With a mission to promote Sweden
This month, April 2022 we get to know Massoud Biouki, Trade Commissioner of Sweden to the UAE & Market Area Director Middle East at Business Sweden. With his vast experience in industries such as banking, fast food, and healthcare to now promoting Sweden and increasing Swedish export, Massoud tells us about his proud moments and great career tips.
Hej SBC Member!
Massoud Biouki, Trade Commissioner of Sweden to the UAE & Market Area Director Middle East at Business Sweden
Tell us about yourself.
I am Massoud ‘Masse’ Biouki, married to Jessica and we have three children, Jacqueline 12 years, Chloé 10 years and Lawrence 8 years. We have been living in Dubai for the past 10 years, time flies when you have fun!
Tell us about your professional carrier.
I studied Banking and Finance in London with the intention to work within the financial sector and investment banking. I was privileged to secure a role at the French investment bank Société Générale as a junior analyst, however, after some time at the bank, I realised that investment banking was not really what I dreamt of and wanted to do for the rest of my professional carrier. I moved back to Stockholm and started a new role at Max Burgers as Chief International Officer, responsible to set Max international expansion strategy. After opening Max in the Nordics, we signed an agreement to open Max Burgers in the UAE which brought us to Dubai in 2012. Three years later, in 2015, I took on the role as Strategy Director at Global Health Partner (GHP) to export Swedish healthcare to the Emirate of Ajman. I was fortunate to work with a group of excellent Swedish healthcare professionals to provide high quality and efficient healthcare and at the same time, transfer knowledge to Emirati colleagues. In 2018, I took on my current role as the Trade & Invest Commissioner of Sweden to the UAE and Market Area Director for Business Sweden, The Swedish Trade and Invest Council which is an entirely different organisation to the Swedish Business Council (SBC) even though the name have some similarities.
Mohammed Bin Maktoum Al Maktoum, Ambassador of the UAE to Sweden.
Working for Business Sweden and the Embassy of Sweden, tell us about your work.
In my current capacity I have a dual role and responsibilities. As the Trade & Invest Commissioner of Sweden to the UAE, I am part of the Diplomatic posted staff at the embassy in Abu Dhabi, which is an official role nominated by the Government of Sweden to represent and promote Sweden and Swedish companies in commercial matters. In that capacity, I work close with the embassy and the ambassador to promote Sweden bilaterally. In my role at Business Sweden, which is a semi-government organisation, 50% owned by the Swedish Government and 50% by the Swedish Enterprises, we are principally operating a management consulting firm with the Swedish Government as a major shareholder and one of the largest clients. Business Sweden’s purpose is to help Swedish companies grow global sales and for international companies to invest and expand in Sweden. Our value proposition is to shorten time to market, finding new revenue streams and reducing risks for Swedish companies wanting to expand to the Middle East. Our service offerings cater to all sizes of companies including market analysis & sizing Go-to-market strategies, finding partners and distributors, M&A, Business to Government strategy, stakeholder mapping and engagement, deal pursuit and strategic sales. We also provide operational support like employment services, office and co-working space, recruitment, company registration and incorporation to mention some. So, in short, a very diverse role with the aim to support Swedish companies in the Middle East and thus increase Swedish export. We are currently 10 consultants in Dubai and four colleague at our office in Riyadh covering 14 countries in the region.
From left: Marcos Pontes - Brazilian Astronaut, Christer Fuglesang - Swedish Astronaut and Massoud Biouki at the Swedish Pavilion during the Space Week at Expo 2020 Dubai.
Working for Business Sweden and the Embassy of Sweden, you must have seen some incredible places and met some very inspirational people. What have been some of your most memorable moments?
This role gives one many opportunities to travel the world and particularly in the Middle East with many interesting and enlightening meetings. One recent captivating meeting was during the Space Week at the Expo 2020 where I found myself in a meeting with two astronauts, one of which was the Swedish astronaut Christer Fuglesang, a memorable meeting for sure.
What would you tell someone who is starting his/her career to think about in order to reach their goals?
I would recommend someone at the start of their career to try different industries and diverse roles to find the industry they feel passionate about. Once you find that passion, work becomes much more enjoyable. Besides, be open-minded, curious, flexible and committed, that will take you a long way.
For someone who would like to establish their business here in the UAE what are some of your best dos and don’ts.
As of establishing any business, one need to have a defined and developed strategy and long-term commitment, especially in this region, where it usually takes double the time and requires double the budget (cashflow), ensure local integration considering that business in this part of the world is very much relationship and personal which requires adoption of business model to the region in order to be resilient.
What is your dream?
I am a dreamer with many dreams, one dream is to create a business that makes good to humankind.
Thank you Massoud for sharing your story! What an interesting career path. Very inspirational. We wish you all the best for the future.
Massoud Biouki, Trade Commissioner of Sweden to the UAE & Market Area Director Middle East at Business Sweden.
Email: massoud.biouki@business-sweden.se
LinkedIn: www.linkedin.com/in/massoud-biouki-0032413b/
Website: www.business-sweden.com/markets/mea/