El Grocer announces a new leadership team

RetailME Bureau

UAE-based grocery delivery platform, El Grocer announces a new leadership team. The new appointments include Raed Hafez as CEO, Tareq Abu Kaff as CTO and Xavi Nunes as CMO – who promise to take the company to its next stage of growth. The three new members of the team join forces with founder Nader Amiri, who will focus on operational excellence and strategy.

Since its establishment in 2015, El Grocer has grown 450% year-on-year and saw a dramatic 400% growth in demand during the period March-May during the peak lockdown period in the UAE.

As El Grocer announces a new leadership team, Amiri, said, “Start-ups make critical decisions during their various stages of growth and the appointment of this new team is one of those moments that will define our future. The move will enable El Grocer to enable the brand to expand globally with its disruptive technology and partner engagement model. As markets continue to grow rapidly with vertical investment across the board, the future is bright for El Grocer and the time to put our plans into motion is now.”

Also read: El Grocer is building resilience for future

Hafez brings over 25 years of experience in managing large-scale technology developments and leading large commercial operations. He will be leading the company’s regional expansion as well as contributing to the evolution of El Grocer into a tech-driven company, continuing to lead its digital transformation for the retail sector.

While Kaff is on a mission to transform the marketplace tech operations in the retail/e-grocery segment, as well as integrate all platforms and retailers into a seamless eco-system that enables e-grocery to be efficient, stable and all-connected.

Nunes comes with strong consumer know-how and years of experience with leading FMCG brands. He will leverage some of the newer models and metrics to raise the profile of El Grocer and its e-commerce model in the region, with transparency and visibility allowing them to consolidate their spend and adapt to the new norm in the coming years.


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