Noof Khonji

Noof Khonji works at the General Department of Innovation (MOCX) and is the founder of ThinkFarm, a boutique consultancy specializing in innovation and cultural strategy. With over 18 years of experience across the GCC, Noof is a distinguished expert in connecting culture, strategic communication, and innovation to accelorate organizations navigating the evolving cultural landscape.

Noof works closely with the Ministry of Culture to shape and implement forward-thinking cultural strategies that foster sustainable growth and social impact. Her work focuses on building human-centric solutions that enhance cultural engagement and innovation, aligning national cultural development with modern business and societal needs.

Noof’s expertise lies in championing innovation as a tool to bridge the gap between the public & private sector, brands, and people. She leads collaborations with organizations to design experiences and sustainable solutions that are culturally relevant and deeply meaningful, with measurable impact. Her approach is rooted in the belief that cultural development and innovation must go hand in hand to create long-lasting social impact within place and context. Through her work, Noof continues to champion cultural innovation, helping organizations design impactful strategies that resonate with people, drive meaningful change, and contribute to a more sustainable and connected future.