Elevating Tech Brands: Where Curiosity, Creativity, and Critical Thinking Ignite Growth

Rita Makhoul is a strategic powerhouse with over 23 years of experience spanning media, communications, content, and business growth, with a sharp focus on the tech and startup ecosystem in the MENA region. Driven by curiosity, creativity, and critical thinking, Rita has worked across leading sectors—from fintech and automotive to government and agriculture—bringing fresh narratives, scalable strategies, and impactful communications to life.

Her track record includes scaling teams and operations at top organizations like TBWA/BCOMAD and Arabnet, where she also launched new revenue-generating services and thought leadership content platforms.

• Strategic Communications & Narrative Crafting: Expert in building authentic, locally relevant brand narratives that resonate across MENA audiences.
• Business Growth & Innovation: Successfully scaled teams and operations, identifying untapped potential and launching high-impact service lines in emerging sectors.
• Ecosystem Development: Built pre-accelerator and fintech initiatives from the ground up, helping to shape regional innovation hubs.
• Venture Building: Fractional leadership and advisory roles in startup ventures, notably Izraa, a tech-driven agri-consulting platform for small and mid-size farmers.
• Localization & Insight: Deep understanding of MENA culture and markets, ensuring global strategies are localized effectively for long-term success.
• Mentorship & Advocacy: Active mentor and ecosystem advocate, sharing knowledge through accelerators, conferences, and startup competitions.

As a Partner at A8 Innovation, Rita brings deep regional expertise, a global perspective, and an entrepreneurial mindset to help startups, scale-ups, and established enterprises navigate complex markets and ignite sustainable growth.

Let’s ignite growth by harnessing the power of curiosity, creativity, and critical thinking!

Available Expertise

• Strategic Communications & Content Strategy
• Market Localization & Brand Positioning
• Ecosystem Development & Venture Growth

• Director of Insights, Arabnet: Spearheaded the growth of Arabnet Insights to position clients as thought leaders through high-quality content and research.
• Consultant, Digital Government Authority (consultant at EY): Developed English and Arabic content guidelines aligned with UN digital governance standards.
• Program Consultant, Friedrich Naumann Foundation: Designed and led a crisis-responsive pre-accelerator in Beirut for early-stage entrepreneurs.
• Founding Advisor, UABdigital Fintech Hub: Designed and launched a regional fintech innovation hub under the Union of Arab Banks.
• Fractional Chief Marketing and Brand Officer, Izraa: Advised the agriculture startup from inception and is now transitioning to a more hands-on operational role at launch.

With roots in Lebanon, Armenia, and Canada—and a career grounded in the MENA region—Rita brings unmatched cultural fluency. Growing up in Kuwait and attending a multinational American school shaped her intercultural agility, allowing her to lead diverse teams and engage audiences across markets with empathy and precision.

Rita’s love for exploration carries over into her personal life: she's a licensed sailor, avid hiker, Formula 1 enthusiast, and road trip devotee. With a passion for photography and storytelling, she sees the world through a lens of curiosity and creativity.