NorthLadder appoints Aly El-Helaly as managing director for Saudi operations

NorthLadder, the UAE’s auction-driven, second-hand online marketplace for pre-owned electronics, has announced the appointment of Aly El-Helaly as managing director in Saudi Arabia.

El-Helaly will play a pivotal role in the company’s growth. He will focus on building brand awareness and assembling a team in Saudi that will help to elevate the trade-in market and support sustainability. The idea is to not only meet the needs of the Saudi consumer, but also support the nation’s vision for the future.

El-Helaly is an experienced telecoms, technology and consumer electronics executive and business leader with international and regional experience across start-ups, retail, franchising and distribution.

NorthLadder will launch its B2B and B2C business by partnering with multiple electronics retailers in the kingdom, enabling customers to sell their used electronic devices online or at member stores in exchange for cash.

In the UAE, NorthLadder has already partnered with electronics retailers such as Jumbo Electronics, Carrefour, Lulu Hypermarkets and Emax, to ensure customers across the UAE can benefit from their technology. The company model delivers 50-60 per cent more value to consumers selling their used electronics through its innovative platform.

Mihin Shah, CRO of NorthLadder in the UAE, discusses the appointment of El-Helaly: “With Aly’s successful track-record of driving sales and profitability, with experience across leading companies in Saudi such as Al-Haddad Telecom, Quantum Telecom and Zain, we are excited to have him join our team. Saudi Arabia has one of the highest rates of smartphone penetration in the world, offering huge opportunities for our platform to grow. With Aly’s support, we hope to tap into the market’s potential and enable consumers, corporates and electronic retailers to benefit from our operating model.”

NorthLadder is actively recruiting for various positions within the Saudi Arabia team in preparation for its Saudi launch of operations, approximately mid-January.

Last month, NorthLadder appointed Alexander Laryutin as the new Chief Technology Officer (CTO).

Read: NorthLadder appoints new chief technology officer

With 20 years of experience as a software engineer and manager, Alexander’s main focus up until now has been on systems for financial services, e-commerce and affiliate marketing.