Ruba stands as a prominent figure in the regional business landscape, holding a profound faith in technology. Her remarkable blend of strong business acumen, a thorough grasp of technology and a track record of operational excellence continually enhances her capacity to foster customer-centric enterprises and deliver innovative business strategies. As a staunch advocate for women & Startups in the tech industry, she passionately upholds the motto, “Technology is Hope.”
Ruba’s career has been distinguished by her unconventional thinking, deep technological insights, an innate understanding of customer needs and business objectives, with exceptional communication skills. Leading by example, she has steered numerous operations and teams to resounding success.
Presently, Ruba serves as the Country Manager for BMB Jordan and holds the role of Regional Business Development Manager, overseeing the entire solution portfolio with a primary focus on Saudi Arabia. Under her leadership, the operation has flourished, generating new revenue streams extending its services locally and Regionally.
Prior to her current role, Ruba held pivotal positions, including Regional Manager for HP Egypt and Levant, as well as the General Manager at PCdealnet, a value-added distributor. These experiences have equipped her with invaluable insights into the challenges facing the region in terms of digitalization, cybersecurity, and big data. Her profound understanding of diverse business cultures across Egypt, Saudi Arabia, the Levant, and Gulf region has helped her build a solid network and allowed her to be a known figure in the technology sector .
Ruba has achieved remarkable success by combining her deep understanding of technology aligning it with business requirements. Through her seamless integration of these elements, she effectively serves as a trusted consultant to her clients, instilling a sense of trust and confidence in her capability to deliver impactful results.
A versatile professional, she excels as a trusted advisor for customers embarking on their digital transformation journeys. With a strong emphasis on cybersecurity and data, she acknowledges the interconnectedness of these areas and their crucial significance in today’s landscape.
Ruba takes a systematic, phase-based approach, empowering clients to assess their cyber maturity against the Zero Trust framework by identifying gaps in process and technology. What sets her apart is her unbiased, agnostic methodology, ensuring that her guidance is uniquely tailored to each client’s specific needs. She applies the same level of meticulousness to data management & data protection leveraging its value to benefit organizations.
Apart from her corporate responsibilities, Ruba actively participates as a speaker and moderator in technology conferences, sharing her expertise and insights. Committed to fostering the growth of young technology professionals, she also dedicates her time to mentoring initiatives. Ruba holds a vital role within Mela, representing the Middle East in a global network that spans North America (SIBF), Central Eurasia (CELA), and South East Asia (SEALA).
Previous key contributions include serving on the board of The Information and Communications Technology Association of Jordan (int@j), an NGO that plays a pivotal role in shaping the technology industry’s impact on the national economy. Ruba is also involved in Shetech, an initiative that promotes women in technology under int@j’s umbrella. Additionally, she actively nurtures entrepreneurs and startups, helping them expand their horizons beyond Jordan’s borders.
Certification, Education, and Board Memberships
· Bachelor of Science in Electronics Engineering, Princess Sumaya University for Technology (PSUT), Amman, Jordan.
· Vice Chair of digit Skills Council – 2024 to 2026
· Board Member at The Information and Communications Technology Association of Jordan since 2019 – 2023.
·Get On Board – Governance Program 2023
· Disruptive Strategy Certificate- Harvard Online Business School