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Business Operations Manager · Riyadh, Saudi Arabia

Operations & investment
at the heart of
Saudi fintech

Business Operations Manager at Malaa — Saudi Arabia's first open banking platform. I streamline settlement and investment workflows, design operational systems, and lead cross-functional teams across personal finance and wealth management products.

See my experience → LinkedIn ↗ Get in touch
Malaa TechnologiesBusiness Operations Manager
10+years experience
5industries scaled
3.2M SARARR built from zero
1st
Open banking & investment platform in Saudi Arabia
Malaa Technologies
3.2M
SAR ARR built from zero
Etmar.com · Greenline Group
37%
Online sales increase in 6 months
B2B eCommerce platform launch
10+
Years scaling operations
Fintech · Wealth Management · eCommerce
What I do
Areas of Expertise
📈
Investment & Wealth Management
Streamline investment workflows, settlement, and fund operations at Malaa. Collaborate with Product and Data to track investment cashflows, fund performance, and NPS in real time — building the ops backbone for Saudi Arabia's investment platform.
🏦
Fintech & Open Banking
Designed core processes supporting personal finance and investment products. Deep knowledge of Saudi fintech regulation, SAMA sandbox, and bank integration workflows for open banking platforms.
⚙️
Business Operations
10+ years designing and running the operational backbone of startups across fintech, eCommerce, telecom, and F&B — from process architecture to vendor management and cross-team governance.
📊
Data & Process Design
Championed data validation for transaction journal accuracy (withdrawals, funding, net journals). Established real-time performance metrics — NPS, investment cashflows, fund performance — with Product and Data teams.
🛒
eCommerce Operations
Built Etmar.com from zero to SAR 3.2M ARR with a 37% sales increase in 6 months. Led 10-member teams across KSA and UAE covering inventory, logistics, payments, and fulfillment.
🤝
Cross-functional Leadership
I lead by building alignment, not authority — translating strategy into clear ownership across functions so every team moves in the same direction without friction.
Career
Experience
Full profile ↗
Aug 2024 — Present
Riyadh, Saudi Arabia
Current
Business Operations Manager
Malaa Technologies
Oversee daily operations, cross-team collaboration, and process optimisation at Saudi Arabia's first open banking and investment platform. Streamline settlement and investment workflows, oversee cash management, and implement automation for funding flows and transaction reconciliation. Collaborated with Product and Data to establish real-time metrics covering NPS, investment cashflows, and fund performance.
Investment WorkflowsOpen BankingSettlementKPI DesignSLAsBank Integration
Jun 2023 — Jul 2024
Riyadh, Saudi Arabia
Head of Operations
Greenline Group — Etmar.com
Built and launched Etmar.com, a B2B food eCommerce platform, from zero — generating SAR 3.2M ARR. Achieved a 37% increase in online sales within six months of launch. Streamlined operational expenses by 20% (SAR 700K annually) through process digitisation and automation. Recruited and trained a cross-functional team of 10 across KSA and UAE. Integrated Amazon Payment Services and negotiated with BNPL providers.
eCommerceP&LTeam BuildingPaymentsBNPLAutomation
Jan 2023 — May 2023
Riyadh, Saudi Arabia
Operations Manager
Amkenah
Developed and launched a booking platform for Riyadh-based experiences and activities. Reduced supplier costs by 20% and grew online sales by 30% in five months. Led logistics, support, and operations teams while supporting marketing and growth initiatives.
Platform LaunchSupplier NegotiationGrowthLogistics
Aug 2021 — Jan 2023
Riyadh, Saudi Arabia
Operations Manager
Hwadi.sa
Spearheaded the development of Karaz.market, a collaborative eCommerce venture with Spacetoon. Managed Operations, Marketing, and Logistics teams (16 staff) and prepared the platform for acquisition. Negotiated with vendors and onboarded 3PL partners including Imile, Samsa, and Aramex.
eCommerce3PL16-person TeamM&A Prep
Nov 2020 — Jul 2021
Riyadh, Saudi Arabia
eCommerce Operations Specialist
Modern Electronics (Sony World)
Managed 7,000+ PS5 orders across KSA achieving a 93% same-day delivery rate. Reduced fraudulent transactions from 9% to 2% through improved system checks and process coordination across Mestores.com and La3eb.com.
Order ManagementFraud ReductionSame-day Delivery
Dec 2018 — Oct 2020
Riyadh, Saudi Arabia
eCommerce Operations Team Leader
Axiom Telecom
Managed a 4-member team overseeing online operations for Huawei, Samsung, and HTC Vive. Achieved over $19M in online sales and launched Axiom's stores on Amazon and Noon. Collaborated with Huawei's tech team to devise an e-wallet solution that significantly reduced checkout time.
$19M+ Online SalesAmazonNoonE-wallet
2013 — 2018
Riyadh, Saudi Arabia
Key Account Executive · Marketing Supervisor · Sales Advisor
Axiom Telecom
5 years building a foundation in sales, marketing, and account management at one of the region's largest telecom retailers — progressing through three roles and gaining deep expertise in customer operations and commercial growth.
SalesMarketingKey AccountsTelecom
About
The story so far

With over 10 years of experience across fintech, eCommerce, and F&B, I currently serve as Business Operations Manager at Malaa Technologies — Saudi Arabia's first open banking and investment platform. I lead efforts to optimise operational processes, oversee cash management, and streamline settlement and investment workflows.

Focused on fintech and wealth management, I work daily at the intersection of investment operations, open banking, and data-driven process design — building the systems that ensure seamless funding flows, real-time fund performance tracking, and accurate transaction reconciliation at scale.

My career is anchored in building and scaling innovative platforms while delivering measurable results. Before Malaa, I built Etmar.com from zero to SAR 3.2M ARR, drove $19M+ in online sales at Axiom Telecom, and led teams of up to 16 across five industries. I'm based in Riyadh and committed to creating impactful solutions that empower users and foster sustainable success.

Say hello → LinkedIn ↗
⚡
Systems over heroics
Great teams run on great processes, not individuals burning out. Build the system, then let it compound.
📊
Data before decisions
Opinions are cheap. I default to measuring, monitoring, and letting numbers guide the next move.
🏗️
Builder at heart
Whether it's a platform, a team, or a process — I get the most energy from creating something from nothing.
🌱
Long game focus
Saudi Arabia is one of the most exciting places to build right now. I'm here for the decade, not the quarter.
Skills
Skills & Tools
Investment Operations
Wealth Management
Settlement & Funding Flows
Fintech Operations
Payment & Open Banking
SAMA Sandbox
Business Operations
Process Optimization
KPI Design
Strategic Planning
Data Analysis
Cross-functional Leadership
Metabase
Notion
Slack
Claude AI
Common questions
FAQ
Who is Ashraf Alhemiry?
Ashraf Alhemiry is a fintech and investment operations expert based in Riyadh, Saudi Arabia. He is the Business Operations Manager at Malaa Technologies — Saudi Arabia's first open banking and investment platform. With over 10 years of experience across fintech, eCommerce, and F&B, he specialises in investment workflows, settlement operations, and wealth management products across KSA.
What does Ashraf specialise in within fintech and investment?
Ashraf specialises in investment operations — including settlement workflows, investment cashflows, fund performance tracking, and funding flow automation. At Malaa, he oversees the entire operational backbone of Saudi Arabia's first open banking and investment platform: from process design and KPI frameworks to bank integrations and transaction reconciliation.
What is open banking in Saudi Arabia?
Open banking in Saudi Arabia is a regulatory framework driven by SAMA (Saudi Central Bank) that allows licensed fintech platforms to securely connect to users' bank accounts with their consent. This enables unified financial visibility, investment management, and personal finance tools. Malaa Technologies — where Ashraf manages operations — was Saudi Arabia's first open banking and investment platform to operate under this framework.
What is Malaa Technologies?
Malaa Technologies is Saudi Arabia's first open banking and investment platform, based in Riyadh. It connects users to all their bank accounts and provides personal finance management, investment tracking, and wealth management tools. Ashraf Alhemiry serves as Business Operations Manager, leading investment workflows, settlement operations, and cross-functional process design.
How can I contact Ashraf Alhemiry?
You can reach Ashraf at alhemiry7@gmail.com or connect with him on LinkedIn. He is based in Riyadh, Saudi Arabia and is open to conversations about fintech, investment operations, and open banking in the MENA region.
Let's work
together

Whether you're building in fintech, scaling operations, or launching a startup in Saudi Arabia — I'm always open to a good conversation.

Send me an email → Connect on LinkedIn