Over the past 15 years, I have applied analytical thinking to research, communications, and digital transformation, helping organizations make informed decisions, identify risks, and navigate complex challenges. My experience spans digital policy, strategic communications, and change management, where I have conducted in-depth research, produced analytical reports, and managed projects across continents, all guided by one principle: deliver results.
I am drawn to work that requires critical examination of processes, risk assessment, accountability, and performance evaluation. I focus on effectiveness and impact, striving to do more with less, while being mindful of the limitations of metrics. I am guided by the principle behind Goodhart's Law: when a measure becomes a target, it ceases to be a good measure. This perspective informs my approach to organizational performance, ensuring that data and metrics support meaningful insights rather than driving unintended behaviors.
I have built my career across five countries, including Pakistan, Malaysia, Australia, Russia, and the United States, working in organizations that operate globally in both developed and emerging markets. I hold a Master's degree in International Crime and Justice, with a focus on investigations, as well as a Master's in Marketing, along with specialized training in Monitoring and Evaluation, equipping me to bring a structured, analytical, and practical approach to complex projects and organizational processes.
