Samar Abdelaal is VP Strategy at AWE Research, with 25+years of experience spanning strategic consulting, consumer insights, and cultural intelligence across the MENA region. She has advised leading public and private sector entities across government, tourism, entertainment, real estate, FMCG, banking, telecommunications, retail, aviation, and media.
She holds a Master’s degree in Anthropology and Sociology and a Bachelor’s degree in Journalism and Mass Communication both from The American University in Cairo. Her work focuses on decoding cultural and consumer shifts to help brands and institutions shape resonant and compelling strategies, experiences, and communication campaigns.
Alongside her consulting career, Samar is an academic, speaker, and moderator, known for her perspectives on media, culture, identity, and emerging consumer trends shaping the Arab world.
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