Nada Raoof to lead Middle East operations of healthcare consultancy CF

Nada Raoof, formerly an Executive Director at the Saudi Public Health Authority, has joined healthcare-focused management consultancy CF as Director.

Based in Riyadh, Nada brings extensive experience in healthcare transformation to the firm. At the Public Health Authority of Saudi Arabia (Weqaya), where she served as Executive Director of Strategy and Institutional Excellence, Nada established and led the strategy function, overseeing end-to-end planning, execution, performance reporting, and senior stakeholder engagement.

Her work at Weqaya supported measurable progress across national public health priorities, including newborn health, infectious diseases, public health intelligence and laboratory capabilities.

In her new role at CF, Nada will lead CF’s Middle East operations, building out its capabilities, offerings and client portfolio.

“Nada brings exceptional expertise in healthcare strategy, institutional excellence, and delivering measurable impact in complex health system transformations. Her track record of advancing Vision 2030 objectives, securing significant national health investments, and turning strategic vision into results strengthens our capabilities,” said Hannah Farrar, CEO of CF.

“While leading our Middle East operations, her experience will be invaluable to our entire firm as we support clients worldwide navigating similar transformation challenges. We’re delighted to welcome her to the CF team.”

Founded in 2013 in the UK, CF is an award-winning consulting firm dedicated to the healthcare domain. The company has since its inception supported more than 1,500 engagements. Headquartered in London, its Middle East team operates from bases in Riyadh and Dubai.

Zahra Safarfarshandi, Partner at CF in the Middle East, said: “Nada’s appointment strengthens our team in the Middle East at an exciting time for the region’s healthcare sector. Her extensive experience in strategy development and institutional excellence, particularly within Saudi Arabia’s public health system, will be instrumental as we support our clients in navigating complex healthcare transformations.”