Racha Makarem, General Manager - Business Compass MENA, Vivaki, Starcom MediaVest Group, UAE

Racha Makarem is the Managing Director of Insights and Research at VivaKi MENA in UAE

In her role as MD of VivaKi, Racha Makarem's expertise has been pivotal for the development of research capabilities in the MENA region, not solely within VivaKi itself, but also affecting the wider industry as well.

Highlights of her achievements include developing ROI tools, which deliver significant business and consumer insights in real time, launching the VNC The Pool initiative and expanding the project through the region's VivaKi Nerve Center.

Born and raised in the Middle East, Makarem credits her success to a love of technology and deep knowledge of the region's consumers. Her decade of experience in media spans various fields including travel, telecommunication, luxury goods, automotive and FMCGs, and comprises a plethora of collaborations with the industry's key players to innovate, research and develop enhanced experiences for consumers online. Prior to joining VivaKi, Makarem worked at TNS where she co-wrote "What Lies Beneath the Veil" – a paper shortlisted at an ESOMAR conference for consumer excellence.

She holds a BA in Economics with a Minor in Liberal Arts from the Lebanese American University (LAU) in Beirut.