Top Consulting Firm 2025 — Middle East · Consultancy ME

With Might & Main · Since 2011

Revenue Growth.
Commercial Excellence.

For 15+ years, HEED has helped organizations grow revenues by integrating science, people, and technology - anchored in the disciplined execution principles that define how we work.

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15+
Years of Practice
80+
Engagements
17%
Avg Revenue Lift
80%
Recurring Clients

For the third year in a row, HEED has been chosen as one of the leading consulting firms for Commercial & Sales Excellence in the Middle East.

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
15+ 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.

HEED Consulting
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 15 years of disciplined execution.

Explore HEED Consulting →
HEED Search
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 →
HEED Digital
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.

01
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.

02
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.

03
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.

04
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 & Advisors

A managing partner across practices, partners leading each practice, and advisors who have run the businesses we serve.

HEED is led by practitioners — leaders who have spent careers building, fixing and scaling commercial organizations.

Managing Partner
Mazen E. Farah

Mazen E. Farah

Founder & Managing Partner — HEED

HEED ConsultingHEED SearchHEED Digital

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.

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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.

Practice Partners
Wael Farah
HEED Consulting

Wael Farah

Partner — Consulting Practice

Leads the delivery and growth of HEED Consulting engagements across strategy, organization, and operations, the bridge between commercial design and disciplined execution.

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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.

Christopher Chedid
HEED Search

Christopher Chedid

Partner — Search Practice

Leads HEED Search end-to-end - retained executive mandates, contingency placements, and sales force build-outs across MENA, GCC, and Africa.

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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.

Strategic Advisors

Senior operators who advise our clients and support selected mandates.

Ibrahim Saad

Ibrahim Saad

Strategic Advisor — Industrial & B2B

A serving Managing Director in the Gulf specialty chemicals industry, with over twenty years leading businesses across chemicals, building materials, FMCG and packaging. A certified executive and leadership coach, he advises HEED’s clients on commercial growth, key accounts and the leadership that makes change hold.

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Ibrahim Saad is Managing Director of a specialty chemicals manufacturer in Saudi Arabia’s Eastern Province, with manufacturing in Jubail and a trading arm serving customers across the GCC. He leads a team of around 100 people and holds commercial relationships with the region’s largest petrochemical producers.

Over more than twenty years he has held senior and executive roles across chemicals, building materials, FMCG and plastic packaging, with a focus on commercial strategy, key account management and pricing in volatile markets.

Alongside the executive role, Ibrahim is a certified executive and leadership coach, trained through an ICF-accredited programme, and works with senior leaders on the behaviours that make commercial change hold.

At HEED he advises clients in industrial and B2B sectors and supports mandates as a senior practitioner.

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.

Utrix
Ertyad
Alessa Industries
Yamama Cement
Victoire Insurance
Eventlab
Bakheet Machinery
Arumah Preschool
BrokersXP
Travizory
Saka Trading
Masdar Building Materials
ABC Banking Group
Kamkalima
MEPEQ
IdeatoLife
Hawkers Brewery
UTC
Beirut.com
Tamayuz
Berytech
Henkel Levant
MyBird
Bluering
Kilzi
JEEM Holding
Morgan International
Sehnaoui Plant
Taj Holding
Crown Flour Mills
Utrix
Ertyad
Alessa Industries
Yamama Cement
Victoire Insurance
Eventlab
Bakheet Machinery
Arumah Preschool
BrokersXP
Travizory
Saka Trading
Masdar Building Materials
ABC Banking Group
Kamkalima
MEPEQ
IdeatoLife
Hawkers Brewery
UTC
Beirut.com
Tamayuz
Berytech
Henkel Levant
MyBird
Bluering
Kilzi
JEEM Holding
Morgan International
Sehnaoui Plant
Taj Holding
Crown Flour Mills
“

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 portrait

Mohammad Al Maliki

Executive VP — Commercial | Yamama Cement

“

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.

Ali ElZein portrait

Ali El Zein

CEO | IdeatoLife

“

They bring a lot of value added value and they truly get into the details to provide an analysis of the situation. I usually try to avoid as much as possible consultants because most of the time their recommendation is not executable and end up in a nice presentation on the shelve. With Heed this was not the case because they work with you on the execution and their findings is based on data.

Fadi Ganni Portrait

Fadi Ganni

Chairman | Morgan International

“

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.

Wassim-Abdul-Khalek Portrait

Wassim AbdulKhalek

President | SAKA Trading Company

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

Dubai, United Arab Emirates
Beirut, Lebanon

General Inquiries

Consulting Practice

— Wael Farah, Partner

Search Practice

— Christopher Chedid, Partner

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