Mohamed N. Hayek

Account Manager, UAE

Mohamed Hayek, Account Manager with Firefly Millward Brown in Dubai, began his qualitative research career in Cairo, Egypt, initially at a small boutique followed by a three-year venture at TNS. Mohamed can easily shift between local and regional oriented projects in marketing research and make insightful correlations. This valuable expertise is rooted from experience working across Egypt, North Africa, GCC, West Africa, and Burma; and categories including telecom, QSR, automotive, fast-moving goods, real estate and banking.

Those who know Mohamed will say he’s a thrill-seeker in the best sense because that trait is balanced with perfectionism. He approaches brand equity and positioning with an openness to discovery and excels in category and target exploration. Mohamed also has a keen sense for ideation, concept and product testing as well as creative development and segmentation.

He thrives on the deeper insight and exploration best informed by ethnographic elements and specifically enjoys rural areas and the cultural intrigue they hold. In his work with clients and brands like Unilever, Orangina-Schweppes, Nissan, Americana, Pfizer and Nestle, he’s played the roles of market researcher, project manager and talented moderator. Clients and team members alike value his curiosity and approach to any challenge!

Quick facts:

  • Mohamed, SCUBA diving instructor extraordinaire for over eight years, has over 1,500 dives under his belt
  • A self-proclaimed geek, Mohamed earned a bachelor of science in computer and systems engineering from Ain Shams University, Cairo, Egypt, while also performing in a band during what might have been nighttime study hours
  • When not immersed in studying cultures, he enjoys taking natural retreats which help him broaden his perspective of the world while capturing it all through photography