“The future belongs to those who invest in their people. Training isn’t a cost; it’s your competitive edge.”
Tell us about yourself and your background
I’m proud to say that my story is beautifully layered. I’m an Omani, born in Scotland to Egyptian Lebanese parents, a unique cultural mix that has shaped how I see the world and connect with people. My upbringing taught me to appreciate diversity, resilience, and adaptability, qualities that have stayed with me throughout my career.
Academically, I hold a bachelor’s degree with a double major in Accounting and Finance and a minor in Marketing. I later became a Fellow member of the esteemed ACCA, which has played a significant role in shaping my professional journey.
I began my career in banking but quickly developed a deep passion for the oil and gas industry, where I spent 13 fulfilling years serving my beloved country, the Sultanate of Oman, in various finance roles. These roles helped me build a strong foundation in financial reporting, planning, operations, and strategic finance. During my last three years in that industry, I was seconded as a coach to our finance directorate and that experience turned out to be a lightbulb moment for me. I discovered how much I genuinely love coaching and empowering others, and it became clear that this was more than just a skill-it was a passion.
With that realization, I decided to take a bold step. I left my job and moved to Dubai, seeking new challenges and exposure to different markets. I vividly remember applying to 417 jobs on LinkedIn, received a few interviews but nothing materialized. Looking back, I know now it was because I was searching for something very different from what I had done before. I didn’t want to repeat the past “I wanted to grow beyond it”
Just as I was about to return home and settle for the familiar, I was headhunted for a training role at PwC’s Academy Middle East and that’s when everything changed. I’ve now spent the past year doing what I truly love: training, mentoring, and speaking. I’ve had the honor of being a keynote and panel speaker at several finance conferences across the region, and I get to help people not only understand finance but enjoy it and apply it in meaningful ways.
And perhaps my proudest achievement of all: I’m a mother to two beautiful daughters, who have journeyed alongside me in this career. They’ve taught me strength, balance, and the importance of leading with heart. Everything I do is not only for the professionals I train but also for them.
What is it that you currently do?
I am currently the Head of Professional Development – Finance and ESG Training at PwC’s Academy Middle East. I oversee the design, development, and delivery of training programs across Finance, Governance, Risk & Compliance (GRC), and ESG for both public and private sector clients in the region.
My technical foundation spans financial accounting and reporting, FP&A, management accounting, finance operations, and internal controls. Over the past few years, I’ve developed a growing passion for sustainability and ESG reporting, and I’ve had the privilege of delivering training to over 6,000 professionals across the Middle East.
As a proud Fellow of the ACCA, I advocate for IFRS and IPSAS as the global languages of finance. But more than anything, I strive to make learning engaging, practical, and human, helping people not just understand finance, but enjoy it and apply it with confidence.
What are some interesting projects you’ve worked on?
I’ve been part of several exciting initiatives, but the most rewarding has been long-term capability-building projects, especially with public sector organizations. These programs give us the opportunity to walk alongside our clients over time, watching their teams grow, shift mindsets, and gain real competence.
It’s incredible to see how talent emerges throughout the journey, and how targeted, meaningful training can transform both individuals and institutions. Those are the moments that make this work deeply fulfilling.
Why are you so passionate about training?
Because it’s human. I thrive on connection, the energy of a room, the spark when someone has an “aha” moment, the feedback that a concept finally made sense.
Training gives me the opportunity to make an impact on people’s lives, not just by sharing knowledge, but by empowering them to use that knowledge with confidence. I especially enjoy making finance feel fun and accessible, breaking the myth that it’s dry or intimidating.
To me, training is a blend of teaching, storytelling, mentoring, and coaching and I love every part of it.
What is your biggest career achievement?
My biggest achievement was stepping out of my comfort zone to transition from a traditional finance role into the world of training. It wasn’t an easy decision leaving a well-established path to pursue a passion I had only just discovered.
I didn’t start out as a trainer, but I believed in my ability to connect with people and explain complex topics simply. That belief, combined with hard work and continuous learning, helped me thrive in this new space.
What truly makes me proud is hearing how my sessions change people’s perception of finance from something boring or technical to something they find engaging, strategic, and even inspiring.
What is the biggest challenge that organizations are facing right now in finance—and why do they need training?
Organizations today face immense pressure to modernize their finance functions, stay compliant with evolving regulations, and deliver strategic value, not just reports.
The biggest challenge is often a skills gap: many finance professionals are excellent technically but haven’t been exposed to digital tools, sustainability standards, or strategic business partnering.
Training is essential because it builds capability, confidence, and alignment. It helps organizations shift from reactive finance to forward-thinking, insight-driven finance which is exactly what today’s environment demands.
In what industry do you see the most rapid growth for the services you provide?
Right now, the public sectors in the middle east region are going through a major transformation, especially across the Gulf region. Governments are focusing on AI and digital transformation, fiscal sustainability, performance-based budgeting, and ESG, creating a huge demand for capability building.
That said, we’re also seeing rapid growth in financial services, real estate, and energy sectors where digital finance, governance, and sustainability are driving change and increasing the appetite for impactful training.
Why is training essential for companies to reach their full potential?
Because people are the drivers of performance and without the right knowledge, skills, and mindset, even the best strategy will fall short.
Training equips employees with practical tools to solve real problems, adapt to change, and innovate. It helps build a culture of ownership and continuous improvement. The right training doesn’t just deliver knowledge—it unlocks potential.
In short, if you want your company to grow, your people need to grow first.
What are your top strategies for continued success after an organization completes a training program?
We place a strong emphasis on post-training support. One of the key tools we use is a “Training Impact Playbook” a framework that helps participants take what they’ve learned and apply it in their workplace.
We also offer coaching, impact reviews, and follow-up workshops, which ensure that learning isn’t just an event, but a journey. The real success happens when participants demonstrate the impact of their learning on business outcomes and that’s what we help them achieve.
What current trends do you see in the training industry?
The biggest trend? AI and digital transformation are reshaping the landscape. Training content and delivery are becoming more personalized, interactive, and data driven.
At the same time, ESG and sustainability are becoming core priorities. Organizations are seeking not just compliance, but purpose-led performance and training is a critical lever for that.
Another trend I love seeing is the shift from passive learning to immersive learning. People want to learn by doing, experimenting, and collaborating not by watching endless PowerPoints.
How do you see the training industry evolving over the next five years?
The future of training will be immersive, personalized, and continuous. We’ll see a rise in microlearning, on-demand content, and AI-supported coaching. But more importantly, training will need to deliver experiences, not just information.
Organizations will value providers who can design transformative learning journeys through blending technical rigor with emotional intelligence and real-world application.
The most successful training programs will be those that create a measurable impact and a lasting shift in behavior.
What are your future goals?
My mission is to make a lasting difference by shaping the future of learning and development. Looking ahead, my goal is to design and deliver transformative training experiences that empower individuals and organizations to thrive in a rapidly evolving world. I envision building learning journeys that are immersive, personalized, and powered by AI moving beyond traditional classrooms into dynamic, real-world application. I aspire to lead thought leadership in finance and ESG, redefining what finance means in a more purposeful, inclusive, and sustainable context. Through speaking, writing, and innovation in training, I aim to create impact at scale, helping people unlock their full potential and organizations future-proof their capabilities.
Where can readers connect with you?
LinkedIn is my go-to platform. I share insights, updates, and connect with professionals who are passionate about growth, learning, and impact. I welcome meaningful conversations and collaborations there.
