How technology partners can unlock opportunities in the GCC's luxury and premium retail markets

Emma Jones

Lead - Partnerships and Strategic Alliances for Digital Commerce Team

Department for Business & Trade

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Greg Petro

CEO

First Insight

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Rebecca Griffiths

CEO & Founder

Primis CX

Rebecca Griffiths is a visionary entrepreneur and customer experience expert with over 15 years of experience in e-commerce, business development, and CX innovation. 

As the Founder and CEO of Primis CX since March 2020, Rebecca has pioneered next-generation customer experience solutions, empowering businesses to reduce churn, increase revenue, and create lasting brand loyalty. Operating across key global hubs such as London, Cape Town, and Dubai, Primis CX has quickly gained recognition as a “ones to watch” tech startup for 2024 by Sifted, reflecting its innovative approach and rapid growth in the competitive tech landscape .

Rebecca’s career journey is marked by senior leadership roles at industry giants like Amazon Prime, Narvar, and InPost, where she honed her expertise in driving operational excellence and spearheading customer-centric initiatives across diverse global markets. Her time at Amazon, in particular, instilled a deep-rooted focus on customer obsession, which became a cornerstone of her entrepreneurial vision at Primis CX. She has successfully leveraged her extensive background to transform how businesses connect with their audiences, particularly in the retail and e-commerce sectors across the GCC Middle East Region .

Beyond her corporate achievements, Rebecca is a passionate advocate for sustainability and empowering women in tech. Through initiatives like The Female Founders Collective in New York, she actively mentors and supports aspiring female entrepreneurs, fostering a more inclusive tech ecosystem. Her ability to blend strategic vision with actionable insights has positioned her as a thought leader in transforming customer experiences across industries, earning her invitations to speak at prestigious events like WORLDEF in Dubai and Retail CIO Connect .

Rebecca Griffiths has been recognized by Trending 2025 for her transformative contributions to CX innovation, her success in driving sustainable growth for global brands, and her unwavering dedication to reshaping the future of e-commerce through technology-driven solutions. 

Her work continues to inspire a new wave of customer-focused innovation, setting benchmarks for excellence in the industry. As a leader based in dynamic cities like Dubai and London, she remains at the forefront of global trends, ensuring that Primis CX stays ahead in delivering impactful, scalable solutions for modern businesses.

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