Aly has over 20 years of experience in marketing representing companies such as Henkel, Mars Inc., and The Coca-Cola Company. He currently looks after marketing for Red Bull and its Media Business covering the Middle East, Africa, West Asia, CIS, India, and Turkey. He is driven by a strong belief in people and organizational culture and trusts in the application of the right fundamentals of marketing. Overlooking teams in 21 markets, he puts emphasis on shaping the organization as a learning community. Before this role, Aly led the Red Bull Egypt organization as the General Manager.

Aly is part of professional networks (such as the Marketing Society, T20 Egypt) where he is active as a member and mentor. He is currently a member of the Industry Advisory Board for the Edinburgh Business School in Dubai and an instructor of Marketing at the School of Business of the American University in Cairo (Executive Education). He also advises start-ups and scale-up businesses such as Play Verto and others.

Aly holds an Executive MBA from IE Business School in Madrid. He also holds a bachelor’s degree in Journalism and Mass Communication from the American University in Cairo. In a parallel life, Aly aspired to become a professional musician and holds a Performer's Certificate from the Trinity College of Music in London.

For 10 years Aly has made the UAE his home which is so typically rich in its complexity, and immensely inspiring to be part of. He is no stranger to diversity, being half German and half Egyptian and growing up in Cairo.