Strategy& Middle East

Advising public & private sector clients on market growth, cultural investments, and long-term transformation strategies. Focusing on the intersection of economic development, media, education, and the creative industries across the MENA region.

Sector Strategy & National Transformation: 
- GCC Ministry, Media Sector Strategy: Developed a national media strategy with 30+ initiatives to drive growth, innovation, and sector sustainability.

- TVET Champion, Education Reform: Reshaped the national TVET strategy by aligning future workforce needs with global best practices and economic objectives.

Governance, Policy & Data Strategy: 
- GCC Government, National Reference Data Strategy: Led the development of a national reference data strategy by managing an SMO across 11 entities, establishing a governance framework and process maps to implement a Single Source of Truth (SSOT) and reference data catalog.

- GCC Investment Fund, Cultural Disbursement Strategy: Developed a strategic disbursement and governance framework to optimise cultural investments, ensuring alignment with national goals and improved coordination across funded entities.

Lead Associate

Associate

Supported various luxury clients in translating high-level visions into actionable & scalable strategies. Delivering recommendations across branding, retail Innovation & expansion, digital presence & e-Commerce. 

- Strengthened the retail footprint for a Global Jewelry brand through detailed competitor analysis, consumer research, and storytelling development, enhancing brand positioning in line with growth objectives. 
- Developed the concept for an immersive flagship destination for an Iconic Perfume House by benchmarking luxury fragrance brand homes and proposing a unique, sensorial retail experience, significantly improving retail footfall. 
- Designed a comprehensive retail strategy for a global hospitality conglomerate by identifying key online and offline retail expansion opportunities to drive revenue, analysing product-market fit and consumer behaviour touchpoints to define high-potential categories. 
- Led the Youth Rejuvenation Strategy by developing a roadmap to enhance Gen Z relevance through product innovation and targeted communications, leading to improved product positioning for a Premium Sportswear Brand. 
-Led the redesign of a Luxury Hotel's E-commerce Website by enhancing visual storytelling, user experience, and digital brand consistency. Leading to improved online engagement and brand perception.

Junior Consultant - Fashion & Luxury

Alum-n-i

- Led the customer acquisition strategy and identified multiple levers and channels to attract applicants and alumni. 
- Improved the user experience on the website by refining the user journey and enhancing key user touchpoints.

Growth Associate

R.I.S.E.

- Worked alongside a team of 4 professionals to design & develop a project aiming to empower refugee women through education. 
- R.I.S.E was ranked by the Dior & UNESCO jury among the top 5 most impactful projects.

Co-Founder

Admit Square Consulting

- Led the product design and development for Specialised Masters Programs across Europe, Asia, and the USA. 
- Developed a detailed content and resource pool about relevant master's programmes in management, finance, marketing and analytics, enabling applicants to make informed programme decisions. 
- Researched relevant markets in Asia, South America, and the Middle East - developing a comprehensive product and market strategy to promote early career master's programmes.

Product Strategy Associate

Accenture

- Worked on a 6-month consulting project for ENGIE France and Belgium, implementing a customer churn optimisation model using internal data. 
- Attended various courses such as Big Data Analytics, Marketing Analytics, Artificial Intelligence in Business, Decision Analytics and econometrics.

ESSEC Accenture Strategic Business Analytics Chair

Christian Louboutin

- Supported the Strategy Manager across 10+ cross-functional transformation projects in 5 international markets.
- Defined project governance structures (RACI), timelines, and reporting systems, improving delivery outcomes and operational clarity.
- Attended cross-departmental meetings and interviewed multiple stakeholders to reduce information retrieval time by 50% through the creation of a company-wide knowledge management system using Confluence and SharePoint.
- Created a range of detailed presentations and pitches to support ongoing projects across the organisation.

Business Transformation Intern

Strategy& Dubai | INSEAD & ESSEC

Senior strategic consultant with cross-continental experience delivering impactful brand and business strategies across the luxury, fashion, beauty, and media industries. With a passion for storytelling and creative brand growth, I have contributed to the transformation of iconic global brands through retail, branding, and digital projects, blending the use of analytics and industry insight to drive innovation, profitability and relevance for high-end consumer brands.

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