The work.

THE BRIEF — Become an aviation engineer. That was the plan — two years deep into aerospace at the Institute of Space Technology.

THE PLAY — Somewhere between the physics and the flight systems, I found the thing more interesting than launching planes: launching brands. Certified up — Google, Meta, Apple Search Ads — and never looked back.

THE NUMBERS — 1 career pivot · 4 certifications · 0 regrets

THE BRIEF — One of the region's biggest publishers needed performance marketing that performed. I arrived on a temporary contract.

THE PLAY — Exceeded the KPIs hard enough that the temp contract became a promotion to Paid Media Manager. Ran paid across Meta, TikTok, LinkedIn, Reddit and Snapchat for multinational clients.

THE NUMBERS — +50% social growth · reach ×3 · $50–100K monthly budgets

THE BRIEF — Fight week in Abu Dhabi, in partnership with DCT. Sell it out. The countdown clock doesn't negotiate.

THE PLAY — Performance campaigns with urgency engineered into every layer of the funnel — creative, targeting, retargeting, CRM. Multi-channel, multi-language, zero slack.

THE NUMBERS — Part of $1M+ managed across 5 global events · +35% conversion lift

THE BRIEF — The Formula 1 season finale at Yas Marina. Global audience, razor-thin timelines, zero room for a slow start.

THE PLAY — Demand generation across every paid channel, optimised daily against live sales data. When the season ends in Abu Dhabi, the marketing can't be the slowest thing on the grid.

THE NUMBERS — Season-finale demand · global reach · CRM-driven retargeting

THE BRIEF — Bring basketball's biggest brand to new audiences in the region.

THE PLAY — Same playbook, different court: make people care, then make it effortless to show up. Full-funnel paid social and search.

THE NUMBERS — New-market audience growth · sold-out sessions

THE BRIEF — Adidas launching a new football boot in the region. The boot was fast; the campaign had to be faster.

THE PLAY — Launch campaign built around the drop — paid social, hype cycle, retail push. Football culture doesn't wait for approvals.

THE NUMBERS — Regional boot launch · full paid amplification

THE BRIEF — Experience Abu Dhabi wanted the inaugural Kayan Wellness Festival established as the region's largest wellness gathering. First edition. No safety net.

THE PLAY — Led the full marketing programme — paid media, OOH, SEO, email, sponsorships — and served as primary contact for DCT Abu Dhabi's VIP clients.

THE NUMBERS — Region's largest wellness gathering, established in year one

THE BRIEF — As Marketing Manager at a leading Dubai free zone: take the brand somewhere no free zone had gone. Television.

THE PLAY — The Final Pitch Dubai — a startup pitch show brought to life under our marketing, streaming on OSN+ and OSN TV. Brand building you can binge.

THE NUMBERS — A TV series on OSN+ · brand as entertainment

THE BRIEF — The business hub at the heart of Dubai's aerotropolis — an entire city district built around Al Maktoum International — needed its marketing led, not managed.

THE PLAY — The current chapter: Head of Marketing. Brand identity, demand generation, digital, team, budgets — government-scale ambition at startup speed. The aviation kid ended up marketing the airport city. Full circle.

THE NUMBERS — Full department leadership · city-district scale

THE BRIEF — Somewhere between the day jobs, an agency happened.

THE PLAY — Co-founded it, learned the parts of business no title teaches — payroll, patience, and picking your battles.

THE NUMBERS — The best education money couldn't buy

THE BRIEF — Marketers deserve a newsletter that doesn't waste their time.

THE PLAY — One espresso-sized idea, one beat, one masterpiece deconstructed. Weekly, five minutes, free.

THE NUMBERS — Currently brewing — join at the homepage