The Practice
Twenty years of one capability, building across sectors — read not as employment history but as the architecture of a practice: finding the story a brand carries, and leading everything that brings it to market.
Twenty Years, Five Industries
A marketing & communications craft that compounded — from measuring audiences to leading the full stack at eight-figure scale.
Ultra-Luxury Real Estate
Residential, commercial, master-planned destinations — the narrative layer of Dubai's defining addresses.
Hospitality & Lifestyle
Partnership architecture with the global maisons — the story logic that makes an address a credential.
Longevity Medicine
Category creation where trust is the product — hyperbaric medicine, Bio-AI ventures, healthcare ecosystems.
Education & Institution
Values-led institutions at global scale — data-driven audience strategy where evidence is non-negotiable.
Marketing Research
Where it all began — audience measurement and evaluation frameworks that moved markets before opinions did.
The Marketing Verticals — One Operator, Full Stack
| I | Brand Creation, Positioning & EquityThe architecture of the portfolio — masterbrand, endorsed, specialist — built so equity compounds instead of eroding. |
| II | Creative PlanningConcept-to-campaign systems: the craft governed by a process, never improvised. |
| III | Content Planning & DevelopmentEditorial and cinematic engines — the market benchmark for premium storytelling, set and held. |
| IV | Communications & PRExecutive visibility, press architecture, crisis command — the voice calibrated for every room. |
| V | Lead Generation & Sales FunnelAcquisition across B2C, B2B and B2G — qualified, pipelined, handed to sales with context intact. |
| VI | Social Media & Digital FootprintOwned audiences treated as equity — the feed as a long-term asset, not a broadcast. |
| VII | Performance MarketingThe paid ecosystem as capital: built, consolidated, measured — efficiency precedes growth. |
| VIII | AI IntegrationThe function run lean — AI embedded in content, CRM and reporting, documented so teams own it. |
Ultra-Luxury — Marketing as Authorship
Group Marketing Director
Seven years, nine launches, one discipline
Led marketing as a revenue function for an ultra-luxury portfolio: US$15M annual budgets, team of 8, international expansion across India, China and Africa. Authored the partnership narratives with Zaha Hadid, Foster + Partners, Dorchester Collection, Langham, ME by Meliá — including the US$273M Langham Place flagship. Set the market benchmark for cinematic, CGI-driven launch storytelling.
Marketing & Comms Director
A function built from zero
New market entrant: brand foundation, differentiation, messaging architecture — and the channel engine: 100 luxury-sector brokers activated in six months; organic engagement +50% at flagship announcement; Regent / Foster partnerships directed.
Head of Mktg & Comms
The AI-era operating model
Full marketing P&L for master-planned waterfront destinations: $10M+ budget, brand architecture for RAK's premier lifestyle developer, 50 channel partners live in two months, audience +25% in three — with AI workflows across content, CRM and reporting cutting agency cost 20% in the same quarter.
Longevity Medicine — Category Creation
(Aviv Clinics · DP World)
The category, narrated into existence
Marketing Lead for the world's largest hyperbaric oxygen facility: market entry from zero — CRM, segmentation, journeys, service packaging, pricing — across B2C (HNW), B2B (corporate wellness) and B2G (medical tourism), aligned to the UAE's national health vision. The medical leadership positioned as authoritative voices; the narrative that became the thesis.
The full case lives in The Cases.
Head of Marketing & Brand
A Bio-AI venture learns to speak
Complete brand build for a longevity venture entering the GCC: strategy, identity, bilingual narrative (EN/AR) translating iPSC science for HNW, physician, regulator and investor audiences; M42 Diagnostics Cluster MoU narrative; Arab Health 2025 launch events.
The Practice Today
I work directly with founders, boards and C-suites — as brand strategist, as embedded marketing leader, or as counsel in the rooms where decisions are made. My work moves between the story and the system: finding the narrative a brand deserves, and building the function that carries it to market.
The system side is where transformation happens. I rebuild the marketing ecosystem as one connected whole — CRM and customer journeys, lead qualification and the revenue funnel, attribution and reporting — so decisions are made on data, not opinion. I integrate AI where it earns its place: content production, personalization, lead scoring, campaign workflows — documented, adopted by the team, governed so the function runs at speed without losing its standards. Teams I run operate leaner, decide faster, and scale what works — growth becomes designed, not accidental.
Every engagement runs the same spine: find, convert, lead — structured, progressive, measured at every node. What changes is only the room: a launch, a repositioning, a new market, or a function that needs to be rebuilt.