About Float
Senior leadership,
without the
permanent hire.
Most growing brands need senior leadership across commercial, marketing, brand and data before they can justify hiring it full time. Float is that leadership. It sits alongside your team and supports the business from diagnosis to delivery.
01 · The name
Float means a floating C-suite.
A senior team that sits alongside your leadership and supports the business from A to Z, without becoming another layer of headcount. It also means lift, and staying above water when growth stalls.
We lead your team and agencies, or bring in the right one when the audit shows it’s needed. Either way, everyone works to one plan that connects every channel to the P&L.
02 · The partners
Both partners lead
every engagement.
Laith sets the targets. Pedram builds the brand and the marketing that hit them. Together, they build the systems that keep it running. No account managers, no junior handoffs.
Laith Azab
Partner, Ecommerce & Growth
A commercial ecommerce leader who has owned strategy and P&L for multi-brand businesses across MENA and Asia Pacific. Laith owns Float’s numbers: growth targets, ecommerce, marketplaces and media budgets, and the return on each.
Experience
eCommerce Director, Enterprise Markets (PAMET & APAC), Lipton. Owned strategy and P&L across 25+ markets and a $60M+ multi-brand ecommerce business.
Head of Ecommerce Arabia, Lipton.
Head of Ecommerce, L’Oréal Dermatological Beauty (GCC & Levant). Drove +72% sell-out and +50% sell-in growth on a $14M+ business.
Education
Bachelor of Commerce (Marketing, Psychology minor), Saint Mary’s University, Canada
Brands
Lipton · L’Oréal
Pedram Farjam
Partner, Marketing & Creative
A creative director and marketer who has built brands and content engines for fintech, crypto and consumer brands across the region. Pedram leads Float’s marketing and how your brand shows up online: creative direction, social media and paid ads strategy, the creative behind every campaign, and the social team that makes it.
Experience
Founder and Creative Director, Kynda Creative (2020 to present). OKX’s creative agency partner since its Middle East launch.
Production lead, Incubeta. Built and led an in-house production team for McDonald’s, Talabat and AlUla.
Marketing, L’Oréal.
Education
Bachelor’s in Business Management, American University in Dubai
Brands
OKX · Bitget · Bybit · Google · ASICS · L’Oréal · Lipton · McDonald’s · Talabat · AlUla
Track record · our partners before Float
25+
markets where our partners have owned ecommerce strategy and P&L
$60M+
multi-brand ecommerce business led across PAMET and APAC
+72%
sell-out growth at L’Oréal Dermatological Beauty, GCC and Levant
03 · Who we work with
Built for online brands that have outgrown their plan.
Consumer brands
FMCG, beauty, health, food and lifestyle, selling on marketplaces, quick commerce, social and their own store.
Fintech and SaaS
Apps and platforms growing users, deposits or subscriptions across the region.
Already investing in growth
Through an in-house team, agencies, or both, but hitting a plateau.
Led by founders and commercial leads
Who want a senior partner, not another supplier.
04 · Capabilities
Every lever of growth,
led at board level.
Each engagement is shaped around what your audit uncovers. These are the areas we lead on.
Led by Laith
Numbers
Growth strategy and targets
Marketplace performance
D2C website and conversion
Quick commerce
Media budgets and return
Data and dashboards
Led by Pedram
Marketing & brand
Brand and positioning
Social media strategy
Creative for paid ads
Content and creative engine
Social team leadership
Led together
Together
Market entry and expansion
Team and operating model
Systems, tools and AI
05 · How we engage
Start with a one-off audit.
Stay for ongoing results.
Every engagement begins with a Growth Audit. If the roadmap makes sense for you, we stay on as your growth leadership on a monthly retainer.
Step 1 · One-off audit
Growth Audit
Where every engagement starts. A deep dive into your commercial performance, channels, content and team.
Channel and market performance review
Marketing spend and return analysis
Brand, social and creative review
Team, agency, tools and workflow review
Prioritised roadmap with targets
→
Step 2 · Ongoing retainer
Growth Partnership
Senior leadership inside your business after the audit, acting as your fractional growth team.
Ownership of the roadmap with your team
Creative direction across social and paid
Leading your team, or bringing in the right one
Performance tracking against targets
Quarterly strategy reviews and resets
Part of the audit fee is credited toward the retainer if you continue. We’ll take you through fees on the discovery call.
Book a discovery call
06 · How we work with your team
Alongside, not instead.
We don’t hand you another agency to manage. We sit with your leadership and direct your team and agencies. If you need a new team or agency, we bring it in and manage it for you, and everyone, ourselves included, works to one plan.
Direction for your team.
Clear priorities and targets, so your people know what matters this quarter.
One plan for your agencies.
Every agency briefed against the same roadmap, measured on the same numbers.
Yours to keep.
When the roadmap is running, your team owns it. We stay on to guide and adjust.
07 · Why Float
C-suite thinking,
without the C-suite overhead.
Senior, hands-on.
Both partners lead every engagement. No account managers, no junior handoffs.
Leaders who’ve done it.
We’ve owned P&Ls and built teams ourselves. Our advice comes from experience, not theory.
Commercial and creative.
Most consultants cover numbers or content. We bring both.
Your team, sharper.
We work with your team and agencies and make them sharper, rather than replacing them.
Built for MENA.
Arabic-first, marketplace-led, COD and BNPL aware, and planned around Ramadan, White Friday and Eid.
Here for the long run.
We don’t hand over a report and leave. We stay on to run the plan, review it every quarter and adjust it as you grow.
Begin with a conversation
Find out where
your growth is leaking.
We take on a limited number of brands each quarter. On a short call, both partners look at your channels and numbers, and if we’re not the right fit, we’ll say so.
Growth partners for online brands across the GCC and MENA.
© 2026 Float Consultancy. All rights reserved.
Privacy
Growth partners for online brands across the GCC and MENA.
© 2026 Float Consultancy. All rights reserved.
Privacy
About Float
Senior leadership,
without the
permanent hire.
Most growing brands need senior leadership across commercial, marketing, brand and data before they can justify hiring it full time. Float is that leadership.
01 · The name
Float means a floating C-suite.
A senior team that sits alongside your leadership and supports the business from A to Z, without becoming another layer of headcount. It also means lift, and staying above water when growth stalls.
We lead your team and agencies, or bring in the right one when the audit shows it’s needed. Either way, everyone works to one plan that connects every channel to the P&L.
02 · The partners
Both partners lead every engagement.
Laith sets the targets. Pedram builds the brand and the marketing that hit them. Together, they build the systems that keep it running. No account managers, no junior handoffs.
Laith Azab
Partner, Ecommerce & Growth
A commercial ecommerce leader who has owned strategy and P&L for multi-brand businesses across MENA and Asia Pacific. Laith owns Float’s numbers: growth targets, ecommerce, marketplaces and media budgets, and the return on each.
Experience
eCommerce Director, Enterprise Markets (PAMET & APAC), Lipton. Owned strategy and P&L across 25+ markets and a $60M+ multi-brand ecommerce business.
Head of Ecommerce Arabia, Lipton.
Head of Ecommerce, L’Oréal Dermatological Beauty (GCC & Levant). Drove +72% sell-out and +50% sell-in growth on a $14M+ business.
Education
Bachelor of Commerce (Marketing, Psychology minor), Saint Mary’s University, Canada
Brands
Lipton · L’Oréal
Pedram Farjam
Partner, Marketing & Creative
A creative director and marketer who has built brands and content engines for fintech, crypto and consumer brands across the region. Pedram leads Float’s marketing and how your brand shows up online: creative direction, social media and paid ads strategy, the creative behind every campaign, and the social team that makes it.
Experience
Founder and Creative Director, Kynda Creative (2020 to present). OKX’s creative agency partner since its Middle East launch.
Production lead, Incubeta. Built and led an in-house production team for McDonald’s, Talabat and AlUla.
Marketing, L’Oréal.
Education
Bachelor’s in Business Management, American University in Dubai
Brands
OKX · Bitget · Bybit · Google · ASICS · L’Oréal · Lipton · McDonald’s · Talabat · AlUla
Track record · our partners before Float
25+
markets where our partners have owned ecommerce strategy and P&L
$60M+
multi-brand ecommerce business led across PAMET and APAC
+72%
sell-out growth at L’Oréal Dermatological Beauty, GCC and Levant
03 · Who we work with
Built for online brands that have outgrown their plan.
Consumer brands
FMCG, beauty, health, food and lifestyle, selling on marketplaces, quick commerce, social and their own store.
Fintech and SaaS
Apps and platforms growing users, deposits or subscriptions across the region.
Already investing in growth
Through an in-house team, agencies, or both, but hitting a plateau.
Led by founders and commercial leads
Who want a senior partner, not another supplier.
04 · Capabilities
Every lever of growth, led at board level.
Each engagement is shaped around what your audit uncovers. These are the areas we lead on.
Led by Laith
Numbers
Growth strategy and targets
Marketplace performance
D2C website and conversion
Quick commerce
Media budgets and return
Data and dashboards
Led by Pedram
Marketing & brand
Brand and positioning
Social media strategy
Creative for paid ads
Content and creative engine
Social team leadership
Led together
Together
Market entry and expansion
Team and operating model
Systems, tools and AI
05 · How we engage
Start with a one-off audit. Stay for ongoing results.
Every engagement begins with a Growth Audit. If the roadmap makes sense for you, we stay on as your growth leadership on a monthly retainer.
Step 1 · One-off audit
Growth Audit
Where every engagement starts. A deep dive into your commercial performance, channels, content and team.
Channel and market performance review
Marketing spend and return analysis
Brand, social and creative review
Team, agency, tools and workflow review
Prioritised roadmap with targets
↓
Step 2 · Ongoing retainer
Growth Partnership
Senior leadership inside your business after the audit, acting as your fractional growth team.
Ownership of the roadmap with your team
Creative direction across social and paid
Leading your team, or bringing in the right one
Performance tracking against targets
Quarterly strategy reviews and resets
Part of the audit fee is credited toward the retainer if you continue. We’ll take you through fees on the discovery call.
Book a discovery call
06 · How we work with your team
Alongside, not instead.
We don’t hand you another agency to manage. We sit with your leadership and direct your team and agencies. If you need a new team or agency, we bring it in and manage it for you, and everyone, ourselves included, works to one plan.
Direction for your team.
Clear priorities and targets, so your people know what matters this quarter.
One plan for your agencies.
Every agency briefed against the same roadmap, measured on the same numbers.
Yours to keep.
When the roadmap is running, your team owns it. We stay on to guide and adjust.
07 · Why Float
C-suite thinking, without the C-suite overhead.
Senior, hands‑on.
Both partners lead every engagement. No account managers, no junior handoffs.
Leaders who’ve done it.
We’ve owned P&Ls and built teams ourselves. Our advice comes from experience, not theory.
Commercial and creative.
Most consultants cover numbers or content. We bring both.
Your team, sharper.
We work with your team and agencies and make them sharper, rather than replacing them.
Built for MENA.
Arabic-first, marketplace-led, COD and BNPL aware, and planned around Ramadan, White Friday and Eid.
Here for the long run.
We don’t hand over a report and leave. We stay on to run the plan, review it every quarter and adjust it as you grow.
Begin with a conversation
Find out where your growth is leaking.
We take on a limited number of brands each quarter. On a short call, both partners look at your channels and numbers, and if we’re not the right fit, we’ll say so.
Growth partners for online brands across the GCC and MENA.
© 2026 Float Consultancy. All rights reserved.
Privacy