The people behind SanadPro.

A CFA charterholder with 20 years in financial services, Ahmed is the founder and CEO of SanadPro, the parent company of Sanad Rewards, Sanad Business and Sanad Academy.

He leads the company together with his co-founders and the steering committee, from Jeddah, Saudi Arabia, with a sister company, Sanad Rewards FZ-LLC, in the UAE.

A senior executive with more than 19 years at the International Islamic Trade Finance Corporation (ITFC), where he progressed from Assistant General Manager, Human Resources to General Manager, Digital and Operational Excellence. He is based in Jeddah, Saudi Arabia.

He is an investor in and co-founder of Sanad. An engineer by training, Eng. Al Sabbagh began his career in cost analysis at Procter & Gamble and trade finance at the Islamic Development Bank. He is an ICF-certified coach and holds a Master of Management from McGill University.

A healthcare executive with more than 35 years of experience across Saudi Arabia, the Gulf and Egypt, Dr. Debis has run operations, quality and training for networks spanning 32+ locations.

He led JCI and CBAHI accreditations and re-accreditations across hospitals and centres in Jeddah, Riyadh, Dammam, Asser, Madinah, Abu Dhabi, Dubai and Egypt, chaired the Group Operational Efficiency Committee, and reported operations to the COO and CEO. He brings that discipline of standards, measurement and staff development to Sanad’s programmes.

An HR executive with more than 25 years across banking, marketing, teaching and human resources. Nadia is the Chief Human Resources Officer of the Saudia Dairy & Foodstuff Company (SADAFCO), with about 15 years of experience in HR functions, leadership development and strategic business partnering.

Her career has covered managing HR for global organisations, leading restructuring programmes and building performance-management systems. At Sanad she is a co-founder and Head of Products, working part-time, and a member of the steering committee.

“Technology is the engine, but mindset is the fuel.”

With over 25 years across the digital landscapes of Egypt and the Gulf, Tamer bridges high-level business strategy and technical execution. At Sanad he leads the in-house technology team, which has worked together for four years. At Elsewedy Industries, a diversified group with about SAR 1.2 billion in annual revenue, he oversees the technology vision.

A marketing and business development strategist with more than 20 years of experience in marketing, branding and business development, including leadership roles in multinational companies. Dalia is Head of Business at Sanad and sits on the steering committee.

She specialises in strategic planning, brand positioning, market entry and successful product launches, and has contributed to over 100 projects across diverse industries, helping businesses grow and strengthen their market presence.

An Emirati telecom and education leader. Eng. Alshamsi joined Etisalat in 1977, a year after its formation, as a trainee engineer and rose to become its Chairman and CEO. He was appointed chairman in 2005 and retired in 2012.

He has also chaired Thuraya, the satellite operator, served on the boards of Arabsat, Khalifa University and several banks and universities, and led the Higher Colleges of Technology as its President. He is the author of a career memoir, “Milestones in Career and Life”.

An investment banker, strategist and entrepreneur with more than 15 years in investment banking, consulting and research. Omar is the founder of Qafed and a partner at Zilla Capital, the investment bank that acquired the operations of Multiples Group, which he founded and led.

He also founded Quick-Wins Strategic Advisory, a Dubai-based strategy consulting firm, and teaches as adjunct faculty at the American University in Cairo and the University of London at AAST. At Sanad he is an adviser and a member of the steering committee.

A technology executive turned public servant. Dr. Altheneyan spent more than a decade in Saudi Arabia’s telecom sector, ending as Chief Technology Operations Officer at Mobily, before serving as CIO and technology adviser at the Ministry of Defence.

He then became a Deputy Minister at the Ministry of Communications and Information Technology from December 2017, with responsibility for technology and digital capacities, future jobs and digital entrepreneurship.

Tech Horizons Ventures specialises in building and scaling startups in the MENA region by matching local and international talent with proven processes. Its vision is to be an ecosystem enabler for the most ambitious entrepreneurs in the region. It invested in Sanad in July 2025.

Its mission is to improve the chances of success for ambitious entrepreneurs and to let investors make risk-balanced investments in startups at an earlier stage.