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Basma Ahmed is the Country Head and CEO for Element Payments Pakistan and the co-founder and CEO of The SWOT’s Guide and SwotsUp. Starting their career as an Investment Banking Analyst at KASB Securities Limited, Basma transitioned to business consulting in 2010, helping small and midsize businesses optimize their strategies and operations. With a strong background in finance, strategic planning, and community engagement, Basma has played a crucial role in developing innovative product suites for brands and businesses. Additionally, Basma is passionate about holistic wellness and holds certification as a kickboxing coach, focusing on empowerment and solutions to gender violence. Basma earned a Bachelor’s degree in Finance/Accounting and English Literature, graduating Magna Cum Laude from Franklin & Marshall College.