Zeina Afif is a Senior Social Scientist at the World Bank's Mind, Behavior & Development Unit (eMBeD), within Development Impact (DIME), where she focuses on leveraging behavioural insights to enhance women's financial inclusion and employment, tackle youth unemployment, foster social cohesion, and improve public service access. Her work also centres on integrating and institutionalising behavioural science across government practices and systematising its use throughout the public policy lifecycle. Zeina is an Adjunct Professor at Georgetown University and a Visiting Senior Fellow at the London School of Economics. She earned her MBA from George Washington University and an MSc in Behavioural Science from the London School of Economics.