HEED | Boutique Revenue Growth & Commercial Excellence Consulting

Who We Are

One firm. Built on discipline, precision, and sustained results.

To heed is to pay attention, stay intentional, and act with purpose. With might & main means putting in your full strength, energy, and wisdom. Together, they are a reminder to show up - fully, boldly, and with heart.

Since 2011, HEED has built a track record of hands-on expertise across sales, business development, growth strategies, go-to-market, and commercial organization design - now complemented by executive search, talent placement, and a forthcoming digital practice.

Our discipline of execution has helped clients lift revenues by an average of 17% within 10 months. Offices in UAE and Lebanon. Clients across Middle East, Africa and International markets.

See How We Work

2011

Established

14+ years of commercial expertise

80+

Engagements

Across 8 markets and counting

17%

Avg Revenue Lift

Within 10 months of engagement

80%

Recurring Clients

A testament to sustained partnership

Three Practices · One HEED

Three focused practices. One unified firm.

HEED is organised into three dedicated practices, each purpose-built to address a specific dimension of commercial growth - backed by shared commercial DNA. Click into any practice to learn more.

Established Practice

Revenue Growth & Commercial Excellence

Tailored growth strategies, sales-force effectiveness, pricing, KPI frameworks, and organizational design. The firm's founding practice - built over 14 years of disciplined execution.

Explore HEED Consulting →

Active Practice

Commercial Executive Search & Talent Placement

C-suite and senior commercial search, mid-senior placement, sales force build-outs, and post-placement enablement. We define what success looks like in the role - then find the person who fits.

Explore HEED Search →

Launching Q1 2027

Commercial Technology & Digital Enablement

CRM implementation (Dynamics 365, Salesforce), AI-powered forecasting, dynamic pricing, digital playbooks, and commercial analytics. Where commercial strategy meets digital execution.

Coming soon →

Our Spirit

Doers and achievers.

Since 2011 we have stayed true to one identity: boutique. Small, focused teams that work shoulder-to-shoulder with clients. The only way, in our experience, to design solutions that actually fit and to deliver the impact that matters. The boutique spirit is what differentiates HEED, and it is what every member of the team carries into every engagement.

Process Consultants

The best plan is the one we co-design with the client. We bring deep subject-matter expertise to the table and you bring the realities of the business - and together we shape solutions that hold.

Pragmatic Solutions

Plans that work in the real world. We design for implementation from day one - clear, executable, and built to make life easier for the people who have to actually run them.

Innovative Solutions

Modern methodologies, the right technology, and a willingness to challenge convention - applied where they create real commercial leverage, not for novelty's sake.

Agility & Flexibility

Every client is different, and so is every engagement. We pivot when the brief evolves, adapt the approach to the context, and deliver against changing priorities without losing momentum.

Leadership

A managing director across practices, with dedicated directors leading Consulting and Search.

HEED is led by practitioners. Leaders who have spent careers building, fixing, and scaling commercial organizations. Each director runs their practice end-to-end.

HEED with might & main

Mazen E. Farah

Managing Director — HEED

Founder and Managing Partner. Oversees both HEED Consulting and HEED Search practices, setting strategy, standards, and the culture of execution that defines the firm. Mazen founded HEED in 2011 with a clear mandate: to build a firm that delivers measurable commercial impact, not strategy documents. Under his leadership, HEED has grown into a recognized boutique practice - consistently ranked among the leading consulting firms for commercial and sales excellence in the Middle East.

HEED Consulting

Wael Farah

Director — Consulting Practice

Leads the delivery and growth of HEED Consulting engagements across strategy, organization, and operations, the bridge between commercial design and disciplined execution. Wael brings extensive experience in commercial excellence and go-to-market execution, ensuring every engagement is grounded in practical business realities and structured for sustainable results. His hands-on approach and disciplined project management have been central to HEED's consistent track record of revenue growth for clients.

HEED Search

Christopher Chedid

Director — Search Practice

Leads HEED Search end-to-end - retained executive mandates, contingency placements, and sales force build-outs across MENA, GCC, and Africa. Drawing on a thorough understanding of commercial roles and the competencies required to succeed in them, Christopher works closely with organizations to identify and secure the leaders best positioned to deliver revenue performance. His approach combines structured assessment with an extensive regional network - every placement reflects the precision HEED is known for.

Our Clients

Trusted by organizations across the GCC, Levant, Africa and other international markets

Eighty percent of HEED engagements come from returning clients. The reason is simple: the work sticks.

“

HEED is a catalyst for meaningful transformation, combining strategic clarity with hands-on expertise to embed true customer-centricity at every level of the organization.

Mohammad Al Maliki

Executive VP — Commercial | Yamama Cement

“

HEED is the partner you bring in when you know your sales need to be rebuilt from the ground up. They'll challenge you, structure you, and leave you with a system that actually holds after they're gone.

Ali El Zein

CEO | IdeatoLife

“

Professionalism at HEED isn't a buzzword; it’s a commitment to flawless execution. They deep-dived into our internal structures, redesigned our market approach, and followed through with a plan that hit every milestone exactly when they said it would.

Fadi Ganni

Chairman | Morgan International

“

They understand the region, they understand the numbers, and they understand people. It’s rare to find a partner that respects the local context as much as the bottom line. This balance is exactly why we keep coming back.

Mohammad AbdulKhalek

Chief Executive Officer | Alessa Industries

Get in Touch

Let's build the commercial engine — together.

Whether you are looking to transform your commercial operations, build your revenue team, or explore a specific challenge, we are ready to engage with full commitment.

Offices

United Arab Emirates

Lebanon

General Inquiries

info@heed-mm.com

Consulting Practice

consulting@heed-mm.com — Wael Farah, Director

Search Practice

search@heed-mm.com — Christopher Chedid, Director

Revenue Growth. Commercial Excellence.