Ali Shareif

Ali Shareif is a transformational retail leader with more than 27 years of experience shaping and scaling fashion and lifestyle businesses across the Middle East. He is the Group Chief Executive Officer of SETA Holding, a platform dedicated to building and managing homegrown fashion brands through a fully integrated model that controls the entire value chain — from design and production to distribution and omnichannel retail — alongside selected international brands.
Ali’s leadership focuses on long-term value creation, operational excellence, and sustainable growth, combining strategic clarity with strong execution. He has led complex transformations across diverse business models, including retail, e-commerce, wholesale, distribution, and manufacturing.
Previously, Ali served as CEO of Al Othaim Life and held senior leadership roles with Azadea and Cenomi, managing multi-geographical operations and high-growth portfolios. He is known for building future-ready organizations, empowering talent, and redefining modern retail in emerging and mature markets.