I’m a senior brand and marketing strategist with 12+ years shaping integrated brand strategies, marketing communications, and consumer engagement across the MENA region. I’m now translating agency‑level strategic rigour into in‑house brand leadership to drive growth, deepen loyalty, and deliver tangible commercial results. I excel at turning business objectives into compelling brand platforms, grounded in deep consumer insights and cultural context. My work spans brand management, digital marketing, content strategy, consumer insights, and cross‑functional leadership across FMCG, telecom, government, lifestyle, and financial services. I’m a native Arabic speaker with a Dubai Golden Visa and I thrive on combining data, AI‑assisted planning, and human creative judgment to speed output while preserving strategic quality.

I’m a senior brand and marketing strategist with 12+ years shaping integrated brand strategies, marketing communications, and consumer engagement across the MENA region. I’m now translating agency‑level strategic rigour into in‑house brand leadership to drive growth, deepen loyalty, and deliver tangible commercial results. I excel at turning business objectives into compelling brand platforms, grounded in deep consumer insights and cultural context. My work spans brand management, digital marketing, content strategy, consumer insights, and cross‑functional leadership across FMCG, telecom, government, lifestyle, and financial services. I’m a native Arabic speaker with a Dubai Golden Visa and I thrive on combining data, AI‑assisted planning, and human creative judgment to speed output while preserving strategic quality.

Available to hire

I’m a senior brand and marketing strategist with 12+ years shaping integrated brand strategies, marketing communications, and consumer engagement across the MENA region. I’m now translating agency‑level strategic rigour into in‑house brand leadership to drive growth, deepen loyalty, and deliver tangible commercial results. I excel at turning business objectives into compelling brand platforms, grounded in deep consumer insights and cultural context.

My work spans brand management, digital marketing, content strategy, consumer insights, and cross‑functional leadership across FMCG, telecom, government, lifestyle, and financial services. I’m a native Arabic speaker with a Dubai Golden Visa and I thrive on combining data, AI‑assisted planning, and human creative judgment to speed output while preserving strategic quality.

See more

Language

Arabic
Fluent
English
Fluent
French
Fluent

Work Experience

Strategy Director at TBWA\RAAD (Omnicom Group)
July 1, 2023 - Present
Led brand strategy, consumer insight, and integrated communications planning for C-suite clients; equivalent scope to an in-house Head of Brand or Marketing Strategy Director. Managed brand positioning, architecture, and annual brand planning for NEOM Tourism, du Telecom, Expedia MENA, and Henkel; synthesized GWI/YouGov research into audience frameworks; built full-funnel plans and AI-powered workflows; mentored junior strategists and oversaw cross-agency teams; secured major regional wins and Cannes Lions Lynx recognition.
Strategy & Creative Communications Director at MEMAC Ogilvy (WPP)
February 1, 2019 - June 1, 2023
Directed annual brand planning, consumer insights, and campaigns for a diversified portfolio (IKEA Saudi, SNB, AMEX KSA, Nespresso); led government & sovereign brand initiatives (Saudi PIF, Ministry of Culture KSA); built digital ecosystems, owned integrated marketing planning, and developed AI-enabled workflows to accelerate output; led multi-disciplinary teams and cross-functional integration.
Senior Research Analyst at Ipsos
July 1, 2017 - February 1, 2019
Designed quantitative and qualitative research programs; built audience segmentation frameworks and consumer journey maps that shaped brand strategy and communications planning for FMCG, retail, and lifestyle clients.
Consumer Insights Executive at YouGov
February 1, 2016 - July 1, 2017
Delivered brand tracking, audience insights, and market research to inform product strategy, brand communications, and innovation pipelines across regional/global brands.
Risk & Management Consultant at Deloitte
October 1, 2009 - April 1, 2012
Advised C-suite clients on business processes and strategic risk, developing commercial acumen, analytical rigor, and executive stakeholder management skills.

Education

Master's in Consumer Behaviour at IE Business School, Spain
January 11, 2030 - April 17, 2026
BBA, Finance — Honors at American University of Beirut
January 11, 2030 - April 17, 2026
French Baccalaureate — Honors at International College, Beirut
January 11, 2030 - April 17, 2026
Master's in Consumer Behaviour at IE Business School, Spain
January 11, 2030 - April 17, 2026
Bachelor of Business Administration (Finance) — Honors at American University of Beirut
January 11, 2030 - April 17, 2026
French Baccalaureate — Honors at International College, Beirut
January 11, 2030 - April 17, 2026

Qualifications

Add your qualifications or awards here.

Industry Experience

Media & Entertainment, Government, Financial Services, Professional Services, Retail, Telecommunications, Consumer Goods