Workhouse, MTNC, and THE BOARD Forge a Path for Cross-Border Success As the global economy leans into 2025, the Middle East and North Africa (MENA) region stands as a beacon of untapped potential. With 492 million internet users and an economic trajectory fueled by a youthful, tech-savvy middle class, the region’s beauty and fashion sectors are on the brink of a seismic shift. Yet, for all its promise, MENA remains a complex landscape for global brands to navigate.
Enter an unprecedented partnership between U.S.-based Workhouse, UAE’s Move the Needle Consultancy (MTNC), and THE BOARD. Together, these three entities are rewriting the rules of cross-border expansion, offering an ecosystem of strategic expertise to help brands seize the immense opportunities in this thriving market.
The numbers tell a compelling story. In 2025, MENA’s e-commerce market is expected to hit $57 billion, with beauty and fashion accounting for a significant slice of the pie. Countries like Saudi Arabia and the UAE are leading the charge, boasting internet penetration rates above 98% and consumer spending on premium goods growing at double-digit rates annually. These trends reflect a youthful demographic with increasing purchasing power and a hunger for global products.
Despite this growth, hurdles remain. International brands often grapple with regulatory challenges, cultural nuances, and fragmented distribution channels. Recognizing these barriers, the newly formed alliance is stepping in to guide brands through the intricacies of market entry, regulatory compliance, and consumer engagement.
At the helm of this partnership are three industry leaders, each bringing a unique strength to the table. Workhouse, led by Founder and CEO Adam Nelson, is a New York-based public relations powerhouse known for its campaigns with Versace, Porsche, and Bergdorf Goodman. Nelson’s philosophy centers on creating narratives that not only capture attention but drive tangible results.
“This collaboration is about crafting a blueprint for success in an interconnected world,” said Nelson. “MENA offers incredible opportunities, but navigating its complexities requires the right partners and strategies.”
MTNC, under the leadership of CEO Mary Ghobrial, brings unmatched regional expertise. Based in Dubai, MTNC specializes in bridging East and West, guiding brands through the MENA region’s unique landscape. Ghobrial’s career spans roles at Amazon and Souq.com, where she spearheaded initiatives that transformed regional marketplaces and facilitated Amazon’s acquisition of Souq.com. In her words, “Our role is to equip brands with the tools and insights needed to thrive. With Workhouse and THE BOARD, we’re ensuring our clients can access both global innovation and local relevance.”
Completing the trio is THE BOARD, led by CEO April Uchitel. Known for her tenure at Diane von Furstenberg and Violet Grey, Uchitel has built a network of 235 senior executives spanning beauty, fashion, and technology. “Our mission is to connect bold ideas with the right expertise,” Uchitel stated. “Together, we’re creating an ecosystem that fosters growth and innovation for brands with global aspirations.”
This partnership is more than a meeting of minds; it’s a strategic alliance designed to tackle the challenges of globalization head-on. Workhouse will lead communications efforts, crafting campaigns that resonate across cultures. MTNC will act as the boots-on-the-ground partner in the MENA region, leveraging its vast network and regional know-how to identify opportunities and overcome obstacles. THE BOARD, meanwhile, will offer unparalleled access to its collective of seasoned executives, providing guidance that blends strategy with execution.
The collaborative effort reflects a broader trend in today’s business world: the need for tailored solutions in an increasingly interconnected economy. By aligning their strengths, Workhouse, MTNC, and THE BOARD are setting a new standard for cross-border partnerships.
With its burgeoning middle class, MENA is more than just a market; it’s a gateway to long-term growth. As international brands seek to tap into its $57 billion e-commerce landscape, partnerships like this are essential. They provide not only a roadmap but the critical infrastructure for success.
In an era where global reach is paramount, this alliance serves as a model for how businesses can thrive by combining cultural insight, strategic expertise, and creative ingenuity. The world may be shrinking, but opportunities—like those in MENA—are only expanding.
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