Letizia Faina

As MENA Head of Markets Operations, I lead strategic business planning, revenue forecasting, performance analytics, and operational transformation across the Middle East & North Africa (MENA) region. I play a pivotal role in driving market operations, optimizing financial performance, and spearheading large-scale business transformation initiatives.

Key Responsibilities & Strategic Contributions:

1. Business Strategy & Integrated Planning
• Partnering with EY MENA Leadership to define and execute the region’s business strategy, aligning financial goals with market growth objectives.
• Leading the MENA Cycle of Integrated Business Planning (IBP), implementing predictive analytics models and financial planning frameworks to improve revenue forecasts and operational efficiency.
• Driving market segment restructuring, geo-consolidation, and portfolio optimization, ensuring an agile and scalable market presence across MENA.

2. Financial & Performance Analytics
• Developing and overseeing regional financial performance tracking, monitoring critical KPIs such as:
• GTER, Profitability & Margin Analysis
• New Business Development (NBD) Cost Control
• AR Reserves & Utilization Metrics
• Partner Performance & Client Profitability Analysis
• Implementing data-driven forecasting models to improve cost management, optimize resource allocation, and maximize return on investment (ROI).

3. CRM & Digital Transformation
• Spearheading CRM operations in MENA, overseeing the implementation and adoption of Microsoft Dynamics and Mercury CRM to enhance sales pipeline management, client engagement, and data visibility.
• Standardizing CRM reporting frameworks, improving data accuracy and automation for account management, opportunity tracking, and revenue growth forecasting.
• Driving cross-functional collaboration, ensuring CRM and data infrastructure align with business development, finance, and operations teams.

4. Market Infrastructure & Operational Leadership
• Managing a cross-functional team of 5 onshore professionals and 5 in GDS (Kochi, India), ensuring seamless collaboration and execution of strategic initiatives.
• Overseeing market infrastructure and data governance, ensuring accurate and timely business insights to drive leadership decision-making.
• Aligning operational processes with global EY methodologies and best practices, ensuring compliance and efficiency across market operations.

Key Achievements & Impact:

✔ Enhanced revenue planning accuracy by implementing predictive analytics models, leading to more precise financial forecasts and resource allocation.
✔ Increased cost efficiency, reducing NBD costs through rigorous financial oversight and performance-driven budgeting.
✔ Improved CRM adoption and utilization, optimizing sales pipeline tracking and enhancing client engagement strategies across MENA.
✔ Strengthened financial decision-making, providing EY MENA leadership with real-time business intelligence dashboards and strategic reports.
✔ Led major operational transformations, including market restructuring, performance reviews, and integrated business planning enhancements.

As Business Development team leader in Qatar, I played a pivotal role in driving revenue growth, optimizing sales strategies, and strengthening client relationships. My contributions focused on market expansion, data-driven decision-making, and cross-functional collaboration to enhance EY’s footprint in the country.

Key Responsibilities & Achievements:
• Led business development operations in Qatar, supporting strategic revenue planning, client engagement, and sales enablement initiatives.
• Developed and implemented market insights to drive data-driven decision-making, improving the accuracy of revenue forecasts and business planning.
• Drove cross-selling opportunities within Global Accounts, leveraging synergies across service lines to maximize client value and increase deal conversions.
• Optimized sales conversion rates, working closely with account teams to refine pipeline strategies, enhance client targeting, and improve win rates.
• Conducted comprehensive portfolio analysis, identifying high-potential accounts and market trends to support strategic decision-making and resource allocation.
• CRM & Performance Tracking: Managed EY’s CRM data analytics (InterAction & pipeline management tools), ensuring accurate tracking of business opportunities, revenue targets, and client engagement KPIs.
• Data Visualization & Reporting: Designed real-time dashboards and reporting tools (using Power BI and Excel models) to support leadership in making faster, data-backed decisions.

• Revenue & Cost Analysis: Conducted in-depth financial performance assessments, tracking key metrics such as gross margin, cost-to-revenue ratios, and return on investment (ROI) to ensure profitability and resource efficiency.
• Forecasting & Budgeting: Developed data-driven forecasting models, enabling accurate revenue projections and cost allocation strategies to support EY’s long-term business planning in Qatar.
• Sales & Pipeline Performance Analytics: Analyzed sales pipeline trends, conversion rates, and win/loss data to identify revenue drivers and improve business development efficiency.

• As Head of Strategy & Business Development, I played a pivotal role in expanding market presence, optimizing business operations, and driving revenue growth for Links Group in Qatar. Managing a global client portfolio spanning Europe, the Middle East, China, and the US, I developed and executed data-driven business development strategies, CRM enhancements, and operational efficiency initiatives to strengthen the company’s position as a market leader in business formation and corporate services.
• Increased market penetration by leveraging strategic networking, B2B partnerships, and high-profile industry collaborations.
• Built and nurtured long-term strategic partnerships, positioning Links Group as a trusted advisor in corporate structuring, company formation, and market entry strategy.
• Expanded the client portfolio, successfully onboarding multinational corporations and high-net-worth clients in key growth sectors.

• During my time at Groupon, I was part of one of the fastest-growing companies in history, contributing to its strategic expansion, deal structuring, and revenue optimization. I played a key role in business analytics and sales performance tracking during a period of hypergrowth that led to Groupon’s IPO (2011)—one of the largest and most anticipated tech IPOs of the time.
• I was responsible for deal planning, pricing strategy, KPI analysis, and performance optimization, ensuring that sales teams operated efficiently and that revenue forecasts aligned with aggressive business growth targets.
• Developed and executed deal scheduling and planning, ensuring a steady pipeline of high-margin opportunities across multiple business segments.
• Led monthly revenue forecasting and KPI performance analysis, helping leadership make data-driven sales and financial decisions.
  • Provided the team with growth & operational (G&O) objectives, aligning business strategies with the company’s rapid expansion model.
• Worked in an environment of unprecedented scale-up, optimizing sales conversion rates, customer acquisition strategies, and account management processes to support the company’s global expansion.
• Acted as the bridge between sales, finance, logistics, and publishing teams, ensuring smooth deal execution and resolving integration challenges.

Early Career in Finance, Accounting & Real Estate Investment

Developed strong financial acumen, data analysis, and strategic asset management expertise through roles in finance, accounting, and real estate investment with multinational corporations such as SC Johnson, General Electric (GE), and Deutsche Bank. Gained hands-on experience in financial reporting, cost control, SAP implementation, and investment analysis, contributing to operational efficiency and business growth.

✅ Financial Modeling & Reporting – Expertise in revenue analysis, forecasting, and KPI tracking.
✅ ERP & System Implementation – Hands-on experience in SAP, DYNA, and financial validator tools.
✅ Asset Management & Investment Analysis – Strong background in real estate portfolio optimization and capital allocation.
✅ Cross-Functional Collaboration – Worked across finance, operations, and investment teams to drive strategic initiatives.
✅ Process Optimization & Cost Control – Implemented efficiency-driven solutions to streamline financial and accounting operations.