Brand Strategist & Creative Director
I turn business challenges into brand strategies, original campaigns, and creative experiences across fashion, luxury, and culture.
I have spent the past nine years working across global advertising agencies, luxury fashion, and independent publishing, moving between strategy and creative leadership.
My experience includes Procter & Gamble, Red Bull, Absolut, and Reem Acra, with a background at Leo Burnett, Interesting Times, FP7 McCann, and Saudi Research and Media Group.
Today, I lead strategy and creative initiatives at Designer-24 and am the Founder and Editor-in-Chief of Wishlist Magazine.
About
Selected work across brand, strategy, and creative.
DESIGNER-24
Led the transformation of Designer-24 across Dubai and Beirut, shaping its brand strategy, creative direction, business offering, and customer experience. My role spans identifying growth opportunities, developing new commercial initiatives, building strategic partnerships, and creating original campaigns, connecting brand development with measurable business performance.
STRATEGIC INITIATIVES
Brand Strategy & Positioning: Redefined Designer-24's brand positioning and creative direction, expanding its proposition beyond fashion rental through new services, original campaigns, and styling-led experiences.
PR & Celebrity Relations: Built a proactive organic PR strategy, establishing relationships with celebrities, stylists, influencers, and media to generate placements, expand visibility, and grow the brand's community.
Designer Acquisition: Led outreach and onboarding of fashion designers, adding hundreds of new pieces to the platform and strengthening its portfolio of designer brands.
Creative Direction & Campaigns: Conceived, wrote, and directed original fashion films and campaigns, translating the brand's proposition into distinctive creative narratives beyond conventional product-led marketing.
Digital Transformation: Led a complete website revamp, restructuring the digital customer journey to improve brand presentation, discovery, and appointment conversion.
Business Innovation: Introduced resale and Fashion Concierge, developing new commercial opportunities and expanding the brand's offering beyond traditional rental.
Events & Experiential Marketing: Conceived and launched Bridal Week, Vault Parties, New Arrivals Exhibitions, and celebrity-led styling events, creating targeted opportunities for customer acquisition, rental growth, inventory monetization, and community engagement.
Content & Styling Authority: Established collaborations with professional stylists and image consultants to develop expert-led content and reinforce Designer-24's styling expertise.
Customer Experience: Introduced a more consultative styling approach and trained in-store teams to improve service quality, customer experience, and commercial performance.
Fashion Show & Industry Partnerships: Co-produced the Designer-24 fashion show with LRI and developed industry partnerships to expand the brand's reach and presence in fashion.
BUSINESS IMPACT
Grew monthly brand reach from approximately 300K to over 3M and added more than 100K followers across platforms.
Tripled customer appointments and contributed to Designer-24's highest revenue year to date.
Expanded the platform's offering with hundreds of new designer pieces, strengthening product selection and designer representation.
Established a proactive PR network, generating celebrity placements, editorial coverage, and influencer collaborations.
Increased average basket value through consultative styling and improvements to the customer experience.
Developed recurring experiential formats that brought new customers in-store, supported bridal rentals, and created opportunities to monetize existing inventory.
Launched a celebrity-stylist event attracting over 100 attendees, many of whom were first-time visitors to Designer-24.
What if dresses could speak?
ORIGINAL CONCEPT, SCRIPT, AND DIRECTION.
What if the dresses we wore could remember the moments we lived in them?
I conceived, wrote, and directed a film that gave garments a voice, turning fashion rental into a story about memory, identity, and the lives clothes carry beyond a single owner.
The film generated over 1 million organic views, alongside thousands of likes, comments, and saves.
Fashion rental was functional. We made it desirable.
You don’t wear clothes. You wear roles.
Fashion is never just about what we wear. It's also about who we choose to become.
I wrote and directed a fashion film starring Mya Allawi, exploring the different roles women inhabit through romance, rebellion, confidence, and self-expression. Each character reveals another side of the same woman, with fashion as the instrument of transformation.
A campaign concept examining the questions women are expected to answer at Middle Eastern weddings.
Marriage. Appearance. Life choices. What begins as casual conversation can become an uncomfortable interrogation. I developed a script exposing the social pressure hidden inside these familiar exchanges, using humor and recognition to challenge what we've learned to consider normal.
Extended Designer-24's presence across fashion, entertainment, and media through celebrity dressing, editorial placements, influencer relationships, and strategic partnerships.
Founder and Editor-in-Chief of Wishlist Magazine, an independent fashion and culture publication I created to develop and publish original editorial work.
I lead its editorial and creative direction, from conceiving fashion stories and commissioning talent to directing productions, shaping the final image selection, and overseeing publication. Through Wishlist, I've built a platform for independent creative work and collaborations across fashion, photography, and culture.
WISHLIST MAGAZINE
REEM ACRA
Creative Consultant for Reem Acra's runway presentation at Dubai Mall Fashion Festival, working across creative development, casting, look curation, runway sequencing, and backstage execution. Co-led the creative development of the show, translating the collection into a cohesive runway presentation.
Shaping the Runway Experience
Translated brand identity into a cohesive runway narrative.
LEO BURNETT
Developed brand and communication strategies for Procter & Gamble's haircare portfolio at Leo Burnett, translating consumer research and market insights into brand positioning, product strategy, and creative campaign briefs.
INTERESTING TIMES
Developed brand, communication, and digital strategies for clients including Red Bull, Absolut, VidCon, and regional businesses. My work covered consumer research, positioning, campaign strategy, and creative briefing, connecting business challenges with ideas built for specific audiences and markets.
Turning Criticism into a Campaign
Developed the strategy for SACO's website relaunch, using real customer criticism as the starting point for a campaign that directly addressed past frustrations and introduced the improved digital experience.
1.3M+ views, 2.6M impressions, 1.1M website visits, and 341K app downloads.
Worked on Red Bull Mobile's entry into Saudi Arabia, developing market and audience analysis, brand positioning, go-to-market strategy, and the communication framework for launch.
Selected Strategy Work at Interesting Times
Education & Certifications
Lebanese American University — BA in Film
Strategy Finishing School — Strategy Fundamentals
School of Style — Fashion Styling Certification