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Carolina Cifuentes – Is the Head of People and Culture at Tradeling, leading the People & Culture function and driving key HR initiatives. She holds a degree in Psychology from Los Andes University, Colombia, and has completed Leadership Courses at the University of Oxford.
Carolina has built her career in eCommerce across Colombia, Qatar and now UAE, beginning in technical recruitment at Michael Page before transitioning into broader HR leadership roles at companies such as Rappi, Colombia’s first unicorn, and most recently, Snoonu.
Throughout her career, she has developed deep expertise in Recruitment & Selection, HR Operations, Compensation & Benefits, Talent & Performance Management, Learning & Development, and Employee Engagement & Welfare.
Alastair was appointed as Tradeling’s CEO and a board member in 2023 leading the company’s overall strategy and people.
Prior to joining Tradeling, he spent six years at Jumia, most recently as the company’s Group Chief Commercial Officer – Group CCO responsible for Jumia’s $1bn USD GMV and was part of Jumia’s pre IPO team.
He was a Management Consultant at the Boston Consulting Group (BCG), where he worked on large scale e-commerce and technology projects across the GCC. Prior to that, he was a founder of a Software as a Service (SaaS) business based in London.
He holds a MSc from The London School of Economics and Political Science (LSE) and a BSc in Accounting and Finance from the University of Southampton.
Safvan Vali – Is the Marketing Director, leading the company’s marketing strategy and growth. He has over a decade of experience having worked with fast-growth startups and established brands in various industries including e-commerce, travel, and real estate across EMEA.
Before joining Tradeling, he served as the Director of Growth and Marketing at The Luxury Closet and held several marketing leadership positions at organisations such as Travelstart, The Carlyle Group, Property Finder, and Trivago where he drove revenue growth and profitability.
He holds a Bachelor’s degree in Marketing Management and a qualification from the Chartered Institute of Marketing (CIM).
Vikram Sridhar – Joined Tradeling in February 2022, assuming a leadership role over the Product and Design function. He currently serves as the company’s Head of Product and Design.
With over two decades of experience, Vikram has extensive experience in e-commerce, omnichannel retail, and supply chain industries. He held lead product roles at several organisations such as MAF Carrefour, Emirates Airlines, Yoox Net-a-porter group, and Tesco Stores Ltd., where he drove significant changes in the digital space by steering high-performing product teams.
He holds a Bachelor of Engineering degree in Information Science from Visvesvaraya Technological University, and he is currently pursuing his MBA from Alliance Manchester Business School.
Ashok Kumar – Joined Tradeling in January 2022, initially as the Head of Operations and Supply Chain. He then moved into the position of Director, where he now leads the operations and supply chain functions.
He has over 17 years of experience in operations and supply chain management within the e-commerce and automotive manufacturing fields.
Before joining Tradeling he held the position of Manager within the Supply Chain team at Amazon and served as Deputy Manager at automotive manufacturers, including TOYOTA, RENAULT, and VOLVO.
He is an alumnus of Visvesvaraya Technological University (VTU), India, where he earned his Bachelor’s degree in mechanical engineering.
Sandeep Narayanan – Joined Tradeling in 2024 to Head the group’s Commercial function. In this role, he oversees the company’s commercial strategy, cross-border operations, and strategic partnerships.
Before joining Tradeling, Sandeep served as Group Senior Vice President -Commercial, at Jumia for over six years. As a key member of Jumia’s pre-IPO team, he held multiple leadership positions and spearheaded initiatives such as the launch of the Jumia shop-in-shop concept.
With over 16 years of experience spanning retail, distribution, and manufacturing, Sandeep has worked across diverse markets in the Middle East and Africa. Sandeep holds a double MBA from London Business School and SP Jain School of Global Management.
Harry Pappas – assumed the role of Chief Financial Officer at Tradeling in December 2021, where he oversees the company’s financial strategy and operations, including Finance, Risk, Legal, Procurement, and Data Analytics.
With over 25 years of finance experience spanning Europe, Southeast Asia, and the Middle East, he led the finance function across diverse industries, including banking, private equity, telecoms, software, and now e-commerce.
Before joining Tradeling, he served as the Chief Financial Officer at Niometrics. His professional journey includes holding several senior positions at organisations such as Mobiserve and Delta Partners Group.
He holds a BSc degree in Finance and a Master’s in Business Administration. He is a certified accountant and has completed executive courses from the London Business School (LBS) and the Wharton School.
Ahmed Moawad – Since the inception of Tradeling in early 2020, Ahmed Moawad has held the role of Chief Technology Officer. He has a proven track record of successfully building and leading tech and product teams in various new ventures throughout his career.
Ahmed’s experience spans a diverse range of industries, including e-commerce, travel, and recruitment. His passion lies in innovation and technical excellence. He is dedicated to offering our customers the best possible experience, enhanced by cutting-edge technologies.
Having lived in the UAE for the past 12 years, Ahmed brings a unique perspective and depth of knowledge to his role. He holds a Bachelor’s degree in Computer Science, supplemented by numerous certifications in cloud computing and software engineering.