Syed’s current position was expanded to include the Middle East and Türkiye in May 2024, having been the general manager of North Africa, Levant, and Iraq since July 2021. At COP28 in November 2023, Unilever launched the COP28 Action Agenda on Regenerative Landscapes in partnership with the U.A.E., World Business Council for Sustainable Development, and the UN Climate Change High-Level Climate Champions to increase regenerative agriculture projects in 110 countries. Syed also sits on the advisory council of the British Asian Trust and Champions of Change Pakistan.