COO, Head of Strategy, and Social Entrepreneur in Dubai - United Arab Emirates
I am a Brand Strategist & Thinker, Purpose Advocate, Social Entrepreneur & Possibilitarian Leader. my passion for building brands and my strategic question-first approach ignite brands’ dimensions of differentiation and enable business leaders to challenge their thinking on how to grow in the digital age.
I am currently the COO & Head of Strategy at Brand Lounge (www.brandloungeme.com) one of the region’s top branding consultancies, where I lead on award winning branding projects across various industries from Governmental (RAKEZ [2 Awards at the Transform MENA Awards], RAK Investment Development Office, GDMO) to Healthcare (Avivo Clinics [2 Awards at the Transform MENA 2018] - Medpharma [1 Award at the Transform MENA 2018] - EHS, Daman Insurance, Al Jeel - KSA), Defense (MKU, India), FMCG (ADK), Corporate & Family Businesses (AIMS, KSA - Jagal, Nigeria [1 Award at the Transform MENA 2018] to name a few.
As a strong believer in the power of brand purpose, I enjoy supporting Social Entrepreneurs through my own initiative Fullmoon Experiments, a unique kind of platforms that empowers Lebanon & UAE based entrepreneurs working on their own purposeful startups with what I like to call: “The 4M of Startups Success: Money, Mentorship, Management & Marketing”
Prior to my current role at Brand Lounge, I was a Director at Millward Brown Vermeer (Now: Kantar Consulting) where I worked on Strategic Exercises with brands like Marriott Hotels, Meraas, Al Tayer Group & Al Marai in KSA.
Before Moving to Dubai, I founded and Lead SPREADMINDS, Lebanon’s first Guerrilla Marketing Agency and the engine behind some of Beirut’s most successful events such as ‘Lakum Hamra2ukum’ in 2009 & ‘Mosaic, Ashrafieh International Photography Award’ in 2010-11 where he was awarded the ‘Live Ashrafieh Achievement Award’ for my contribution to the community. During his period with SPREADMINDS, I worked with brands like Starbucks, Curves Gym, Bank Audi, BankMed & IDAL to name a few.
I have Started my Career with the United Nation Development Program (UNDP) at the Investment Development Authority of Lebanon (IDAL) - Lebanon’s Prime Minister’s Office where I worked on the Investment Support & Information Center (ISIC) and where I initiated the landmark project ‘Branding Lebanon’ as part of IDAL’s role and vision to spearhead the country’s brand management efforts.