Syed joined Unilever Pakistan in 1989, became general manager for North Africa in 2021, and took on her current role in 2024. Unilever consolidated six warehouses into a single fulfillment center in Jeddah in August 2024 at the Maersk Logistics Park hub. In April 2025, Rexona brought the Men’s and Women’s FIFA World Cup trophies to Riyadh as part of the Road to the 2026 World Cup campaign. Syed also serves on the advisory council at the British Asian Trust and the advisory board of the Male Champions of Change-Pakistan. She is also a trustee at the Duke of Edinburgh's Award Foundation Pakistan and a member of the board of governors of the National Management Foundation.