Heba co-founded and serves as the Director of the AAST Entrepreneurship Center, alongside her role as a marketing and entrepreneurship lecturer at the College of Business Administration within the Arab Academy for Science, Technology and Maritime Transport, University of Hull, and University of Cardiff. Heba is recognized as a Certified Trainer in Entrepreneurship by Babson College and a certified mentor by Universitas Ciputra Surabaya. She is also a proud alumnus of the International Visitors Leadership Program, USA. Holding a PhD focusing on AI-enabled Digital Marketing for Startups from the Arab Academy for Science, Technology and Maritime Transport. Heba's expertise extends to providing consultation and mentorship in entrepreneurship, marketing communication, and social media marketing. Additionally, she has been actively involved in civil work and currently holds the position of Chairperson at Al-AbrarAl-Seghar Association for Orphans.