Dina Essam Eldin Saad

Dina leads strategy and consulting engagements at Flex Labs across the MENA region, advising clients on commercial strategy, market entry, and business transformation. Her engagements span market sizing and feasibility studies, revenue growth and cost optimization, financial modelling, and fundraising and investor materials across multiple growth-stage ventures across sectors including F&B, mobility, and consumer goods.

Prior to Flex Labs, she founded Foodeck Tech, a B2B procurement marketplace operating between F&B suppliers and restaurants in Egypt. She led the business from concept through to a live pilot, managing product development, commercial negotiations, pricing, and go-to-market execution with the startup selected among five startups to pitch at Founders Live Cairo, a competition running across 40 countries.

Earlier in her career, she held marketing roles at a mobility startup operating in partnership with Uber and AXA, and at Hero Middle East and Africa, where she managed brand performance, campaign execution, and new product launch coordination for Hero Baby across nine markets, alongside a regional SKU and label rationalization initiative.

Having built and operated her own venture, she brings to every client engagement an understanding of what strategy actually demands in practice.

Dina holds a Master in Management (Digital Business) from IE Business School in Madrid and a Bachelor of Business Administration in Marketing from the American University in Cairo, where she graduated Summa Cum Laude.