About Wave

Senior counsel for complex decisions.

Wave combines senior advisory experience across government, communications and technology with research infrastructure built to give leaders clearer evidence, faster.

Wave leadership in conversation at a panel discussion

Most firms bring experience.
Some firms can harness AI.
We do both.

Our clients are organisations navigating high-stakes decisions: entering new markets, shaping public narratives, managing reputational risk, or communicating during moments that matter.

We advise leaders the way a senior partner would, and we back every recommendation with AI-powered intelligence that most firms simply cannot produce.

Abu Dhabi: Headquartered in Masdar City
8: Advisors and engineers across the UAE, Europe and the U.S.
20+ years: Senior communications and government advisory experience

Leadership

Experience behind every engagement.

Rachel Maycock

Chief Executive

Leadership Counsel & Advisory · Abu Dhabi

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Rachel is a veteran strategic communications advisor with over 20 years of global experience across government, international institutions and corporate sectors. She recently served as Vice President of Communications for ADNOC's trading companies in the UAE.

Rachel has held pivotal advisory roles with Prime Ministers of the UK, Australia and Serbia, and the First Minister of Wales. She has led landmark speeches to the UN and European Parliament, and managed complex, international and multilingual communications through campaigns, crises, and strategic growth.

“Smart decisions require timely and accurate advisory, that is what we provide to our clients around the world.”

Marta A. Tomovska

Partner and Strategic Advisor

Digital Transformation & Sovereign AI · Abu Dhabi & Belgrade

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Marta is a strategic advisor to top leadership. With over 25 years of experience across governments, international institutions and the technology sector, she is recognised among the Top 100 Women in GovTech globally.

A former ICT Minister and Director for Digitalisation in the Prime Minister's Office, Marta advises Prime Ministers, Speakers of Parliament, ministries and private-sector leaders across Europe and the Middle East. She has shaped sovereign AI strategies, executed digital transformation at national scale, and led high-stakes international negotiations and campaigns engaging directly with more than 190 countries and organisations.

“In the AI era, what got you here won’t get you there, only those who move first will lead.”

Gala Tomovska

Co-founder & CAIO

Abu Dhabi & Skopje

Gala is a Computer Scientist and Digital Strategist with a decade of experience at the intersection of technology, business strategy and communications. As co-founder of Wave, she leads AI product development and client strategy, translating complex AI systems into actionable intelligence for government, enterprise and communications clients across the Western Balkans, Middle East and Europe.

Her work spans product design, market intelligence, AI-powered research platforms and strategic business development, deploying AI in contexts where the stakes are high and the audiences are non-technical. She brings the same work to international policy as a member of the ITU BDT Strategic Foresight Expert Network.

“AI should do what technology has always promised: make our lives easier. At Wave, we put that principle into practice for our clients.”

Martin Pejkov

Co-founder & CTO

Skopje

Martin is an Economist and Software Architect with over 15 years of experience designing and building technology systems for complex, high-demand environments. As co-founder and CTO of Wave, he leads the technical direction of the company, overseeing architecture, engineering and the deployment of AI and blockchain systems for enterprise and government clients.

His background spans financial systems, data infrastructure, AI model integration and blockchain development, with a focus on systems that are scalable, auditable and built to perform under real operational conditions.

“My focus is simple: technology should not remain a prototype. It should become infrastructure that is built to scale, built to be governed and built to last.”

Ivan Markovic

Strategy & Research Director

Washington, D.C.

Ivan is a strategy and policy consultant with nine years of experience advising leaders across Europe, the Middle East and North America on foreign policy, strategy and delivery. He previously served as a Project Leader for Delivery Associates in Washington DC and as an Advisor at the Tony Blair Institute in London and Abu Dhabi.

His work spans $500M+ strategic foreign investments across EMEA, G20 Summit advisory on global environmental initiatives, and development of data dashboards for a $2.5Bn multilateral portfolio in the GCC.

“We support world leaders transform policy commitments into real-world delivery and impact.”

Maria Young

Leadership Advisor

Abu Dhabi

Maria is a psychology and organisational development consultant specialising in leadership, research and executive education. She designs research-led programmes that bring diverse perspectives to bear on complex organisational and societal challenges.

She has worked with organisations including Aurora50 and Hult International Business School, leading speaker curation, session design and moderator preparation for senior, multidisciplinary audiences. For the University of Bedfordshire, she designed a full coaching psychology degree programme, taken through government accreditation.

Conrad Young

Communications Adviser

London

Conrad is a communications adviser with 10 years of experience running campaigns for governments, regulators and financial institutions across the UK, Europe and the Gulf.

He has advised prime ministerial teams and senior ministers on strategy, positioning and public narrative.

“Reputation is the most valuable currency a government or a company can hold.”

Davor Mladenovski

Senior Software Engineer

Skopje

Davor is a Senior Software Engineer focused on building AI-powered platforms, data-intensive applications and digital products for real-world business and advisory environments.

At Wave, he works across backend engineering, data infrastructure, AI integrations and product development, turning complex requirements into reliable software that can operate at scale.

“The value of technology lies not in its complexity, but in the complexity it removes.”

Masdar City seen from a Wave office in Abu Dhabi

Our base

Rooted in Abu Dhabi.
Connected globally.

Each member of the leadership team works across the UAE’s government, business and communications landscape. That proximity gives Wave a practical understanding of the institutions, audiences and decisions shaping the region.

Policy & regulatory fluency

Deep familiarity with the UAE institutional and regulatory environment.

Regional relationships

Established networks across government, business and media.

Global perspective

Experience across Europe, the Middle East and North America.

Let’s talk

Some decisions deserve a conversation.

If you are navigating a complex market, policy, communications or strategic challenge, speak with our team.

Speak with Wave