Former Saudi Public Health Authority Executive Director brings strategy, institutional excellence and national health policy expertise to CF’s Middle East operations
LONDON – Nada Raoof has joined CF as Director who will be based in Riyadh, Saudi Arabia. Nada brings proven expertise in translating complex strategic vision into measurable outcomes across multi-stakeholder environments. Her work advancing Vision 2030 objectives, leading board engagement, and building strategic partnerships positions her to strengthen CF’s global capabilities in healthcare transformation, strategic delivery, and stakeholder alignment—particularly as CF expands its work supporting clients in navigating national health system reforms and implementation challenges worldwide.
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 to strengthen institutional delivery and ensure long-term impact. Her work supported measurable progress across national public health priorities, including newborn health, infectious diseases, public health intelligence and laboratory capabilities.
As Director, Nada will lead CF’s regional operations while contributing to the firm’s global expertise in institutional excellence, performance management, and health system transformation. Her deep understanding of navigating complex healthcare reforms and delivering sustained organisational impact will enhance CF’s ability to serve clients globally tackling similar transformation challenges.
Hannah Farrar, CEO of CF, said: “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 CF’s capabilities globally. 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.”
Zahra Safarfarshandi, Partner Middle East at CF, 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. I look forward to working closely with Nada as we continue to build CF’s regional capabilities and deliver exceptional value to our clients.”
Nada Raoof
Commenting on her appointment, Nada: “I’m excited to join CF at a pivotal time for healthcare transformation globally. In my experience advancing Vision 2030 objectives, I learned the critical importance of translating strategic vision into measurable outcomes. CF’s mission to tackle the toughest challenges in healthcare aligns perfectly with my experience, and I look forward to contributing to the firm’s work both regionally and globally—supporting clients in strengthening health systems, advancing strategic initiatives, and ultimately improving health outcomes for the populations they serve.”
CF is a leading healthcare consultancy dedicated to making an enduring impact on health and healthcare worldwide. We are experts in health, serving clients globally across health systems, life sciences, and health investing.
With a network spanning 30 countries, CF combines extensive international experience with local expertise, bringing together deep understanding of healthcare strategy, proven data and AI capabilities, and experience supporting national health transformations and implementation programs.
Our mission is to help clients tackle the toughest challenges in healthcare. From health systems and providers to life sciences companies and investors, we deliver innovative solutions across the healthcare ecosystem.
CF headquarters are in London with Middle East headquarters in Riyadh and an office in Dubai. It serves clients in the UK and across Europe and the Middle East.
