Chief Strategy Officer at Altavia North America, a leader in retail performance and productivity, Zahra spearheads transformative strategies and in-market activations for clients globally. Her ambition is to propel clients forward in today’s dynamic business environment. Drawing from over 20 years of expertise in competitive strategy, brand development, cross-channel marketing, and technology, she consistently delivers effective solutions. Before her tenure at Altavia, she co-founded a specialized competitive strategy firm—a forward-thinking consultancy designed to navigate the evolving consumer & business landscape. The firm’s mission was to bridge the gap between brand perception and reality, revolutionizing methods for collecting and activating insights to foster sustainable growth for businesses.