The beginning
I started my career as an intern at Al Seer, one of the largest distribution companies in the UAE. The FMCG world at that scale is unforgiving — you learn fast or you don't survive. After proving myself, I reached a crossroads: trade marketing analysis or e-commerce. I chose e-commerce because I saw something most people hadn't — the Q-commerce channel was going to change how FMCG brands reach consumers in the UAE.
The accelerator
That decision changed everything. I went on to manage businesses generating over 250M AED in UAE revenue. I understood how platforms work from the inside — the algorithms, the SLAs, the stock allocation logic, the ad systems. These are things you can't learn from a textbook. Then came Emirates Snacks Foods, where I managed e-commerce across a portfolio of more than ten multinational brands — including Alpro, Hershey's, Heinz, Americana, Colgate, Barilla, Double A, Cheetos, Indomie, and Shan. Operating brands of that caliber gave me the frameworks I still use today.
The insight
The turning point came when I realized everyone was getting q-commerce wrong. Brand owners, distributors, even some platform teams were looking at it through an offline retail lens. The strategies, the stock planning, the content — all of it was being thought about incorrectly for a channel that operates with 15-minute delivery windows, 1,000-SKU dark stores, and real-time demand signals. That gap was Mantaga's founding thesis.
The validation
Mantaga's first client was DoFreeze — one of the UAE's largest Bakery manufacturer. Within eight months, the results were significant enough that their CEO asked me to also help build their in-house e-commerce capability — not just for the UAE, but across their international markets.
Today that relationship continues as a parallel mandate. I serve as DoFreeze's E-Commerce Consultant, building and managing their in-house e-commerce team for global markets — while Mantaga has my full operational attention day-to-day, running brand portfolios across UAE q-commerce platforms with the same level of detail and accountability my distributor clients have come to expect.
Mantaga today
Today we manage 30 brands and 210+ SKUs across Talabat, Noon, Amazon, and Careem for distributor clients across the UAE. The team has grown, the systems have matured, and we've built proprietary operations infrastructure that lets us manage 30 brands with the precision of a dedicated team for each.
