She will be responsible for driving and developing the next phase of Virgin Mobile and Friendi Mobile in the UAE, Saudi Arabia, Oman, and Kuwait.
Following its recent acquisition of Virgin Mobile Middle East and Africa (VMMEA), Beyond One, the TMT-sector (technology, media, telecommunications) investment and operations company, has appointed Nisreen Shocair as Chief Executive Officer for the Middle East and Africa.
Overseeing both Virgin Mobile and Friendi Mobile brands in the UAE, Saudi Arabia, Oman and Kuwait, Shocair will be responsible for driving and developing the next phase of the organisation.
A seasoned leader spanning geographies and sectors, Shocair has built a career at the intersection of technology, entertainment, fashion, retail and sustainability in the United States, the UK, Germany and the Middle East. Most recently, she was CEO of YOOX NET-A-PORTER Group in the Middle East. Prior to that, she led the launch of a live-streaming shopping network on MBC, a first-mover in shoppable digital content. As President of Virgin Megastore for MENA, Shocair led the organisations radical transformation across nine markets. She has also held leadership positions at Viacom, Sony Music, Bertelsmann AG and Hearst.
Group CEO of Beyond One, Markus Tagger said: Nisreen is a future-forward thinker and leader with a track record of successful cross-sector transformation and business growth. We are delighted to be working with her as a leader on Beyond One Middle East and Africa, and our first of many acquisitions in growth markets around the world.
Shocair added: The number of women leading large tech companies remains a rounding error. With Beyond One, we will bring more visibility to the industry for tech talent and entrepreneurs, especially women, both regionally and globally.
“We are an equal opportunity employer with a clear vision focused on cultivating and growing talent across multiple sectors and categories – beyond just one telco, beyond just one region and beyond just one vertical. Im excited to realise a vision that brings creativity, community and connectivity together, while maintaining a great experience, greater personalisation, and even greater hyper-localisation.”
