El Sada has been in his current position at Beltone Holding since May 2024. Since joining, he led the communications strategy behind the largest capital increase in the history of the Egyptian Exchange in 2025, spearheaded Beltone’s ‘Empowering Growth’ brand transformation, democratized investment through the launch of eight specialized funds, introduced Robin the Group’s Data Science and AI solutions company and expanded access to homeownership by penetrating the retail mortgage segment.