Marcelo Concha


Ali El-Droubi

Managing Director - Business Advisory

Ali’s passion in business comes from taking a business from zero to 100 through business development and transformation by aligning business strategies with people. That is why he now leads the exciting role of MD at Reo Group for their Business Advisory Services. Ali leverages 20 years commercial experience in Executive Leadership roles to bring best practice in driving value and sustainable growth for our clients.

Professionally, Ali is an accomplished Finance Executive CFO/Finance Director with extensive experience in delivering and improving the financial health of organisations, enabling sustainable and profitable growth for complex and multinational organisations, spanning the Wireless Devices Distribution, Manufacturing and Bio-Tech sectors across ANZ, APAC and the Middle East & Africa. With significant experience in leading finance organisations and developing financial and commercial strategies  and solutions to significantly improve top and bottom line result in addition to removing operational inefficiencies, reducing SG&A cost and margin improvement.

Ali’s value comes from an ability to leverage this breadth of financial expertise into the development of financial strategies that transform commercial performance. By establishing and strengthening financial frameworks, and working closely with leadership teams across cross-functional environments, Ali has transformed Finance organisations from traditional record keeping into internal consultants providing key advice to Boards and the C-suite that drives tangible results.

An inspirational people leader recognised for an unwavering commitment to supporting and developing talent. Established and lead greenfield operations in complex markets that achieve and exceed multi-million dollar revenue and EBITDA objectives.

Now as the MD at Reo Group – Business Advisory Services his role is to partner with you to identify and deliver value adding opportunities.


Bachelor of Commerce (Accounting), University of Western Sydney

Associate Diploma of Accounting, TAFE