Aref Yehia

Aref Yehia is the Head of Retail, Ecommerce, and QSR Business Partnerships at TikTok MENA, where he leads the strategic development of partnerships across the region. Now in his 6th year at TikTok, Aref has built and scaled relationships across the full spectrum of the industry, working with senior leaders to help businesses unlock their full potential by leveraging the platform’s creative, data, and commerce capabilities. During his tenure, Aref has contributed to industry thought leadership at the intersection of retail and technology, including hosting the Future of Retail podcast, engaging regional leaders on what’s next for commerce. Prior to TikTok, Aref spent 13 years at Procter and Gamble in senior brand and commercial roles across IMEA, and later served as Head of Marketing for Mall of the Emirates at Majid Al Futtaim. Aref holds an Executive MBA (TRIUM) from LSE, NYU, and HEC Paris.