I will bridge consumer insights with strategy to leverage on gaps

I am a Consumer Insights and Market Research professional with 20 years of experience in FMCG, specializing in transforming consumer, shopper, and market understanding into actionable strategies that support business growth.

Across my career, I have led insights programs spanning 8+ countries in the MENA region (Saudi Arabia, Egypt, Sudan, Morocco, Tunisia, Algeria, Iran, UAE, and Jordan), partnering with Marketing, Sales, and Innovation teams to shape portfolio direction, unlock opportunities, and support key strategic decisions.

My work has contributed to product innovation across key FMCG categories, including spices, nuts, pulses, and tuna, particularly within the GCC, as well as supporting brand re-positioning and portfolio transformation initiatives.

I bring strong experience across U&A, segmentation, concept and product testing, innovation pipelines, and integrated consumer and retail analytics with a clear focus on linking insights to strategy and decision-making.

Known for bridging consumer insight with business strategy, I focus on delivering practical, impactful outcomes across markets.

I am currently focused on applying my experience through freelance and project-based