Mohamad El Hinnawi re-joins New Metrics as Managing Partner

New Metrics, a leading regional consulting firm with four offices in the Midde East, has welcomed back Mohamad El Hinnawi in the role of Managing Partner.

In his new position, El Hinnawi will oversee the strategic direction of New Metrics across its Advisory, Academy, and Innovation units, including the firm’s innovation labs focused on applied AI and experience transformation. He will also lead the firm’s growth ambition across its footprint and services, including in areas such as advisory, CX and EX transformation, capability building, ESG, and AI-driven innovation.

El Hinnawi brings over 20 years of experience advising governments, large enterprises, and growth-stage organizations across the GCC on strategy, digital transformation, and stakeholder experience. His work spans complex, multi-million-dollar transformation programs across sectors including government, telecom, real estate, tourism, and education.

He previously served as a Partner at Big Four firm PwC, where he led advisory and implementation engagements in the region.

“Mohamad’s appointment reflects the direction the firm is taking as it continues to expand its work across experience, ESG, and AI,” said Mohamed Debouk, CEO of New Metrics. “His ability to connect strategy with execution and link transformation to tangible outcomes will be critical in this next phase.”

Commenting on his appointment, El Hinnawi said: “At a time when consulting itself is being redefined, the focus is clear – building a model that is more tightly anchored to outcomes and faster time-to-value. The opportunity is to integrate consulting, capability building, and technology in a way that reflects where the market is already going.”

Notably, El Hinnawi rejoins New Metrics after previously contributing to several of the firm’s early milestones, including its expansion into Saudi Arabia, the delivery of its very first engagement in Oman, one of the first CX transformation engagements in financial services, and the development of strategic partnerships.

“Looking back, I’ve had the privilege to be part of some of the earliest defining moments for New Metrics. I’m proud of what the team has built over the years – positioning New Metrics as a powerhouse across experience management, ESG, and technology and analytics. I look forward to supporting the firm’s continued growth journey.”