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Dr. Mohamed Elfarra is an accomplished data science professional currently serving as the Head of Data Science Advanced Analytics and Insights at Al-Futtaim since March 2021. Prior to this role, Dr. Elfarra held positions such as Managing Partner for Data Analytics and Insights at Publicis Media, and Global Director of Analytics at MMA (Marketing Management Analytics). Additional experience includes leadership roles at IRI as EMEA Head of Analytics Innovation, and various positions at BrandScience and billetts. Dr. Elfarra began a career in academia at the University of Sheffield, where roles included Lecturer and Graduate Teaching Assistant. Dr. Elfarra holds a PhD and an MA in Economics from the University of Sheffield.