Ataya arrived in the Middle East in 2000 and cofounded Bayt.com before launching the e-commerce platform Mumzworld in 2011. Today, she leads a team of 450 people. In 2023, Ataya launched a new vertical e-commerce brand in Saudi Arabia called Pharmaciaty.com. She plans to expand this into the U.A.E. in Q1 2024. Mumzworld was acquired by Saudi Arabia’s Tamer Group in 2021. It has since expanded its fulfillment center operations into Dubai South and also established new warehouses in Saudi Arabia. Ataya is also a board member of the Dubai Chamber of Digital Economy and is an elected member of the Dubai Future Foundation’s Fellowship Program, amongst other roles.