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Ruba El-Afifi has a strong background in human resources and executive management. Ruba has worked in various companies, starting their career in 2000 as an HR Consultant at MYER. Ruba then moved on to work as an HRM at AAMI from 2005 to 2008. From 2008 to 2010, they held the position of Senior Human Resources Business Partner at QIC. In 2010, Ruba became a Senior HRM at PPB Advisory, before joining Aconex in 2011 as the General Manager of Human Resources. Ruba held this role until 2018. Ruba then joined MedAdvisor, first as the Executive GM People & Culture from 2018 to 2020, and currently, they serve as the Chief Operating Officer. Throughout their career, Ruba has gained extensive experience in human resources management and has demonstrated strong leadership skills.

Ruba El-Afifi completed their Executive MBA in Business Administration and Management from RMIT University from 2018 to 2021. Ruba also obtained additional certifications including Certified Product Manager (CPM) from General Assembly in April 2023 and Designing Strategy from IDEO U in December 2022.