5262992026-04-212026-04-215262992026-04-215262992026-04-21ChangeInManagementDomain15262992026-04-212026-04-21ChangeInManagementDomain1xbrli:pureMPHASISMPHASIS LIMITED526299NOTLISTEDINE356A01018trueListed Entity (self)false2026-04-2120:30:0012026-04-21AppointmentSenior Management PersonnelExecutive Vice President (EVP) – Consumer Packaged Goods (CPG) and Head of Decision AIMs.Rogayeh Tabrizi2026-04-21Rogayeh Tabrizi is a leader with over two decades of experience across industries such as financial services, retail, and logistics organizations, as well as research institutions and academia, to harness data-driven insights and build measurable pathways to data efficiency and sustained value creation. She combines a physicist’s rigor in uncovering patterns in complex data with a microeconomist’s perspective on behavior, game theory, and networks to help organizations unlock the full value of their data. This intersection of disciplines has shaped her perspective on creating meaningful, insight-led outcomes and inspired her to found Theory and Practice Business Intelligence Inc. (TAP) in 2018, serving as the Chief Executive Officer. TAP is a technology company that developed Continuum AI, a Decision Intelligence platform, that combines AI with behavioral economics to improve business decision-making and understanding buyer behavior. Rogayeh previously contributed to the ATLAS Detector project at CERN in Geneva. She also serves as a Director at AInBC and is a member of the International Women’s Forum Canada. An established AI thought leader, she is the author of Behavioral AI: Unleash Decision Making with Data published by Wiley in 2025. Her contributions have been widely recognized, including being named AI Leader of the Year by WLDA, Top 100 Innovator in Data & Analytics 2022, and GreenBook Future List Honouree. She was also a finalist for the 2022 RBC Women of Influence Start-Up Award, a recipient of the Ones to Watch Award, and featured in Business in Vancouver's Top Forty Under 40, among other honors. She is an alumna of Simon Fraser University, where she did her MSc in Experimental Particle Physics, working on ATLAS Detector at CERN and completed her PhD in Economics. Additionally, she spent significant time at the Department of Economics at Stanford University, where she studied under the renowned economist, Professor Matthew Jackson.