Seda brings over two decades of experience in the Food and Beverage sector, where she has successfully partnered with clients to drive revenue growth and enhance profitability through purposeful innovation. Her fascination with consumer behavior and ability to forge strong relationships across continents allow her to consistently introduce novel and exciting products to the market. As a passionate advocate for Health & Wellness and a promoter of reducing food waste, Seda excels at identifying market gaps and spotting opportunities that enable her clients to strategically advance their market positions. A strong proponent of Co-Creation, Seda leverages collective creativity to generate bold ideas that address unmet consumer needs, while also injecting a sense of fun into the innovation process. In 2016, she pioneered Tetra Pak’s inaugural Customer Innovation Center in Dubai, which set new standards in the region’s F&B industry. Her commitment to excellence has been recognized with numerous accolades, including the “Best Stand of The Year” award at Gulfood Manufacturing in 2019. Additionally, she has served as a permanent judge for the Gulfood Innovation Awards since 2018, showcasing her expertise and dedication to the industry. Seda’s insights and contributions have garnered her media recognition, including features on Dubai Eye 103.8. Her experience as a moderator in various panels at prominent events like Gulfood Manufacturing and Saudi Food Manufacturing highlights her influential role in the industry. Through her work, Seda continues to empower clients to unlock the creative potential of their teams, driving strategic growth through innovative thinking.