Dubai finance director reveals the perks of working with promoter-driven companies

Thinking about jumping into a CFO role at a promoter-driven business in the UAE? It’s fast-paced, deeply personal, and definitely not your average finance gig.
Bhavesh Raichura, Finance Director at The Total Office in Dubai, has spent over a decade navigating this world.
For him, it’s more than a job; it’s a partnership built on trust, instinct, and bold moves.

First surprise: The interview

When I interviewed at The Total Office back in 2014, I thought I’d get drilled on technical topics: IFRS, controls, tax regulations.

Instead? “They didn’t ask me about accounting at all,” he recalls.

The real focus: Who are you? What drives you? How do you think?

That’s when I realised: this wasn’t just a finance job; it was a chance to be a business partner in the truest sense.

Going beyond the numbers

Although my title is Finance Director, I’ve always been encouraged to look beyond spreadsheets and balance sheets.

We started with office furniture, then expanded into hospitality, media.

As we diversified, so did my role from finance operations to actively shaping growth and strategy.

Try understanding their vision

When I joined, I made one thing very clear to myself: Don’t start changing things. Start understanding them.

I spent my initial months just observing—how decisions were made, what the promoters valued, and how they viewed risk.

Even if something felt logically right to me, I held back. I needed to understand why they did things the way they did. That patience made all the difference.

**Build the business with them, not for them**

In a promoter-led company, your role isn’t to dictate strategy. It’s to co-create it.

The promoters I work with have strong instincts. They may not articulate things the way a consultant would, but they’ve built businesses from scratch—they know what works.

If I propose something new, I always make sure it reflects their vision, their comfort with risk, and their strategic direction.

When others feel a sense of ownership in my proposed idea, they go all in. And that’s when execution flows effortlessly.

Collaborating with promoters with different personalities

Over the years, I’ve seen different kinds of promoter dynamics.

Luckily, the ones I work with are fantastic—open-minded, collaborative, and close to my age. That makes our working relationship fluid.

But I’ve also seen other setups—father-son duos with clashing worldviews, multi-national promoters with misaligned goals. That’s when execution becomes chaotic.

If two promoters are not aligned, it doesn’t matter how great your plan is—it won’t stick.

In such cases, stakeholder management is everything.

You can’t assume one voice speaks for all.

I always take time to understand who’s involved, what their priorities are, and how to keep everyone on the same page.

Freedom is real—but so is responsibility

One thing I love about working in a promoter-led business is the freedom.

I’ve had the liberty to pitch new ideas, work across functions, and even lead non-finance initiatives.

But with that freedom comes real responsibility. There’s no place to hide behind process or bureaucracy.

You’re either adding value—or you’re not.

There’s no hand-holding. But if you deliver, they’ll support you for life.

Also read: Dubai based CFO shares opportunities in high-reward finance careers in Web3

So, who should work in a promoter-led business?

If you ask me, not everyone is cut out for it. But if you’re:

Results-oriented
Emotionally intelligent
Willing to build trust before asking for authority
Comfortable working in ambiguity

…then this might just be the best place to grow.

Here’s the beauty of promoter-led setups:

If you have business acumen, they want you at the table.
If you prove your value, the rewards are limitless.
If they believe you’re worth AED100,000 a month, they’ll pay you that.
But first, you have to build trust.

Many of my friends say, “It’s frustrating working with promoters. They just don’t get it.”

My take? Try getting to know them and their vision first. Everything else will follow.

Wrapping up…

It’s also worth noting that promoter-led businesses are a massive part of the UAE’s economy.

While the exact number is hard to pinpoint, the majority of the private sector in Dubai and across the UAE operates under this model.

After nearly two decades in the UAE and over 10 years in a promoter-led company, I can confidently say this: it’s not just a job—it’s a partnership.

Earn their trust, and you’re no longer just the finance head—you become part of their core team, their family, their future.

Also read: UAE Mandates Women’s Inclusion on Corporate Boards by 2025

FAQ

Q: What is a promoter-driven company?

Promoter-driven organizations in the UAE are typically family-owned or founder-led businesses. Here majority of the ownership and strategic control rests with the founding individuals or their families. These companies often have a close-knit management structure.

Q: What are some renowned promoter-driven businesses in the UAE?

Here are some notable promoter-driven companies in the UAE:

1. Spinneys

Sector: Retail (Supermarket Chain)

2. LuLu Group International

Sector: Retail (Hypermarket Chain)

3. Al Habtoor Group

Sector: Diversified Conglomerate (Real Estate, Automotive, Hospitality, Education)

4. Al Futtaim Group

Sector: Diversified Conglomerate (Retail, Automotive, Real Estate, Financial Services)

5. Al Ghurair Group

Sector: Diversified Conglomerate (Manufacturing, Real Estate, Retail, Financial Services)

Q: Top sectors in the UAE fueling demand for finance talent?

Bhavesh outlines the key industries booming in Dubai and the UAE:

Family Offices & Private Wealth

Massive growth driven by European and Asian families relocating.
Golden Visa, tax-friendly environment, and DIFC/ADGM frameworks fuel this trend.
Over 6,700+ millionaires moving to Dubai annually.

Real Estate

Sector peaked in 2016 but is seeing renewed interest due to new regulations and global HQ relocations.
Entrepreneurs and corporates are flocking to Dubai to establish presence.

Manufacturing