Mohammed Al-Shawwa

I am a Consumer & Market Insights leader with 15+ years of experience helping brands across the Middle East and Africa turn data into growth, loyalty, and competitive advantage.

I’ve led insights and CX functions both in-house and on the agency side — from transforming customer understanding at Al-Futtaim Automotive, to driving strategic research for blue-chip clients at NielsenIQ, to building insights capabilities from the ground up at Bank of Jordan and Arab Advisors Group.

My expertise spans CX strategy, design thinking, quantitative and qualitative research, advanced analytics, segmentation, brand equity, pricing strategy, and customer journey measurement. I’m also skilled in Change Management and Balanced Scorecard frameworks, ensuring insights are not only discovered but embedded into organizational transformation and executive decision-making.

Known for top management reporting and boardroom storytelling, I translate complex data into clear strategies that executives act on, aligning Marketing, Strategy, and Product teams around the customer. I apply Lean Six Sigma discipline to streamline processes and improve efficiency, while leveraging AI and Generative AI to uncover deeper, faster, and more predictive insights.

Recently, I’ve completed certifications from Wharton (AI for Business), UVA Darden (Generative AI in Marketing), and Coursera (Generative AI for Customer Insights), and I am pursuing the Certified Customer Experience Professional (CCXP) designation to deepen my impact in strategic CX transformation.

Core Strengths:

Driving CX strategy, design thinking, and insights-led business transformation

Turning research into boardroom decisions and measurable growth

Embedding Balanced Scorecard and Change Management into CX delivery

Designing and scaling brand health, segmentation, and journey measurement systems

Applying Lean Six Sigma and AI to enhance efficiency and predictive power

Leading cross-functional alignment across Marketing, Strategy, and Product