About Me

I’m a Dubai-based brand-builder, storyteller and 360° marketer with 17 years of branding and global marketing experience in organizations ranging from pre-seed startups to Fortune 500 multi-nationals. I’ve launched products and services in over 30 countries across B2B and B2C tech, beauty, wellness, automotive, consumer durables and financial industries.

Most recently, I served as co-founder and Chief Marketing Officer for a UAE-born and bred HR tech startup called alfii, which launched in November 2022. Prior to that, I was Head of Marketing for a Dubai-based investment fund and venture builder created by Huda and Mona Kattan, the founders of Huda Beauty, where I built and launched two global D2C brands in the span of a year—one of which was named “Most Promising Brand of the Year 2021” by Entrepreneur magazine.

In my earlier Dubai days, I led a team of 12 marketing managers while overseeing regional marketing efforts at Uber, where my campaign work earned four MENA Effie awards for advertising effectiveness and the 2019 WARC Prize for MENA Strategy. After leaving Uber, I joined a Silicon Valley-based early stage fintech to establish the marketing function and growth strategy.

My early career background included international marketing, brand management, product marketing and channel marketing roles at corporations based in the U.S., where I was born and raised. I hold an MBA with honors from IE Business School in Spain and a Marketing degree from James Madison University in the U.S.

Awards & Recognition:

Entrepreneur’s Most Promising Brand of the Year 2021 (KETISH) 2019 MENA Effie Award - Silver (Uber) 2019 MENA Effie Award - Bronze (Uber) 2019 WARC Prize for MENA Strategy (Uber) 2018 MENA Effie Award - Gold (Uber) 2018 MENA Effie Award - Silver (Uber) 1 of 100 Most Inspiring MBA Candidates in the World 2017