At MRM (McCann Relationship Marketing), I led a 12-person studio delivering CRM, digital and social campaigns for Al-Futtaim, STA, GM ME, McDonald’s and SWITZ. I embedded generative-AI thinking into concepting workflows and mentored creative and UX talent toward senior promotions.
At Socialize (We Are Social), I set the agency’s social vision and launched the TikTok Creative Exchange hub for GCC markets. Alongside agency work, I run two TikTok accounts with 250K combined followers, produce an Arabic podcast with 20+ episodes, and release original music.

