The Builder Who Turns Concepts into Reality
Alaa F. Saqer
Head of Venture Builder
Turaif
The Builder Who Turns Concepts into Reality
Alaa F. Saqer
Head of Venture Builder
Turaif
Alaa F. Saqer - Asia’s 40 Under 40 2025
From hands-on product builder to venture leader at Turaif, Alaa F. Saqer has built his confidence not through hierarchy, but through the rare craft of turning ideas into ventures that endure. Early in his career, Alaa focused on execution—delivering features, meeting deadlines, and ensuring products worked flawlessly. Over time, he realised true impact comes from insight: understanding why a product matters, for whom, and at the right moment. A pivotal chapter unfolded at Nana, one of the region’s earliest grocery delivery platforms, where Alaa witnessed how data could shape customer behaviour and steer strategic decisions. That experience, coupled with coaching startups and advising founders, sharpened his ability to spot patterns, anticipate market shifts, and read the human motivations behind success. Today, as Head of Venture Builder at Turiaf, he leads product vision and AI initiatives across multiple markets, operating like a startup within an established organisation. Every venture he builds reflects the principle that defines his career: testing, learning, and turning small ideas into tangible, lasting impact. Speaking with TradeFlock, Alaa shares insights that continue to shape his journey.
Which project still gives you chills, and how did it ignite your venturebuilding passion?
One milestone that still gives me chills came at Nana Direct: launching one of the region’s first end-to-end grocery delivery experiences. We were venturing into a market that barely believed people would buy groceries online. When thousands of real-time orders started flowing through a system we built from scratch, it was electrifying. I realised then that the product wasn’t just a set of features; it was a tool to shape behaviour and create new habits. That moment showed me how a well-timed product can transform an entire industry. At Turaif, a defining moment was launching our AI-driven recruitment engine, Sanad. Transforming a slow, manual shortlisting process into a smart, data-driven experience, and seeing HR teams adopt it and ask, “What else can we automate?”, was exhilarating. Beyond launches, coaching founders offers another thrill: turning scattered ideas into strategies, refining OKRs, and multiplying impact through people. Each step built my confidence, not because I knew what would work, but because I learnt how to test, learn, and pivot faster. That’s the mindset that now drives how I spot and build ventures.
What’s one fresh twist you’ve added to your role to make work more fun, and which project excites you most right now?
At Turaif Venture Builder, the twist I’ve brought to my role is turning venture building into a playground for experimentation. Instead of treating new ideas as rigid business plans, we approach them like living organisms—prototyping quickly, testing assumptions with real users, and letting data guide the next steps. It’s made work not only productive but genuinely fun. Every discussion buzzes with creative energy; it’s about discovering ideas, not defending them. The project that excites me most right now is ZOD, our digital auction platform for users in Saudi Arabia. Users join live auctions using points instead of money, blending gamification, behavioural economics, and e-commerce in a fresh, inclusive way. Watching users engage and celebrate wins in real time has been incredibly rewarding. Ventures like ZOD capture what I love most about this role: turning creativity into traction and experimentation into tangible value.
When did a big challenge hit hard, and what daily routine helped you turn it into momentum?
One of the toughest moments at Turaif came early in the year. We had set an ambitious plan—bold product launches, AI-driven milestones, and tight timelines. By mid-year, progress slowed, dependencies piled up, and the impact of released features fell short. It wasn’t for lack of effort; the team were giving it their all, but we had stretched too far, too fast. The wake-up call was heavy. As Head of Product, I felt it—not just missing targets but seeing team energy dip. What helped me bounce back was a simple daily habit: a 15-minute morning check-in with myself. No status updates, just one question: “What will truly move the needle today?” That shift changed everything. We reprioritised ruthlessly, turned quarterly goals into sprint wins, and focused on features driving adoption and revenue. Momentum returned, much of the plan was salvaged, and in some areas, we even exceeded expectations. It reinforced a key lesson: leadership is about clarity, discipline, and the courage to pivot, turning setbacks into springboards.
How do your hobbies recharge you and inspire your leadership?
Outside work, I recharge by treating the mind like a gym—exploring psychology, cognitive performance, and behavioural design. What began as curiosity has become a daily ritual that sharpens focus and keeps me calm under pressure. That mindset flows naturally into leadership: great leadership isn’t about pushing harder but creating mental clarity for yourself and your team. Reflection and perspective unlock smarter solutions. The quiet life lesson I carry is simple: progress comes from small, intentional steps. Consistency beats intensity, helping me lead with steadiness, empathy, and long-term vision while energising the team.
