About

I help brands cheat time.

Most brands chase the next trend. A few are built to compound for decades. The difference is not budget, market, or luck. It is whether purpose, culture, and experience are working as one system. I help leaders see that, and then build it.

Career

27 years across the three major global agency groups. Publicis (Leo Burnett). IPG (FP7//McCann, MRM//McCann). Omnicom (OMD, launched OmniGov in Qatar). I am also an entrepreneur: I founded Netizency, one of the first social media agencies in MENA.

Brand and operator roles: led Marketing at du in Dubai, Virgin Mobile Qatar (now Ooredoo), the founding team of Jawwy (STC’s digital-first telco), Expo 2020 Dubai, and Expo City Dubai.

Most recently, Executive Director of Marketing and Communications at Expo 2030 Riyadh. 42 million expected visitors. 197 participating countries. A legacy infrastructure play for Riyadh and a soft power engine for Saudi Arabia, tied directly to Vision 2030 and PIF strategy.

Framework

The work I keep returning to is summarized in three words. Purpose. Culture. Experience. Brands that align all three compound over time instead of chasing trends. Brands that get it right cheat time. It is the spine of my next book, which is why I built this site around it.

Building with AI

I build AI systems that run my own work, then I document what actually happened. Honest accounts, including the failures. The builder camp does not have a problem with consumer AI. We just believe the durable advantage is in what you build, not what you rent.

Using AI is not wrong. Building with AI is right.

Outside the work

Lebanese, born 1975, raised in Lebanon. I have lived and worked across Saudi Arabia, Kuwait, the UAE, Qatar, and Colombia. Husband and father of four. Everything I build professionally is, at some level, about creating a legacy for my family.