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Basem Jafli currently serves as a Product Manager at REEF since December 2023, bringing a wealth of experience in operations and management. Previously, Basem held the role of Operations Manager at Doobzi and Wardat Alsamah Trading, where responsibilities included improving operational systems, managing budgets, and enhancing customer service quality. Prior experience encompasses positions as Commercial Manager at Shagaf Alhayat Trading, focused on commercial strategies and market research, and Brand Manager and Brand Category Manager at Tassis & Inshaa Trading, overseeing inventory and implementing marketing plans. Earlier roles also include Buyer & Merchandise in charge at Anwal Trading and Purchasing Manager at Deraah Trading Company. Basem began a career in sales at the Chalhoub Group and Yves Saint Laurent Parfums. Educational credentials include a diploma from the Tourist Hotel Institute.