Work · 25 creative · 12 analytic

Authored end to end.

20+ years across the GCC, MENA & India. 37 projects managed from the first brief to the last mile. How I work, and the work itself.

01 How I Work

One strategist, accountable from the brief to the last mile.

One hand, end to end

The brand and the business case are authored by the same person. No relay, no handoff where the strategy quietly thins out. The brief, the name, the positioning, the channel plan and the model all answer to one accountable mind.

Reason and resonance, costed together

Nothing ships on taste alone, and nothing ships on data alone. A brand has to survive the spreadsheet; a strategy has to survive how people actually feel. I work to the point where both break even, and that is where the work is allowed to leave the studio.

The brief gets interrogated first

Every choice carries a reason it can defend out loud, whether a colour, a price, or a channel. Jargon stays at the door, because a strategy nobody in the room can repeat is a strategy nobody will fund.

I carry the complexity

Different regulations, different buyers, different rituals across fifteen territories, the same discipline underneath. You receive one clean, executable recommendation; the regulatory and logistical weight stays on my side of the table.

02 Why Work With Me

The case, in evidence rather than adjectives.

20+ years (2005–2026) building brands and entering markets across the GCC, MENA and India, from event activations for Coca-Cola, Microsoft and IBM, to a decade running marketing operations across eight MENA markets.

37 projects on record: 25 brand systems built from the blank page, and 12 market-entry studies modelled from source to shelf. The same hand makes the identity and the financial case for it.

I have represented global names like Rawlplug, Fischer, STI and Bison, and built consumer brands in cosmetics, F&B and organic goods. The discipline that clears a SABER or Civil Defence gate is the same one that makes a shopper trust a label on sight.

You work directly with the strategist doing the thinking, not an account manager relaying it. Senior judgment on every decision, and a practice deliberately small enough to stay accountable for what ships.

03 Engagement Structure

A clear path from first brief to a route your team can run.

We interrogate the brief before answering it: the market, the buyer, the gatekeepers, and the one real decision to be made. I baseline the metric the work is meant to move, so the result can be defended later.

Typical duration: 1–2 weeks

The brand system, the go-to-market case, or both, authored end to end: positioning, identity and naming on the creative side; TAM / SAM / SOM, channel map, pricing and a costed model on the analytic side.

Typical duration: 3–8 weeks, scope-dependent

A recommendation that arrives with a route, not just a destination. The channel is sequenced, the gatekeepers named, and the guidelines written as a way of deciding, so your team can carry the work forward without me.

Typical duration: ongoing / retained as needed

04 Selected Work

37 projects across two tracks, creative and analytic.

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