Paula Crystal Green · Global Strategy & Transformation Executive

Strategy only matters once it becomes real.

I work with owners, founders, boards, investors and governments to set business direction and lead its implementation: new markets entered, established businesses repositioned, early-stage companies taken to market leadership.

27 years in corporate strategy, transformation and international expansion · 45+ countries · B2B and B2G

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Paula Crystal Green

Track record

  • USD 200M+Revenue contribution in the past seven years
  • 150M → 1BValuation growth of an advised venture, USD
  • USD 40MLargest annual contract closed
  • 45+Countries across the GCC, EMEA, Africa, APAC, CIS, LATAM and North America

What I do

Market entry and international expansion

Reading a market before it moves: policy, budget, regulatory and competitive signals. Then the operational backbone behind the deals: regulatory and compliance architecture, partners, distributors, government end-users. Markets opened from zero across the GCC, EMEA, Africa, APAC, the CIS, LATAM and North America.

Strategy and business transformation

Setting direction and leading implementation: P&L priorities, business model, pricing, revenue plans, resource allocation. Portfolios repositioned from hardware sales to connected platforms, recurring SaaS and data services; single products turned into compounding revenue lines.

Board and investor advisory

Connecting go-to-market decisions to enterprise value, investment positioning and exit or IPO readiness. Readiness assessment for founders: product-market fit, pricing, certification, compliance. Ten-plus ventures taken from assessment to export-ready.

Experience

  • 2025 —Head of Strategy & Global Business DevelopmentGlobal cyber technology group, Dubai · B2G and B2B mandate
  • 2022 — 2025Chief Business OfficerGlobal technology holding, Dubai and UK · Global business development and strategic partnerships
  • 2017 — 2025Strategic and Board AdvisorTen-plus SMEs, start-ups and scale-ups · International growth and commercialisation
  • 2017 — 2020Vice President, Global Business Development, Sales & MarketingMicronet Ltd (NASDAQ: MICT)
  • 2010 — 2017International Director, Business Development, Sales & MarketingPowerfleet / Pointer Telocation (NASDAQ: AIOT)
  • 2007 — 2010Regional Sales & Marketing ManagerRAD Data Communications
  • 1999 — 2007Senior Project Manager, Enterprise Systems, Planning & CybersecurityIBM

About

Expansion doesn't fail because of a bad product. It fails because of a borrowed playbook.
Paula Crystal Green

I have spent 27 years turning strategy into operating reality: at IBM on enterprise transformation and cybersecurity programmes; then at RAD, Powerfleet and Micronet, opening markets in APAC, EMEA, the CIS and the Gulf; and since 2022 as Chief Business Officer and Head of Strategy for technology groups headquartered in Dubai.

Fifteen of those years were in IoT, machine learning and smart, connected technologies, from early telematics deployments to AI-enabled ecosystems. The sector knowledge matters less than the habit it built: read the market before it moves, and build the compliance and partner architecture before the first deal, not after.

Alongside full-time roles I advise founders, boards and investors. The question is always the same: what has to be true for this ambition to become a business.

Contact

Let's talk.

Market entry, transformation mandates, board and investor advisory, speaking.

Dubai, United Arab Emirates

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