Liquid Retail appoints ex Publicis; Saatchi & Saatchi Finance Director as its new EMEA Director of Finance & Operations

Kristine Varma as its new Director of Finance & Operations for Europe, the Middle East and Africa

Kristine Varma

Kristine Varma

 Dubai, UAE - Liquid, the award-winning retail ideas company fully dedicated to ensuring brands sell by helping shoppers buy, has further strengthened its management team with the appointment of Kristine Varma as its new Director of Finance & Operations for Europe, the Middle East and Africa (​​EMEA).

Kristine joins Liquid from Saatchi & Saatchi, where she held the position of regional Finance Director for 8 years. Kristine has also held a senior leadership role with Publicis Communications in the UAE.  Throughout her career, Kristine has been responsible for developing business and financial operations with a global remit.

In her new role, Kristine will be responsible for the operational and financial direction of the organisation. In addition, she will play a crucial role in partnering with the leadership team to drive excellence throughout,  whilst contributing to the growth of Liquid as one of the leading retail ideas agencies in the Middle East and Europe.

A stalwart of the finance industry, Kristine has over 20 years of experience within a variety of senior roles, with key competencies firmly rooted in finance and business operations. Kristine has been recognised for her expertise on a number of occasions throughout her career.

Regarding her new role, Kristine said: “I am incredibly pleased to join one of the most exciting and fastest growing agencies around. I’m looking forward to delivering a fully integrated approach to financial and operational practices. The opportunity to work with some of the world’s best loved brands, as well as some of the leading minds in the industry is something I am really looking forward to. As the e-commerce industry across the region grows at an exponential rate, I am delighted to be part of the unique offering that Liquid brings.”

Sachinn J Laala, Founder and CEO at Liquid, said: “We are thrilled to welcome Kristine to the team with her wealth of experience in delivering excellence for a multitude of world-famous companies. A true professional, Kristine’s expertise in shaping dynamic practices will complement the growth of Liquid. We want to ensure that we attract talent and diversity in line with our clients’ needs, and with Kristine’s proven track record, we are proud to say we have one of the most talented and experienced teams in the industry”.

Liquid’s exponential growth comes off the back of a 35% increase in revenue in 2020, and follows Liquid’s recent move into the Kingdom of Saudi Arabia, Egypt, and Europe - building upon its global hub office based out of Dubai, United Arab Emirates.


About Liquid:

Liquid is a globally active retail ideas company based in the Middle East fully dedicated to ensuring brands sell, by helping shoppers buy, wherever, however and whenever.

Their unique approach of thinking and acting at the speed of retail, underpinned by a belief in the combination of  Science, Art and Instinct, has helped them grow their reputation and scale from start up, to a team of over 90 experts in five years.

Headquartered in Dubai, and with offices in KSA, Egypt, Lebanon, Poland, and India – Liquid works with some of the world’s most iconic clients, including P&G, Johnson & Johnson, PepsiCo, Nestle and Bieresdorf, amongst others, helping some of the world’s most loved brands to present themselves across all retail channels in ways which resonate with shoppers.

Liquid walks the walk, not just the talk in bringing ideas to life with excellence in execution, delivering what it takes to help brands win the hardest yards in retail.

For more information, please visit 

Contact Information
Younes Elaouad 

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