The Leadership Behind
GTM Advisory
A diverse team of seasoned professionals, industry experts, and trusted advisors, united by a shared commitment to driving measurable impact for our clients.
Firas Samko Zein
Founder & CEO
As a seasoned Go-To-Market leader and commercial architect, Firas has spent his career at the intersection of enterprise strategy, digital execution, and commercial technology. His executive portfolio includes leading regional commercial operations, infrastructure scaling, and digital commerce transformation across the Middle East, Turkey, and Africa (META) regions for some of the world’s most recognized brands namely Unilever in FMCG, Philips in Consumer Electronics, and Dyson in premium technology.
Firas specializes in dissecting complex commercial architectures to eliminate margin leakage, building highly effective retail architectures, engineering high-growth omnichannel strategies, and embedding data-first approaches across business verticals.
Beyond traditional commercial mechanics, Firas brings a highly advanced, future-proof lens to organizational scaling. He holds specialized certifications in Predictive Analytics from MIT and AI for Business Leaders from London Business School, focusing heavily on data-driven forecasting models and the strategic embedding of AI into core business processes and organizational DNA. This unique fusion of deep enterprise experience and predictive technology allows him to design agile, high-yield commercial engines that anticipate market shifts rather than just reacting to them.
To help expanding businesses bypass traditional execution inaccuracy, Firas founded GTM Advisory to deliver elite corporate strategies directly to leadership teams. Backed by a trusted global network of specialized advisors, he serves as a commercial architect deploying the exact high-caliber playbooks, data models, and structural safeguards utilized by multinational giants to secure sustainable market share and drive predictable profitability in high-growth regions.
Board of Advisors
Vincenzo brings 30 years of international leadership experience, spanning both Healthcare and Consumer businesses, most recently as Regional CEO for the Middle East, Türkiye and Africa at Philips. Throughout his tenure, he played a pivotal role in driving key transformative missions across the region, championing key initiatives that strengthened Philips’ presence as a long-term partner in regional healthcare transformation.
Known for authentic leadership and a clarity-rooted style, Vincenzo built strong relationships across teams, markets, and partners, navigating complexity with calm confidence. He is fluent in English and Italian, and is based in Dubai.
Taz has always been fascinated by people, driven by the core belief that an organization can never outperform the quality of its leadership. This conviction shaped a distinguished career leading the People function across multinational giants like Microsoft and Philips, before he founded Melius Consulting—where he now advises CEOs and executive teams on leadership search and future talent strategy.
Curious, direct, and inherently collaborative, Taz actively challenges status-quo thinking to unlock diverse approaches and embrace individual uniqueness. Bringing a powerful blend of humility and humor to his work, he continues to help leaders shape highly effective, resilient organizations.
Advisors
Mariam is a marketing strategy leader and advisor with experience across the Middle East. As Marketing Strategy Director at Mastercard, she brings a distinctive B2B and B2C perspective shaped by roles with Unilever, Philips, Dyson, Nielsen, and lastly Mastercard. As an entrepreneur, she advises businesses on customer experience, brand strategy & commercial growth.
Tarig is a seasoned professional with over 20 years of experience in the Middle East. He is currently the GM of Nuxe Middle East, and brings with him many years of distributor management, retail and luxury retail implementation, market exit/entry, and business development experience at Dyson, Chalhoub Group, and Estée Lauder Companies within the region. His areas of leadership are mainly in the beauty and consumer electronics sectors.
Thomas is a French business leader and entrepreneur with nearly two decades’ experience building businesses, expanding across international markets and winning complex B2B opportunities. An HEC Paris graduate and General Manager of Altavia MENAT, he combines strategic, commercial, marketing and loyalty expertise with hands-on leadership that delivers sustainable growth.
Ahmad is a strategic advisor and ICF-certified executive coach with over 20 years of commercial leadership. He has served as part of the leadership of Amazon and Unilever in Egypt. Through his experience in pharmaceuticals, FMCG, consumer goods, and e-commerce, he has built expertise in commercial strategies, digital transformation, market entry enablement, trade governance, and effective negotiation.
With over 15 years across finance, Samer is a finance leader and trusted advisor, holding senior finance positions at TK Elevator across the Middle East. His mandate spans turnarounds, M&A and Risk, and restructuring, rebuilding finance functions into engines of growth. Today he brings that experience to the advisory boards of several firms across different sectors. Through his Executive MBA at the renowned HEC Paris, Samer is part of a network of business leaders and strong alumni networks across EMEA.
Sarah Tabet (Honorary)
Sarah is an HR professional with over 20 years of multinational experience across the Middle East and Africa, currently driving strategic HR leadership at Siemens Energy. A TEDx speaker, author, and passionate advocate for Inclusion and Belonging, she regularly speaks at global forums on culture and people transformation. Sarah is dedicated to helping organizations embrace meaningful change and build inclusive, human-centered workplaces that empower leaders and teams.
Partner Consultancies & Agencies
Driven by a commitment to professional and organizational excellence, Melius Consulting has reimagined the traditional talent marketplace. They bypass conventional corporate friction to deliver tailored, human-centric solutions built on absolute transparency and integrity. By aligning exceptional talent with strategic corporate goals, Melius creates a lasting operational impact, proving that high-performance business and human value go hand in hand.
A premier partner specializing in omnichannel commerce, customer data, and high-end retail design. Through specialized divisions like Omni, ODG, Active Creative, and WONE, they deliver 360-degree digital marketing and award-winning retail concepts across the GCC. Their expertise enables luxury, lifestyle, and E-commerce brands to optimize customer engagement and scale physical and digital storefronts seamlessly.
Founded in 2018, inmind.ai is an AI engineering company that develops enterprise AI solutions, robotics platforms, and digital twins, transforming complex operations into secure, scalable ecosystems. With 120+ experts worldwide across Lebanon, Cyprus, Qatar, the UAE, and the USA, and partnerships with AWS, NVIDIA, and Microsoft, inmind.ai tailors its solutions to international standards, empowering organizations to innovate and own Tomorrow.