Haif is the Senior Vice President of Strategy and Marketing at TECOM group. Haif is responsible for leading the Strategy and Marketing team, which plans, manages and advances short- and long-term strategy development, product development, pricing, market intelligence, feasibility analysis, valuation, marketing and communications.
Haif joined TECOM Group in July 2020 as Executive Director of Business and Corporate Strategy. Between 2016 and 2020, Haif held various leadership positions in Abu Dhabi National Oil Company (ADNOC), including as Vice President Transformation & Business Support, Vice President Group Strategy and Manager of the Transformation’s Project Management Office. Haif previously served on the board of ADNOC’s Al Dhafra Petroleum during her time at ADNOC. Prior to 2016, Haif was responsible for overseeing and managing the energy assets within Mubadala Development Company’s portfolio. Between 2013 and 2014, she was with the Boston Consulting Group and worked on a range of projects covering the GCC region in both the public and private sectors. Haif commenced her career in 2008 at Masdar Group and was there until 2012, where she was an active private equity investor and asset manager.
Haif holds an MBA from INSEAD (France) and a Bachelor’s Degree in Business Administration with concentration in Finance and Economics from the American University of Sharjah (United Arab Emirates). Haif also completed Hawkamah’s Director Development Programme and the ADNOC Future Leaders Programme during her tenure at ADNOC.