THE MIDDLE EAST’S
1. Firas Wahbeh
Designation: Chief Brand & Strategy Officer
Company: BEEAH
Nationality: American
Country: UAE
Wahbeh was promoted to his current position at BEEAH in June 2026. In February 2025, he led the launch of BEEAH’s Next Era campaign to reposition the brand from waste management to a diversified quality-of-life group spanning Environment, Energy, Technology, Healthcare, and Real Estate. The campaign increased perception as a sustainability, environment management, and technology company by 13% and reduced waste-management association by 16%. Wahbeh joined BEEAH in 2014, prior to which he worked with TBWARaad and BPG Group.