Serene Farah is the Vice President of Growth & Strategy at Pure Harvest Smart Farms, where she leads business development and corporate strategy. She is responsible for identifying and evaluating opportunities to expand Pure Harvest across new geographies, crops, and commercial partnerships. Serene also oversees the company’s strategic planning processes, including three-year roadmaps, annual operating plans, and OKRs, and manages special projects, post-merger integrations, and other high-impact initiatives that support the company’s growth trajectory.

Prior to joining Pure Harvest, Serene served as VP of Growth & Strategy at Noon, a leading e-commerce platform in the UAE and KSA, where she successfully launched and scaled two major platforms: Noon Daily (fresh groceries) and Sivvi (fashion). Earlier in her career, she was a strategy consultant with BCG in the Middle East and with Monitor Deloitte in the UK, advising both public and private sector clients on growth, go-to-market, and portfolio optimization strategies across a variety of industries including consumer goods and pharmaceuticals.

Serene holds a Master’s degree in Advanced Chemical Engineering & Biotechnology from Imperial College London.