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Jeddah, Saudi Arabia
Ahmed leads the Consumer and Technology, Media & Entertainment Telecommunications (TMT) sector practice in the MENA region.
His primary focus is to bring the best in class advisory solutions to support Consumer and TMT clients across MENA in areas such as strategy, restructuring, and implementation.
Ahmed has worked at EY for over 20 years in Saudi Arabia and the UK.
Prior to his current role, Ahmed was the managing partner of the Jeddah Office.
Ahmed has experience in advising family businesses, particularly in KSA, including family constitution and family arbitration.
He holds a CPA from Colorado Board of Accountancy, and he is also a Fellow of the Saudi Organization for Certified Public Accountants (SOCPA).
How Ahmed is building a better working world
"I am passionate about working on projects that positively affect the citizen experience in KSA. I have previously spoken at forums on themes related to economic housing and youth development. I am currently involved in contributing to the Kingdom’s Vision 2030 to promote KSA as a cultural and entertainment hub and boost citizens and resident participation in cultural, environmental, and sports activities.”
Ahmed's latest thinking
Future Consumer Index: navigating how to serve tech-reliant consumers who don’t trust tech
The consumer landscape is changing with the digital era, and establishing relationships based on trust, respect and value has become paramount.
12 Jun 2023
Ahmed Reda
How sports events can transform the Saudi Arabian economy
Saudi Arabia is experiencing a unique socioeconomic transformation in which sports take center stage in the Kingdom’s massive diversification efforts.
15 Sep 2021
Ahmed Reda