Syed assumed her current role in 2021 and is also the Arabia Senior Customer Development Lead. She joined Unilever in 1989. She also sits on the board of United Bank Limited in Pakistan, is a member of the Board Risk & Compliance Committee, and is the chairperson of the Board Audit Committee. She previously sat on the boards of Pukka Tea and Pepsi Lipton, was the president of the Overseas Investors Chamber of Commerce & Industry, and was the director of the Pakistan Business Council.