In an era where borders are no longer barriers and ideas travel faster than ever before, some individuals don’t just adapt to global change—they drive it. One such trailblazer is Joyce David, a Nigerian-born strategist who is redefining what it means to lead in the modern business world.
Currently serving as the Group Sales and Business Development Director at the UAE-based Capital International Group (CIG), Joyce has become a powerful force behind the group’s regional and global expansion strategy. But her story is more than just corporate success—it’s about vision, resilience, and lifting others as she climbs.
A Journey Rooted in Purpose
Born and raised in Nigeria, Joyce’s story began far from the skyscrapers of Dubai or the boardrooms of London. Her upbringing taught her the value of hard work, self-belief, and the importance of dreaming big—values that continue to shape her professional approach today.
With a Diploma in Civil Engineering, a degree in International Business, and currently pursuing a Master’s in Economics, Joyce has mastered the rare art of balancing technical understanding with commercial insight and economic foresight. She speaks the language of data and deals but also understands people, culture, and motivation—a quality that sets her apart in today’s fast-paced business ecosystem.
“I believe leadership is not just about knowledge or authority—it’s about alignment, listening, and showing people what’s possible,” Joyce shared in a recent interview.
The Capital International Chapter
Joyce joined Capital International Group just two years ago—but her impact is already undeniable. CIG, under the leadership of CEO Ayub Ahmed Sait, has quietly built a global presence over the past 18 years, with registered operations in Dubai, London, Riyadh, Chennai, and Delaware. From a humble business setup firm in the UAE, the group has evolved into a multi-vertical conglomerate serving thousands of clients across industries.
As Group Sales and Business Development Director, Joyce leads the strategy and expansion for all of CIG’s verticals, including:
- CIG Business Setup – Supporting startups and corporations in establishing a legal business presence in the UAE.
- AllTrade.ae – A procurement and product sourcing hub for global B2B and B2C trade.
- Cyfrowy Technologies – Offering digital transformation, automation, and cybersecurity services.
- Go360 Properties – A boutique firm offering investment, leasing, and development advice for residential and commercial real estate.
- AllTrade Oil & Gas – Serving petrochemical, logistics, and operations needs for the energy sector.
- CIG Digital Services – A full-stack branding, marketing, and content agency.
- My Startup – A simplified entry point for global founders looking to launch in the UAE.
- CIG Saudi Business Setup – End-to-end incorporation and licensing solutions in the Kingdom of Saudi Arabia.
- Capital Business Centre & Serviced Office Finder – Connecting businesses with premium office spaces across Dubai.
Each vertical is tailored, structured, and backed by Joyce’s belief in creating business ecosystems that are accessible, scalable, and culturally aware.
“What we offer is not just service—it’s clarity in complexity. Whether you’re an African founder or a European investor, we make the UAE and Saudi markets work for you,” Joyce says.
A New Face of African Leadership
Perhaps what is most striking about Joyce David is her quiet strength and cultural fluency. As a Black African woman holding a senior executive position in the Middle East, she embodies the emerging narrative of inclusive, authentic, and borderless leadership.
Her Nigerian roots allow her to connect deeply with the growing wave of African entrepreneurs eyeing international markets, while her UAE experience gives her access to one of the world’s most dynamic commercial landscapes. Joyce is a bridge—between continents, between sectors, and between ambitions and outcomes.
“There’s this beautiful shift happening—African professionals are no longer just participating in global business; we’re leading it,” she says with conviction.
Joyce often shares her experiences through mentoring initiatives and international business forums. She’s particularly passionate about supporting female entrepreneurs, young African founders, and first-generation professionals navigating complex markets.
Q&A with Joyce David: Strategy, Startups, and Staying Grounded
Q1: You’ve had a multi-sector career—from logistics and real estate to digital and oil & gas. What ties all these industries together for you?
Joyce: At the core of every sector is problem-solving. Whether it’s a logistics delay, a compliance issue, or a brand looking to enter a new market—businesses want clarity and growth. My job is to make both happen.
Q2: What do African entrepreneurs need to know before expanding into the UAE or Saudi markets?
Joyce: Three things: preparation, patience, and people. Learn the rules, respect the pace, and build the right local network. Platforms like My Startup exist to help navigate this, but the founder must still stay involved.
Q3: What leadership traits do you believe are essential for success in 2025 and beyond?
Joyce: Emotional intelligence, adaptability, and vision. You can outsource operations, but not values. The best leaders are those who inspire consistency, not just performance.
Q4: What has been your proudest moment at Capital International Group so far?
Joyce: Watching a client go from concept to cash flow. One Nigerian tech startup we supported is now operating across 3 GCC countries. That transformation is priceless.
Q5: Any message for young African women watching your journey?
Joyce: You belong here. Don’t wait for validation—educate yourself, show up prepared, and go after that seat at the table. If it doesn’t exist, build your own.
Beyond Business: A Connector, A Catalyst
Colleagues often describe Joyce as “calm but commanding,” “strategic yet supportive,” and “a dealmaker who doesn’t just close—she cultivates.” Her leadership style blends modern execution with timeless values: integrity, accountability, and purpose.
But she doesn’t just move the business forward—she moves people forward.
From mentoring programs to cross-market collaborations, Joyce believes in creating opportunities for others. She remains committed to amplifying African excellence, particularly in underrepresented spaces such as tech and corporate advisory.
“The real win is not just profit—it’s impact. It’s watching communities thrive because someone dared to start, scale, and succeed,” she says.
Looking Ahead
With an eye on global expansion and a heart rooted in her African heritage, Joyce David represents a new class of leaders who don’t fit the mold—they break it.
As Capital International Group eyes deeper penetration into Asia, Africa, and Europe, Joyce is at the forefront of building not just a business—but a movement.
In her words:
“Growth is no longer a location—it’s a mindset.”