Riwa is a creative & critical thinker with a bias for action.

Her focus is on strategy, which she believes is rooted in sensing and storytelling. 

As former Managing Director of Idea Couture MENA, she helped organizations prepare for and shape the future in the rapidly changing region.

Previously, as Head of Innovation Growth Strategy at Idea Couture HQ, she put innovation to work to solve complex business and category challenges for Fortune 500 companies in pursuit of disruptive growth across North America and Europe. In her 5 years with the organization, Riwa has helped a host of clients across industries create, articulate and implement strategic initiatives grounded in multi-disciplinary design and human research, including Citi Bank, Campbell Soup Company, Method, Nestle, Pepsi, TD Canada Trust, Deloitte, Rogers, and Diageo.


Prior to joining Idea Couture, Riwa was immersed in the world of storytelling while working at TAXI Advertising and Design and consulting independently on branding and communications with clients in Canada, Italy and the UK.

Riwa received her HBA from the Richard Ivey School of Business with a minor in Media, Information and Technoculture. She also spent a semester at Università Commerciale 'Luigi Bocconi' in Milan, Italy specializing in Strategy, Innovation, and most importantly, Gelato.

Riwa is the founding Ambassador of the One/Thousand Toronto hub, making it the first Canadian city to join the global community of 1,500 entrepreneurs, artists, scientists, musicians, movers and makers under the age of 30.

Riwa is a certified yoga and meditation teacher, an avid home-cook and a big fan of comedy as an art form.


Riwa Harfoush