Meet The Team

Dina El Selmy is a visionary Arab leader and angel investor dedicated to empowering leaders through a fusion of cultural heritage, innovation, and wellness, fostering cultural and economic renaissance in the Arab world. As Founder and CEO of Urban Business Institute (UBI), leading epicenter for executive education, corporate training, and event management. She launched Fay Retreats for luxury wellness experiences blending mindfulness and adventure, UBI Digital as a scalable EdTech and edutainment platform. Dina also founded the Future Impact Forum (FIF), an annual summit uniting leaders on digital leadership, wellness, talent development, and sustainable growth via renewable energy and resilient governance. A Harvard-certified expert in innovation and creativity, she is a strategic communicator, etiquette consultant, and keynote speaker, advising Fortune 500 boards and shaping narratives for Marie Claire Arabia and Buro Middle East. 

Lara, MSc. Global Finance and Harvard GMP alumna, is a transformative leader steering the Urban Business Institute (UBI) as the premier epicenter for innovative leadership and knowledge in the GCC and North Africa. As Founder & Principal of Vikingur Management Consultancies and a renowned Board Member of the Harvard HBS Club GCC, she leverages her global expertise from two decades on Wall Street. She previously led SEC-regulated Private Credit Funds, Private Equity, and Family Offices, including a tenure at Morgan Stanley in New York. Lara drives UBI’s mission to revolutionize executive education and event management, equipping leaders with strategic insights for the dynamic digital era. With experience across New York, Jeddah, Iceland, Germany, France, and Hong Kong, she also advises MENA Family Offices and Private Funds on governance, restructuring, and growth, fostering sustainable development and innovation.

Mona, a visionary leader, drives the Urban Business Institute (UBI) as the GCC and North Africa’s premier epicenter for innovative leadership. With over 20 years of global experience, including high-impact strategic roles in Saudi Arabia, she spearheads UBI’s vision as a one-stop boutique, delivering tailored, world-class solutions for entrepreneurs, organizations, and the public sector. An eCommerce and retail expert, and formerly VP at Merit Incentives, she has a proven track record of shaping industries and driving exponential growth. Mona's expertise extends to fostering executive presence, where she's empowered C-suite leaders and senior executives with incisive strategic insights and enhanced communication skills. As the founder of ZOLA Consulting, she is passionately dedicated to transforming businesses and cultivating strong, authentic leaders in dynamic, fast-evolving markets.