Jan 2021 – Present · 5 yrs 3 mos · Dubai, United Arab Emirates · On-site

• Helping restaurants and hospitality brands across the world launch, grow, and scale with bold concepts and unforgettable experiences.
• Led projects across China, Lebanon, Saudi Arabia, UAE, Qatar, and Jordan, blending global insights with local culture.
• Designed and launched diverse restaurant concepts: from Indian dining and Chinese-fusion to Belgian waffles, Lebanese bars, Italian eateries, and 5-star hotel F&B outlets.
• Marketing Consultancy & Launch of ALBAIK in the UAE – driving strategy, positioning, and rollout for one of the region’s most iconic brands.
• Developed marketing strategies and campaigns that boosted footfall, increased brand visibility, and built loyal customer bases.
• Created full brand roadmaps covering menu positioning, digital activations, and influencer collaborations.
• Known for crafting killer concepts and experiences that stand out in competitive F&B markets.

Oct 2020 – Apr 2022 · 1 yr 6 mos · Tripoli, North, Lebanon · Remote

• Coached and mentored young entrepreneurs and early-stage startups through customized training programs and workshops designed to strengthen their business skills and market readiness.
• Delivered 3-month tailored training programs for entrepreneurs, covering business strategy, marketing, and growth planning
• Led specialized workshops such as Pitching for Investors and Presentation Skills
• Conducted one-to-one mentoring sessions to support entrepreneurs in refining business models, improving communication, and building investor-ready presentations
• Empowered dozens of entrepreneurs from Northern Lebanon to sharpen their ideas, pitch with confidence, and take their startups to the next stage

Oct 2018 – Feb 2020 · 1 yr 4 mos · Hangzhou, Zhejiang, China · On-site

• Established an F&B consultancy delivering concept creation, brand strategy, and marketing support for restaurants and hospitality brands across China, Lebanon, Saudi Arabia, and the UAE.
• Developed diverse concepts ranging from Indian restaurants and Chinese-fusion dining to Belgian waffles, Lebanese bars, Italian eateries, and 5-star hotel outlets
• Provided end-to-end consultancy services including concept development, menu positioning, branding, and marketing strategies
• Collaborated with hospitality groups to create distinct, market-ready concepts tailored to local culture and consumer trends
• (Company operations have been paused since COVID-19, though the brand remains active for future opportunities.)

Mar 2018 – Oct 2018 · 7 mos · Hangzhou, Zhejiang, China · Remote

• Filmed, produced, and presented the first-ever Arabic-speaking TV show exploring real life in China. The program followed a reality-style format, blending storytelling and on-the-ground experiences to give Arab audiences an authentic view of China beyond the stereotypes.
• Covered diverse themes including culture, food, fashion, business & innovation, travel, and daily life
• Acted as both presenter and producer, managing content direction, on-site shoots, and cultural storytelling
• Brought Middle Eastern audiences closer to China through engaging, accessible, and entertaining narratives
• Recognized as a pioneering project that bridged cultures and built stronger connections between Arab and Chinese communities

Sep 2017 – Present · 8 yrs 7 mos · Dubai, United Arab Emirates

• Created a cultural platform and community designed to bring together people from diverse nationalities and backgrounds to connect, share, and celebrate experiences. The initiative focused on blending food, culture, and adventure through curated events and activities, fostering authentic connections and cross-cultural exchange.
• Highlights included:
• Social Nights – casual gatherings to meet, network, and have fun
• Cultural & Food Experiences – immersive food tours and unique dining events celebrating global cuisines
• Workshops & Experiential Activities – hands-on sessions to learn new skills, arts, and traditions
• Trips & Adventures – horseback riding, boat trips, trekking, and more

Apr 2013 – Aug 2016 · 3 yrs 4 mos · Amman Governorate, Jordan

• Led marketing and concept development for hospitality outlets and restaurants across Jordan, Saudi Arabia, UAE, and Qatar, covering everything from 5-star hotel venues to casual dining brands and food trucks.
• Managed marketing strategy, branding, and concept creation for a diverse portfolio of outlets
• Worked on prominent hotel F&B brands including Zest, Ghoroub, Fairouzy, and Tarboush at Landmark Hotel Amman and H2O at Kempinski Hotel Amman
• Supported restaurant concepts such as The Lettuce & The Fish, The Rice & The Noodle, Salute, Beer Garden, and Seven Barrels
• Developed and launched new concepts including La Liga Café in Doha, Qatar, alongside other innovative F&B projects in the region
• Created and executed Jordan’s biggest 2014 World Cup activation at Zest (transformed into “Zest Stadium”), attracting an average of 500 guests daily and securing sponsorships from Zain Telecom, Harley Davidson, PepsiCo, Play FM, Sunglass Hut, and more

Nov 2011 – Nov 2012 · 1 yr · Amman - Jordan

• Led the launch of a government-led campaign in Iraq with AsiaCell, overseeing end-to-end execution including communications strategy, creative direction, copywriting, and production of the TVC shoot
• Managed high-profile client accounts such as Banque Audi Jordan and SIPES Paints, delivering tailored campaigns and marketing activations
• Served as a core team member in the successful pitch for IKEA’s launch in Jordan, contributing to strategy, positioning, and creative direction

Nov 2009 – Mar 2011 · 1 yr 4 mos · Jeddah Governorate, Saudi Arabia

• Oversaw the planning and execution of high-profile projects and events for SABIC, one of the world’s leading petrochemical companies. Played a key role in driving sponsorships and sales for major industry gatherings, blending strategic outreach with event marketing to deliver measurable results.
• Managed end-to-end coordination of SABIC Technical Meeting 9 (STM-9), a flagship event bringing together global industry leaders and stakeholders
• Secured 1.8 million SAR in individual sales and sponsorships, exceeding targets and strengthening partnerships with key corporate stakeholders
• Developed and executed sponsorship packages, negotiated agreements, and built long-term relationships with strategic partners
• Collaborated with cross-functional teams to ensure seamless delivery of event logistics, communications, and on-site activations
• Contributed to positioning SABIC’s events as benchmark platforms for innovation, knowledge exchange, and industry networking

Jul 2007 – Apr 2008 · 9 mos · Jeddah

• Worked on pharmaceutical advertising campaigns for leading global and regional brands including Nutricia, Pfizer, AstraZeneca, and Tabuk. Managed client servicing while collaborating closely with the creative team to deliver impactful campaigns tailored to the Saudi and regional markets.
• Developed and executed BTL campaigns across KSA and the wider region, ensuring alignment with brand objectives and regulatory standards
• Acted as the bridge between clients and creative, overseeing art direction in collaboration with designers to maintain quality and brand consistency
• Built strong client relationships through proactive servicing, clear communication, and delivering projects on time and within scope