Team | Eastbound Advisory

Ayman Haddad

CEO & Principal Advisor

Location: Riyadh and Dubai
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Ayman Haddad is the CEO of Eastbound Advisory Group and a senior global leader with over 35 years of experience as a CEO of holdings and managing partner at PwC, Accenture and Heidrick & Struggles. He has conducted large growth, transformation, governance and leadership development projects across Europe, Middle East and Africa. He earned an MBA in Strategy and Finance with high honors from Chicago Booth and a Masters in Computer Engineering from UTC France.

Sectors: financial services, family holdings, sovereign wealth funds.

Expertise: board governance, operating models, organisation restructuring.

George Haimari

Principal Advisor

Location: Dubai
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Growth

Former Co-Founder & CEO of Nomo, Boubyan Bank's UK-based Sharia-compliant digital bank, scaled to 85,000+ customers across the GCC. Previously Partner at McKinsey & Company (Financial Institutions Practice Lead, Middle East) and Partner at Booz & Company, advising boards, CEOs and regulators on large-scale transformation and growth strategy across 10+ markets. Independent Supervisory Board Member at PASHA Bank and Board Director at Phoenician VC. Holds an MBA from the American University of Beirut and a Licence in Economics from Université Saint-Joseph.

Sectors: banking, fintech, financial services, venture capital.

Expertise: digital banking transformation, growth strategy, board governance, greenfield business launches.

Souheil Moukaddem

Principal Advisor

Location: Dubai
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Performance

Chairman of Beyond Group and former Senior Partner and Global Head of Cyber at Oliver Wyman, with prior roles as Executive Vice President and MENA Managing Director at Booz Allen Hamilton and Manager at Bain & Company. Over 25 years advising boards and C-suites on strategy, large-scale transformation, governance, organisation design and performance improvement. Holds an MPP in Public Policy from Harvard University.

Sectors: financial services, cybersecurity, family offices, education governance.

Expertise: strategic planning for growth, governance, M&A, large-scale transformation.

Hadi Raad

Principal Advisor

Location: Dubai
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Performance

Digital & fintech executive with 20+ years at Amazon, Visa, Google and Strategy& (formerly Booz & Company), most recently as Partner at ExcelinDigital leading AI-led digital transformation. At Amazon, led Shopping Experience for MENA & Turkey, doubling store-visitor-to-customer conversion; at Visa, led digital payments transformation across CEMEA, scaling contactless payments from 1% to 80% of volume. Holds an MBA with High Honors from the University of Chicago Booth School of Business.

Sectors: fintech, e-commerce/retail, payments, telecom.

Expertise: digital & AI transformation, P&L management, go-to-market strategy, product innovation, ecosystem growth.

Firas Safieddine

Principal Advisor

Location: Dubai
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Service lines

Transformation

Former Vice Chairman of Lebanon's Capital Markets Authority (2012–2020), where he helped stand up the newly established regulatory body. Senior Advisor at Ankura and former Managing Partner at The Unit; earlier CEO of G2 Capital Holding, a private family office investment group spanning food services, publishing, technology and real estate. Also served as Senior Advisor to Lebanon's Ministers of Finance and of Economy & Trade. Certified Director with an MBA in Finance from the University of Chicago Booth School of Business.

Sectors: capital markets, regulatory affairs, family office investment, financial services.

Expertise: risk assurance, anti-money laundering, governance, regulatory frameworks, board advisory.

Our Team

Ayman Haddad

George Haimari

Souheil Moukaddem

Hadi Raad

Firas Safieddine

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