Understanding what people value is fundamental to creating experiences that resonate. For Anoud AlAssi, that connection between insight and experience has shaped a career spanning market research, customer experience and, most recently, festivals and events development.
Today, as Festivals and Events Development Head at Visit Qatar, AlAssi brings an analytical background into a role focused on developing experiences for residents and visitors.
Building a Career Around Customer Insight
AlAssi began her career with Ipsos in Jordan, progressing from Research Analyst to Senior Research Analyst. She later joined BAT as Info Analyst for the Levant before moving to Qatar as a Market Analyst for New Ventures at Power International Holding.
In 2022, she returned to Ipsos in Doha, specialising in customer experience research. She progressed through account management positions before taking on leadership responsibilities across customer experience and channel performance.
Insight becomes valuable when it moves beyond understanding people and begins shaping the experiences created for them.
From Measuring Experiences to Creating Them
In September 2026, AlAssi joined Visit Qatar as Festivals and Events Development Head, marking a significant evolution in her career.
The move takes her from studying customer experiences to working closer to their development. Festivals and events involve multiple touchpoints that influence how visitors perceive and remember a destination, making an understanding of audience expectations particularly relevant.
Her background in E-Marketing and Social Media from Princess Sumaya University for Technology further complements this experience, connecting research with digital communication and audience behaviour.
Contributing to Qatar’s Visitor Experience
AlAssi’s progression demonstrates a clear connection between research, customer experience and destination engagement.
Her career has increasingly moved closer to the decisions that shape how people interact with organisations and experiences, from analysing markets and customer journeys to contributing directly to festivals and events.
The progression from measuring experiences to helping create them is a natural evolution for a career built around understanding audiences.
Recognition by The Arab Leaders
Anoud AlAssi’s journey reflects how specialised expertise can evolve into broader leadership responsibility.
From market research in Jordan to customer experience leadership in Qatar and now her role at Visit Qatar, she has built a career around understanding audiences and applying those insights in increasingly practical ways.
For The Arab Leaders, her story represents a new chapter in that progression, bringing together research, customer understanding and experience development as she contributes to Qatar’s evolving festivals and events landscape.
