About
CFO at Attention and founder of Praxis — building financial architecture for companies that operate outside standard models.
With a background across multi-entity structures and cross-border operations, Tarek brings financial discipline and strategic clarity to high-growth environments where conventional finance falls short.
Currently leading financial strategy across Attention's media, ventures, and capital platform — while simultaneously building Praxis, an AI-driven personal style platform. Operating across the Middle East and into global capital markets.
He runs both the CFO seat and the founder seat because he believes the people who understand capital structure are exactly the people who should be building new businesses.
Work
Chief Financial Officer
Attention
Running financial strategy, governance, and operational execution across a multi-entity platform at the intersection of media, capital, and venture incubation. Responsible for financial architecture, investor relations, and aligning execution with long-term strategic objectives across a diversified portfolio.
Founder
Praxis
Building an AI platform that analyzes wardrobe, lifestyle context, and occasion to generate personal style decisions — removing the friction between knowing what you own and knowing what to wear. Backed by the conviction that software can replace the stylist for anyone who values speed and clarity in personal presentation.
Open to select collaborations in media, AI, and capital.
Reach outSelected Scope
Areas of strategic focus and operational expertise.
Turning multi-entity complexity into a single coherent financial picture — across jurisdictions, currencies, and regulatory environments.
From pitch deck to cap table: finance leadership through every stage of venture incubation and capital deployment.
Structuring deals that close — legal, financial, and operational alignment handled as a single coordinated system.
Building the investor narrative and capital strategy that gets companies funded and keeps them fundable.
One of a small number of CFOs structuring both traditional and digital asset capital within a single operating company.
Philosophy
Every company I’ve worked with had more complexity than it needed.
My job — as CFO and as founder — is to strip it back to what actually moves the business forward. Precision isn’t a style choice. It’s the only thing that scales.
Personal Discipline
Martial arts and salsa are not hobbies. They are how I train pattern recognition, timing, and composure under pressure — the same qualities that matter when it counts.
Martial Arts
Discipline, precision, and control
The practice of eliminating excess — each movement deliberate, each decision final.
Salsa
Rhythm, timing, and presence
The art of reading a partner, a room, a moment — and moving with intention.
The body keeps score. How you move under pressure in the dojo is how you move under pressure in the boardroom.
Education
MBA
Lebanese American University
Contact
Availability is limited. Introductions welcome.