Willean Master

Willean Master is the Chief Operating Officer at Electra, where she has been instrumental in driving operational excellence, innovation, and sustainable growth. Over the past four years, she has led the company through a transformative journey, optimizing production capabilities and aligning operations with the highest standards of sustainability, quality, and procurement across the region.

Under her leadership, Electra has strengthened its position as a trusted production powerhouse, serving government entities, multinational corporations, and creative agencies throughout the Middle East. Willean has spearheaded a comprehensive LEAN transformation, implemented Microsoft Dynamics 365 ERP tailored to Electra’s hybrid manufacturing and events model, and successfully deployed Coupa to streamline procurement operations.

Her strategic approach to sustainability has resulted in key certifications including ICV, EcoVadis, ISO 14001, and ISO 45001. She also championed ethical procurement practices through CIPS certifications across the team, reinforcing a culture of responsibility and transparency. Additionally, Willean has led the expansion of Electra’s logistics and production footprint in the UAE and KSA to over 52,000 sqm (560,000 sqft), setting new industry benchmarks for operational scale and efficiency.

Willean’s forward-thinking leadership continues to shape Electra’s future, positioning the company at the forefront of sustainable, large-scale production in the region.