Lucidya Boosts Executive Team with Veteran Talent for Global Expansion Push

Editorial Team

Last updated 3-06-2025

3 min

Lucidya announced a major reshuffle of its leadership team ahead of international expansion.

Sisir Das joined as CFO, bringing expertise from Bank of America and Capgemini.

Yara Milbes is now VP of Marketing, with two decades of international marketing experience.

Anand Saurabh takes the role of VP of Engineering, contributing strong product engineering skills.

CEO Asiri believes these hires will help Lucidya scale and outperform competitors.

Lucidya's founder and CEO, Abdullah Asiri, recently revealed a significant reshuffle of the firm's senior leadership team, prior to the company's expansive growth plans. As the Riyadh-based enterprise charts its course towards international markets, it's brought in a powerful mix of experienced hands previously at global giants.

Leading the reshuffle is the new Chief Financial Officer, Sisir Das. Das brings considerable finance expertise from his stints at Bank of America, Capgemini and Sprinklr, where he oversaw strategy formation, financial planning, restructuring initiatives, and was instrumental preparing the company for its IPO.

Also stepping into a key role is Yara Milbes, who joins Lucidya as Vice President of Marketing. Milbes has around two decades of international experience in marketing, previously holding senior leadership positions including Global VP of Marketing at CEQUENS and Global Marketing Director at Infobip—names no stranger to the global digital communications stage.

Joining the team as Vice President of Engineering is Anand Saurabh, who was VP of Product Engineering at Sprinklr previously, and helped build the company from its early days until it became a $3.5 billion unicorn at its IPO. Before Sprinklr, Anand gained valuable insights in technology development roles at Infosys and Deloitte.

To nurture Lucidya's culture and talent strategies, Hisham Mosmar has joined as Director of People and Culture. Mosmar previously held notable roles in HR at Careem, Kavak, and Al-Futtaim. Meanwhile, assuming his new role as Director of Business Development is Ziyad Binsulaiman, who formerly served as Commerical Director at Marn, a fintech firm part of Jahez International.

CEO Abdullah Asiri expressed confidence that these appointments would significantly strengthen Lucidya's position as they expand: "Bringing in top talent from prominent global companies is integral in our strategy to scale swiftly and stay ahead of competition," he said, highlighting the deep expertise and global experience each new executive brings.

For those unfamiliar, Lucidya sits firmly within the thriving sector of "customer experience management" or CXM; essentially it provides an advanced AI-powered suite to help businesses across large enterprises, SMEs, and governmental organisations around the Arab world gain powerful insights from unprocessed data. With these tools, organisations are equipped to transform customer interactions to become deeply meaningful—and most importantly, actionable.

All in all, a pretty exciting time for the Lucidya crew, as it steps up the pace in a competitive and fast-moving digital world. With appointments like this, Arageek readers might reckon this is one to watch closely in the months ahead.

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