Hisense MEA over the next five years, and what message would you like to share with your customers and business partners? Our vision is to solidify Hisense’s position as a leading technology brand across MEA. We aim to deepen our market presence, expand our infrastructure with additional factories, R&D centres, brand stores and Care Hubs, while deepening our engagement with consumers through localized innovation and smart technology. To our partners and customers, I’d like to express our sincere gratitude for their continued trust and support. Together, we will shape and lead the future of technology in the region, one innovation at a time. 21 CEO TODAY MIDDLE EAST AWARDS 2025 We stay ahead by investing in innovation and local strategies. www.hisenseme.com For media inquiries, please contact: hisense@houseofcomms.com
- 22 - Recognition is more than just a personal milestone; it’s a powerful tool for driving meaningful change and inspiring others. www.aspentrust.com
23 CYPRUS CEO TODAY MIDDLE EAST AWARDS 2025 For over 25 years, Marina Zevedeou has led The Aspen Trust Group in shaping Cyprus into a hub for international business. As CEO, she has overseen the firm’s evolution, adapting to regulatory changes, embracing ESG principles, and supporting new industries like film production. A passionate advocate for diversity and mentorship, Marina has also navigated the challenges of being a woman in the financial services sector, using her platform to elevate others. In this interview, she shares insights on Aspen Trust Group’s commitment to innovation, the future of leadership in finance, and the growing role of ESG in shaping global business strategy. CEO The Aspen Trust Group Financial Services CEO of the Year arina Zevedeou How has the Aspen Trust Group adapted its services to cater to the evolving needs of a global clientele over the past 25 years? The Aspen Trust Group, a pioneer in the corporate services industry in Cyprus, has continuously adapted over the past 25 years to meet the evolving needs of its global clientele. As the financial markets, compliance standards, and regulations have evolved, Cyprus has become an increasingly attractive destination for international businesses seeking a European presence. In response to this shift, the Aspen Trust Group has expanded its services to support the growing needs of its clients to headquarter in Cyprus and enjoy its many advantages. We assist with company setup, provide office space for
company headquarters, and help clients bring their international staff to Cyprus through our immigration services. Additionally, we offer bank account opening and payroll services, allowing clients to focus on their core business while we handle these administrative tasks. Given the rise of high-tech and intellectual property (IP) focused companies, we also help clients register their IP and take advantage of the IP Box Regime provided by the Cyprus government. In the last three years, Cyprus has seen significant growth in the film industry. As a result, we have developed tailored services to help film producers structure their projects in Cyprus, enabling them to benefit from cash rebates, tax credits, and VAT refunds. In your experience, what unique challenges do women in leadership face in the financial services sector, and how have you navigated these challenges? As a woman in a traditionally male-dominated sector, I have certainly faced my share of challenges. One of the biggest hurdles for women in leadership is dealing with unconscious bias. In finance, there is often an expectation that leadership comes from a certain type of person, which can make it more difficult for women to be seen as equals in the industry. Another challenge is the balance between work and life, particularly as a mother. I have learned to navigate these challenges by staying focused on what matters most. I have worked hard to prove my expertise, building a reputation for reliability, knowledge, and integrity. Along the way, I have also become passionate about helping other women rise to leadership positions. At the Aspen Trust Group, we have created a supportive environment that emphasizes work-life balance, flexibility, and personal growth, allowing everyone to thrive. Can you highlight a recent initiative or project within the Aspen Trust Group that demonstrates your commitment to innovation or sustainability? One of the most exciting recent initiatives of our Group is our strong focus on integrating ESG (Environmental, Social, and Governance) principles into everything we do. We recognized early on, that businesses which embrace sustainability are not just doing the right thing — but also positioning themselves into long-term success. As such, we have integrated ESG into our advisory services, helping our clients make decisions that are not only financially sound but also responsible and sustainable. Internally, we have taken steps to ensure our operations are aligned with sustainable practices. From reducing our carbon footprint to promoting 24 CEO TODAY MIDDLE EAST AWARDS 2025 ESG is no longer a buzzword - it’s becoming a key factor in how businesses operate, both in terms of investor expectations and regulatory requirements.
diversity within the workforce, our Group has committed to building a business that is not only focused on profit but also on making a positive impact. With the increasing importance of ESG principles, how do you see these shaping the future of the financial services industry, and how is Aspen Trust Group leading in this area? ESG is no longer a buzzword — it’s becoming a key factor in how businesses operate, both in terms of investor expectations and regulatory requirements. The financial services industry is definitely feeling the pressure to adapt. At the Aspen Trust Group, we have recognized the potential of ESG to transform not just into the way we work but also how our clients approach investment and growth. Our role is to guide clients through the integration of ESG principles into their business strategies. Whether it’s helping a multinational client comply with local regulations or advising a startup on how to build a responsible business model from the ground up, we are making sure that sustainability is woven into the fabric of our service offering. Moreover, we’ve taken steps to ensure our own operations align with these principles, reducing our environmental impact and supporting diversity within the company. How do you ensure the Aspen Trust Group fosters a culture of collaboration and inclusivity across its diverse workforce? At the Aspen Trust Group, we believe that a diverse and inclusive culture is key to our success. We have always prioritized creating an environment where every team member feels valued and heard, regardless of their background. Our approach is simple: we encourage open communication, teamwork, and mutual respect. Internally, we provide mentorship and leadership development opportunities to support our employees’ growth within the company. It is personally important to me that everyone at Aspen feels they have a clear path forward and that their contributions are valued and recognized. We also offer flexible working arrangements tailored to individual needs for specific periods of time, something particularly vital for our diverse team. This flexibility allows our people to maintain a healthy balance between their professional and personal lives, enabling them to approach their work with a clear mind and deliver exceptional service to our clients. In 2024, our Group was honored to be featured in the ‘In Good Company’ section of IMH Gold Magazine, the first English-language monthly publication in Cyprus dedicated to promoting the island as an international business hub. This recognition underscores our commitment to diversity, excellence, and the strong reputation we have built within the Cyprus business community. With Cyprus boosting its film industry, is the Aspen Trust Group involved, and how might this influence opportunities in the Middle East? With Cyprus investing heavily in its film industry, new opportunities are emerging for our Group. In 2024, Netflix released Find Me Falling, its first movie filmed on the island, starring Grammy winner Harry Connick Jr., followed by Apart From Her and various TV and reality shows. Leveraging our expertise in financial advisory, tax compliance, and payroll, we 25 CEO TODAY MIDDLE EAST AWARDS 2025 We believe that a diverse and inclusive culture is key to our success.
assist film producers, guiding them on tax incentives and providing financial support to ensure project sustainability. Additionally, Cyprus’s growing reputation as a hub for film production opens new possibilities for collaboration with the Middle East. The region has seen important growth in its own entertainment sector, and there is potential for cross-border partnerships that bring together the strengths of both regions. Aspen’s strong connections in the Middle East position us to act as a bridge for businesses seeking to expand their operations into Cyprus or collaborate with filmmakers in the region. How do you personally balance the demands of being a leader in a competitive industry while maintaining focus on community impact and mentorship? Balancing my business and personal life has been one of my biggest challenges which, if I am honest, it is still in progress. I do, however, make the conscious choice daily to manage my time efficiently and delegate tasks where needed. This allows me to focus on the aspects of leadership that matter to me the most. Mentorship is something I am very passionate about, and it rests very closely to my heart. As a result of that I always have the time, zest and energy for it. Whether it is through formal mentorship sessions or more casual conversations, I take every opportunity to support and encourage the next generation of leaders, thus making an impact in the community as a whole. My dedication has been recognized through several prestigious awards, particularly the Citywealth Powerwomen Awards. In 2025, I was honored with the GOLD Mentor of the Year award, marking my second time receiving this recognition, following the same award in 2023. Additionally, I was awarded the GOLD Powerwomen Award in 2022 as Woman of the Year – Leadership – Financial Organization (CEO and Board Member). These awards reaffirm my ongoing commitment to excellence, empowerment, mentorship, and leadership. Beyond these, I have also received other notable Citywealth Powerwomen Awards, including Woman of the Year – International – Bronze in 2024 and Woman of the Year Cyprus – Silver in 2024. 26 CEO TODAY MIDDLE EAST AWARDS 2025 © ALL RIGHTS RESERVED IMH
As someone who has received several accolades, including this award, how do you view the role of recognition in driving positive changes and inspiring others? Recognition is more than just a personal milestone — it’s a powerful tool for driving meaningful change and inspiring others. While receiving accolades is humbling, I see these moments as an opportunity to highlight the causes I care about, like gender equality, diversity, and mentorship. For me, it’s not about celebrating individual success, but about using the spotlight to elevate others and create an effect of positive change. It’s about showing what’s possible and motivating the next generation to pursue their goals while remaining true to their values. To those beginning their journey in the financial services industry, industry, my advice is simple: build a strong foundation of knowledge, and gain practical experience through internships or entry-level roles. This field is always evolving hence it’s important to stay curious, network, and keep learning. But do not just focus on technical skills, soft skills like communication, teamwork, and ethics are just as crucial. Stay humble, stay open to feedback, and be ready to lead when the opportunity arises. By being authentic, proactive, and resilient, young leaders can thrive and help create a more inclusive, impactful industry. As a guiding motto: Strive to be of service, creating lasting value rather than merely success. 27 CEO TODAY MIDDLE EAST AWARDS 2025 www.aspentrust.com
Mr. Al Ahliba
Hatim ank
Mr. Al Ahliba
Hatim ank
As the global economic landscape evolves, universities are increasingly striving to achieve financial sustainability and reduce reliance on government funding. In this context, Princess Nourah Bint Abdulrahman University (PNU) has adopted an innovative investment approach to enhance its financial independence and maximize resource utilization. By focusing on knowledge investments, asset management, and strategic partnerships, the university aims to establish a sustainable financial model aligned with Saudi Vision 2030, contributing to women’s empowerment and economic growth. Vice Rector for Investments & Secretary General of Endowments Princess Nourah Bint Abdulrahman University Riyadh, Saudi Arabia Almutairi Dr. www.pnu.edu.sa 32 CEO TODAY MIDDLE EAST AWARDS 2025 ashael
33 SAUDI ARABIA CEO TODAY MIDDLE EAST AWARDS 2025 Leadership Excellence in Higher Education Dr. Almutairi drove strategic projects and key partnerships. Awards & Recognitions Under Dr. Almutairi’s leadership, the institute achieved several prestigious awards, including: • Stevie Award for The Organization Led By Women - Government or Non-Profit (2024) • Stevie Award for The Female Executive of the Year – Government or Non-Profit (2024) • ‘GREAT PLACE TO WORK’ Certification • ISO Certifications: - Quality Management (ISO 9001) - Business Continuity (ISO 22301) These awards reflect Dr. Almutairi’s commitment to excellence and innovation, highlighting the institute’s significant role in fostering a distinguished work environment under her leadership. Case Study on Financial Sustainability and Institutional Growth On November 6, 2024, a case study titled ‘Pioneering Excellence: How Women’s Transformational Leadership Drives Business Excellence and Financial Sustainability’ was published in the Journal of Infrastructure, Policy and Development. The study examines the success of the Development and Consulting Services Institute in achieving financial sustainability and business excellence under Dr. Almutairi’s leadership. The research highlights how her transformational leadership has driven success through governance, digital transformation, and human capital development, serving as a model for the role of women in achieving strategic and developmental goals within organizations. The full study can be accessed via DOI: https://doi.org/10.24294/jipd.v8i13.8943 About Dr. Almutairi Dr. Mashael Almutairi was recently appointed as the Vice Rector for Investments at Princess Nourah Bint Abdulrahman University. She also continues to serve as the Secretary General of Endowments. She recently completed her tenure as the Dean of the Development and Consulting Services Institute, where she played a pivotal role in strengthening the institute’s position as a leading consulting hub, driving financial sustainability, and fostering institutional growth. With over 15 years of academic and administrative experience, Dr. Almutairi previously served as the Dean of the College of Languages and Translation at the university. She holds a Ph.D. from the University of Leicester, United Kingdom, along with a Certificate of Specialization in Finance & Accounting from Harvard Business School. Additionally, she has completed prestigious leadership programs, including: • Misk Leadership Program 2030 • INSEAD Leadership Program During her leadership at the Development and Consulting Services Institute, Dr. Almutairi spearheaded strategic projects and high-impact partnerships with both the public and private sectors, ensuring the institute remained aligned with evolving market demands. She also launched Centers of Expertise, providing specialized consulting services tailored to the Saudi market.
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