Our Leadership
Meet Bash
Bachir is a seasoned business leader with more than two decades of experience driving growth, operational excellence and transformation across APAC, MEA and the USA. He has held senior executive roles overseeing business management, go-to-market strategy and global marketing for major enterprise technology companies including ServiceNow, AWS and Cerner (now Oracle Health).
Throughout his career, Bachir has led business units and large-scale transformation programs that improved performance, accelerated revenue and enabled organisations to scale with confidence. His leadership spans commercial strategy, customer success, operational improvement and change delivery with some of the world’s most recognised brands.
Bachir brings the rare ability to combine clear strategy with disciplined execution. He works as a true partner to business owners and executives, ensuring decisions translate into measurable outcomes — increased efficiency, stronger capability, and sustained growth.
He is driven by a simple belief: businesses thrive when vision, people and operations are aligned with purpose. Outside work, Bachir invests his energy in family, design and exploring the outdoors.