Syed joined Unilever in 1989. Her current role was expanded to include the Middle East and Türkiye in May 2024 as well as Pakistan and Bangladesh by the end of 2024. In October 2024, Rexona, a Unilever brand, signed a three-year partnership with the Saudi Arabian Football Federation for the Saudi women’s national football team. In September 2024, Unilever Arabia established a joint venture with the Al-Bahar Group in Kuwait, Al-Bahar United. In August 2024, following three years of partnership with Maersk, it consolidated its six Saudi warehouses into one fulfillment center at the Maersk Logistics Park hub. Syed was previously the chairperson of Unilever Sri Lanka and chairperson and CEO of Unilever Pakistan.