Creative Director / Brand Architect / Marketing Expert

I am a Creative & Marketing Leader with over 15 years of experience working across global agencies such as FP7/CAI – McCann Worldgroup and Weber Shandwick, as well as entrepreneurial ventures. I co-founded MAYDAY Roadside Assistance, Egypt's pioneering app-based roadside service, which has been recognized internationally for its disruptive impact. Throughout my career, I have been honored with industry awards including Dubai Lynx, MEA Business Awards, and The Bizz for delivering brand growth, achieving 5× ROAS, a 35% acquisition lift, and creating high-impact creative campaigns.

My expertise lies in combining data-driven marketing, storytelling, and design leadership to scale startups, lead creative teams, and build campaigns that drive ROI, expand market share, and strengthen brand equity. As CMO and Founding Partner at MAYDAY Assistance Services, I built the startup into a nationally recognized brand with over 30,000 clients and 1,200 GPS-tracked providers. I designed and executed go-to-market and brand strategies that increased customer acquisition by 35% in one year and delivered 5× ROAS on digital ad spend.

I have a strong background in directing creative campaigns that grow brand visibility and securing B2B partnerships with insurers, banks, and automotive firms. My leadership extends to HR-led marketing culture initiatives that improved retention by 15%. Previously, I served as Creative Director and Partner at Lumina Productions, where I scaled the agency to serve FMCG, lifestyle, and media brands with cross-media campaigns, increasing client engagement by 20% year over year.

My experience also includes roles such as Design Director at Weber Shandwick, where I spearheaded rebranding and digital content initiatives, and Junior Architect at Wurlitzer Architekten GmbH in Germany. I have worked as a Senior Art Director at FP7/CAI and as a freelance Graphic Designer/Art Director, creating brand identities and campaigns for startups and SMEs worldwide.

I am proficient in multiple languages including Arabic (mother tongue), English (bilingual), and German (conversational). My technical skills include marketing strategy, digital marketing tools like Google Analytics and Ads Manager, CRM platforms such as HubSpot and Salesforce, and Adobe Creative Suite. I am passionate about delivering creative excellence balanced with measurable ROI and fostering collaborative, cross-functional teams.