Basma Rady, managing director of Robin: Each week, My Morning Routine looks at how a successful member of the community starts their day — and then throws in a couple of random business questions just for fun. Speaking to us this week is Robin Managing Director Basma Rady (LinkedIn). Edited excerpts from our conversation:

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I’m Basma Rady, the managing director of Robin. I joined Beltone Holding in June 2023 with a mandate to build a data science platform that serves Beltone, its portfolio companies, and the wider market. Before that, I was at the Central Bank of Egypt, where I founded and led the Data Science Hub — overseeing everything from setting the vision and mission to delivering projects that directly supported the governor, the Monetary Policy Committee, and the board. I also built the central bank’s first team of data scientists. Earlier in my career, I worked at Ernst & Young, first in New York and later in Dubai as a data science manager serving both public and private sector clients. I hold a master’s in operations research and information engineering from Cornell University. On the personal side, I’m the eldest of three — I have a younger brother and sister — and I’m married. I’m supported by a wonderful, large family.

Launching and managing Robin are now my main responsibilities. As a managing director, I’m responsible for everything from setting up the company and launching it into the market to selling to clients, ensuring delivery, managing a brilliant team, and making sure we’re delivering the right level of service and quality to the market. Right now, my day job is mostly focused on launching Robin and making sure all clients are aware of our services, how we add value, and how we can help them better serve their own customers. That’s my primary focus. Beyond that, I’m actively selling to clients and continuously building and managing a wonderful data science and analytics team.

Robin officially launched last week, but we’ve been working on it for over a year. In a post I wrote on LinkedIn titled Meet the Minds Behind Robin, I mentioned how proud I am of the team because they believed in the idea before it even had a name. The naming was a group effort — we came up with it together. The main goal of Robin is to serve clients with data science and AI services. We see a gap between the full potential of AI and data science and how companies are actually able to implement them. There’s a mismatch between what companies want to do and what they’re currently able to do — especially when it comes to building the right data foundation. That’s where Robin comes in, bridging that gap with real-world applications, ensuring data science and AI make a meaningful impact.

The name “Robin” comes from Batman and Robin — we’re the sidekick of the business. We help businesses fly. Robin is young, smart, approachable, and colorful. We don’t think data science and AI work in a vacuum — the real magic happens when smart data scientists work closely with the client and the business side to ensure impact. We design models and dashboards that are fully usable, address a business need, and are customized to each client. Our goal is to help companies unlock the trapped value in their data and turn it into a strategic asset — not just a byproduct of operations.

The most interesting trend in our industry right now is GenAI tools like ChatGPT, DeepSeek, Claude, Gemini, CoPilot, and others. These technologies automate tasks and generate content, and they’re really changing the game. At Robin, we spend a lot of time researching and experimenting with the latest tools so that when we recommend one to a client, it’s the right fit for the use case and cost-efficient. We’re actively building client-facing tools backed by GenAI, including content generation for applications and smart chatbots.

I don’t have a fixed morning routine. My schedule really depends on what’s needed from me that day. On a day when I have a 9am meeting in Smart Village, I’m up at 6am and out the door early. On days when I’m heading into the office at a more relaxed pace, I take things slower. During launch phases or intense work periods, I need to be on top of the news and market updates constantly. When I’m traveling, it’s a different rhythm altogether. I have read Improv Wisdom: Don’t Prepare, Just Show Up by Patricia Ryan Madson, which is about staying present and responding to what the moment asks of you, and that’s become my personal philosophy. I focus on what’s needed from me in the moment rather than rigid planning.

If there’s one constant in my mornings, it’s coffee. I never start my day without it. I also love spending quality time with my husband in the morning — that calm time with family is something I try to hold onto no matter how hectic the day ahead looks. I also always read EnterpriseAM in the morning as it’s reliable and gives me the information I need, right at the start of my day. I often check out the PM edition later in the day as well.

No two workdays are the same, especially while launching Robin. Broadly, my day involves talking to clients, explaining what we do, selling our services, and ensuring delivery. I also work closely with our team — planning, managing, staying up to date on what’s being developed, and making sure everything we produce has an impact.

There’s no secret to staying organized, it’s just a lot of themed to-do lists. I keep these digital to-do lists, update them regularly, and make sure they’re shared with my team. My current themes include launching Robin, sales and go-to-market, delivery of client projects, and hiring. I know they’ll evolve — in September we’ll be gearing up for our second AI hackathon, and by December, I’ll be focused on budgeting and planning for next year.

Looking ahead, the priority is for Robin to lead on data and AI across the region, not just in Egypt, but throughout MENA. I want to make sure that Robin is realizing its full potential and impact throughout the region.

When it comes to work-life balance, I don’t think of it as balance. I think of it as juggling. I got that from a book called Just Enough by Laura Nash and Howard Stevenson. Some balls you juggle in life are rubber, if you drop them, they bounce. Others, like family, are glass, they shatter if dropped. I try to give full focus to whatever’s in my hand at the moment, whether I’m in a client meeting or with family at home. That’s how I try to manage it — by being fully present.

To relax and switch off, I like to have a hot drink and a conversation with my mom, my sister, or my husband. I’m not big on watching TV or movies. When the day is done, I enjoy a quiet evening with family, a good coffee, and sleep. On vacation, I really try to unplug. That’s when I’ll read a book or two, which is something I don’t usually have time for during busy work periods.

The best piece of advice I’ve ever received came from my late father, who was an orthopedic surgeon and professor. He taught me the value of lifelong learning. Even after decades of experience, he’d stay up the night before a surgery to study, review, and refresh — not because he didn’t know it, but because he believed in always being prepared. My passion for learning comes directly from him.

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