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Having worked in the in the marketing, media and entertainment industry for the past 10 years and helped more than 100 brands, organisations and individuals tell their stories, I witnessed first hand the constant change and transformation this industry went and still going through. We used to target eyeballs, we now target mindsets. We used to hire models, now we're hiring "influencers". We used to manage campaigns, today.. we are managing conversations. 

Over the past decade, I have taken upon myself to learn and utilise every communication format there is from print, broadcast, web, social, event marketing, music production, to film and while the workflow of these disciplines was different, I learned they all have one thing in common: the power of any media is in its relevancy.

Online social channels and content engines have disrupted our industry, perhaps similar to how computers disrupted advertising back in the 60's. In parallel, technology has democratised content production through making equipment accessible, efficient and reliable. As a result, we are witnessing an influx of original content that is constantly decreasing the shelf life of any content piece online drastically. This transformation has shifted the value of content from its production quality to the ingenuity and relevancy of the idea itself. 

Today, I aim to employ my diverse experience, creative energy, leadership, and business acumen in a collaborative environment that thrives to be a pioneer in our transforming industry. 

Work experience

Jun 2015Present

Founder, Managing Director

The Social Studio

After years of thriving in leading roles in various agencies, I decided that it was time for me to attempt creating a model of a new-age digital agency based on my understanding of the future. I founded The Social Studio in 2015 with an experimental spirit aiming at striking a balance between creative energy and business practicality.  Fortunately, it worked and we rapidly became the agency behind some of the most happening digital properties in Qatar, and enjoyed a healthy turnover of $1.5 million in the first year. 

Apr 2011Jun 2015

Business Director, Executive Producer


Adabisc is one of the leading agencies in design thinking in our region and perhaps the world.  As part of the senior management at Adabisc, I fulfilled two capacities within the organisation: a business development capacity through managing entertainment related key projects on the group level, and an operational capacity as the head of all TV and film productions. 

Jan 2009Feb 2013

Co-founder, Entertainment Marketing Director

Maestro Entertainment

I founded Maestro Entertainment with the acclaimed musician and composer Aziz Maraka. Maestro is an entertainment specialised agency that develops and produces live entertainment scalable concepts with a vision of  transforming alternative content to mainstream. 

Jun 2010Apr 2011

Project Manager

Behind the Scenes Eventology

Behind the Scenes was launched in Jordan in 2007 as the first Eventology company and now operating in Amman and Dubai. BTS is behind some of the most innovative events in the region, known for their exceptional work standard, comprehensive planning and precision execution. 

Jun 2009Jun 2010

Account Manager

The Online Project 

The Online Project has been recognised among the top 40 social media agencies to work with globally. As part of the core team at TOP, I was managing a portfolio of clients developing and supervising the implementation of their social media strategies.  

Aug 2006Jun 2009

Regional Account Manager

Aquamedia Marketing

Aquamedia was one of the largest advertising agencies in Jordan that was prominently working within the banking sector. At Aquamedia I had the opportunity to lead the account planning and management of the global account of Arab Bank to whom we planned and orchestrated the biggest ever campaign to be executed out of Jordan: a global brand lift campaign that exceeded $33 million.


Doha Comedy Festival, Festival | Creator, Executive Producer

United Nations of Comedy, Comedy Tour | Creator, Creative Producer

Paris Saint Germain’s Qatar Winter Tour, Web Content | Executive Producer

Salam Stores Spring Summer Instagram Campaign, Web Content | Producer

Hamad International Airport Charlie Oryx Dril, Documentary | Executive Producer

ADabisc Group Walkthrough, Corporate Film | Producer

Vodafone Smart City, Corporate Film | Producer

Maersk Oil & Qatar Petroleum Challenge, Documentary | Producer

Maersk Oil & Hamad Bin Khalifa University Challenge, Documentary | Producer

One Second Campaign, TV Commercial | Producer

Audi & VW Qatar Launch, Corporate Film | Producer

World Rally Championship 2010 Jordan, Championship | Event Planner

Band Across Borders, Music Concert Tour | Executive Producer

Eye & Mermaid, Feature Film | Post Production Supervisor

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Jan 2013Feb 2015

Bachelors of Science - Entertainment Business

Full Sail University

Winter Park, Florida, United States of America

GPA 3.8/4 - Valedictorian Award