I scale brands, drive digital transformation, and future-proof growth via AI adoption.

Strategist. Builder. Operator; in that order.

Twenty years doing the full job; not just advising, but building. From automotive journalism that sharpened a storyteller’s instinct, to launching the Gulf’s first online car-buying platform for General Motors, to directing growth across 30+ brand relaunches at a multi-continent agency. Now that expertise extends into AI; marketing automation, enterprise AI adoption, and the strategy to put machine intelligence to real commercial use. Every engagement starts with a clear strategy and ends with something real in market.

I’ve conceptualised, launched, and exited two of my own digital businesses in the UAE. I’ve taken Amazon Ring from zero brand awareness in this market to category standout. Today I lead AI adoption and digital transformation at Space42 in Abu Dhabi. Whether the brief is a startup that needs a brand and a go-to-market plan, a business that needs its digital marketing to generate real ROI, or an enterprise ready to build its next digital product; I bring the strategy, the executional instinct, and the regional market knowledge to move it forward.