Knowledge Defeats Fear

About the episode

What does it take to build a direct-to-consumer business inside Nestlé?

Noor AlJardat, Lead for Digital Commerce (Beverages & Drinks) at Nestlé, joins Dharmendra Mehta on Retail Re Stories to discuss D2C strategy, omnichannel customer experience and how AI could reshape the way brands sell.

Recorded in Abu Dhabi, this episode follows Noor’s career across software engineering, banking, fintech and FMCG. She explains why a D2C business model extends across the entire customer journey, from discovering products to doorstep delivery and customer support.

The conversation explores digital transformation in FMCG through the work of building strong D2C foundations, connecting global teams with local markets, and preparing for personalisation and automation. Noor shares her perspective on creating a consistent experience across D2C, Amazon and physical retail, while giving customers a reason to buy directly.

We also explore what retail brands can learn from fintech’s approach to first-party data, how customer experience supports loyalty, and why Noon and The Giving Movement stand out to her.

Looking at the future of retail in 2026 and beyond, Noor discusses agent-to-agent commerce: brand AI agents interacting with customers’ shopping agents based on their interests and intent. It’s a conversation about AI in retail that connects future possibilities with the foundations businesses are building today.

Along the way, she shares the belief behind this episode’s title, “Knowledge Defeats Fear,” and her advice for emerging leaders: focus on the impact you create.

For anyone working in D2C, e-commerce or retail leadership in the GCC and beyond, this episode offers a perspective on building direct customer relationships inside a large organisation.

About the guest

About Noor Aljaradat

Software engineer by training, top of her batch. Noor Aljaradat started her career in Jordan, moved to Abu Dhabi, and spent years across tech, banking, fintech, and FMCG. Every industry, same role, the person where business, marketing, and customer experience have to agree. Now at Nestlé, leading digital commerce for Waters and Premium Beverages across MENA.

About Nestlé

Founded in 1866 in Switzerland, Nestlé is the world’s largest food and beverage company. Present in 186 countries, with 2,000+ brands including Nescafé, KitKat, Maggi, Milo, and Perrier, and around 270,000 employees globally. In MENA, waters and premium beverages are one of its most significant and fast-growing categories.

About your host, Dharmendra Mehta

Dharmendra is the Managing Director, MEA at Fynd and a retail-tech veteran with 20+ years. From startups to global giants, he’s all about bold moves, smarter tech, and building brands that mean business