Dec 2020 – Dec 2025 · 5 yrs · Dubai, United Arab Emirates

• TCW operates as a select boutique consultancy, delivering high-level consulting, training, and speaking engagements across Europe, the Middle East, Asia, and Africa.
• With a network of global associates, TCW designs and delivers capacity-building programmes in strategic communication, crisis management, AI and organisational strategy.
• TCW provides specialist workshops on emerging business areas including AI, digital transformation, and entrepreneurship, alongside bespoke media and presentation coaching for executives.

Jun 2020 – Present · 5 yrs 9 mos · Global - with offices in Dubai & London

• Founded and scaled Female Fusion into a multi–7-figure global business platform with 60,000+ entrepreneurs and 1,100+ premium members across 35+ countries.
• Negotiated ecosystem-level partnerships with leading financial institutions, SaaS providers, and logistics leaders - including Stripe, Mastercard, Aramex, Wio, Notion, and Kajabi - expanding SME access to funding, digital tools, and cross-border trade opportunities.
• Built initiatives to improve SME access to finance and investment, including short-term lending partnerships (Beehive), investor summits, pitch days, and bank-led financial literacy programmes.
• Designed and delivered the Go & Grow Digital Programme in collaboration with Mastercard and regional banks, boosting SME financial knowledge, digital adoption, and business readiness for growth.
• Developed and executed the full partnership lifecycle - from deal origination and negotiation through to onboarding, integration, co-marketing, and long-term collaboration.
• Created an 80+ video digital course on setting up a business in the UAE and currently finalising a book with comprehensive guidance for SMEs on establishing and scaling in the UAE and beyond.
• Positioned Female Fusion as a trusted partner to governments, corporates, and accelerators, bridging SMEs with the institutions, investors, and technologies that fuel scale-up growth.

Sep 2009 – Aug 2020 · 10 yrs 11 mos · Dubai, United Arab Emirates

• Established ISOC as a multi–7-figure international training and advisory business with offices across Europe and the GCC.
• Designed and implemented capacity-building programmes for governments and multinationals - including the UAE Government, Government of Bahrain, European Parliament, DP World, and Dubai World Trade Centre.
• Led global teams and secured multi-year contracts with leading institutions.
• Positioned ISOC as a trusted partner for executive education and government transformation programmes.
• Exited to launch Female Fusion, applying international capacity-building expertise to a new ecosystem for entrepreneurs.

Jan 2003 – Jul 2020 · 17 yrs 6 mos · London, England, United Kingdom · On-site

• Founded and scaled Pinnacle into a multi–7-figure strategic communications consultancy, advising governments, corporates, and NGOs across the GCC, Europe, and Africa.
• Delivered large-scale organisational strategies in reputation building, crisis management, and strategic communications, cascading frameworks from board level through to frontline teams.
• Acted as a trusted advisor to ministers, executives, and boards, strengthening reputation and public trust in complex environments.
• Built and led a global team of 150+ consultants and trainers.
• Exited the business after 17 years, leaving a legacy of internationally recognised programmes and multi–7-figure revenues.

Jan 2002 – Oct 2002 · 9 mos · Belgrade, Centralna Srbija, Serbia

• Trained government departments in communications and PR.
• Advised the royal family on the set up of their press office.

Aug 2000 – Dec 2001 · 1 yr 4 mos · Stockholm Metropolitan Area

• Directed a team of six in Stockholm and managed teams in Norway, Denmark, and Finland.
• Established a PR Academy for Edelman’s Nordic employees and clients.
• Oversaw strategic planning and execution of PR campaigns across multiple countries.

Jan 1997 – Aug 2000 · 3 yrs 7 mos · Brussels, Brussels Region, Belgium

• Specialised in strategic communications for trade disputes and mergers with the EU and WTO.
• Developed comprehensive communication strategies to navigate complex regulatory environments.
• Secured tier 1 international press coverage across print, radio, TV and trade press.