Operations
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Strategy
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Business Development
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Leadership
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Commercialisation
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Operations / Strategy / Business Development / Leadership / Commercialisation /
Project Management
Every brand is a personality. I specialize in finding that personality, and building the necessary teams, infrastructure and connections that allow your brand to thrive and connect with the right audience.
SALAD - Creative Director
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Quickly evolved SALAD into an in-demand fashion-line, achieving over $70,000 in our first year.
Led a dedicated team of 17 skilled professionals, including previous artisanal leather goods craftsmen now specialized in upcycling.
Established unified designs and product ranges across Ready-to-Wear, accessories, and corporate gifting schemes.
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Worked with over 15 artists from Egypt, Jordan, and Palestine in original, SALAD-exclusive brand activations
Participated in events in Paris, Milan, and soon in London.
Developed fashion-design plans, introducing innovative concepts alongside the production department in order to ensure that SALAD can produce at scale, and produce multiple pieces of the same SKU despite reliance on up cycled raw materials.
Spearheaded the new creative activations initiative seeking to maximize brand awareness through custom music, art installations, and collaborations across the MENA region.
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Played a key role in technical drawings and presentations for corporate gifting and high-volume orders.
Oversaw ISO documentation and processes, streamlining the journey from design to finished product with a focus on quality control.
Collaborated with the e-commerce department on the look, feel, and content of the SALAD e-commerce website, contributing to KPI development.
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Rajieen - Creative Director/Organizer
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Brought together 25 top music artists in the MENA region for a collaborative track.
Achieved a 9-day turnaround from the initial song idea to the finished product.
Managed and coordinated with 5 shooting units across 5 countries.
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Oversaw branding for both the song and music video, ensuring a cohesive visual identity.
Established an effective social media marketing strategy for the release.
Designed a full merch line, collaborating with official partners for production and sales.
Generated over 11M streams in ten days, charting as the 2nd most streamed song in the MENA region and achieving chart positions in the top 100 in over 80 countries worldwide.
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FabricAID Jordan - Country Manager
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Collaboratively optimized apparel value chain.
Managed 5 retail stores with efficiency and impact.
Established and strengthened partnerships for social and environmental change.
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Inclusive hiring for passionate individuals.
Enhanced skills and knowledge through training.
Fostered a performance-driven and motivated workforce.
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Organized impactful events and campaigns.
Increased brand visibility through collaborative marketing.
Advocated for social and environmental causes together.
Beit Al Bawadi
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Responsible for the art direction, design, and general management of Beit Al Bawadi's product lines, which include home accessories, corporate gifting, and customized designs.
Art direction and design: Overseeing the creative direction and visual identity of all products in the company's diverse portfolio, ensuring they align with the brand's vision and appeal to the target market.
General management: Managing day-to-day operations related to product design, ensuring projects are organized, on schedule, and in line with the organization's strategic objectives.
Product diversity: Oversaw multiple product lines, including home accessories, corporate gifting, and customized designs, to cater to different customer segments and maximize business opportunities.
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Brand strategy development: Leading the creation and supervision of production for new collections, which supports product awareness, enhances brand identity, and drives sales growth.
Editorial and new product development: Ensuring a consistent and innovative product offering, while staying aligned with the brand's unique design language and identity.
2020-2021 Strategy and Vision: Successfully developing and implementing Beit Al Bawadi's strategic vision for the given period, aligning efforts with the company's long-term goals.
Strategic objectives implementation: Overseeing the planning and execution of strategic objectives to increase footfall and drive sustainable growth, resulting in a competitive advantage in the market.
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Budget reformation: Executing a successful budget reformation, leading to a significant 40% cost reduction. This was achieved through cost-effective utilization of external resources and repurposing existing designs, without compromising on product quality or brand image.
Branding strategy: Spearheading the development and implementation of a comprehensive branding strategy for Beit Al Bawadi, ensuring a consistent and appealing brand image that resonates with the target audience.
Strategic vision execution: Successfully translating the strategic vision into actionable plans, resulting in enhanced brand recognition, increased sales, and improved market positioning.