I built my career on both sides of the table, developing ideas for clients, then leading the teams and functions responsible for making them work.
My experience spans multinational corporations, global advertising networks and my own business, with leadership roles at DP World, Landmark Group, Pyxis, Ogilvy and Leo Burnett.
Along the way, I learned that good strategy needs more than a compelling presentation. It needs the right people, sound commercial judgement and an organisation capable of delivering it.
I’ve led multidisciplinary teams, managed budgets, developed brand and communications strategies, and improved the way businesses operate. My work has taken me across logistics, retail, government, consumer goods, technology and other sectors, often working directly with senior executives and key stakeholders.
I believe creativity and commercial discipline belong in the same conversation. Preferably before the budget is approved.
Leadership in numbers
54 People
Led Landmark Group's e-commerce content function.
AED 1.4 Million
Delivered realised savings through technology integration and operational improvements at Landmark Group.
18%
Improvement in annual productivity at Landmark Group.
87%
Expanded DP World's in-house creative production capabilities at substantially lower estimated costs than external agencies.
What I bring to the table
Brand & Marketing Strategy
Developing integrated brand, marketing and communications strategies aligned with business priorities.
People & Organisational Leadership
Building multidisciplinary teams, developing talent and creating the conditions for people to do their best work.
Commercial & Operational Management
Managing budgets, improving productivity, allocating resources and finding better ways to deliver results.
Business Development & Stakeholder Engagement
Building client relationships, winning business and working with senior leadership and government stakeholders.
Business Transformation
Strengthening internal capabilities, improving processes and integrating technology into how teams operate.
Career
DP World
Group Director – Creative Strategy | May 2025 – Present
Leading groupwide creative strategy and multidisciplinary teams, aligning brand communications and content with corporate priorities. Expanded the in-house Creative Studio's capabilities and delivery capacity, establishing a production model with an estimated 87% cost advantage against external agency rate benchmarks. Also responsible for strengthening operational processes, resource planning and team development, while working with senior leadership on strategic communications and corporate initiatives.
Pyxis
Head of Strategy & Marketing | Aug 2023 – Apr 2025
Led multidisciplinary creative and marketing teams, developing brand and communications strategies for government entities and high-profile clients. Managed strategic relationships and communications initiatives involving senior government and royal stakeholders, ensuring alignment with organisational priorities. Also strengthened internal operations by streamlining processes and workflows, improving team coordination, efficiency and project delivery.
Led a 54-person e-commerce content function, overseeing production operations, team performance and an annual budget of AED 6.5 million. Improved annual productivity by 18%, increased click-through rates by 5% and reduced overtime by more than 60% through workflow improvements, technology integration and team development. Delivered AED 1.4 million in realised savings while strengthening the function's capacity to support the business.
Ogilvy / WPP
Creative Director | Jul 2018 – Jun 2020
Led multidisciplinary creative teams, developing integrated brand and communications strategies for clients across FMCG, automotive, banking and technology. Worked closely with senior clients to translate business challenges into effective campaigns, while managing creative development, team performance and client relationships. Contributed to business development and new client acquisition, combining strategic thinking with the commercial responsibilities of agency leadership.
Ultra Chunky Universe
Founder & CEO | Sep 2015 – Jan 2022
Founded and managed an independent creative and strategic consultancy, overseeing business development, client relationships, creative strategy and project delivery. Worked with international clients including Coca-Cola, McDonald's, Zenith Vie SA and Jumeirah Real Estate Investment Co., combining strategic and creative leadership with direct responsibility for commercial performance.
Leo Burnett / Publicis
Associate Creative Director | 2016 – 2018
Led the creative team, reporting to the Executive Creative Director based in Beirut, with a primary focus on the telecommunications and consumer electronics sectors. Directed brainstorming sessions and creative development, delivering integrated solutions across multiple communication channels that met and exceeded client briefs.
Earlier Career | FP7/McCann, Y&R/WPP and BBDO/Omnicom | 2005 – 2015
Progressed through creative roles at leading international advertising networks, developing campaigns for regional and multinational clients. Built a strong foundation in creative strategy, integrated communications and client management across diverse industries and markets.
Awards
My work has been recognised by leading international and regional industry award programmes, with multiple wins and shortlists across brand communications, creative effectiveness and campaign execution.
• MENA Effie Awards | Gold, FMCG – Coca-Cola, Share a Coke • Dubai Lynx | Bronze, Promo & Activation – Coca-Cola, Anyone but Wael • Pikasso Awards | Gold – Asiacell, Unlimited Data • Pikasso Awards | Gold – Asiacell, Hala • Outdoor Media Awards (OMA), Amsterdam | Best Outdoor Campaign – EA, The Three Lions • MENA Effie Awards | Shortlist, Electronics – Samsung, Stand and Live • Dubai Lynx | Shortlist, Film Craft – Red Cross, Healthcare in Danger • Dubai Lynx | Shortlist, Film Craft – Sprite, Keep it Real • Dubai Lynx | Shortlist, Brand Experience & Activation – Doritos, Two Flavours for the Two of You