There’s a lot of things that I know. A lot of things that I know I don’t know. And I’m sure there’s plenty of things that I don’t know I don’t know.

That’s what I wake up for.


I am an LA-born, Beirut-raised conceptual strategist.
My exposure to advertising began when I was working part-time in a bar next to Saatchi & Saatchi in Beirut. Soon, I started working for them as a strategic planner, influenced by my passion for sociology and human behavior.

Over the years, my career has spanned across global agencies in MENA, experiential shops in London & Paris, and finally working within the omni-channel arena in Dubai with OgilvyAction, now Geometry.

My commitment towards enhanced creativity, that is founded on real human insights, has reached regional and global appeal, landing awards in Effies, Lynx, and Cannes.
I’ve also had the joy of being selected for the creative effectiveness jury at the New York Festival of Advertising and the Dragons of Asia.

My school of thought explores the path-to-purchase, developing decision journeys that identify ‘moments that matter’ that can enable a behavioral change.

Currently, I lead a multi-disciplinary team of 7 strategic, insightful, and borderline awkward minds. Together, they drive the agency’s agenda towards client success and tangible growth.

On and off the job, I’m a a dog-lover, a street musician, and I cook a mean chili lobster pasta.

(I secretly wish I was part of the Dead Poets Society)