Ghina is a Senior Director at The Coca-Cola Company, leading End-to-End Experience and Connections Strategy for the brands across Eurasia and Middle East. Her key focus area is on building experiences and experience journeys for her target audience that are human centric but driven by data and innovation to drive business success. She has pioneered AI-driven campaigns, including Coca-Cola’s first hyper-targeting initiative in Saudi Arabia. And continues to always look for new ways to utilize data and technology to create out of the box experiences but also drive efficiency and effectiveness for The Coca-Cola brands.  Ghina has also developed a real-time sentiment tracker for crisis management and led successful product launches and campaigns like Sprite in Pakistan, Schweppes in Saudi Arabia and Fanta in Iraq. Her data-driven approach earned her a Silver Award at the WARC Awards for dynamic targeting in Saudi Arabia. With a background in digital transformation at Starcom MediaVest Group, Ghina excels in utilizing tech to achieve measurable business outcomes across global brands.