Who We Are

Led by a Founder
Who’s Been There

We’re not consultants who theorize—we’re operators who’ve lived every phase of the founder journey. We built from scratch, scaled, and exited one of the GCC’s most recognized healthy consumer brands (Munchbox).

What began as a bootstrapped snack startup turned into a regional powerhouse, eventually acquired by one of the Middle East’s largest food conglomerates.

We know the realities of operating in this region—scaling across borders, managing retail and e-commerce, navigating cash flow crunches, motivating teams, and fundraising in unpredictable markets. We've faced brutal setbacks and sleepless nights, and we’ve come out stronger, with a tested playbook that actually works.

During that Journey,

We:


  • Grew revenue 10x in our first five years, then another 6x before exit
  • Launched over 150 SKUs and scaled supply chains across three continents
  • Developed a brand identity that became a household name in the UAE
  • Improved gross margins by over 50% through rigorous operational reform and strategic pricing
  • Expanded distribution to 7 countries, unlocking new growth corridors
  • Built and managed teams across Dubai and Jeddah with decentralized operations
  • Raised funding from angels and VCs and successfully exited to a Multi-billion-dollar player

During that Journey

We:


  • Grew revenue 10x in our first five years, then another 6x before exit
  • Launched over 150 SKUs and scaled supply chains across three continents
  • Developed a brand identity that became a household name in the UAE
  • Improved gross margins by over 50% through rigorous operational reform and strategic pricing
  • Expanded distribution to 7 countries, unlocking new growth corridors
  • Built and managed teams across Dubai and Jeddah with decentralized operations
  • Raised funding from angels and VCs and successfully exited to a Multi-billion-dollar player

We also made painful mistakes, learned fast, rebuilt better—and now we bring all of that wisdom to the brands we serve.

We don’t just bring advice. We bring fire-tested execution, grounded in experience. If you’re looking for someone to help you scale with speed, integrity, and clarity—we’re the team you want in your corner.

profile

Meet the Founder


In the first 15 years of my career, I built a foundation in global operations at Procter & Gamble and Mars Inc., where I managed over $300 million in capital projects across Belgium, Nigeria, Egypt, and the UAE. These experiences shaped my expertise in operations, regional transformation, and Fortune 100 standards—preparing me for the leap into entrepreneurship.

In 2014, I left the corporate world to found Munchbox, the region’s first healthy snack brand with a direct-to-consumer model. What began as a niche online concept grew into a regional category leader—spanning five product lines, 150+ SKUs, and shelf presence in over 2,000 retail outlets across the GCC. We built it from the ground up: formulating our own recipes, setting up in-house manufacturing, and scaling a multi-channel distribution engine that covered D2C, B2B, and modern retail.

Along the way, we 10X'ed revenue, caught the attention of CNN, Dubai TV, and Khaleej Times, and eventually secured an exit to one of the region’s largest food conglomerates.

After the acquisition, I reflected on the path it took to get there. While the growth was real, the sleepless nights and constant firefighting could’ve been avoided if I’d had someone beside me who had walked the path before—someone who could roll up their sleeves and help drive results, not just offer advice.

That’s why I started 10X Scaleups: to be the execution partner I wish I had—helping founders scale smarter, faster, and with far less drama.

Let’s 10X Your Company

Meet the Founder


In the first 15 years of my career, I built a foundation in global operations at Procter & Gamble and Mars Inc., where I managed over $300 million in capital projects across Belgium, Nigeria, Egypt, and the UAE. These experiences shaped my expertise in operations, regional transformation, and Fortune 100 standards—preparing me for the leap into entrepreneurship.

In 2014, I left the corporate world to found Munchbox, the region’s first healthy snack brand with a direct-to-consumer model. What began as a niche online concept grew into a regional category leader—spanning five product lines, 150+ SKUs, and shelf presence in over 2,000 retail outlets across the GCC. We built it from the ground up: formulating our own recipes, setting up in-house manufacturing, and scaling a multi-channel distribution engine that covered D2C, B2B, and modern retail.

profile

Along the way, we 10X'ed revenue, caught the attention of CNN, Dubai TV, and Khaleej Times, and eventually secured an exit to one of the region’s largest food conglomerates.

After the acquisition, I reflected on the path it took to get there. While the growth was real, the sleepless nights and constant firefighting could’ve been avoided if I’d had someone beside me who had walked the path before—someone who could roll up their sleeves and help drive results, not just offer advice.

That’s why I started 10X Scaleups: to be the execution partner I wish I had—helping founders scale smarter, faster, and with far less drama.

Let’s 10X Your Company
Contact Us