Twenty years taught me one thing — a brand is not a logo. A brand is a stance.

The story

Origin · Inflection · Mission

Origin — Apple, then everything else

I came into marketing from engineering. Computer Engineering at the American University in London, then an MBA in Marketing from the same place. The first job that mattered was with Apple in the Gulf — eventually as Brand Ambassador for the GCC, training sales teams across the region on how to talk about Mac, iPhone and iPad the way Apple intended. Apple taught me what a brand is when it's run with discipline. Everything I have done since has been an attempt to bring that discipline into companies that didn't yet have it.

Inflection — from campaigns to a system

Over the next decade I went deeper. I founded an e-store in 2010, ran marketing for ViaArabia and rolled out a 40-store retail chain across Saudi Arabia, then led brands at Abdulwahed Co. — including the end-to-end launch of Dyson into the Kingdom. From 2019 to 2023 I was Group Head of Marketing at Al Khaleej Group: nine brands, three markets, USD 2M+ annual budget, and the marketing function that contributed to the group's IPO readiness. Somewhere in that decade I stopped thinking about marketing as campaigns and started thinking about it as a system. That shift is the reason I do what I do today.

Mission — building brands that last

Today I work with CEOs, founders and boards across the Gulf and Egypt. The pattern is always the same: smart companies, ambitious teams, and a marketing function that has become a cost center instead of a growth engine. The fix is rarely "more campaigns." The fix is a system. That system is what I call The 7 Hats of Marketing™ — seven leadership roles every senior marketer must wear. Once those seven are in place, the work changes. Marketing stops asking for budget and starts defending revenue.