Tara Baban
Dubai, UAE
Summary
Strategic and results-oriented Consumer Insights professional with 9+ years of experience delivering actionable insights to support marketing, brand, and business strategies. Skilled in qualitative and quantitative research, data interpretation, and market strategy across F&B, skincare, and consumer goods sectors. Known for translating complex data into clear, impactful insights, managing research end-to-end, and leading cross-functional teams across the Middle East & Africa. Bilingual in English and Arabic.
Overview
9
9
years of professional experience
Work history
RESEARCH & DEVELOPMENT MANAGER
New Zealand Trade and Enterprise
Dubai
11.2018 - 03.2024
- Directed comprehensive customer segmentation and usage & attitude studies across global markets, identifying high-value consumer groups and informing targeted marketing and product positioning strategies.
- Drove ongoing brand health tracking and competitive benchmarking program, providing data-driven recommendations that guided market entry decisions and refined brand positioning in new markets.
- Led end-to-end qualitative and quantitative research initiatives (focus groups, in-depth interviews, online insight communities, large-scale surveys) to uncover customer pain points and drive evidence-based product improvements.
- Collaborated closely with trade, sales, and marketing teams to integrate consumer insights into cross-functional initiatives, shaping go-to-market plans and optimizing customer targeting for international campaigns.
- Delivered insight-driven recommendations and interactive dashboards to senior leadership, directly influencing investment priorities and fostering a customer-centric approach in product roadmaps and market development initiatives.
Business Development Manager F&B
New Zealand Trade & Enterprise
06.2022 - 02.2023
- Drove market growth for NZ F&B brands through data-informed business development strategies.
- Supported brands in entering key Gulf markets such as Saudi Arabia and the UAE by leveraging market insights, identifying the right consumer segments, and tailoring go-to-market strategies.
- Helped NZ based companies already present in the region to grow by rethinking positioning, better understanding their local consumers, and refining their commercial approach.
- Developed strategic partnerships for sustained growth.
CONSUMER INSIGHTS & MARKET INTELLIGENCE MANAGER
AL FUTTAIM MOTORS TOYOTA
Dubai
04.2016 - 11.2018
- Managed research agencies to ensure high-quality data collection and actionable outputs across segmentation studies, brand health tracking, new product assessments, and competitor analyses.
- Collaborated with marketing and product teams to support campaign and product launches, leveraging both qualitative (focus groups, IDIs) and quantitative (surveys, conjoint analysis) research to inform decisions.
- Delivered strategic business insights to leadership through regular dashboard reviews and deep dives into market performance data.
QUALITATIVE RESEARCH ANALYST
IPSOS
Dubai
11.2014 - 03.2016
- Worked with major clients including L'Oreal and P&G across FMCG categories such as personal care, skincare, and beauty.
- Led and moderated qualitative research across MENA, including shopper studies, ethnographies, in-depth interviews (IDIs), online communities, and focus groups; managed full project lifecycle from fieldwork execution to insights delivery.
- Supported clients in understanding local market dynamics and consumer behaviours to refine brand positioning and optimize go-to-market strategies, including influencer marketing, pricing optimization, and campaign development.
Education
Social Psychology
Wesleyan University
Coursera 03.2020 - 05/2020
Bachelor of Arts - Public Administration
AMERICAN UNIVERSITY OF BEIRUT
03.2014
Skills
- Leadership & Team Management: Proven ability to lead and mentor teams to deliver high-quality research outputs and drive business strategy
- Consumer Insights & Market Research : Expertise in qualitative and quantitative research, consumer segmentation, and profiling
- Business Strategy & Development : Skilled in identifying new business opportunities, managing client relationships, and expanding portfolios
- Data Analysis & Interpretation: Expertise in translating complex data into actionable insights and strategic recommendations
- Regional Market Expertise: In-depth knowledge of Middle East & Africa market dynamics and consumer behaviour
- Stakeholder & Client Management: Strong interpersonal skills to effectively manage relationships and influence decision-making
TOOLS & SOFTWARE
Power BI, Excel, Google Suite, Qualtrics, AI software
Languages
English
Fluent
Arabic
Fluent
Timeline
Business Development Manager F&B
New Zealand Trade & Enterprise
06.2022 - 02.2023
Social Psychology
Wesleyan University
03.2020 - 05/2020
RESEARCH & DEVELOPMENT MANAGER
New Zealand Trade and Enterprise
11.2018 - 03.2024
CONSUMER INSIGHTS & MARKET INTELLIGENCE MANAGER
AL FUTTAIM MOTORS TOYOTA
04.2016 - 11.2018
QUALITATIVE RESEARCH ANALYST
IPSOS
11.2014 - 03.2016
Bachelor of Arts - Public Administration
AMERICAN UNIVERSITY OF BEIRUT
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