About DNA
A Jeddah firm with an
international spine.
Consultancy, communications and delivery — built in Jeddah, franchised from the United States, measured everywhere it works.
Who we are
Stay FIT for Purpose.
DNA is a Jeddah-based consultancy working across strategy, communications, publications and events for chambers of commerce, government entities, development institutions and commercial brands. Our organising idea is FIT for Purpose, Trivergence's framework for how organisations plan (Foresight, Innovation, Transformation), how they resource (Funds, Investments, Talent) and how they build (Fintech, IoT, Transition).
We are deliberately a delivery firm. The strategy practice shares a roof with the teams that run events, produce publications and operate communications departments — so advice here has always had to survive its own execution.
The franchise
Trivergence, delivered in the Kingdom.
DNA is the official Saudi franchisee of Trivergence, a US-based consulting firm. The franchise principal, Dr Ahmed Al-Khodary, serves as Trivergence's Vice President for the Middle East & Africa — so the connection between the methodology and the market runs through one accountable person, not a licensing letter.
For clients, the franchise means three concrete things: international methodology and quality standards; in-Kingdom contracting, delivery and Arabic-first work; and access to Trivergence's network of specialists when an engagement needs depth beyond our resident team.
Leadership
The people who sign the work.
Doaa bin Thabit
General Manager
Published author on event management; the first Saudi graduate of George Washington University's event management programme; twenty years organising events and programmes for UN agencies, development banks and chambers of commerce. Leads DNA's delivery practices and client relationships.
Dr Ahmed Al-Khodary
Franchise Principal · VP Middle East & Africa, Trivergence
Consultant and franchise agent for Trivergence in Saudi Arabia, and the firm's Vice President for the Middle East & Africa — bridging international methodology with in-Kingdom mandates across strategy, transformation and commercial design.
Behind the leadership sits a resident delivery team and a specialist network of 40+ consultants, designers, producers and media professionals drawn on per engagement.
Clients & partners
Named honestly, labelled clearly.
Institutions we've delivered for
Jeddah Chamber of Commerce & Industry · Digital Cooperation Organization · Islamic Development Bank country programmes (Algeria, Côte d'Ivoire, Guyana, Indonesia, Maldives, Uganda) · Digital & Smart Applications (DSA) · commercial mandates including a 28-branch Jeddah retail chain (anonymised)
Our franchisor
Trivergence (USA) — official Saudi franchise
Partners
Zoho — technology · APO Group — media distribution · RedMoney — publishing
The wider network
Through Trivergence and our specialist network, DNA teams have contributed to engagements across 33 countries for international organisations, ministries and corporates.
We list engagements we can stand behind. Where a relationship is a partnership rather than a client mandate, we label it that way.