The team
Edina Sultan
Managing Partner
Edina Sultan is a seasoned operations leader with over 19 years of hands-on experience managing teams, scaling systems, and navigating the inner workings of UAE businesses. From multinational logistics at Xylem to high-growth companies like Nightjar Coffee Roasters and Sky-Work UAE, Edina has built a reputation for operational excellence and no-nonsense execution.
Her deep understanding of UAE government systems, paired with her proven track record across industries like F&B, energy, trading, and corporate services, makes her the ideal person to lead ZETUP’s mission: to bring clarity, structure, and fairness to business support in the region.
As a leader, Edina ensures every client interaction is fast, precise, and rooted in real value. Her leadership is the reason ZETUP runs like clockwork—delivering exactly what’s promised, with nothing hidden in the fine print.
Dennis Emil Kristensen
Partner
Dennis Emil Kristensen is a Danish entrepreneur with over 15 years of experience building, scaling, and advising businesses across Europe and the Middle East. As a former government employee in the Ministry of Foreign Affairs, he brings diplomatic insight, international perspective, and a strong sense of structure to every venture he’s involved in.
Dennis has personally set up over 50 companies in the UAE, giving him deep, hands-on knowledge of the real business challenges founders face—and how to solve them efficiently. Often referred to as a “fixer” by those who know him, Dennis is known for his entrepreneurial drive, expansive network, and ability to make things happen fast.
At ZETUP, Dennis is the strategic force that ensures clients benefit not just from process execution, but from real-world experience, doors opened, and deals done. With a Scandinavian mindset and a UAE-tested playbook, he helps business owner move quickly, stay compliant, and focus on profit generating activities.
Tary Dana
Client relationships manager
Tary is an entrepreneur with over 15 years of experience building, scaling, and advising businesses across Europe and the Middle East. As a former government employee in the Ministry of Foreign Affairs, he brings diplomatic insight, international perspective, and a strong sense of structure to every venture he’s involved in.
Dennis has personally set up over 50 companies in the UAE, giving him deep, hands-on knowledge of the real business challenges founders face—and how to solve them efficiently. Often referred to as a “fixer” by those who know him, Dennis is known for his entrepreneurial drive, expansive network, and ability to make things happen fast.
At ZETUP, Dennis is the strategic force that ensures clients benefit not just from process execution, but from real-world experience, doors opened, and deals done. With a Scandinavian mindset and a UAE-tested playbook, he helps business owner move quickly, stay compliant, and focus on profit generating activities.