Connecting the dots: I help FMCG companies, investors and commercial teams turn market, consumer and sales data into clear business strategy and growth decisions.
Over more than 28 years with Heineken International, Almarai, Mondelez, Savola Foods and YouGov, I have led business strategy, market research, consumer insights and revenue growth work across Saudi Arabia, the GCC, the Levant, North Africa, Central Asia and Turkey. I combine hands-on commercial leadership with data science and predictive modelling, so the analysis ends in a decision, not a debate.
Core expertise
Strategy & growth
- Business and market strategy
- Revenue growth management (RGM)
- Price and promotion elasticity
- Business performance and P&L management
Insights & analytics
- Brand and portfolio management
- Marketing mix modelling (MMM)
- Predictive analytics and data science
- Machine learning and AI applications
How I can help
Advisory
Growth diagnostics, portfolio reviews, pricing and promotion strategy, and market entry for FMCG brands in KSA and the wider region.
Expert consultations
Focused calls for investors, consultancies and research firms on Saudi and GCC consumer markets, channels and categories.
Training & speaking
Practical workshops, university lectures and keynotes on market intelligence, consumer behaviour and data-driven marketing.
Course: Market Intelligence for Growth
A practical six-week online course for brand, sales, category, insights and commercial finance professionals. It connects internal sales, retail audit, brand health and financial data into one answer: where the growth is, and what to do next. Every module uses a full FMCG case study, and graduates receive a certificate of achievement assessed by McGraw Hill.
Experience
Heineken International · Almarai · Mondelez International · Savola Foods · YouGov
Credentials
- MBA, University of Roehampton, London
- Data Science & Business Analytics, McCombs School of Business, The University of Texas at Austin
- Micro-MBA, Business Fundamentals, McKinsey & Company
- Market Research Society (MRS) Certificate, De Montfort University
- Developing Winning Copy, Millward Brown
- University guest speaker and advisory board member
Get in touch
For advisory work, training, speaking invitations or media requests, chat with me live on WhatsApp, send me a message below, or connect on LinkedIn.
Chat with me live
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