American University of Sharjah 2009-2011
Bachelor of Science – Marketing Major, minoring in Advertising and Communications.

NIELSEN
Feb 2011 – 2017
UAE – MENAP (Middle East North Africa & Pakistan) in both Qualitative and Quantitative capacities.
Awarded MENAP Top Talent Status and member of the MENAP Leadership Forum
Recipient of multiple awards for client servicing, and exceptional work with multiple notable clients

BACKGROUND
Strong experience with both tactical and strategic research approaches, with a solid competency in multi-country and global scale projects; conducted research across US, EU, GCC, LEVANT, North Africa, and Sub-Saharan Africa regions.

RESEARCH AND MARKETING EXPERIENCE
Mystery shopper exercises
Segmentation
Sentiment tracking
Exploratory research
Branding and Equity
Concept testing + Ad testing
Behavioral research
Usage and attitudes
DeltaQual™ studies (proprietary methodology)
Pack testing
Market exploration
Shopper studies
FactorsQual™ Studies (proprietary methodology)

Main expertise lies in youth categories, branding, traditional and emerging media, and qualitative product testing.

QUANTITATIVE SENIOR EXECUTIVE – MEDIA CONSUMER INSIGHTS (Dec 2013 – Present)
Conducted online, CAPI, Mobile, and CATI survey platforms.
ROLES AND RESPONSIBILITIES:
Handling research projects from client brief to final report (Proposal writing, managing operations, efficient allocation of costs, data analysis and consumer insights generation, reporting and presentation).

NOTABLE CLIENTS and ACHIEVEMENTS:
Radio Audience Measurement (RAM) 2017 – Key member of the UAE RAM team, with accountability and responsibility across almost all core functions; in addition to being a key contact for client stakeholders.

Supreme Committee for Delivery and Legacy 2022 FIFA World Cup™, MBC, Al Jazeera, OSN, Choueiri Group, Qatar Foundation, Dentsu AEGIS

Other Notable Projects/Activities
CSR Activities – Nielsen Cares Committee
Designation: Project Lead – Responsible for successfully certifying Nielsen as a socially responsible corporation, and attaining the Dubai Chamber of Commerce’s CSR label/accreditation.

Guest Speaker
Guest speaker at the American University of Sharjah. Spoke about the changing landscapes of traditional and social media in the Arab world, as well as address current challenges in TV audience measurement in the region.

• Highly driven and ambitious.
• Maintains a positive attitude under pressure.
• Efficient in delegating tasks.
• Cost conscious.
• Maintains tactical, as well as strategic brand relevance when it comes to the overall alignment of the organization and its mission.

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