MEET THE TEAM

THE USMAART TEAM

SADIQ

Founder

ABOUT SADIQ

Sadiq began his career working in in 1992 in corporate finance with HSBC & Lloyds TSB. He was quick to recognise there was an opportunity in Business Process Outsourcing and its growth. In 1997 Sadiq joined Experian which later turned into Reality. He has spent 20 years working for organisations such as Serco, Vertex and Ventura and has been instrumental in completing some of the most transformational BPO deals over the last 15 years. He set up USMAART in 2016 to help clients find the right partners and provide a bespoke service.

KANEEZ

Managing Director

ABOUT KANEEZ

With extensive experience in financial services and telecoms, Kaneez brings expert insights into optimising business operations and reducing costs. Her background in financial strategy and telecom systems allows her to provide effective outsourcing solutions that not only helps to enhance efficiency but also profitability.

SOPHIA

Independent Managing Partner

ABOUT SOPHIA

After completing a Business & Economics degree, Sophia found her passion for client management during her multiple internships in start-up companies. She also spent time training to become a financial advisor. Her experiences have taught her the art and importance of the client journey, as well as the critical importance of how the financials in a business work. Through her business in Dubai (Sensala Digital) she now manages the USMAART online marketing strategy.

YASMIN

Director

ABOUT YASMIN

With a background in Law, Yasmin brings expert legal knowledge to USMAART’s outsourcing solutions. Her deep understanding of legal frameworks ensures that our outsourcing strategies are fully compliant, risk-free, and tailored to meet industry regulations.
Yasmin plays a crucial role in safeguarding our clients’ legal interests, ensuring smooth and secure outsourcing processes that drive efficiency and protect business operations.

ASIF

Independent Managing Partner

ABOUT ASIF

Asif has more than 20 years of experience in leading business and contact centre transformations in financial services, retail, telecoms and logistics. Asif has a history of delivering digital and operational change at scale through his achievements in leading multi-million-pound outsourcing deals and launching new offshore centres at record speed. His work has consistently aligned people, technology, and product strategies to deliver commercial growth, cost efficiency, and outstanding business and customer outcomes. Through his business (Anthem Management) he now manages some of the transformation of the USMAART clients operations.

IAN

Independent Managing Partner

ABOUT IAN

Ian brings over 20 years of experience transforming all aspects of customer journeys and contact centres with some of the UKs largest retailers, and more recently outsource providers. He has managed businesses through impactful large scale operational change in contact centres, with onshore, offshore, in-house and outsourced operating models for UK and international clients, working with and leading contact centres in the UK, US, Ireland and South Africa. Ian has consistently led the way in the use of new technology and practices to deliver game changing results such as digital adoption, continuous improvement methodologies, analytics and more recently AI, making sure that operations remain optimal and relevant. Through his business (IWR Customer Journeys) he now manages some of the transformations of USMAART’s clients operations.”