Taha Baba
About
From developer to digital leader,
I build AI-powered digital engines that scale humanitarian
impact across the globe.
Story
I started as a developer. I became a strategist.
My career began in Beirut, writing code and building digital
products for agencies and startups. That technical
foundation shaped how I think: systematically, with a bias
toward what actually works over what sounds impressive.
Joining UNHCR's
Private Sector Partnership in MENA (PSP MENA) team
changed everything. I moved from building products for
businesses to building programmes that fund protection for
millions of refugees. In that role, I helped grow the
regional donor base from
under 800 to more than 31,000 supporters, a combination of data, technology, and human insight
working at scale.
Today I lead the
PSP International Hub Retention
Programme at UNHCR in London, working across 32+ markets and
100+ teams globally. I have contributed to over
£129M in private sector income growth, improved donor retention by 10% year on year, and
delivered approximately
$300k in annual efficiency savings
through advocating for proper MarTech tools and AI-powered
workflows.
Outside of UNHCR, I write and speak about AI for
non-technical audiences. I have published
two books on AI and have a third
in progress.
My goal is to:
make the power of technology and AI accessible to the
people and organisations that need it most.
There's more
That's the short version. Here's where to find the rest.
Common Questions
I am a digital marketing automation expert and AI specialist based in London, with 14+ years of experience building technology-driven programmes at the intersection of data, people, and social impact. I currently lead the global digital retention programme at UNHCR, the UN Refugee Agency, working across 32+ markets. Outside of that, I write and speak about AI — I have published two books on the subject, with a third in progress.
Four interconnected disciplines: digital fundraising strategy, marketing technology architecture, AI integration into real workflows, and data strategy. What makes my approach different is that I have done this work inside one of the world's largest humanitarian organisations — not just advised on it from the outside. The focus is always on what is practical, scalable, and actually delivers results.
I started as a software developer in Beirut, writing code for agencies and startups. That technical foundation is still how I think — systematically, with a bias toward what works. I joined UNHCR's Private Sector Partnership team in MENA, where I helped grow the regional donor base from under 800 to more than 31,000 supporters. I now lead the PSP International Hub Retention Programme in London, working across 100+ teams globally. I hold an MSc in Digital Business from the University of Salford and a BSc in Computer Science.
Yes. I have published two books on AI for non-technical audiences, including How to Introduce AI to Your Kids. I also run a Simplifying AI course on Udemy for people who want to understand and use AI with confidence — no technical background required. A third book is currently in progress. Writing is how I make sense of fast-moving topics and share that thinking with the people who need it most.
Yes, across three formats. As a strategic partner, I work with organisations on digital fundraising, AI adoption, and MarTech — particularly in the nonprofit and humanitarian sector. As a speaker, I present at conferences and events on ethical AI, digital strategy, and the future of fundraising technology. As a workshop facilitator, I run practical sessions for teams who want to build real AI skills, not just awareness. If you have something in mind, get in touch.
Let's work together
Whether you need a strategic partner, a speaker for your event, or a workshop facilitator — I would love to hear what you are working on.
Get in touch