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Dubai, May 6, 2025: Electra, founded 33 years ago in Dubai, is a premier event production and manufacturing service provider in the Middle East. It started with 15 people on its team in Dubai and has since grown into a 550-event expert company working in the UAE and Saudi Arabia. The company announces two great appointments in leadership, which acknowledge and emphasize the company’s commitment to operational excellence, innovation, and sustainable growth.
Willean Master Appointed as Chief Operating Officer
Willean Master has been named Chief Operating Officer, following four transformative years leading Electra’s operational optimization and growth initiatives. Under her wing, it remains a trusted production partner of governments, multinational brands, and various creative agencies throughout the region.
Willean was instrumental in driving a LEAN transformation across the company, implementing a Microsoft Dynamics 365 ERP system tailored to its hybrid manufacturing and events business model, and accelerating the deployment of the Coupa solution for procure-to-pay. She further led the establishment of crucial sustainability certifications, including ICV, EcoVadis, ISO 14001, and ISO 45001, while embedding ethics in procurement with the support of CIPS qualifications for various teams.
Facilitated through such efforts, the expansion of its logistics and production footprint triggered the upliftment of standards across the UAE and KSA, crossing a combined area of 52,000 square meters (560,000 square feet).
Nicolas Nabot Named Transformation Officer
As part of Electra’s continued evolution, Nicolas Nabot has been promoted to the role of Transformation Officer. A former Electra leader, Nicolas, returns to the company after overseeing infrastructure for the Paris 2024 Olympics. He brings a wealth of international experience to support Electra’s cross-departmental transformation, with a focus on scaling research & development, systems, and processes to match the company’s growing ambitions.
Driving the Future of Operational Innovation
Together, Willean’s operational expertise and Nicolas’s transformation vision position Electra for the next phase of sustainable, tech-enabled growth. Following several years of steady expansion, Electra is now more equipped than ever to support its clients’ boldest ambitions across the region.
Electra, with an image that proudly embodies Made in UAE excellence, has local innovation and manufacturing being exported into other markets. The company has always remained committed to supporting the national vision of the UAE for economic diversification and the delivery of world-class events that put the region on the world map.
Electra congratulated Willean and Nicolas for their respective positions and looks forward to the continued success of the leadership team.
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