Experience

Emily de la Reguera serves as the Market Executive
for the San Francisco Market. In this capacity, she
oversees the Private Wealth Management and
Wealth Management businesses across 16 offices
in Northern California.

Prior to her current role, she was the Market Director for the Silicon Valley
offices at UBS. Having spent 13 years in various roles at UBS, Emily
leverages her extensive knowledge of the firm to bring the best of UBS to
our Wealth Advisors and their clients. Emily has also served as Head of Next
Generation Advisor Development where she was responsible for creating
and driving UBS's strategy to develop the next generation of financial
advisors.

Emily began her career as a member of UBS' Graduate Talent Program
(GTP) where she rotated through six different business areas of the firm.
Upon completion of the program, she served as an Associate Product
Manager for UBS' Securities Backed Lending Group where she helped
manage UBS' credit line and margin portfolio. She has also worked at
BlackRock in the Institutional Client Business where she was responsible for
connecting global counterparts to help deliver congruency in how 200+
relationship managers represent BlackRock's fixed income capabilities.

Emily holds a B.A in International Relations from Colgate University and a
certificate for the Tuck Business Bridge Program from The Tuck School of
Business at Dartmouth College.

Azeem Shah is the Associate Market Executive supporting Wealth Management Advisors and Teams across the San Francisco Market. Azeem brings leadership experience across wealth management, coaching, compliance, and market supervision. He has served as an ADP Market Leader at Merrill Lynch, where he led a team of 35 advisor trainees, partnered closely with all lines of business, and played a key role in advisor development and recruitment.

Prior to that, Azeem held roles at both Morgan Stanley and Merrill Lynch in market supervision and risk management, including Complex Risk Officer and Market Supervision Manager. He also, spent time as a Financial Solutions Advisor at Merrill where he managed a book of about 200 clients. His experience spans advisor coaching, risk oversight, regulatory compliance, sales development, and client relationship management.

Born in Walnut Creek and now residing in Antioch, Azeem is passionate about leadership, problem-solving, and helping teams grow with both discipline and creativity. Outside of work, he enjoys traveling overseas, spending time with family, and cheering on Georgia football—Go Dawgs!

Alias Masudi brings over 15 years of experience in banking and wealth management to his role as an Administrative Officer at UBS. Supporting the San Francisco Market, he oversees key operational functions, facilitates advisor and branch support, and helps ensure efficient workflows, strong compliance practices, and a seamless client-service environment. Known for his collaborative approach, Alias partners closely with market leadership and service teams to drive consistency and operational excellence across multiple Bay Area branches.

Before joining UBS, Alias spent eight years with Wells Fargo in banking, investment, and management roles, followed by more than five years at Morgan Stanley Wealth Management as both a Financial Advisor and Business Service Officer serving Palo Alto, Menlo Park, and San Mateo. He holds a Bachelor’s Degree in Finance from California State University, Stanislaus, and a Master’s Degree in Business Management from Ashford University.

Outside of work, Alias enjoys the outdoors, traveling, and cooking—often calling himself a “self‑proclaimed chef.” A devoted Bay Area sports fan, he proudly supports the Giants, Warriors, and 49ers. Born and raised in the East Bay, he now lives in Manteca with his wife, Francine, and their three children: Aris, Arian, and Ariyah.

Barbara serves as the Market Supervisory Officer for the San Francisco Market. She has been with UBS since 2004 and has over 16 years of management experience in the financial industry.

Throughout her financial career she has held various roles including Operations Manager, Administrative Manager, Associate Market Executive and Client Experience Director.  In her current role as Market Supervisory Officer, Barbara is responsible for managing compliance and business risk, as well as implementation and education of firm policies and procedures across the Market. 

Barbara enjoys spending time with her family, dabbling in DIY projects and gardening. She is a graduate of Sierra College with a degree in Business Administration and General Science. She holds her Series 3, 7, 66, 9 and 10 securities licenses and is Insurance licensed.

CA Insurance License # 0M28906