Fathy assumed his current role in October 2022. In 2025, he led the International Patient Growth Strategy, increasing inquiries by over 40% and contributing more than 18% to overall revenue. The company recorded over 27% customer acquisition growth and 84% growth in customer retention in 2025. In 2026, he directed the relaunch of the ‘My PRIME Rewards’ loyalty program. Fathy is also a Fellow of the Chartered Institute of Marketing (UK).