Dr. Alaa has over twenty years of experience in the field of marketing and consultancy, she gained both academic and practical experiences by interacting with major local and international clients in Egypt and the Middle East. She earned her Ph.D. from Durham University, Business School, the UK and got her B.A. from Faculty of Mass Communications – Cairo University in 1995. She worked as a Managing Director & CEO of Solutions Consulting; a leading business and marketing consulting firm and was previously heading the consultancy and branding unit within the company; she started her practical career in consultancy in 1999.

Her responsibilities involved managerial aspects driving the strategic directions, growth, and human capital within Solutions Consulting. She acquired broad knowledge by working in a multitude of industries to achieve sound brand equity and to establish market positioning and manage the marketing function for consumers, and business to business.