Career
Things i did
As the Head of the EU Amazon Brand Innovation Lab for Autos, Telco, Finserv, & Energy, Moe develops and leads the overall Amazon Brand Innovation Lab strategy for his vertical in the countries where they deliver campaigns, he balances creative and business needs in complex decisions across internal and external stakeholders in their vertical and lead their team to develop the goals and programs that deliver on Brand Innovation Lab’s strategic priorities. As a business leader, he helps his directs run their businesses independently, review performance, and create the right environment for his teams. This type of leadership style emphasizes collaboration and trust, and encourages the team to take responsibility for their own work. In his role, Moe provides guidance and advice, rather than giving instructions or micromanaging.
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Moe consistently evaluates his team’s long-term impact on Amazon’s customer experience and monitors business outcomes across multiple initiatives and dimensions. When outcomes deviate from plans, Moe conducts thorough analyses to identify root causes and guides his team toward the most effective actions to either mitigate risks or capitalize on opportunities.
He also builds trust with the internal stakeholders necessary to facilitate these actions, connecting people or teams needed to streamline dependencies and deliver efficiently for customers. This includes cross-organizational collaboration with other BIL teams, Ads teams, or stakeholders across Amazon involved in creating co-branded experiences. Moreover, Moe guides the career growth of his team members through mentoring, performing promotion assessments, and leading performance management conversations. He responds to escalations promptly.
The role requires managing over 20 staff members, including managers of managers. Currently, he oversees a team comprising Design Technologists, Solution Managers, Creative Directors, Art Directors, and Copywriters across the EU5 region.
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As a General Manager, Moe was entrusted with leading the Amazon Custom Ads organization in Germany. In a remarkable turn of events, Moe's expertise was further acknowledged in January 2022 when he assumed the role of Head of the Amazon Brand Innovation Lab, Europe. In this influential position, he took charge of the Hardlines and Softlines businesses, spanning home appliances, consumer electronics, sports equipment, beauty, fashion, luxury, and sportswear across five European countries.
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After a remarkable 13-year journey in Dubai, Moe embarked on a new chapter in November 2018. He embraced the role of Creative Director for Amazon Ads, overseeing campaigns and projects spanning various departments. Collaborating with creative directors and development partners on a global scale, Moe's creative prowess shone through as he worked with renowned brands like Samsung, Huawei, Honor, Intel, Philips, Bosch, Disney, Universal, LEGO, Lufthansa, Commerzbank, Foreo, Bacardi Group, Ford, Seat, and Volkswagen.
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Seeking new challenges and growth opportunities, Moe joined Serviceplan Group in 2009. This German advertising agency, known for its unparalleled creativity, repeatedly secured its place as the world's most innovative agency. Moe's tenure with Serviceplan was transformative, shaping his strategic and analytical capabilities. He served as Associate Creative Director, Creative Director, and ultimately Executive Creative Director for four agencies under the Haus Der Kommunikation (HDK) umbrella: Serviceplan (classical), SPX (experience), Plan.net (digital), and Media Plus (media). During this time, Moe and his team spearheaded remarkable campaigns for an array of prominent brands. Notably, their unwavering dedication led to multiple victories in securing and retaining the coveted BMW account, a testament to their expertise and commitment.
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In 2005, Moe's talent and artistic vision brought him to InterOne BBDO Worldwide in Dubai as an art director. Here, he had the privilege of working with prestigious brands including BMW Group, Nakheel, and IKEA, honing his conceptual thinking abilities and leaving his mark on the industry. Moe's dedication and exceptional skills were soon recognized, and he climbed the ranks at Liquid Campaign, ultimately attaining the position of Senior Art Director while continuing to serve BMW Group as his primary client.
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Moe's journey in the creative industry began after graduation when he joined Malik's Bookshop in Beirut, immersing himself in the world of graphic design. His passion led him to Channel Design, where he contributed to captivating advertising campaigns for renowned brands such as Timberland, Avis, Mango, and Solidere.
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Moe's impact extends far beyond the realm of advertising. His ability to shape brands, nurture internal teams, and deliver exceptional customer experiences has garnered global recognition. Collaborating with a diverse range of directors, producers, photographers, developers, engineers, and artists from around the world, Moe's work has been adorned with multiple awards, including the Dubai Lynx, Clio Awards, Effie Awards, ADC Awards, The One Show, SCA Awards, Deutscher Media Preis, Cresta Awards, w3 Awards, and Auto Vision.
Beyond his professional accomplishments, Moe is a multilingual communicator, fluent in English, Arabic, and French, with a passion for expanding his linguistic repertoire by mastering the German language. He is a sought-after speaker, delivering captivating speeches, and his insightful articles resonate with industry professionals. Throughout his career, Moe has engaged with over 35 brands, leaving an indelible mark on the creative landscape and setting new standards for excellence.
