Uber appoints new general manager to lead business across the UAE and Levant

Uber has appointed Pia El Hachem as the general manager to lead business across the UAE, Jordan and Lebanon.

In her new role, El Hachem will be leading Uber’s strategy, operations, policy and business development, while overseeing the company’s end-to-end business.

She has been at Uber since 2018 as the strategy and planning lead for the MENA region and later expanded her scope to the Sub-Saharan Africa region.

In her previous roles at Uber, she contributed to developing the strategy and business plans for the MEA region. And most recently, setting priorities and growing the business in various markets.

“It is an honour for me to take on this new role at Uber, building on my tenure developing the business,” said El Hachem.

“I am looking forward to leading the Uber business with a focus on our efforts towards achieving our sustainable mobility goals, expanding our product portfolio to meet local needs, as well as, and of course, growing our ride sharing business across all three countries.”

“Through her years of experience and previous roles at Uber, Pia has proven to be an exemplary strategist and leader, perfectly suited for her new role as GM of UAE and Levant”, said Frans Hiemstra, director and general manager of Uber Middle East and Africa.

Prior to joining Uber, El Hachem was a management consultant at Strategy&. There she worked closely with clients across different industries on developing and implementing strategies in the Middle East and South-East Asia.

In other news, Uber launched of a new feature to help improve safety for riders using the app.

Read: Uber launches app update to ensure safety of riders

The ‘Safety Checkup’ feature encourages riders to complete their safety profile by utilising tools such as Trusted Contacts, PIN Verification and RideCheck that are available in the app.

The new feature adds to a number of existing offerings such as GPS tracking and Personal Data Anonymisation.