Market research and consumer understanding professional with 20+ year track record of delivering insights and uncovering opportunities for multiple entities in the Middle East. Expertise in branding, customer experience, communication and product/ service development.Recently focused on tourism, travel and hospitality sectors, with hands on performance measurement, service development, and beneficiaries’ experience understanding. Passionate about Human Experience - developing CX and VX journeys and enhancing service delivery to meet excellence standards.Experienced in managing and developing research teams across markets, and facilitating design and execution of qualitative and quantitative methodologies, including modeling solutions.Key achievements:- Development of experience measurement frameworks for multiple organizations, including Voice of Visitor for Saudi Tourism Authority, used for understanding of experience of inbound and domestic tourists since 2019. The measurement framework, based on thousands of data points and multiple analysis has been published as a module within “Customer for the entire country” case study paper – STA Expert initiative (https://www.sta.gov.sa/en/cxcasestudy)- Co-creation and introduction of the first Most Valuable Saudi Brands ranking (BrandZ) in 2017. The ranking is an example of complementing insights of Saudi consumers research in relation to brand engagement and predisposition with financial data and ratings (https://www.arabnews.com/node/1073606/corporate-news)- Setting up a global research brand in Saudi Arabia (Millward Brown – current KANTAR), building client portfolio, talent, generating revenues and profits- Leading a significant growth of business and strengthening brand equity of Awe Research in Saudi Arabia- Business strategies and market research consultancy to private and public entities in numerous sectors, including FMCG, retail, real estate, financial, automotive, hospitality, tourism, entertainment and other.