Rena Baba

Director: ExperienceLab Middle East

Rena heads up ExperienceLab in the Middle East. Rena leads a team of experience designers who specialise in optimising products and services, improving customer experiences, and driving innovation through the effective use of emerging technologies. She takes a results-driven approach to execution and has a track record of delivering end-to-end transformation programs across the Middle East. 
Prior to joining ExperienceLab, Rena led the intelligent automation practice at PricewaterhouseCoopers (PwC) in the Middle East, wherein she helped clients understand and apply emerging technologies such as artificial intelligence and automation to deliver exceptional customer, citizen, and employee experiences. Rena advanced in this position from being an accomplished developer in automation and machine learning to leading the practice at PwC’s emerging technology division. 

Outside interests:   

Rena was recognised by Google as an expert in AI and Machine Learning. She joined a group of 22 experts in the MENA region who work with tech communities to design and build highly innovative solutions that support the growth of the region. To date, she has trained more than 3000 people in this field through more than 60 presentations and workshops.  
Besides attending conferences and sharing knowledge, Rena enjoys running, hanging at the beach, learning new languages and making new friends from all over the world. 

Rena Baba
Unpublished form