She Builds

In this episode, I sit down with Michelle, Director of Operations at Beco Capital, one of the region’s biggest early-stage VC firms, managing half a billion dollars in AUM. Michelle has spent over a decade scaling tech startups from her time as Head of Sales Planning at Deliveroo to her current role at Beco. She’s worked on the ground in hyper-growth startups and inside a VC firm, giving her a rar...

In this episode, I sit down with Heidy Nasr, Director of Growth at Careem, the Middle East’s leading super app, to unpack how they scaled ride-hailing, expanded into 15+ verticals, and built an obsessive focus on retention, personalization, and growth loops. Heidi has been at Careem for 7+ years, navigating its evolution from a high-growth startup to a market leader in ride-hailing, food delivery,...

In this episode, I sit down with Ruthie Qadan, Head of Strategy & Operations at Spotify MENA & South Asia, to unpack the hidden strategies behind market expansion, team building, and scaling global businesses. Ruthie started her career in marketing but transitioned into business strategy and operations, proving that being a generalist is a superpower. If you’ve ever wondered how to break into a le...

At Amazon, every decision starts with the customer. In this episode, Shweta reveals Amazon’s frameworks—the Working Backwards approach, PRFAQs, input metrics vs. output metrics and the reality of high-stakes decision-making inside one of the world’s most influential companies. Now a founder herself, she’s applied these principles to building her own business, The Midori Company. This conversation...

I was an inexperienced marketeer thrust into the start up world and made to learn and build as I went, giving me a thirst for knowledge and curiosity for how others built before me. So I created 'She Builds'. Featuring product, marketing and strategy experts from the likes of Amazon, Deliveroo, the UAE unicorn Careem, I dig deep to find out how they did it, if they had the same problems that I had...