THE BIDAYA GROUP
SUPPORTING EDUCATION, WORKFORCE CAPABILITY & FUTURE SKILLS ACROSS THE UAE & GCC
Bidaya Group is a UAE-based transformation platform supporting organisations, schools and communities through education innovation, workforce capability and future skills development.
Operating across education transformation, AI capability, workforce modernisation and sustainability readiness, we partner with schools, corporate organisations and strategic stakeholders to deliver practical, future-focused solutions that create long-term impact.
WHAT WE DO
Bidaya Group supports organisations, schools and communities through education transformation, workforce capability and future skills development across the UAE and wider GCC region.
Through our specialist divisions, we deliver strategic consultancy, capability development, training and transformation-led solutions designed to help organisations modernise, strengthen operational capability and prepare for the future economy.
OUR DIVISIONS
Bidaya Group operates through two specialist divisions, each designed to support different sectors through tailored expertise, strategic consultancy and capability development.
Bidaya Education
Focused on education transformation, inclusion, SEN support, leadership development and school improvement across the UAE, supporting schools, educators and families through practical, high-impact solutions.
Bidaya Future Skills for the Workforce
Focused on workforce transformation, AI capability, sustainability, engineering pathways and future skills development, supporting organisations and industry partners across the UAE and wider GCC region.
MEET THE TEAM
Nicola Ellahi
Group President– UAE & GCC
Nicola leads strategic growth, workforce transformation, and capability development initiatives across the UAE & GCC. With extensive leadership experience across education, organisational development, and future workforce strategy, she oversees the expansion of Bidaya Future Skills through international partnerships focused on AI readiness, sustainability capability, technical certification, leadership transformation, and future-focused workforce ecosystems across emerging sectors.
She works closely with corporate partners and industry stakeholders to support workforce modernisation, strategic capability development, and innovation-led workforce solutions aligned to regional growth and transformation priorities.
Charlie Lovell
Growth & Partnerships Manager – UAE & GCC
Charlie leads partnership development and strategic growth initiatives across the organisation’s UK and UAE operations. Working closely with employers, corporate stakeholders, and strategic partners, she is responsible for developing high-value relationships, supporting commercial growth, and identifying new opportunities across workforce transformation, leadership development, and organisational capability building.
She also supports strategic engagement, outreach, and brand development activity, helping strengthen the organisation’s market presence, stakeholder relationships, and commercial visibility across both regions.
Paul Addis
CEO – UAE & GCC
Paul leads the strategic direction, operational governance, and quality assurance framework of the organisation across both the UK and UAE. As a UK Ofsted Inspector with extensive expertise in education leadership, organisational improvement, and regulatory compliance, he provides specialist oversight in inspection preparedness, SEN provision, teaching and learning standards, and institutional development.
Working closely with executive leadership teams and strategic partners, Paul drives the delivery of high-quality educational practice, continuous improvement initiatives, and sustainable organisational growth across all areas of operation.
Rebecca Holmes-Brown
Director of People, Brand & Growth UAE & GCC
Rebecca leads the organisation’s people, brand, and marketing functions across the UK and UAE operations. With a strong background in strategic marketing, business growth, and workforce development, she oversees brand positioning, communications, stakeholder engagement, and organisational culture across multiple business divisions.
She also supports business development, partnership growth, and operational strategy, helping drive the organisation’s expansion and visibility across the education, training, and future skills sectors.
Salim Marson
Director of Strategic Partnerships – UAE & GCC
Salim leads strategic relationship development and partnership engagement across the UAE & GCC, supporting the organisation’s expansion through collaborative partnerships, stakeholder engagement, and regional ecosystem development.
He works closely with corporate, education, and strategic partners to strengthen long-term relationships, identify growth opportunities, and support the continued development of workforce transformation initiatives across the region.
Abdur Rehman
Operations Manager – UAE & GCC
Abdur oversees day-to-day operations, business coordination, and administrative processes across the organisation’s UK and UAE activities. With over 10 years of experience in business operations, company formation, P.R.O services, and government liaison within the UAE, he brings strong expertise in operational management, compliance, and business support services.
He supports organisational growth through effective operational coordination, stakeholder management, and streamlined business processes across multiple departments and partner organisations.
Recent News
Our Blogs and articles
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About Bidaya Future Skills
Operating across workforce transformation, AI capability, sustainability readiness, engineering pathways and leadership development, Bidaya Future…
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Partner With Bidaya Education
Schools are increasingly navigating the challenges of supporting neurodiverse learners and students with additional needs…
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About Bidaya Education
At Bidaya, we work directly with schools to deliver specialist training and support for children…
