How We Work
Xeller is a Dubai-based marketplace operations company that runs Amazon and Noon operations across the UAE and Saudi Arabia. Built by operators who launched and scaled their own marketplace brands, Xeller qualifies each engagement before defining scope, responsibilities and timing.
Qualification and operational assessment
Tell us what you need through the appropriate application or quote form. We review the brand, markets, operational requirements and constraints, then confirm whether Xeller is a fit and what information is needed next.
Scope and implementation plan
Where there is a fit, we define the operating scope, responsibilities, dependencies, service levels and implementation sequence. Timing and commercial terms are confirmed against the agreed scope.
Execution and operating governance
Xeller runs the agreed work through one accountable Xeller operations team. Governance, reporting and escalation are matched to the service - whether launch, marketplace operations, logistics, fulfilment or a combined scope.
About the Operators
Xeller is run by a dedicated operations team, not freelancers or outsourced vendors.
Zain owns Xeller’s overall operating delivery, Aqsa heads marketplace strategy, and Nadia heads marketplace operations. Together, the team connects client priorities with daily Amazon and Noon execution, logistics and fulfilment across the UAE and Saudi Arabia.
The Team
Founder & Head of Operations
Zain Sohail
Leads Xeller’s operating delivery across marketplace execution, logistics, fulfilment and client governance.
LinkedInAs Founder & Head of Operations, Zain owns Xeller’s overall operating delivery across marketplace execution, supply chain, warehouse workflows, logistics, fulfilment and client governance. PMP-certified, he brings experience building and operating marketplace brands, designing SOPs and managing the inventory, margin, compliance and account-health issues Xeller now handles for clients.
Founder & Head of Operations
Zain Sohail
As Founder & Head of Operations, Zain owns Xeller’s overall operating delivery across marketplace execution, supply chain, warehouse workflows, logistics, fulfilment and client governance. PMP-certified, he brings experience building and operating marketplace brands, designing SOPs and managing the inventory, margin, compliance and account-health issues Xeller now handles for clients.
LinkedIn
Head of Marketplace Strategy
Aqsa Sohail
Leads marketplace and account strategy for the UAE and Saudi Arabia using experience from mature international Amazon markets.
LinkedInAs Head of Marketplace Strategy, Aqsa leads marketplace and account strategy for the UAE and Saudi Arabia, joining client discussions on catalogue direction, FBA strategy, advertising, launches and commercial performance. She brings hands-on Amazon experience across the UK, US and European marketplaces, including Germany, France, Italy and Spain, adapting lessons from mature markets to Amazon UAE and Amazon Saudi Arabia. Her published record includes work with brands recording $1M+ GMV.
Head of Marketplace Strategy
Aqsa Sohail
As Head of Marketplace Strategy, Aqsa leads marketplace and account strategy for the UAE and Saudi Arabia, joining client discussions on catalogue direction, FBA strategy, advertising, launches and commercial performance. She brings hands-on Amazon experience across the UK, US and European marketplaces, including Germany, France, Italy and Spain, adapting lessons from mature markets to Amazon UAE and Amazon Saudi Arabia. Her published record includes work with brands recording $1M+ GMV.
LinkedIn
Head of Marketplace Operations
Nadia Faisal
Leads daily Amazon UAE, Amazon Saudi Arabia and Noon operations, account health, reporting and client updates.
LinkedInAs Head of Marketplace Operations, Nadia leads daily marketplace execution across Amazon UAE, Amazon Saudi Arabia and Noon. She owns the operating cadence across catalogue health, listings, launches, inventory execution, account operations, reporting and client updates. She has managed brands recording AED 100k–300k in monthly GMV and executed 100+ product launches, bringing regional operating discipline to Xeller’s combined marketplace and logistics model.
Head of Marketplace Operations
Nadia Faisal
As Head of Marketplace Operations, Nadia leads daily marketplace execution across Amazon UAE, Amazon Saudi Arabia and Noon. She owns the operating cadence across catalogue health, listings, launches, inventory execution, account operations, reporting and client updates. She has managed brands recording AED 100k–300k in monthly GMV and executed 100+ product launches, bringing regional operating discipline to Xeller’s combined marketplace and logistics model.
LinkedInOperational Coverage
- Amazon UAE & Saudi Arabia marketplace operations
- Noon marketplace execution
- International Amazon markets (US, UK)
- UAE logistics execution and agreed regional routes
- Inventory management and margin control
- PPC management and listing optimization
Xeller operates as an embedded marketplace operations team for brands expanding into the GCC.
You keep ownership of the brand and inventory.
We run the execution.
Clear Expectations
What Xeller does and explicitly does not do.
- Make agreed operational decisions
- Run daily operations
- Manage PPC with margin focus
- Handle compliance & VAT
- Run inventory planning
- Provide weekly governance
- Coach or train
- Sell courses
- Promise revenue
- Offer advice only
- Work on profit-share
- Accept all applicants
Discuss Your Requirements
Complete the application form. If there’s a fit, we’ll schedule a call.
Discuss Your Requirements