Beg first joined the group in 2010 and assumed her current position in 2022, overseeing the marketing, communications, business excellence and CSR functions for the Group’s over 30 businesses. She formed BORN28 under Al Gurg Group in 2024, shifting its marketing and communications operations in-house rather than outsourcing it. Today, BORN28, with its team of 45, has clients in the UAE, Germany, and U.K. Beg began her career at AIG in the UAE.