Fuze Appoints Former PwC Digital Assets Lead Serena Sebastiani as Group Chief Strategy and Venture Officer

Fuze has appointed Serena Sebastiani, formerly PwC Middle East’s virtual assets consulting lead, as its new Group Chief Strategy and Venture Officer, strengthening the company’s leadership team as it scales its financial infrastructure across the Middle East, Turkey, and beyond.

Sebastiani joins Fuze at a time when the region’s digital assets sector is moving from early experimentation toward institutional-scale deployment. Her appointment is intended to reinforce the company’s strategic direction and deepen its regulatory and cross-market expertise as demand for compliant digital asset infrastructure continues to grow.

Prior to joining Fuze, Sebastiani spent more than 15 years advising financial institutions, governments, and regulators across Europe and the Middle East. Her work has spanned investment banking, asset and wealth management, securities services, and public-sector policy, with a particular focus on market infrastructure and regulatory design.

She played a role in shaping Europe’s securities market infrastructure and has been involved in the development of regulatory foundations for fintech and digital assets, including advisory work linked to the establishment of the region’s first virtual assets regulatory authority.

In addition to her advisory work, Sebastiani currently serves as co-chair of the MENA Fintech Association’s Digital Assets Committee and is president for the GCC at the Association for Women in Cryptocurrency, reflecting her ongoing involvement in the region’s digital finance ecosystem.

Commenting on her appointment, Sebastiani said joining Fuze represents a shift from advisory to execution. After years of helping shape the digital assets landscape, she said she is stepping into an operational role to help scale a business aligned with the direction she has long advocated for the industry.

Fuze CEO and co-founder Mo Ali Yusuf said Sebastiani brings a rare combination of strategic advisory experience, deep digital asset expertise, and regulatory fluency. He added that her background will be critical as the company expands its infrastructure offering and pursues its long-term vision for regulated digital finance.

In her new role, Sebastiani will oversee Fuze’s strategic growth initiatives and venture development, with responsibility for scaling its core businesses, including its institutional over-the-counter trading desk, digital assets-as-a-service platform, and payments infrastructure.

She will also play a central role in shaping the company’s long-term product roadmap, particularly its API-driven financial services designed for banks, institutions, and enterprises.