I build brands people actually feel something about.

For the past 12+ years, I’ve worked across brand strategy, storytelling, communications, and experiences—helping companies stop sounding so corporate and start sounding like actual humans. Because whether you're selling software or sneakers, the truth is the same: no one buys without feeling something first.

My work sits at the intersection of strategy and execution. I define narratives, shape perception, and bring brands to life across campaigns, events, content, PR, executive communications, digital experiences, and more. From a keynote to a landing page to a hospitality event, I care deeply about how a brand feels at every touchpoint.

Over the years, I’ve led global rebrands, built brand and communications functions from the ground up, launched integrated campaigns, and translated complex products into stories people can actually understand—and care about. Most recently, that’s evolved into consulting: partnering with companies that want sharper positioning, stronger presence, and marketing that resonates beyond the funnel.

I’m especially drawn to brands in moments of transformation: entering a new market, redefining their identity, elevating perception, or trying to stand out in a sea of sameness.

Outside of work, I run an Airbnb, which probably explains my obsession with experience and attention to detail. I also spend a lot of time with my corgi and mini dachshund (both highly opinionated), and come from a family of Lebanese immigrants—so building something meaningful from the ground up has always felt familiar to me.