Meet the co-founders who started it all
Yousef is a serial entrepreneur and operator with a diverse background across tech, hospitality, and finance. He began his career in finance and private wealth management at prominent multifamily offices, followed by a series of startups that he founded and exited before transitioning into tech, where his experience ranged from early-stage ventures to global multi-nationals such as Deliveroo. During this time, he also played a key role in setting the precedent for the cloud kitchens business category in the Mena region. Throughout his career as an operations leader, Yousef has built businesses and teams from scratch up to 500 people and managed P&LS in excess of $100 (Dh367) million. Yousef holds a BA from the American University of Beirut, and he later continued his graduate studies at Concordia University in Montreal, Canada.
Becky Jefferies, CMO
Becky is a Dubai-based brandbuilder, storyteller and 360-degree marketer with 15 years of branding and global marketing experience in organisations ranging from pre-seed startups to Fortune 500 multi-nationals. She has launched products and services in over 30 countries across tech, beauty, wellness, automotive, consumer durables and financial industries. Her pivot into tech began with Uber, where she led a Mena-wide marketing team and launched campaigns that earned four MENA Effie awards. After that, she stood up the marketing function at Silicon Valley-based fintech Tribal Credit; and followed as marketing director at a Dubai-based fund and incubator, where she built and launched two e-commerce brands—one of which was named Most Promising Brand of the Year 2021 by Entrepreneur. Most recently, she worked as a freelance brand strategy consultant before joining Alfii. Her early career background included international marketing, brand management, product marketing and channel marketing roles at corporations based in the US, where she was born and raised. She holds an MBA with honors from IE Business School in Spain and a Marketing degree from James Madison University in the US.
Dina Mohammad-laity, CTO
Dina is an award-winning leader in the tech and data space known for her expertise in de-hyping all parts of the data lifecycle and building great data products on solid, maintainable foundations. She's been described as a pragmatic disruptor—a badge she has worn proudly throughout her diverse tech career in industries ranging from real estate to publishing to online dating. She has held positions in data platform engineering, product analytics, datadriven growth, and data product management for companies that include Talabat (Delivery Hero MENA), Property Finder, Feeld, Astrolabs, Zoopla Property Group, and more. Dina has a B.SC in Economics from SOAS University of London and an M.SC in Applied Statistics from Birkbeck College at the University of London.