Dina Aly

Dina Aly

Managing Director & Co Founder, Matter


I started my entrepreneurial journey 8 years ago with my two amazing partners, when we embarked on the exciting journey of building one of the regions most impactful multiple award winning independent brand consultancies. Matter is the coolest place on earth. I am the biggest fan of our absolutely fabulous and immensely talented team. We are constantly pushing the envelope to be better, we are curious and we love what we do. Over the years I had the most amazing job of building over 200 brands across various industries covering a spectrum of global brands like Mega, Heinz, Pepsi and local power brands like Flo, EGbank and Imtenan. We are in the business of transforming ideas, services and products into impactful brands that drive business growth. matter’s mission is to inspire and impact the industry, continuously collaborating with universities and the ecosystem to ensure the growth of the branding industry in Egypt and the region.

Continuous learning is a top priority for me and I love learning from people and their stories. That is why I continuously engage with the entrepreneurial eco-system, mentoring at several incubators. I am also part of the Endeavor network, a founding-member of the EO Cairo Chapter and the Co-Chair of the marketing committee at the American Chamber. I studied at the German School (Deutsche Evangelische Oberschule) and hold a Bachelor of Business Administration from the American University in Cairo, where I graduated top of my class, and was awarded a spot on the Dean’s Honor List and Merit Scholarship. I later completed various executive courses at top universities like Harvard and INSEAD.

I share my passion for endurance sports with my husband. Together we completed 6 Ironman70.3 and one Ironman140.6, combining two of our favorite hobbies, traveling and sports. Other than the countless valuable life lessons I have learned from endurance sport, it was also the inspiration for my second business, a healthy energy bar called Bruz. I started this business with my friends, because we understand first hand the impact of good nutrition on performance, health and well-being and because we are big advocates of sports, adventure and an active outdoor lifestyle.