Mahmoud Zou Alghina
Chief Commercial Officer | Commercial Scale, Revenue Growth, and Marketplace Expansion Across MENA
20+ years of commercial leadership across eCommerce marketplaces, B2B channels, and B2C growth platforms. Proven execution in revenue scaling, market expansion, team performance, and operational excellence across MENA and international markets. AI adoption and automation integrated to sharpen efficiency, strengthen decision-making, and accelerate profitable commercial growth.
Proven Track Record at Scale
20+ Years
Deep expertise in eCommerce and digital marketplaces across emerging and mature markets
Marketplace Pioneer
Led critical marketplace transitions at Souq.com and Amazon.ae, managing seller migrations and growth
13-Market Expansion
Scaled LikeCard from 4 to 13 markets, building commercial infrastructure across MENA
400+ Team Members
Built and led high-performing commercial teams of over 400 people across the region
About Mahmoud
Currently serving as Chief Commercial Officer at LikeCard, I lead B2C, B2B, and point-of-sale commercial strategy for digital goods including gift cards, gaming cards, and prepaid services across the MENA region. My role encompasses the entire commercial ecosystem—from pricing strategy and category management to partnership development and team performance optimisation.
My career trajectory reflects consistent progression in marketplace and eCommerce leadership. As Regional Commercial Director at Cartlow, I built and scaled reverse logistics and recommerce operations across UAE, KSA, and Egypt, achieving over 300% year-on-year GMV growth whilst significantly improving profitability metrics.
At Amazon.ae, I served as Senior Manager of Seller Services, driving the complex migration of marketplace sellers from Souq.com to Amazon.ae. This involved managing hundreds of key accounts, increasing seller recruitment, and boosting selection growth—all whilst maintaining seller satisfaction and revenue targets.
My tenure at Souq.com saw me progress from Business Development Manager to Head of Business Development, where I launched Fulfilled by Souq, improved delivery times, and reduced cancellation rates to near zero whilst onboarding hundreds of strategic accounts.
Core Expertise
Marketplace Management
End-to-end marketplace strategy, from seller acquisition and category expansion to selection growth and performance optimisation
Commercial Strategy
Go-to-market planning, pricing mechanics, GMV and gross profit optimisation, and promotion strategy design
Business Development
Strategic partnership structuring, key account management, and enterprise deal negotiation with banks, telcos, and corporates
Team Leadership
Building high-performing commercial organisations, establishing KPI frameworks, and coaching managers for sustained excellence
Consulting & Advisory Services
I help founders, CEOs, and commercial leaders design and execute strategies that grow GMV, improve profitability, and scale high-performing commercial teams. My approach combines practical marketplace expertise with strategic thinking—delivering actionable roadmaps rather than theoretical frameworks.
Marketplace Launch & Scale-Up
Advising on launching or scaling marketplace models (B2C, B2B, or hybrid). I help with category strategy development, seller acquisition frameworks, selection growth tactics, and marketplace economics optimisation. Whether you're building from scratch or transitioning an existing platform, I provide proven playbooks adapted to your market context.
Commercial Strategy & GTM Design
Comprehensive pricing strategy, promotion mechanics design, and GMV/GP optimisation. I create expansion playbooks for new markets across GCC, wider MENA, and Turkey, helping you prioritise market entry, structure local operations, and adapt commercial models to regional nuances whilst maintaining profitability.
B2B Growth & Strategic Partnerships
Developing bank, telco, and enterprise partnerships for digital goods and vouchers. I structure win-win commercial models and long-term contracts that drive sustainable growth, helping you navigate complex stakeholder negotiations and build partnership frameworks that scale across multiple markets.
Team Structure & Performance
Designing commercial organisation structures and establishing meaningful KPIs that drive accountability. I coach commercial leaders and managers on best practices, help build recruitment frameworks, and create performance management systems that align individual success with company objectives.
Operational Excellence & Cost Mitigation
Implementing process automation, CRM optimisation, and funnel visibility improvements. I help with vendor management restructuring, margin control mechanisms, and cost optimisation strategies that protect profitability whilst maintaining growth momentum and customer experience standards.
Market Expansion Strategy
Creating comprehensive market entry strategies for regional expansion. I assess market readiness, develop localisation frameworks, structure operational requirements, and build commercial models adapted to local market dynamics—drawing from experience scaling across 13 markets in MENA.
Book a Business Consultation
If you want an external perspective from someone who has built and scaled marketplace businesses from the ground up, you can book a 60-minute consultation. We'll discuss your specific challenges, opportunities, and create an actionable plan for your next phase of growth.
Whether you're preparing for market expansion, optimising your commercial operations, or building your leadership team, I bring practical insights from having navigated these challenges across multiple markets and business models.
What to Expect
- Confidential one-on-one session tailored to your business context
- Practical recommendations based on proven marketplace frameworks
- Clear action items and strategic priorities for implementation
- Follow-up summary document with key insights and next steps
Career Journey
My professional trajectory reflects consistent progression in eCommerce and marketplace leadership, with each role building upon previous experience whilst tackling increasingly complex commercial challenges across emerging markets.
1
LikeCard – Chief Commercial Officer
Dubai, UAE | August 2023 – Present
Leading B2C, B2B, and POS channels for digital gift cards and gaming products. Expanded commercial and operational presence from 4 to 13 markets across MENA. Drove growth by optimising pricing models, enhancing customer experience, expanding product portfolio, and building strategic partnerships with banks, telcos, and enterprise clients.
2
Cartlow – Regional Commercial Director
Dubai, UAE | January 2021 – July 2023
Built and led a 120+ member commercial team across UAE, KSA, and Egypt. Achieved 300%+ year-on-year GMV growth whilst significantly improving profitability through operational efficiency, vendor management, and strategic category expansion in the recommerce space.
3
Amazon.ae – Senior Manager, Seller Services
Dubai, UAE | May 2017 – December 2020
Led the migration of marketplace sellers from Souq.com to Amazon.ae following the acquisition. Increased seller recruitment and selection growth, boosting revenue and seller success metrics whilst managing complex stakeholder relationships during a critical transition period.
4
Souq.com – Business Development Leadership
Dubai, UAE | 2014 – 2017
Progressed from Business Development Manager to Head of Business Development. Launched Fulfilled by Souq, improved delivery times, reduced cancellation rates to 0%, and onboarded hundreds of key accounts whilst scaling the marketplace across multiple categories.
5
Logta.com / Early Career
Dubai, UAE | 2008 – 2014
Led sales teams and signed hundreds of automotive and real estate partners for Bezaat.com, an Arabic classifieds portal. Developed foundational skills in partnership development, sales management, and market development in the early days of MENA digital commerce.
Key Achievements in Numbers
Measurable impact across marketplace growth, team building, and operational excellence throughout my career.
300%+
YoY GMV Growth
Achieved at Cartlow through commercial team scaling and strategic market expansion
13
Markets
Expanded LikeCard's commercial operations from 4 to 13 markets across MENA
400+
Team Members
Built and managed commercial teams across multiple markets and business units
1000s
Key Accounts
Onboarded strategic merchants and partner accounts across marketplace platforms
20+
Years Experience
Deep expertise in eCommerce, marketplaces, and commercial leadership across MENA
Insights & Stories
Practical lessons from scaling marketplace businesses, building commercial teams, and navigating the complexities of eCommerce growth across emerging markets.
From 8 to 9 Digits: Lessons from Scaling Marketplace Revenue
Marketplace Strategy | 12 March 2024
Scaling marketplace revenue from tens of millions to hundreds of millions requires more than simply adding sellers and traffic. This article explores the critical inflection points I experienced at Souq.com and Amazon.ae—from improving unit economics and category mix to building scalable operational infrastructure. Learn what changes when you cross each revenue threshold and how to prepare your organisation for exponential growth.
How to Build a 100+ Person Commercial Team Across Markets
Leadership & Teams | 5 February 2024
Building high-performing commercial teams across multiple markets presents unique challenges in organisational design, KPI alignment, and cultural cohesion. Drawing from my experience at Cartlow and LikeCard, I share practical frameworks for structuring regional commercial organisations, establishing meaningful performance metrics, hiring for different markets, and creating a unified culture whilst respecting local nuances.
Avoiding Margin Erosion in High-Growth eCommerce
Marketplace Strategy | 18 January 2024
The pressure to grow GMV often leads companies to sacrifice profitability through aggressive discounting, unsustainable vendor terms, or operational inefficiency. This article examines how to balance growth ambitions with gross profit protection—covering pricing strategy, promotion mechanics, vendor negotiation tactics, and cost structure optimisation based on real scenarios from rapid-growth environments.
Expanding from 4 to 13 Markets: What I'd Do Again (and What I Wouldn't)
Expansion & Markets | 29 December 2023
Market expansion sounds straightforward until you face the reality of different regulations, payment systems, logistics networks, and customer behaviours. I share candid lessons from scaling LikeCard across MENA—including which markets to prioritise, how to structure local operations, when to standardise versus localise, and the costly mistakes to avoid when entering new territories.
What Founders Get Wrong About Marketplaces
Personal Lessons | 8 November 2023
Many founders underestimate the complexity of marketplace economics, selection growth, and supply-side management. This piece addresses common misconceptions about marketplace business models—from the "build it and they will come" fallacy to misunderstanding unit economics, the importance of seller success, and the operational infrastructure required to scale sustainably without compromising customer experience.
Let's Talk
If you're building or scaling an eCommerce or marketplace business and want to discuss strategy, organisation, or execution, reach out. I work with founders, CEOs, and commercial leaders who are tackling complex growth challenges and need an experienced perspective from someone who has navigated similar situations.
Whether you need help with market expansion strategy, commercial team structuring, marketplace optimisation, or partnership development, I'm here to provide practical guidance based on proven frameworks and real-world experience across multiple markets and business models
Get in Touch
Fill in the form below or connect with me directly on LinkedIn. I typically respond within 24-48 hours to discuss how I can help with your specific challenges.
Mahmoud Zou Alghina
Based in Dubai, UAE
"Leadership is execution, not theory."
© 2024 Mahmoud Zou Alghina. Chief Commercial Officer specialising in eCommerce marketplace growth, commercial strategy, and team leadership across MENA.