Afra Abdeen

With near on a decade of experience working in business development, marketing and sustainability across Australia, New Zealand and South East Asia, Afra has first-hand experience navigating the world of multinationals and start-ups.

Afra joins the HBB Group after four years of working in Unilever across South East Asia and Australasia. She is well-versed in the navigation of fast paced business environments and has extensive experience in operationalising business strategies by unlocking the capability of people.

Afra is a proven specialist in the following areas:

Throughout her career, Afra has applied her strategic and commercial acumen towards developing and executing sustainable business models that drive profit through purpose for small and big businesses alike. She is a firm believer that systems, as we know it, require some healthy disruption and works to help businesses be at the forefront of making it happen.

Whether developing initiatives that connect economic, social and environmental values, implementing new business models, or developing people, Afra uses a holistic approach to problem solving grounded in research and creativity. She achieves success by diving into her unique experiences in lean innovation, design thinking, sales and marketing and overlaying it with the needs of her clients.

When not at HBB Group, you can find Afra baking up a storm in her bespoke cake business.

Afra the Kona Group

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