Alaa has 19 years of experience in social and market research and consulting which spans the corporate world, academia and charities like BBC Media Action. He holds a PhD in Environmental Strategy from the University of Surrey, an MSc in Business Strategy and the Environment at Birkbeck, University of London. Alaa also holds a BSc in Computer Science, from Birzeit University in Palestine. Beyond his day job, Alaa has been involved as a volunteer in several charities and social enterprises, including Friends of Birzeit University (Trustee between 2014 and 2023), Friends of Socotra (current treasurer), and the PalArt Collective (current director).