Where Humanitarian Expertise Meets AI Innovation

I'm Thomas Byrnes, CEO of MarketImpact. With over 13 years of experience in humanitarian operations, I've specialized in cash programming, digital social protection, and AI implementation across the MENA region — helping organizations leverage technology to amplify their impact while maintaining their humanitarian principles.

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TB

Thomas Byrnes

CEO, MarketImpact

Experience: 13+ Years
Countries: 20+
Organizations: 50+
Specialization: Humanitarian AI

My Journey

My journey began in crisis response, establishing emergency operations for Syrian refugees in Iraq and managing multi-sector humanitarian programs across the MENA region. This field experience revealed how the right digital tools can transform humanitarian effectiveness.

IFRC Leadership

As IFRC Cash Delegate in Greece, I led the organization's largest multi-purpose cash program, scaling from a €60,000 pilot to €30 million in EU/ECHO funding. This experience demonstrated how strategic digital innovation can achieve both humanitarian and policy objectives.

Consortium Development

I founded the Cash Consortium of Yemen, securing $10 million in first-year funding, and contributed to establishing the Cash and Livelihoods Consortium of Iraq — now recognized models for localization in humanitarian operations.

Digital Innovation Focus

Through roles with NRC/NORCAP as MENA Regional Cash & Markets Expert and digital social protection work across Ukraine, Pakistan, and Armenia, I identified a critical gap: humanitarian organizations needed specialized guidance to implement AI and digital solutions responsibly.

This led me to establish MarketImpact: a consultancy that bridges technical innovation with humanitarian realities, ensuring AI implementations enhance rather than replace human-centered approaches to aid delivery.

Mission & Values

Everything we do is guided by a commitment to humanitarian principles and practical impact.

Humanitarian First

Every solution must serve the people who need it most. Technology should amplify human compassion, not replace it.

Practical Innovation

We focus on solutions that work in real-world humanitarian contexts — considering constraints like connectivity, resources, and operational complexity.

Ethical AI

AI implementation must be transparent, accountable, and respectful of privacy and dignity — especially when working with vulnerable populations.

Experience & Expertise

Deep domain knowledge across humanitarian operations, technology implementation, and AI strategy.

Humanitarian Operations

  • Multi-purpose cash assistance program leadership (€30M+ managed)
  • Consortium establishment and donor relations (ECHO, USAID/BHA, FCDO, NORAD)
  • Red Cross Red Crescent Movement strategic partnerships
  • MENA regional coordination and cash working group leadership
  • Strategic advisory to Humanitarian Coordinators and UN leadership

AI & Technology

  • Digital social protection systems (GIZ Pakistan, DAI Ukraine)
  • AI-powered decision support tools for cash programming
  • Generative AI integration for humanitarian operations
  • Interoperability frameworks for government social protection systems
  • Digital payment innovation and public-private partnerships

Key Organizations & Partnerships

Leadership Roles:

  • • IFRC Cash Delegate (Greece)
  • • NRC/NORCAP MENA Regional Expert
  • • Danish Refugee Council Regional Coordinator
  • • CashCap Global Response Team Expert

Technical Partnerships:

  • • GIZ (Pakistan, Global Social Protection)
  • • DAI/STAAR (Ukraine Social Protection)
  • • UNICEF (Regional Emergency Response)
  • • Norwegian Red Cross/ICRC (Health Innovation)

Direct operational experience across 20+ countries

My Approach

Every engagement follows a proven methodology that balances innovation with humanitarian realities.

1

Listen & Understand

Deep dive into your operational context, challenges, and constraints before proposing any solutions.

2

Design Together

Collaborative solution design that leverages your domain expertise and my technical knowledge.

3

Implement Responsibly

Phased rollout with continuous monitoring, feedback loops, and ethical safeguards.

4

Scale & Sustain

Build internal capacity and create systems that can grow and adapt with your organization.

Ready to explore what's possible?

Choose your preferred way to get started with MarketImpact.

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