My career started upon graduation, as I joined Malik’s Bookshop in Beirut, multi-purpose bookstore dedicated to University students. That was the start that helped me discover my passion to design and ideation. I was assigned a junior designer position then became a designer where I had the chance to work mostly with design students in 2002. A year later i Joined Channel Design in Beirut, a boutiques agency and there I had the chance to work on brands like Timberland, Avis, Mango, Solidere and few others.
In December 2005 I joined InterOne BBDO Worldwide as an art director. Here I worked on BMW Group (BMW, MINI and Rolls-Royce), Nakheel, and IKEA. In 2007 I joined Liquid Campaign, where I was promoted to a Senior Art Director, still working on BMW Group.
In 2009 Serviceplan Group acquired journey started, as an Associate Creative Director first, then Creative Director and then Executive Creative Director - Head of Creatives in the Haus Der Kommunikation, that included four Agencies, Serviceplan, SPX, Plan.net and Media Plus Espresso. at the HDK I worked on BMW Group, Rolls Royce, Lufthansa, Nespresso, Danone, Continental Tires, Huawei, Siemens and many more.
In November 2018 I’ve decided to take on a new adventure and joined Amazon as a Creative Director for Germany and Italy, leading the Amazon Design Experience Team (ADX) and part of the Amazon Advertising organisation, Focusing on Customer centric, PR worth and “Think Big” Ideas. and working with a vast portfolio of brands on different verticals, Consumer Electronics (Samsung, Huawei, Honor, Intel, Philips, BOSCH …) , Entertainment (Disney, Universal …) Airline (Lufthansa) Financial (Commerz Bank), Beauty (Foreo) Spirts (Bacardi Group), and Automotive (Ford, Seat, Volkswagen, BMW… ) and more.
Throughout the years, my skills grew stronger and I was able to shape many brands from creative strategy all the way to great executions, all that while working with strong creative teams and with a big pool of directors, producers, photographers and artists from around the world. This led me to win multiple awards in Dubai Lynx, Clio Awards Effie’s, ADC, The One Show, SCA, Deutscher Media Preis, Cresta Awards, w3 Awards and Auto Vision.
I speak three languages, English, Arabic and French. Currently, I head two creative departments – Digital and Classical. I’ve held multiple speeches, and my campaigns, ideas and articles on more than 20 brands have been published in more than 13 countries.