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Sherif Ali currently serves as the Head of Insights and Research at Badael Company since June 2023. Previously, Sherif held the position of Head of Strategy at SolitAir from January 2022 to June 2023, and before that, served as the Director of Customer Insights at ROSHN from January 2021 to January 2022. Sherif's extensive experience includes roles such as Head of Insights & Media Tracking at G20 Saudi Secretariat and Head of Insights & Strategy at Aujan Coca-Cola Beverages Company from 2010 to 2019. Earlier career positions include Strategic Planning & Insight Manager and Consumer Insight Manager at British American Tobacco, as well as Head of Consumer Insight at Unilever. Sherif's foundational roles in the tobacco industry include Global RYO Insight Manager and RYO Research Manager at Imperial Tobacco, along with Food & Beverage Research Manager at Unilever. Educational qualifications consist of a Master's Degree in Consumer Behaviour from the Mediterranean Agronomic Institute in Chania and a Bachelor of Science in Food Science and Technology from the Faculty of Agriculture.