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Simon Cooke joined MSI Reproductive Choices as CEO in 2013 with more than 25 years of experience in international management, and extensive field experience in developed and developing countries, including Latin America, Eastern Europe, Asia, the Middle East, and Africa.

He is a veteran of the consumer goods industry, having spent 15 years with Procter & Gamble and eight years with Reckitt Benckiser, where he was General Manager for the Middle East and North Africa until 2012, based in Dubai. Subsequently, he was CEO of an Indian-owned, private equity-backed industrial company, Super-Max, also based in Dubai.

His vision is to merge best practices from the private sector, including financial metrics, with successful approaches from the international development sector to deliver better value for donors and stakeholders, better accountability and governance, and most importantly, more sustainable delivery of MSI Reproductive Choices' mission: children by choice, not chance.