Creative Strategist and storyteller shaping brands through cultural insight and strategic thinking.
I’m a Creative Strategist with 8+ years of experience working across fashion, lifestyle, and media in the Middle East. My work spans brand positioning, content and campaign strategy, and creative direction, with a focus on building culturally relevant brands.
I’ve worked with global and regional brands including Procter & Gamble, Red Bull, Absolut, and Reem Acra, with experience across agencies such as Leo Burnett, FP7 McCann, and Saudi Research and Media Group.
Alongside this, I’ve led brand and growth initiatives for emerging platforms, scaling Designer-24 into a high-growth, culture-driven fashion business.
About
I approach brand building through culture, storytelling, and systems thinking, grounded in the logic of design thinking.
My work focuses on how people engage with brands, identity, and experiences in real contexts, translating that into strategies, content, and ideas that resonate.
Approach
Selected work across brand, strategy, and creative.
DESIGNER-24
Led brand, product, and growth at Designer-24, expanding the supply ecosystem, introducing resale and new service verticals, and elevating brand positioning across content and creative. Strengthened cultural relevance through PR, partnerships, and campaigns, while optimizing the customer journey. Drove growth from ~300K to 3M+ monthly reach, generated 100K+ new followers, tripled customer appointments, and contributed to the company’s highest revenue year to date.
Stories Worn
Wrote and directed a campaign built on the insight that in a culture of ownership, garments are often reduced to single-use moments. The idea reimagined dresses as storytellers, carrying memories across weddings, red carpets, and personal milestones, positioning rental as a way to extend their life and meaning.
The film reached over 1M organic views, with 300+ saves, 200+ comments, and thousands of likes.
Wrote a campaign script rooted in cultural insight, exploring the often-overlooked weight of casual conversations at Middle Eastern weddings. While weddings are moments of celebration, they also surface intrusive questions and unintended comments around marriage, appearance, and life choices. The script reframed these interactions, highlighting their emotional impact and encouraging a more thoughtful, empathetic way of showing up for others.
Drove PR across influencer, celebrity, and editorial channels, building consistent visibility for Designer-24 through placements and organic coverage.
WISHLIST MAGAZINE
Led and executed the creative and editorial direction of Wishlist Magazine, defining content strategy, visual identity, brand voice, and fashion direction to build a cohesive platform. Expanded the platform into a curated commerce model through affiliate and dropshipping, positioning Wishlist as a reference for fashion and home.
REEM ACRA
Contributed to the creative direction of Reem Acra’s runway show at Dubai Mall Fashion Festival, working across look curation, model selection, and overall visual coherence. Supported show development from concept to execution, including backstage direction, sequencing, and presentation to ensure a refined and cohesive runway experience aligned with the brand’s identity.
Shaping the Runway Experience
Contributed to translating brand identity into a cohesive runway narrative.
Leo Burnett
Led strategic work across Procter & Gamble’s haircare category at Leo Burnett, spanning research, consumer insight, positioning, product strategy, and campaign development.
Interesting Times
Worked across global brands including Red Bull, Absolut, and VidCon, developing integrated campaigns grounded in cultural insight, digital strategy, and brand storytelling. Led strategic workshops and contributed to scaling the agency’s social and digital capabilities.
Strategy & Campaign Work
Led strategy and creative for SACO’s website relaunch, transforming negative customer feedback into a campaign that reframed perception and showcased enhanced services. The campaign drove 1.3M+ views, 2.6M impressions, 1.1M website visits, and 341K app downloads.
Worked on the market entry strategy for Red Bull Mobile in Saudi Arabia, including market analysis, audience definition, positioning, go-to-market planning, and campaign strategy.
Education & Certifications
Lebanese American University — BA in Film
Strategy Finishing School — Strategy Fundamentals
School of Style — Fashion Styling Certification