Expertise

We bring together a team of experienced local researchers and a network of internationally recognized experts. This combined expertise enables us to deliver rigorous and contextually grounded insights.

Leadership

Dr. Leena Merdad​
Founder & CEO
Dr. Leena is a senior consultant and expert in social development, research, and public health, with over 20 years of experience spanning public, nonprofit, and international organizations.

She has led national and global population studies, large-scale surveys and databases, and impact evaluations.​​ ​ Previously at the WHO Headquarters, she advanced global initiatives on health data and governance. As Secretary General of Ektefaa, she drove the NGO’s strategic and operational transformation. Leena holds a Doctorate in Global Health from the Harvard T.H. Chan School of Public Health.​

Hiba Merdad​
Co-Founder & Finance Director
Hiba is a finance and business management professional with over a decade of experience in financial analysis and entrepreneurship.

She holds an MBA from the University of Business and Technology and a Bachelor’s in Banking and Finance from Dar Al-Hekma. Hiba is currently a CFA® Level II candidate.​ ​Passionate about social impact, Hiba has completed specialized training in non-profit finance and has supported finance teams within NGOs to improve financial performance and mission delivery.​

Noor Shazli
Head of Programs
Dr. Noor is a researcher and consultant working at the intersection of social development, public health, and cultural engagement.

She integrates evidence-based research with human-centered design to develop programs that create lasting social impact. She has led national initiatives advancing community participation, social inclusion and systemic equity, informing policy and enabling social innovation across diverse sectors in the Kingdom. Noor holds a Master’s of Science degree in Population Health from University College London.

Yara Tashkandi
Research Manager
Yara is a certified public health specialist, a PMP®, and an experienced social researcher with extensive experience in impact assessment and program evaluation.

She has led the design, implementation, and evaluation of research studies and development programs across diverse sectors. She leverages mixed-methods and evidence-based frameworks to ensure research rigor and drive measurable outcomes. Yara holds an MPH from Columbia University in Sociomedical Sciences and a Bachelor's in Psychology from Boston University.

Experts

We work with a trusted network of expert consultants, bringing in subject matter expertise across different disciplines and sectors.
Dr. Maha Alattas
Mixed-Methods Research Consultant
Dr. Maha is a public health physician and mixed methods researcher specializing in health systems and policy.

She holds an MPH in Global Health and a DrPH in Health Policy, Leadership, and Management from Boston University. Her work integrates qualitative and quantitative approaches to examine how social and institutional contexts shape outcomes. She has advised entities including the Saudi Health Council, Public Health Authority, and World Bank, focusing on translating evidence into practical, impact-driven strategies.

Dr. Adam Richards
Social Return on Investment (SROI) & Social Value Consultant
Dr. Adam is a global expert in Social Return on Investment (SROI) and impact management with over 20 years of experience across sectors.

A Senior Advisor to Social Value International, he is a leading figure in advancing social value standards. He is an accredited SROI trainer and practitioner, known for leading complex impact evaluations. He currently represents UNDP as Lead Author for a new ISO standard on sustainable development, ensuring globally aligned, high-quality impact assessment.

Dr. Ahmed Alshehri
Local Implementation Consultant
Dr. Ahmed is a senior advisor with expertise in public policy, systems strengthening, and national transformation.

He has held leadership roles across government, contributing to strategy, institutional reform, program design, and large-scale evaluations aligned with Vision 2030. He combines strategic oversight with strong field experience, working with institutions and communities to implement programs and ensure effectiveness. Known for systems thinking and analytical rigor, he translates complex evidence into practical, actionable strategies.

Dr. Abeer Alkhouli
Data Analysis & Interpretation Consultant
Dr. Abeer is the first Saudi woman to earn a PhD in Statistics.

She has held senior roles at King Abdulaziz University, including Vice President for Development and Quality, and is currently an advisor at the National Center for Assessment and Training. She specializes in statistical modeling, evaluation, and experimental design across institutional and national programs. Since 2006, she has advised the Jeddah Urban Observatory and Ektefaa, supporting evidence-based initiatives and community development.

Dr. Jamila Farsi
Institutional Excellence Consultant
Dr. Jamila Farsi is a senior advisor specializing in educational development, institutional excellence, and research evaluation.

With over 38 years of leadership across the Ministry of Education, King Abdulaziz University, and the non-profit sector, she is an expert in academic standards and accreditation frameworks. She bridges academic rigor with operational strategy, having established the Faculty of Dentistry at KAU and currently leading professional development assessment. At S-Cube, she reviews research tools and methods to ensure rigor and support evidence-based, sustainable solutions.

Khulood Hindiyeh
Social Impact Consultant
Khulood is a senior sustainability and social impact consultant with over 25 years of experience across the MENA region.

She supports governments, international organizations, financial institutions, and the private sector in embedding impact into strategy and decision-making. Her expertise includes Impact Measurement and Management (IMM), Social Return on Investment (SROI), and sustainability strategy. A certified SROI practitioner and trainer (SVI Levels 1–3) and UNDP consultant, she designs frameworks, conducts impact assessments, delivers capacity-building programs, and authored “ماذا بعد؟ قياس الأثر الاجتماعي وإدارته”.

Dr. Taiba Alamoudi
Environmental Sustainability Consultant
Dr. Taiba is a marine ecologist and sustainability advisor with expertise in biodiversity conservation, coastal and marine ecosystem management, and environmental strategy.

Her work connects science, policy, and practice to support responsible development and natural capital protection. She has contributed to research and strategic initiatives across the Red Sea and Arabian Gulf, with particular expertise in coral reefs, seagrass ecosystems, and climate resilience. Dr. Taiba brings a practical, science-based perspective to social responsibility, helping create lasting value for both people and nature.

Partners

We work alongside our partners and clients to create solutions that are relevant, practical, and impactful.
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