Tracey Massey currently serves as the Chief Operating Officer (COO) of NIQ. As COO, Tracey is responsible for all commercial and product aspects, including revenue, product development plans, business units’ strategies, and all market-facing aspects of NIQ.  
 
Tracey is an accomplished global executive with over 30 years of experience and a successful track record in enhancing and expanding global businesses. Her philosophy of winning with clearly articulated strategies coupled with the infusion of trust and resources allows Tracey to empower people and nurture highly engaged teams.  
Prior to joining NIQ, Tracey served as Global President and Chief Executive Officer of Mars Pet Nutrition, where she led the world’s largest pet food business, revamping its product portfolios for continuous growth. Prior to that role, she was Regional President Mars Confectionary Americas, where she successfully led her team through the integration of Mars Chocolate Americas with the Wrigley Co. Americas.  
 
Tracey has a BS in Chemical Engineering from Loughborough University in England, and is a published thought-leader and speaker on topics such as women’s success in STEM and embracing the power of diversity. 

Andrew brings over 17 years of experience with a deep passion to help clients in the FMCG space to understand the value of data, insights, and consumer behaviour. Andrew is passionate about brands understanding how consumer behaviour is the pathway to growth.

With over 20 years of experience as a dynamic business leader, Daniel has established himself as an expert in driving growth and innovation across diverse geographies, industries, and research methodologies. His career spans extensive work in European, Middle Eastern, and African markets, giving him deep insights into the region’s complexities and opportunities.

Daniel has a profound understanding of the retail environment: FMCG and Consumer Insights, Technology and Durable goods sectors, with specialized expertise in verticals such as e-commerce. His exposure to detailed industry performance metrics and key drivers enables him to identify emerging trends and craft actionable strategies that deliver results.

Beyond his expertise in consumer markets, Daniel leverages a unique global perspective on FMCG and adjacent industries, offering a holistic approach to navigating the ever-changing business landscape. His ability to synthesize data-driven consumer insights with strategic foresight makes him a trusted leader in shaping market strategies and fostering sustainable growth.

Andrey leads NIQ’s Arabian Peninsula and Pakistan sub-region, which includes Saudi Arabia, UAE, Oman, Qatar, Kuwait and Pakistan. He is based in Dubai, United Arab Emirates. He is responsible for developing and implementing NIQ’s business strategy in continuously building on the organization’s outstanding reputation for service and delivery to clients while maintaining its financial health and operational efficiency, to ensure sustainable and profitable growth. He brings with him 20 years of leadership experience and knowledge of the market research industry. 

Salim is your go-to expert for everything tech and E-Commerce. Leading business development for Data Impact — a NIQ company, Salim is an authority on sharing the latest advancements, emerging trends, and innovative tools that can give you the edge you need to thrive in the digital world.

Didem is an expert in leading big data advanced analytics with predictive intelligence using artificial intelligence to help clients drive profitable growth with insights and foresights. She is an expert in RGM (Revenue Growth Management), E-Commerce insights and foresights with superior consultancy is a clear focus of hers, Didem together with her teams launched 7 years ago the NIQ E-Commerce FMCG panel in Türkiye to provide forward-looking light to the industry. Didem is passionate to provide her clients in FMCG, E-Commerce and Retail companies with forward-looking insights and helping them to drive growth. She focuses also on helping clients across EEMEA with the next generation of digital shelf analytics to accelerate their growth journey in E-Commerce with a focus on sales excellence and ROAS.   

Roman is an MBA Graduate with ten years of experience in NIQ. Starting in NIQ Russia, he leads several client groups and the Marketing Mix Modeling business. In the United Arab Emirates, Roman is responsible for Global Services and E-Commerce for the Arabian Peninsula & Pakistan region. Roman is a big believer in a client-centric model and is passionate about brands and marketing.

A seasoned market research professional with 11 years of well-rounded experience. Passionate about uncovering insights and identifying opportunities. Mallak specializes in driving business growth and shaping data-driven strategies. With a strong focus on client engagement, she excels at translating data into actionable recommendations that create impact.

Ismail is a Sales Director with an extensive experience in project management consulting & B2B SaaS/Tech industry, currently leading a team of Senior AEs to drive the sales of NIQ Digital Purchases across Western Europe and the Middle East.