Imbabi assumed his position in October 2024, having first joined the company in 2012. e& Egypt’s 2026 marketing budget is primarily focused on the brand and offline channels, and digital media. In 2025, Imbabi, along with the e& Egypt Foundation, oversaw the fifth year of the Sehetak Asl AlHekaya healthcare initiative, which has so far served a million beneficiaries across 10 Egyptian governorates, in addition to another CSR campaign for children with hearing impairments to establish speech therapy labs across special education schools nationwide.