Nur America is the founder of Newness.

Prior to forming Newness, Nur worked at Philips as Director Business Development, where she defined business strategies to enter into in new markets and regions, and successfully realised them. She built strategic partnerships to innovate together, and enabled new ways to go-to-market.

Before that, Nur undertook management functions at Philips, Schlumberger Ericsson, and ICT group, in the area of business development, sales, marketing, and high-tech product innovation, in various industries such consumer electronics, healthcare, capital goods, telecommunication and retail solutions. She shaped organisations so that their competencies, activities and roles are better aligned with business strategies and objectives. Nur holds a M.Sc. and a B.Sc. degrees in Computer Engineering from the Middle East Technical University. She is married and has a son.