Sidra Masood

Sidra Masood has a diverse and extensive work experience in customer experience, data analytics, market research, and consulting roles. Sidra is currently working at Dawlance as a Sr. Lead Customer Experience & Data Analytics, where they have been since May 2023. Prior to that, they were a Lead in Consumer Insights & Market Research at Dawlance from December 2020 to May 2023. Sidra has also worked as an Independent Market Research Professional in 2020 and as a Guest Speaker at the Institute of Business Administration in November 2020. Previously, they held positions at NielsenIQ as a Senior Executive in Consumer Insights & Business Development from July 2018 to September 2020, and at Kantar as a Senior Consultant in Research & Client Service from April 2017 to June 2018 and as a Research Executive from February 2014 to May 2017. Sidra also has experience as a Research Intern at Oasis Insights in June and July 2013.

Sidra Masood completed a Master's Degree in Industrial/Organizational Psychology at Karachi University from 2011 to 2013. Sidra also pursued a Digital Training course in Digital & Business Strategy at Circus Street from 2022 to 2023. In addition to their formal education, Sidra obtained various certifications, including Introduction to Human Centered Design from Habib University in 2023, Women Leadership Fellows Program from Katalyst Labs in 2022, Developing Your Emotional Intelligence and Learn Emotional Intelligence, the Key Determiner of Success from LinkedIn in 2022, and WPP's Anti-Bribery & Corruption Training Course and WPP Code of Conduct: How we behave from WPP in 2016 and 2014 respectively. Sidra also completed a Human Centered Design (Design Thinking) course from Palladium: Make It Possible, though the year of completion is not specified.