Over the past 15 years, I have applied analytical thinking to research, communications, and digital transformation, helping organizations make informed decisions 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 combines analysis, risk assessment, 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 Master’s degrees in International Crime and Justice and 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.
