Hi, I am Ben ⚡

Automotive

Helped Honda reduce data-dependency on distributors through launching its own social media channels and revamping its website across 2024-26, boosting traffic by 32%, reducing bounce rate by 47%, and increasing time spent by 2X.

Ran a pilot in Kuwait in 2025 to improve Honda’s conversion funnel through a total cost of ownership comparison tool that saw the conversion to sales improve by 19%.

Led marketing operations for Nissan in the Gulf during 2017-19, seeing market share increase +2.9 percentage points to an all-time high of 16.9% while the overall market was down by 11%.

The multi-award winning campaign #SheDrives for Nissan delivered a 30% increase in brand favorability among women and brought the brand into the top #3 in KSA for the first time in 2018.

Took over GTB (WPP’s agency for Ford) in 2019 after a complete reboot, built a team from scratch and improved client rating from 2.5 to 4.5 (out of 5), the best ever ranking for the Middle East hub.

Oversaw the expansion of Ford Middle East (12 countries) into Ford Direct Markets (84) across 2020-23 and created a Dealership Center of Excellence, that served as asset repository, campaign approval and skill training, enabling consistency and raising the bar across markets.

Turned an ending contract with Mercedes-Benz into project revenue 1.5X higher than the original agreement value, signed a new retainer the following year in 2013. Sales grew +16.7% that year and were double-digits for 15 consecutive months (all-time record).

Real Estate

Launched Wasl1 property, enabling them to increase cost per square foot from 2,700 AED on average to 3,500 AED (and sell out within 24 hours).

Sourced a supplier to create a digital twin of Neom’s Trojena development in 2023, which was used to convince UHNWI to invest, allowing them to choose plots, and pick designs (from 10+ of the best global firms) to view their villa, which improved conversion by 27%.

Developped community communications and created a calendar-based activity schedule for Wasl across 2023-2026, that increased tenancy renewal rates up to 60% in some properties in Dubai.

Created a CRM engine for Trojena in 2023 that was later used as the benchmark for all Neom developments, including up to 17 audience segments, each with its own automated journey across email, SMS, whatsapp and social media.

Created the first livestreaming on YouTube of Emaar’s new year fireworks in 2011, with over 3 million simultaneous viewers from over 20 countries.

QSR

Leveraged storytelling and activations to minimize boycott impact and drive brand love for Hardee’s, resulting in a 12.1% year-on-year increase in revenue in 2026 – and the strongest H1 in years, despite the ongoing Gulf conflict.

Brought back Hardee’s roast-beef sandwich to the GCC in 2026 tapping into nostalgia to connect with old-time fans and Gen Z audiences, attracting an 8% average of new customers, and double-digit category growth (which was stagnating following years of boycott).

Created KFC’s first brand campaign in years in 2024, rolled out across the Middle East with over 50 unique pieces of content from animation to video and memes, delivering double-digit engagement rates across social media platforms.

Partnered with Netflix to bring the One Piece IP exclusively to Hardee’s, just as season 2 was launching in April 2026. Despite the Gulf conflict, sales soared on average above 30 PSD (per restaurant per day).

Rebranded Jones the Grocer for franchise readiness and global expansion in 2014. Before: 6 outlets in 4 markets. Today: 44 outlets in 8 markets.

Fintech

Launched Bank Muscat’s loyalty program in 2026, building a community of 700k to 1M daily visitors, making it the #1 app for financial services on Apple and Android in the sultanate.

Helped Sohar International consolidate its 2nd spot in the banking industry in Oman, following the merger with HSBC and expansions into KSA and Hong Kong, securing the award of Best Bank in Oman at Euromoney 2024.

Oversaw the revamp of Sohar International’s mobile banking into a super app, introducing over 55 digital and technology capabilities (12 for the first time in Oman), winning Best Digital Bank of 2025 at the New Age Banking Summit.

Led communications for Sohar International during the OQEP IPO in 2024, the largest in the sultanate’s history and in the GCC that year.

Led Alico’s rebrand into MetLife in the region in 2012, consolidating the brand’s position as #1 for life insurance in key markets like UAE and Lebanon, retaining over 75% customers.

Retail

Managed Centrepoint’s White Friday sales campaign in 2024 and 2025, increasing app purchases by 18% and 13% respectively, year on year.

Turned a $20k budget into over 3M views for the launch of Lenovo’s first gaming range, roping in the region’s top 4 gamers (in 2014, before gaming was a thing – or influencers).

Helped Al Futtaim launch IKEA successfully in Egypt in 2013 with 28,000 visitors and 49,000 purchases in the first 24h. Year one attracted over 3M visitors.

Leveraged third-party partnerships with Intel and AMD to double HP’s media spending power, leading to a record-breaking 43% share of all computers sold at GITEX 2011.

Launched INOA for L'Oréal Professionel in the region in 2010, the first ammonia-free hair coloration product. Yearly stocks sold out in 90 days. Next batch sold out in 6 months.

Others

Redesigned Aldar’s loyalty program and launched the new Darna mobile app in 2024, growing monthly active users by 3X in the first 3 months.

Launched Virgin Mobile in the UAE in 2014 (first campaign ever) capturing 235,000 pre-registrations for a brand that reached 1M app downloads in just 2 years.

Managed end-to-end the launch of Yas Island’s rebrand across 25 countries, delivering a +11% year-on-year increase in visitation – with a 50% boom in summer 2014.

Teamed up with Saudi comedians Telfaz11 to create a bespoke show for Sprite, which went viral and increased brand awareness by 11 points in 2013 – also winning an internal global award for bravest campaign at the Coca-Cola Company.

Launched United 4 Healthier Kids program in the Middle East in 2015, convincing giants like Meta and MBC to match Nestlé’s media spend for this non-profit campaign aimed at instilling healthy nutrition and lifestyle habits in children aged 4 to 12.

Automotive

Helped Honda reduce data-dependency on distributors through launching its own social media channels and revamping its website across 2024-26, boosting traffic by 32%, reducing bounce rate by 47%, and increasing time spent by 2X.

Ran a pilot in Kuwait in 2025 to improve Honda’s conversion funnel through a total cost of ownership comparison tool that saw the conversion to sales improve by 19%.

Led marketing operations for Nissan in the Gulf during 2017-19, seeing market share increase +2.9 percentage points to an all-time high of 16.9% while the overall market was down by 11%.

The multi-award winning campaign #SheDrives for Nissan delivered a 30% increase in brand favorability among women and brought the brand into the top #3 in KSA for the first time in 2018.

Took over GTB (WPP’s agency for Ford) in 2019 after a complete reboot, built a team from scratch and improved client rating from 2.5 to 4.5 (out of 5), the best ever ranking for the Middle East hub.

Oversaw the expansion of Ford Middle East (12 countries) into Ford Direct Markets (84) across 2020-23 and created a Dealership Center of Excellence, that served as asset repository, campaign approval and skill training, enabling consistency and raising the bar across markets.

Turned an ending contract with Mercedes-Benz into project revenue 1.5X higher than the original agreement value, signed a new retainer the following year in 2013. Sales grew +16.7% that year and were double-digits for 15 consecutive months (all-time record).

Real Estate

Launched Wasl1 property, enabling them to increase cost per square foot from 2,700 AED on average to 3,500 AED (and sell out within 24 hours).

Sourced a supplier to create a digital twin of Neom’s Trojena development in 2023, which was used to convince UHNWI to invest, allowing them to choose plots, and pick designs (from 10+ of the best global firms) to view their villa, which improved conversion by 27%.

Developped community communications and created a calendar-based activity schedule for Wasl across 2023-2026, that increased tenancy renewal rates up to 60% in some properties in Dubai.

Created a CRM engine for Trojena in 2023 that was later used as the benchmark for all Neom developments, including up to 17 audience segments, each with its own automated journey across email, SMS, whatsapp and social media.

Created the first livestreaming on YouTube of Emaar’s new year fireworks in 2011, with over 3 million simultaneous viewers from over 20 countries.

QSR

Leveraged storytelling and activations to minimize boycott impact and drive brand love for Hardee’s, resulting in a 12.1% year-on-year increase in revenue in 2026 – and the strongest H1 in years, despite the ongoing Gulf conflict.

Brought back Hardee’s roast-beef sandwich to the GCC in 2026 tapping into nostalgia to connect with old-time fans and Gen Z audiences, attracting an 8% average of new customers, and double-digit category growth (which was stagnating following years of boycott).

Created KFC’s first brand campaign in years in 2024, rolled out across the Middle East with over 50 unique pieces of content from animation to video and memes, delivering double-digit engagement rates across social media platforms.

Partnered with Netflix to bring the One Piece IP exclusively to Hardee’s, just as season 2 was launching in April 2026. Despite the Gulf conflict, sales soared on average above 30 PSD (per restaurant per day).

Rebranded Jones the Grocer for franchise readiness and global expansion in 2014. Before: 6 outlets in 4 markets. Today: 44 outlets in 8 markets.

Fintech

Launched Bank Muscat’s loyalty program in 2026, building a community of 700k to 1M daily visitors, making it the #1 app for financial services on Apple and Android in the sultanate.

Helped Sohar International consolidate its 2nd spot in the banking industry in Oman, following the merger with HSBC and expansions into KSA and Hong Kong, securing the award of Best Bank in Oman at Euromoney 2024.

Oversaw the revamp of Sohar International’s mobile banking into a super app, introducing over 55 digital and technology capabilities (12 for the first time in Oman), winning Best Digital Bank of 2025 at the New Age Banking Summit.

Led communications for Sohar International during the OQEP IPO in 2024, the largest in the sultanate’s history and in the GCC that year.

Led Alico’s rebrand into MetLife in the region in 2012, consolidating the brand’s position as #1 for life insurance in key markets like UAE and Lebanon, retaining over 75% customers.

Retail

Managed Centrepoint’s White Friday sales campaign in 2024 and 2025, increasing app purchases by 18% and 13% respectively, year on year.

Turned a $20k budget into over 3M views for the launch of Lenovo’s first gaming range, roping in the region’s top 4 gamers (in 2014, before gaming was a thing – or influencers).

Helped Al Futtaim launch IKEA successfully in Egypt in 2013 with 28,000 visitors and 49,000 purchases in the first 24h. Year one attracted over 3M visitors.

Leveraged third-party partnerships with Intel and AMD to double HP’s media spending power, leading to a record-breaking 43% share of all computers sold at GITEX 2011.

Launched INOA for L'Oréal Professionel in the region in 2010, the first ammonia-free hair coloration product. Yearly stocks sold out in 90 days. Next batch sold out in 6 months.

Others

Redesigned Aldar’s loyalty program and launched the new Darna mobile app in 2024, growing monthly active users by 3X in the first 3 months.

Launched Virgin Mobile in the UAE in 2014 (first campaign ever) capturing 235,000 pre-registrations for a brand that reached 1M app downloads in just 2 years.

Managed end-to-end the launch of Yas Island’s rebrand across 25 countries, delivering a +11% year-on-year increase in visitation – with a 50% boom in summer 2014.

Teamed up with Saudi comedians Telfaz11 to create a bespoke show for Sprite, which went viral and increased brand awareness by 11 points in 2013 – also winning an internal global award for bravest campaign at the Coca-Cola Company.

Launched United 4 Healthier Kids program in the Middle East in 2015, convincing giants like Meta and MBC to match Nestlé’s media spend for this non-profit campaign aimed at instilling healthy nutrition and lifestyle habits in children aged 4 to 12.

Automotive

Helped Honda reduce data-dependency on distributors through launching its own social media channels and revamping its website across 2024-26, boosting traffic by 32%, reducing bounce rate by 47%, and increasing time spent by 2X.

Ran a pilot in Kuwait in 2025 to improve Honda’s conversion funnel through a total cost of ownership comparison tool that saw the conversion to sales improve by 19%.

Led marketing operations for Nissan in the Gulf during 2017-19, seeing market share increase +2.9 percentage points to an all-time high of 16.9% while the overall market was down by 11%.

The multi-award winning campaign #SheDrives for Nissan delivered a 30% increase in brand favorability among women and brought the brand into the top #3 in KSA for the first time in 2018.

Took over GTB (WPP’s agency for Ford) in 2019 after a complete reboot, built a team from scratch and improved client rating from 2.5 to 4.5 (out of 5), the best ever ranking for the Middle East hub.

Oversaw the expansion of Ford Middle East (12 countries) into Ford Direct Markets (84) across 2020-23 and created a Dealership Center of Excellence, that served as asset repository, campaign approval and skill training, enabling consistency and raising the bar across markets.

Turned an ending contract with Mercedes-Benz into project revenue 1.5X higher than the original agreement value, signed a new retainer the following year in 2013. Sales grew +16.7% that year and were double-digits for 15 consecutive months (all-time record).

Real Estate

Launched Wasl1 property, enabling them to increase cost per square foot from 2,700 AED on average to 3,500 AED (and sell out within 24 hours).

Sourced a supplier to create a digital twin of Neom’s Trojena development in 2023, which was used to convince UHNWI to invest, allowing them to choose plots, and pick designs (from 10+ of the best global firms) to view their villa, which improved conversion by 27%.

Developped community communications and created a calendar-based activity schedule for Wasl across 2023-2026, that increased tenancy renewal rates up to 60% in some properties in Dubai.

Created a CRM engine for Trojena in 2023 that was later used as the benchmark for all Neom developments, including up to 17 audience segments, each with its own automated journey across email, SMS, whatsapp and social media.

Created the first livestreaming on YouTube of Emaar’s new year fireworks in 2011, with over 3 million simultaneous viewers from over 20 countries.

QSR

Leveraged storytelling and activations to minimize boycott impact and drive brand love for Hardee’s, resulting in a 12.1% year-on-year increase in revenue in 2026 – and the strongest H1 in years, despite the ongoing Gulf conflict.

Brought back Hardee’s roast-beef sandwich to the GCC in 2026 tapping into nostalgia to connect with old-time fans and Gen Z audiences, attracting an 8% average of new customers, and double-digit category growth (which was stagnating following years of boycott).

Created KFC’s first brand campaign in years in 2024, rolled out across the Middle East with over 50 unique pieces of content from animation to video and memes, delivering double-digit engagement rates across social media platforms.

Partnered with Netflix to bring the One Piece IP exclusively to Hardee’s, just as season 2 was launching in April 2026. Despite the Gulf conflict, sales soared on average above 30 PSD (per restaurant per day).

Rebranded Jones the Grocer for franchise readiness and global expansion in 2014. Before: 6 outlets in 4 markets. Today: 44 outlets in 8 markets.

Fintech

Launched Bank Muscat’s loyalty program in 2026, building a community of 700k to 1M daily visitors, making it the #1 app for financial services on Apple and Android in the sultanate.

Helped Sohar International consolidate its 2nd spot in the banking industry in Oman, following the merger with HSBC and expansions into KSA and Hong Kong, securing the award of Best Bank in Oman at Euromoney 2024.

Oversaw the revamp of Sohar International’s mobile banking into a super app, introducing over 55 digital and technology capabilities (12 for the first time in Oman), winning Best Digital Bank of 2025 at the New Age Banking Summit.

Led communications for Sohar International during the OQEP IPO in 2024, the largest in the sultanate’s history and in the GCC that year.

Led Alico’s rebrand into MetLife in the region in 2012, consolidating the brand’s position as #1 for life insurance in key markets like UAE and Lebanon, retaining over 75% customers.

Retail

Managed Centrepoint’s White Friday sales campaign in 2024 and 2025, increasing app purchases by 18% and 13% respectively, year on year.

Turned a $20k budget into over 3M views for the launch of Lenovo’s first gaming range, roping in the region’s top 4 gamers (in 2014, before gaming was a thing – or influencers).

Helped Al Futtaim launch IKEA successfully in Egypt in 2013 with 28,000 visitors and 49,000 purchases in the first 24h. Year one attracted over 3M visitors.

Leveraged third-party partnerships with Intel and AMD to double HP’s media spending power, leading to a record-breaking 43% share of all computers sold at GITEX 2011.

Launched INOA for L'Oréal Professionel in the region in 2010, the first ammonia-free hair coloration product. Yearly stocks sold out in 90 days. Next batch sold out in 6 months.

Others

Redesigned Aldar’s loyalty program and launched the new Darna mobile app in 2024, growing monthly active users by 3X in the first 3 months.

Launched Virgin Mobile in the UAE in 2014 (first campaign ever) capturing 235,000 pre-registrations for a brand that reached 1M app downloads in just 2 years.

Managed end-to-end the launch of Yas Island’s rebrand across 25 countries, delivering a +11% year-on-year increase in visitation – with a 50% boom in summer 2014.

Teamed up with Saudi comedians Telfaz11 to create a bespoke show for Sprite, which went viral and increased brand awareness by 11 points in 2013 – also winning an internal global award for bravest campaign at the Coca-Cola Company.

Launched United 4 Healthier Kids program in the Middle East in 2015, convincing giants like Meta and MBC to match Nestlé’s media spend for this non-profit campaign aimed at instilling healthy nutrition and lifestyle habits in children aged 4 to 12.

Automotive

Helped Honda reduce data-dependency on distributors through launching its own social media channels and revamping its website across 2024-26, boosting traffic by 32%, reducing bounce rate by 47%, and increasing time spent by 2X.

Ran a pilot in Kuwait in 2025 to improve Honda’s conversion funnel through a total cost of ownership comparison tool that saw the conversion to sales improve by 19%.

Led marketing operations for Nissan in the Gulf during 2017-19, seeing market share increase +2.9 percentage points to an all-time high of 16.9% while the overall market was down by 11%.

The multi-award winning campaign #SheDrives for Nissan delivered a 30% increase in brand favorability among women and brought the brand into the top #3 in KSA for the first time in 2018.

Took over GTB (WPP’s agency for Ford) in 2019 after a complete reboot, built a team from scratch and improved client rating from 2.5 to 4.5 (out of 5), the best ever ranking for the Middle East hub.

Oversaw the expansion of Ford Middle East (12 countries) into Ford Direct Markets (84) across 2020-23 and created a Dealership Center of Excellence, that served as asset repository, campaign approval and skill training, enabling consistency and raising the bar across markets.

Turned an ending contract with Mercedes-Benz into project revenue 1.5X higher than the original agreement value, signed a new retainer the following year in 2013. Sales grew +16.7% that year and were double-digits for 15 consecutive months (all-time record).

Real Estate

Launched Wasl1 property, enabling them to increase cost per square foot from 2,700 AED on average to 3,500 AED (and sell out within 24 hours).

Sourced a supplier to create a digital twin of Neom’s Trojena development in 2023, which was used to convince UHNWI to invest, allowing them to choose plots, and pick designs (from 10+ of the best global firms) to view their villa, which improved conversion by 27%.

Developped community communications and created a calendar-based activity schedule for Wasl across 2023-2026, that increased tenancy renewal rates up to 60% in some properties in Dubai.

Created a CRM engine for Trojena in 2023 that was later used as the benchmark for all Neom developments, including up to 17 audience segments, each with its own automated journey across email, SMS, whatsapp and social media.

Created the first livestreaming on YouTube of Emaar’s new year fireworks in 2011, with over 3 million simultaneous viewers from over 20 countries.

QSR

Leveraged storytelling and activations to minimize boycott impact and drive brand love for Hardee’s, resulting in a 12.1% year-on-year increase in revenue in 2026 – and the strongest H1 in years, despite the ongoing Gulf conflict.

Brought back Hardee’s roast-beef sandwich to the GCC in 2026 tapping into nostalgia to connect with old-time fans and Gen Z audiences, attracting an 8% average of new customers, and double-digit category growth (which was stagnating following years of boycott).

Created KFC’s first brand campaign in years in 2024, rolled out across the Middle East with over 50 unique pieces of content from animation to video and memes, delivering double-digit engagement rates across social media platforms.

Partnered with Netflix to bring the One Piece IP exclusively to Hardee’s, just as season 2 was launching in April 2026. Despite the Gulf conflict, sales soared on average above 30 PSD (per restaurant per day).

Rebranded Jones the Grocer for franchise readiness and global expansion in 2014. Before: 6 outlets in 4 markets. Today: 44 outlets in 8 markets.

Fintech

Launched Bank Muscat’s loyalty program in 2026, building a community of 700k to 1M daily visitors, making it the #1 app for financial services on Apple and Android in the sultanate.

Helped Sohar International consolidate its 2nd spot in the banking industry in Oman, following the merger with HSBC and expansions into KSA and Hong Kong, securing the award of Best Bank in Oman at Euromoney 2024.

Oversaw the revamp of Sohar International’s mobile banking into a super app, introducing over 55 digital and technology capabilities (12 for the first time in Oman), winning Best Digital Bank of 2025 at the New Age Banking Summit.

Led communications for Sohar International during the OQEP IPO in 2024, the largest in the sultanate’s history and in the GCC that year.

Led Alico’s rebrand into MetLife in the region in 2012, consolidating the brand’s position as #1 for life insurance in key markets like UAE and Lebanon, retaining over 75% customers.

Retail

Managed Centrepoint’s White Friday sales campaign in 2024 and 2025, increasing app purchases by 18% and 13% respectively, year on year.

Turned a $20k budget into over 3M views for the launch of Lenovo’s first gaming range, roping in the region’s top 4 gamers (in 2014, before gaming was a thing – or influencers).

Helped Al Futtaim launch IKEA successfully in Egypt in 2013 with 28,000 visitors and 49,000 purchases in the first 24h. Year one attracted over 3M visitors.

Leveraged third-party partnerships with Intel and AMD to double HP’s media spending power, leading to a record-breaking 43% share of all computers sold at GITEX 2011.

Launched INOA for L'Oréal Professionel in the region in 2010, the first ammonia-free hair coloration product. Yearly stocks sold out in 90 days. Next batch sold out in 6 months.

Others

Redesigned Aldar’s loyalty program and launched the new Darna mobile app in 2024, growing monthly active users by 3X in the first 3 months.

Launched Virgin Mobile in the UAE in 2014 (first campaign ever) capturing 235,000 pre-registrations for a brand that reached 1M app downloads in just 2 years.

Managed end-to-end the launch of Yas Island’s rebrand across 25 countries, delivering a +11% year-on-year increase in visitation – with a 50% boom in summer 2014.

Teamed up with Saudi comedians Telfaz11 to create a bespoke show for Sprite, which went viral and increased brand awareness by 11 points in 2013 – also winning an internal global award for bravest campaign at the Coca-Cola Company.

Launched United 4 Healthier Kids program in the Middle East in 2015, convincing giants like Meta and MBC to match Nestlé’s media spend for this non-profit campaign aimed at instilling healthy nutrition and lifestyle habits in children aged 4 to 12.

Automotive

Helped Honda reduce data-dependency on distributors through launching its own social media channels and revamping its website across 2024-26, boosting traffic by 32%, reducing bounce rate by 47%, and increasing time spent by 2X.

Ran a pilot in Kuwait in 2025 to improve Honda’s conversion funnel through a total cost of ownership comparison tool that saw the conversion to sales improve by 19%.

Led marketing operations for Nissan in the Gulf during 2017-19, seeing market share increase +2.9 percentage points to an all-time high of 16.9% while the overall market was down by 11%.

The multi-award winning campaign #SheDrives for Nissan delivered a 30% increase in brand favorability among women and brought the brand into the top #3 in KSA for the first time in 2018.

Took over GTB (WPP’s agency for Ford) in 2019 after a complete reboot, built a team from scratch and improved client rating from 2.5 to 4.5 (out of 5), the best ever ranking for the Middle East hub.

Oversaw the expansion of Ford Middle East (12 countries) into Ford Direct Markets (84) across 2020-23 and created a Dealership Center of Excellence, that served as asset repository, campaign approval and skill training, enabling consistency and raising the bar across markets.

Turned an ending contract with Mercedes-Benz into project revenue 1.5X higher than the original agreement value, signed a new retainer the following year in 2013. Sales grew +16.7% that year and were double-digits for 15 consecutive months (all-time record).

Real Estate

Launched Wasl1 property, enabling them to increase cost per square foot from 2,700 AED on average to 3,500 AED (and sell out within 24 hours).

Sourced a supplier to create a digital twin of Neom’s Trojena development in 2023, which was used to convince UHNWI to invest, allowing them to choose plots, and pick designs (from 10+ of the best global firms) to view their villa, which improved conversion by 27%.

Developped community communications and created a calendar-based activity schedule for Wasl across 2023-2026, that increased tenancy renewal rates up to 60% in some properties in Dubai.

Created a CRM engine for Trojena in 2023 that was later used as the benchmark for all Neom developments, including up to 17 audience segments, each with its own automated journey across email, SMS, whatsapp and social media.

Created the first livestreaming on YouTube of Emaar’s new year fireworks in 2011, with over 3 million simultaneous viewers from over 20 countries.

QSR

Leveraged storytelling and activations to minimize boycott impact and drive brand love for Hardee’s, resulting in a 12.1% year-on-year increase in revenue in 2026 – and the strongest H1 in years, despite the ongoing Gulf conflict.

Brought back Hardee’s roast-beef sandwich to the GCC in 2026 tapping into nostalgia to connect with old-time fans and Gen Z audiences, attracting an 8% average of new customers, and double-digit category growth (which was stagnating following years of boycott).

Created KFC’s first brand campaign in years in 2024, rolled out across the Middle East with over 50 unique pieces of content from animation to video and memes, delivering double-digit engagement rates across social media platforms.

Partnered with Netflix to bring the One Piece IP exclusively to Hardee’s, just as season 2 was launching in April 2026. Despite the Gulf conflict, sales soared on average above 30 PSD (per restaurant per day).

Rebranded Jones the Grocer for franchise readiness and global expansion in 2014. Before: 6 outlets in 4 markets. Today: 44 outlets in 8 markets.

Fintech

Launched Bank Muscat’s loyalty program in 2026, building a community of 700k to 1M daily visitors, making it the #1 app for financial services on Apple and Android in the sultanate.

Helped Sohar International consolidate its 2nd spot in the banking industry in Oman, following the merger with HSBC and expansions into KSA and Hong Kong, securing the award of Best Bank in Oman at Euromoney 2024.

Oversaw the revamp of Sohar International’s mobile banking into a super app, introducing over 55 digital and technology capabilities (12 for the first time in Oman), winning Best Digital Bank of 2025 at the New Age Banking Summit.

Led communications for Sohar International during the OQEP IPO in 2024, the largest in the sultanate’s history and in the GCC that year.

Led Alico’s rebrand into MetLife in the region in 2012, consolidating the brand’s position as #1 for life insurance in key markets like UAE and Lebanon, retaining over 75% customers.

Retail

Managed Centrepoint’s White Friday sales campaign in 2024 and 2025, increasing app purchases by 18% and 13% respectively, year on year.

Turned a $20k budget into over 3M views for the launch of Lenovo’s first gaming range, roping in the region’s top 4 gamers (in 2014, before gaming was a thing – or influencers).

Helped Al Futtaim launch IKEA successfully in Egypt in 2013 with 28,000 visitors and 49,000 purchases in the first 24h. Year one attracted over 3M visitors.

Leveraged third-party partnerships with Intel and AMD to double HP’s media spending power, leading to a record-breaking 43% share of all computers sold at GITEX 2011.

Launched INOA for L'Oréal Professionel in the region in 2010, the first ammonia-free hair coloration product. Yearly stocks sold out in 90 days. Next batch sold out in 6 months.

Others

Redesigned Aldar’s loyalty program and launched the new Darna mobile app in 2024, growing monthly active users by 3X in the first 3 months.

Launched Virgin Mobile in the UAE in 2014 (first campaign ever) capturing 235,000 pre-registrations for a brand that reached 1M app downloads in just 2 years.

Managed end-to-end the launch of Yas Island’s rebrand across 25 countries, delivering a +11% year-on-year increase in visitation – with a 50% boom in summer 2014.

Teamed up with Saudi comedians Telfaz11 to create a bespoke show for Sprite, which went viral and increased brand awareness by 11 points in 2013 – also winning an internal global award for bravest campaign at the Coca-Cola Company.

Launched United 4 Healthier Kids program in the Middle East in 2015, convincing giants like Meta and MBC to match Nestlé’s media spend for this non-profit campaign aimed at instilling healthy nutrition and lifestyle habits in children aged 4 to 12.