Noha Alaa is a Ph.D. holder in Business Administration from Durham University Business School and is currently an Assistant Professor of Marketing at Nile University. Her research interests include marketing and branding, customer experience, and consumer behavior. Noha has over 20 years of experience in the consulting business where she worked with big local, regional and multinational brands. she earned her BSc. from Cairo University and her MBA from Maastricht School of Management. Noha gained both Academic and Practical experience by interacting with major local and International clients in Egypt. She worked in the capacity of Managing Director & CEO of Solutions Consulting; a leading business and marketing consulting firm, and was previously heading the consultancy and branding unit within the company. She started her practical career in consultancy since 1999.