Our Team

Currently, Asila serves as the Chairperson of MENA Invest, an international conglomerate holding company with two dedicated arms focused on investment and strategic business ventures. The strategic business ventures arm is dedicated to identifying and seizing opportunities in carbon management & renewable energy, infrastructure & digital technologies, international trading, and real estate & development.

In 2020, Asila was appointed as the Undersecretary of Commerce, Industry & Investment Promotion. During her tenure, she achieved remarkable success, securing investments worth more than US$7 billion across all key sectors in Oman. Asila led and completed the Fast-Track National Investment initiative in less than one year, making significant contributions to Oman's investment landscape. Her notable accomplishments include launching the Investor Residency Programme (IRP), introducing over 250 investment opportunities, approving 17,076 investment licenses, and establishing the Investor's Guide in 2021. As the leader of the National Negotiation Team, Asila successfully concluded negotiations for four projects valued at over US$2 billion in various sectors. She also implemented initiatives such as the International Importers Database, the Oman Export Digital Platform, and enhanced the investment platform using GIS technology. Asila leveraged Omani Ambassadors and diplomatic ties to create an Investment Incentives Guide, elevating Oman's investment landscape. She led the first government delegation aimed at business collaboration between Oman and Saudi Arabia and organized the first investment promotion mission in London, focusing on attracting renewables and green hydrogen. Asila's achievements during her government role have been recognized by His Majesty, Sultan Haitham, Sultan of Oman, on five distinct occasions.

In 2019, Asila's leadership in the Emdad National Project in Petroleum Development Oman resulted in the creation of over 21,000 jobs across different sectors. She implemented the Blue Ocean Strategy in the following year to enhance Omanization rates and oversaw the Turn Around Project for oil field workforce stability across four main Oil Operators under the In Country Value segment. Asila also submitted a strategy to activate and operate the National Centre of Employment and introduced the concept of a freelancer platform. She worked with different teams in PDO to localize the manufacturing of Oil and Gas, creating more job opportunities for Omani nationals. Asila also played a key role in the development of the TECH Accelerator to support TECH startups.

In 2017, Asila served as a Senior Manager of Projects and Development at the Transition Office in Oman Air. She played a crucial role in carving out the Services sectors into separate business subsidiaries, including the creation of Oman Air SATS Cargo LLC through a joint venture with SATs and the acquisition of 33% of Oman Air Cargo's capital share for US$17 million in 2016. Asila's strategic contributions significantly shaped and advanced Oman's aviation industry, overseeing the development and completion of Muscat, Salalah, and Duqm international airports between 2015 and 2018.

Asila has served on boards such as the Authority for Public Services Regulation, Capital Market Authority, The Environment Authority, Committee for National Celebrations, and the Special Economic Zone at Duqm. She has also chaired the Fast-Track National Investment and Projects, the National Negotiation Team, and the Technical Committee of Investment Attraction & Development of Exports under the Oman Vision 2040 Office. Asila's multifaceted experiences highlight her profound impact on Oman's economic and organizational landscape.