In this episode, I sit down with Heidy Nasr, Director of Growth at Careem, the Middle East’s leading super app, to unpack how they scaled ride-hailing, expanded into 15+ verticals, and built an obsessive focus on retention, personalization, and growth loops.Heidi has been at Careem for 7+ years, navigating its evolution from a high-growth startup to a market leader in ride-hailing, food delivery, and fintechIf you’re in growth, product, or marketing, this one’s a must listen for scaling businesses in emerging markets.-00:44 Defining growth in business01:41 The art and science of growth03:23 Collaboration and team dynamics in growth08:20 Building a growth team15:05 Early growth strategies at Careem16:26 Evolving growth tactics and personalization21:57 Operationalizing the growth team24:27 Meeting rhythms and collaboration25:51 Common mistakes in hiring for growth28:45 Understanding non-linear customer journeys32:31 Experimentation and a/b testing35:42 Building a culture of experimentation44:24 The future of growth and AI46:39 SEO in the age of AI48:21 Pass the toolkit-Watch on YouTube: https://www.youtube.com/@shebuildspodcast-Get in touch:LinkedIn: https://www.linkedin.com/in/sarahhewerdine/Instagram: https://www.instagram.com/sarah_hewerdine 

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