I work with organisations that want to change. Not the version of change that looks good on a strategy deck — the kind that actually shifts how things work.
About
I am a strategy and change consultant with a background in organisational diagnostics, service design, and participatory research. My work spans the UK and MENA region, across policy, education, engineering, and international development.
I hold an MBA with Distinction from Kingston University and an MA in Sustainable Design from the University of Brighton, where I focused on participatory and decolonising approaches to design. I am Arabic-speaking, and I bring a genuine understanding of what change means in contexts where the stakes are real.
I am drawn to organisations that are honest about what is not working and serious about doing something about it.
Selected Work
Engineering Consultancy (Confidential) · MENA Region
Led an end-to-end diagnostic for a 450-person regional firm. Conducted cross-level research from junior engineers to CEO, identified five systemic vulnerabilities, and designed three structural interventions with phased implementation plans adopted by leadership.
View project →CPDS, Centre for Policy and Diplomacy Studies · London, UK
Reframed a brief about AI adoption into a growth strategy engagement. Conducted international market research across Nigeria and Canada, synthesised 100+ data points, and produced a strategic roadmap and business case adopted by leadership.
View project →Higher Education Institution (Confidential) · London, UK
Identified a £3.16m projected annual revenue risk through primary research and service journey mapping. Proposed a co-design approach involving students and frontline staff, and designed a student success tracking framework adopted across 6,800 students.
View project →Currently
Fikra
Fikra — Arabic for "idea" — is a collective thinking and facilitation space I founded in Peckham, South London. Each session brings together people from different backgrounds to examine how systems work, who they serve, and whether they can change.
No predetermined answers. Just structured dialogue and honest questions.