In March 2014, Randa Modad founded BrandAid, the first medical brand consultancy in the UAE focused on helping medical centers outperform the market. Throughout her career, she contributed to the development and implementation of brand strategies and visual identities of some of the biggest names in the MENA region. She has also been a judge on the panel for Transform Awards, an event that celebrates the best in rebranding, as well as an expert speaker on the subject of “Healthcare Branding” at leading international medical conferences in the USA. Since 1996, Randa Modad has been working in marketing and branding across different sectors, ranging from FMCG products and telecoms to Life and Science. Some of her most successful stories were her valuable contributions and involvement in the creation of the Omran brand in Oman, Du telecoms in the UAE, TATA Docomo in India, and Fakih IVF Fertility Center in the UAE.