About
Business builder.
Operator first.
Chapter 01
The Journey
I have spent my career on the media side of the table: building advertising businesses, developing AdTech strategy and negotiating partnerships with global publishers, platforms and agencies across MENA.
The road ran from Beirut to Dubai, through more than 14 years of digital advertising, media, AdTech and commercial strategy in Saudi Arabia, the UAE and the wider region. I have run a business as Managing Director, led digital and technology as an Executive Director, and founded consumer and content ventures of my own.
Today I lead digital revenues, products and solutions at SRMG Media Solutions, part of Saudi Research and Media Group, working with CEOs, CMOs, agencies, government entities and regulators.
Chapter 02
What Drives Me
Most companies don't have a technology problem. They have a commercialisation problem. The audience, the data, the content and the technology are often already there. Turning them into something people will pay for is a different discipline.
That is the work I enjoy most: deciding what to build, who will buy it, how to package and price it, and how to prove the outcome.
I think like a margin-oriented operator. Profitable growth matters more to me than top-line revenue alone.
Chapter 03
What Comes Next
AI, connected TV, retail media, first-party data and the creator economy are rewriting how attention turns into revenue. For this region, that is a rare opening.
The next generation of growth leaders will sit where product, data, technology and commercial strategy meet. That is where I intend to keep building, and to share what I learn along the way.
Based in
Dubai, UAE
Markets
KSA, UAE, MENA
Languages
English, Arabic, French
Certified
CTV Essentials, Basis. Retail Media, Walmart Connect.
Education
Global Executive MBA, Hult. BA Marketing, LAU.