Beyond ONE appoints Nisreen Shocair as CEO for Middle East and Africa

Beyond ONE appoints Nisreen Shocair as CEO for Middle East and Africa

DUBAI, UAE: Following its recent acquisition of Virgin Mobile Middle East and Africa (VMMEA), Beyond ONE™, the TMT-sector (technology, media, telecommunications) investment and operations company, has announced the appointment of Nisreen Shocair as Chief Executive Officer for Middle East and Africa.

Overseeing both Virgin Mobile and Friendi Mobile brands in the UAE, Saudi Arabia, Oman and Kuwait, Shocair will be responsible for driving and developing the next phase of the organisation.

A bold and seasoned leader spanning geographies and sectors, Shocair has built a career at the intersection of technology, entertainment, fashion, retail and sustainability in United States, UK, Germany and the Middle East. Most recently, she was CEO of YOOX NET-A-PORTER Group in the Middle East. Prior to that, she led the launch of a live streaming shopping network on MBC, the largest media company in the MENA region, a first-mover in shoppable digital content. As President of Virgin Megastore for MENA, Shocair led the organisation’s radical transformation across nine markets. She has also held leadership positions at Viacom, Sony Music, Bertelsmann AG and Hearst.

Group CEO of Beyond ONE, Markus Tagger said: “Nisreen is a future-forward thinker and leader with a track record of successful cross-sector transformation and business growth. We