Industry insight. A wider ambition.
Founded by Sherouk El Shershabi
SmaCtory brings together the perspectives that complex transformation needs: an understanding of industry, depth in data and technology, and the ability to connect strategy with delivery.
Its foundation is Sherouk’s experience across consulting, enterprise systems, technology leadership, product strategy and partnerships—spanning manufacturing, financial services, telecom, healthcare and the public sector.
Technology & industry
Prior CTO, CDO and regional leadership responsibilities. Experience in discrete and project manufacturing, ERP, planning, quality, maintenance, PLM and supply chains, alongside data architecture, analytics and intelligent automation.
Data, governance & people
Saudi data governance and privacy work across NDMO, NDI, PDPL and DMO operating models. A CDMP Practitioner, DCAM mentor and trainer, with a postgraduate diploma in Electronic Business Management.
Her experience also includes BMW fellowship and Doathon participation, research and technology programs, hackathon mentoring and professional training.
The founder’s track record includes 18+ years of experience, 15+ Saudi engagements and 200+ trainees across prior roles. These figures describe individual professional experience.
Connect knowledge. Build possibility.
SmaCtory connects industry consulting and implementation with professional learning, product creation and applied research. Industry challenges shape the work. Customer evidence and practical experience guide what we develop next.
01 · Consulting & delivery
Make expertise useful.
Help organizations clarify priorities, strengthen data foundations and implement technology around their operations. Our nine capabilities span strategy and governance, catalogue and metadata, engineering, analytics, AI, continuing services, learning, products and ERP integration.
02 · Products & experimentation
Build around real problems.
Develop focused products across compliance, productivity, venture creation, sports intelligence and manufacturing. Connect discovery, research, prototyping, user validation and a route to market. Build governance and responsible data use into the product from the start.
03 · Research & industry
Bring ideas closer to application.
Connect researchers, technology specialists and industry teams through feasibility work, proofs of value and practical experimentation.
04 · Academy & Excellence Hub
Build capability through practice.
SmaCtory Academy offers tailored workshops, awareness sessions, professional learning and mentoring by arrangement. The planned Excellence Hub extends that vision to internships, fellowships and innovation challenges around meaningful industry problems.
Rooted in the region. Open to the world.
Saudi Arabia is our initial market focus. Our longer-term ambition includes research and delivery capability in Egypt and international collaborations that connect expertise with opportunity.
The Excellence Hub, future delivery locations and research network describe our ambition. We are seeking the program support, prospective design partners and development capability to bring the next stage to life.
HOW WE BUILD
Responsible from the start.
Privacy, data ownership and human review belong in product design. We validate usefulness and demand alongside technical feasibility, with specialist oversight for health-related and predictive use cases.
THE NEXT CHAPTER
Build with SmaCtory.
We welcome prospective design partners, researchers and accelerator programs. The next milestones are focused MVPs, customer evidence and credible pilots.