Driving Procurement Excellence in EdTech: An Interview with Atta Deaibes, Head of Procurement at Alef Education
As technology continues to reshape the education sector, procurement plays a pivotal role in ensuring that organisations remain agile, cost-effective, and innovative. At the heart of Alef Education’s procurement operations is Atta Deaibes, an experienced leader who brings a strategic approach to sourcing, supplier management, and digital transformation.
In this exclusive interview, Atta shares insights into his career journey, how procurement supports Alef Education’s mission, and the role of technology, risk management, and sustainability in shaping the future of procurement within the fast-evolving EdTech landscape. He also offers valuable advice for aspiring procurement leaders looking to make an impact in the field.
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Career Journey: Can you share your career path and what led you to become the Head of Procurement at Alef Education? What experiences have most influenced your approach to leadership in procurement?
I began my procurement career at one of the Big Four international oil and gas companies, where my initial role involved managing purchase orders, invoices, and receipts to facilitate vendor payments. This early experience gave me a strong foundation in the procure-to-pay (P2P) process and industry-specific purchasing.
Eager to expand my expertise, I transitioned into a buyer role, where I focused on negotiating pricing and securing materials at optimal costs. Over time, I progressed to the position of Country Procurement Manager for the UAE and Oman, leading a team of 15 and overseeing procurement operations across various sectors, including drilling equipment, logistics, and office supplies.
During the COVID-19 pandemic, I was presented with an opportunity to pivot into the education technology sector, joining Alef Education. The company’s mission—leveraging AI to enhance learning for students, teachers, and parents—deeply resonated with me. Given the rapid advancements in AI and technology, I saw this as a chance to apply my procurement expertise in an industry that drives innovation and transformation.
Today, as Head of Procurement at Alef Education, I lead a team focused on strategic sourcing, cost optimisation, and operational efficiency, ensuring that procurement aligns seamlessly with the company’s broader vision.
Procurement’s Role in EdTech Innovation: Procurement is critical in supporting Alef Education’s mission to reshape education through technology. How does your team ensure that procurement processes align with and support the company’s innovative goals?
To effectively support Alef Education’s mission, procurement must go beyond traditional sourcing and cost management—it must serve as a strategic enabler of innovation. The first step is fully understanding the company’s vision and long-term objectives. With this foundation in place, procurement processes can be tailored to align with these goals while maintaining core procurement principles.
When I joined Alef Education, my focus was on adapting procurement policies and procedures to be agile, responsive, and supportive of our stakeholders’ evolving needs. Since there is no universal procurement model that fits all industries, we designed a flexible framework that balances compliance, efficiency, and adaptability to meet the demands of a fast-paced EdTech environment.
Collaboration with stakeholders is essential to ensure that procurement decisions not only optimise costs but also contribute to the company’s innovation-driven objectives. By staying proactive, fostering strong supplier partnerships, and leveraging technology, procurement plays a pivotal role in driving Alef Education’s transformation of learning experiences.
Supplier Selection and Management: What criteria and strategies do you employ to select and manage suppliers, ensuring they meet Alef Education’s standards for quality, reliability, and ethical practices?
Effective supplier selection and management are crucial to maintaining Alef Education’s high standards. Beyond sourcing the best products and services, we focus on fostering long-term, strategic partnerships with suppliers who align with our mission and values.
At Alef Education, we enforce a strict Code of Ethics that extends to our suppliers, ensuring adherence to ethical business practices, transparency, and full compliance with legal and regulatory requirements. Quality and reliability are equally important—we thoroughly vet suppliers based on their certifications (e.g., ISO), compliance with In-Country Value (ICV) for local vendors, financial stability, and industry reputation. Additionally, we evaluate suppliers’ proven track records, verified through references and past performance assessments.
However, supplier collaboration is an ongoing process, not a one-time evaluation. We continuously monitor performance, assess risks, and encourage innovation within our supply chain. This proactive approach ensures that Alef Education maintains a strong, ethical, and high-quality procurement ecosystem that directly supports our educational objectives.
Balancing Cost and Quality: In the rapidly evolving EdTech industry, how do you balance cost considerations with the need for high-quality products and services to maintain Alef Education’s competitive edge?
This is a great question. A common misconception about procurement is that it solely focuses on cost-cutting—however, true procurement excellence is about achieving value for money (VFM) rather than simply securing the lowest price.
At Alef Education, we prioritise strategic sourcing, ensuring that every procurement decision balances cost efficiency with quality, reliability, and long-term value. We adhere to a structured procurement framework, utilising Request for Proposal (RFP) and Request for Quotation (RFQ) processes to maintain transparency and secure the best possible options.
Additionally, we continuously explore innovative solutions and emerging technologies that align with Alef Education’s mission. While cost savings are important, they should never come at the expense of quality. We recognise that investing in high-quality products and services leads to better outcomes and long-term sustainability. If a higher investment ensures a more robust and effective solution, we are willing to make that choice—ensuring that Alef Education remains at the forefront of EdTech innovation.
Sustainability in Procurement: Sustainability is becoming increasingly important across industries. How is Alef Education integrating sustainable practices into its procurement and supply chain operations?
Sustainability has become a key focus for industries worldwide, and at Alef Education, we are committed to embedding sustainable procurement practices into our operations. As a UAE-based organisation, we align with the country’s sustainability vision by integrating environmentally responsible sourcing, ethical supplier selection, and efficient resource management into our procurement processes.
One of our primary approaches is partnering with suppliers who share our commitment to sustainability—whether through reducing carbon footprints, ethical labor practices, or responsible sourcing. We also focus on digital transformation to minimise paper usage and streamline procurement operations, reducing waste while increasing efficiency. Additionally, we prioritise working with local vendors whenever possible, supporting the economy while reducing the environmental impact associated with long-distance supply chains.
For us, sustainability is not just a checkbox—it is a guiding principle in how we evaluate vendors, negotiate contracts, and make procurement decisions. By embedding sustainability into our procurement strategy, Alef Education is actively contributing to a more responsible and environmentally conscious future.
Digital Transformation in Procurement: With Alef Education’s focus on AI and digital tools, how is the procurement department leveraging digital technologies to enhance efficiency and transparency in its operations?
At Alef Education, we recognise the transformative power of AI and digital tools in modernising procurement operations. Our goal is to reduce manual processes and leverage technology to streamline workflows, enhance transparency, and optimise decision-making.
We are actively digitising procurement processes to eliminate outdated manual methods, creating a more agile and automated approach. This shift not only improves team efficiency but also provides real-time visibility into procurement activities, fostering better collaboration across departments. Additionally, by integrating data analytics and AI-driven insights, we can make more informed purchasing decisions, track vendor performance more effectively, and implement cost-optimised procurement strategies.
Ultimately, digital transformation in procurement ensures agility, accountability, and value-driven decision-making, allowing Alef Education to scale effectively while maintaining the highest standards of compliance and operational efficiency.
Risk Management in Supply Chain: Given the complexities of global supply chains, how does Alef Education manage risks to ensure continuity and resilience in its procurement processes?
At Alef Education, risk management in procurement is built on proactive planning, supplier diversification, and technology-driven insights. Given the dynamic nature of global supply chains, we implement robust risk assessment frameworks to identify potential disruptions and develop effective mitigation strategies.
One of our key approaches is supplier diversification—we avoid over-reliance on a single vendor by maintaining relationships with multiple suppliers across different regions. This strategy helps mitigate geopolitical risks, logistical challenges, and supply shortages.
We also incorporate contractual safeguards, such as service level agreements (SLAs) and penalty clauses, to ensure supplier accountability and minimise risks related to delayed or subpar deliveries. Additionally, by leveraging AI-driven procurement tools, we enhance real-time transparency, monitor supplier performance, and forecast potential risks before they escalate.
Finally, we conduct regular risk reviews and scenario planning to ensure our procurement processes remain agile and resilient. By embedding risk awareness into every stage of procurement, we safeguard Alef Education’s operations, ensuring our supply chain remains robust, responsive, and aligned with business goals.
Adapting to Market Changes: The EdTech market is dynamic and fast-paced. How does your procurement team stay agile and responsive to changing market conditions and technological advancements?
In the rapidly evolving EdTech market, agility and responsiveness are essential. Our procurement team ensures we remain flexible and adaptive by continuously monitoring industry trends and adjusting our processes to align with Alef Education’s evolving needs.
We actively engage with key stakeholders across departments, particularly in technology and operations, to stay aligned with their strategic priorities and anticipate shifts in requirements and objectives. This cross-functional collaboration enables us to proactively adjust our procurement strategies.
Maintaining strong relationships with suppliers and industry peers also allows us to react quickly to market changes, whether it’s new product offerings, cost fluctuations, or supply chain disruptions. Open communication ensures we can rapidly pivot sourcing strategies to leverage the latest innovations and best available technologies.
Additionally, we foster a continuous learning culture, encouraging our team to stay updated on emerging procurement best practices and new technologies. By doing so, we ensure Alef Education remains ahead of the curve, implementing cutting-edge solutions while maintaining efficiency, cost-effectiveness, and innovation in our procurement processes.
Collaboration with Internal Stakeholders: How does the procurement department collaborate with other departments within Alef Education to ensure alignment with overall business objectives and successful project outcomes?
At Alef Education, we recognise that collaboration and transparency are essential to achieving our goals. Our procurement team works closely with all departments to ensure that procurement strategies align with Alef’s broader business objectives and contribute to successful project outcomes.
We start by understanding stakeholder needs and crafting a tailored procurement plan for each department’s purchases. Regular weekly meetings help maintain alignment, track progress, and address any concerns early in the process.
Beyond formal meetings, we emphasise ongoing communication with stakeholders to gather feedback and continuously refine our approach. One question I often ask is, “What keeps you awake at night when thinking about procurement?” This helps us identify key challenges and deliver practical, stakeholder-driven solutions.
We view our internal stakeholders as valued customers, and our goal is to provide them with exceptional service. By fostering strong relationships and open lines of communication, we create smoother procurement processes, enhance stakeholder satisfaction, and drive the success of Alef Education’s initiatives. This proactive collaboration ensures that projects run efficiently, effectively, and in full alignment with the company’s mission.
Advice for Aspiring Procurement Leaders: Based on your experience, what advice would you offer to professionals aspiring to leadership roles in procurement, particularly within the EdTech sector?
My advice for aspiring procurement leaders is simple: listen and learn from others. One of the most important traits a leader can have is the ability to truly listen, especially to those with different perspectives and ideas. In procurement, it’s easy to become focused solely on cost management, purchasing, and contracts, but leadership in this space—especially within the dynamic EdTech sector—requires much more. It’s about building relationships, influencing others positively, and driving strategic value beyond operational efficiency.
To be successful, you need to market yourself and your team by demonstrating the value procurement brings beyond tactical processes. Take the time to understand your stakeholders’ needs and build trust by ensuring a smooth and transparent procurement experience that keeps them engaged and confident in your decisions.
Additionally, embrace feedback—don’t shy away from constructive criticism. Growth as a leader comes from understanding what works, what doesn’t, and continuously improving. Procurement leadership is about balancing cost management with strong stakeholder relationships, and both are equally critical to success in the fast-evolving EdTech industry.
