Serene Farah
VP Growth & Strategy
Pure Harvest Smart Farms
Serene Farah is a growth and strategy executive with over 15 years of experience driving business transformation and scaling high-growth businesses. As VP of Strategy at Pure Harvest Smart Farms, she leads corporate strategy, M&A, strategic partnerships, and regional expansion, advancing sustainable agriculture and food security across the GCC and beyond.
Previously, Serene was VP of Growth at Noon, where she launched and scaled major e-commerce platforms in grocery and fashion. She also held consulting roles at Boston Consulting Group in Dubai and Monitor Deloitte in London.
Serene holds an MSc in Advanced Chemical Engineering and Biotechnology from Imperial College London.
