About me

Born and raised in Germany, I graduated with a Bachelor of Science in Business Administration and a major in Marketing and Media from the University of Hamburg in 2010.
A proud German citizen of Syrian descent, I moved to Saudi Arabia right after graduation, where I soon started following my passion for writing as a Junior Copywriter at J. Walter Thompson Riyadh. There, I worked on the Saudi Telecom Company communication from 2011 until 2019, covering its major 360 campaigns throughout the years and winning various prominent advertising awards in the process - all from renowned organizations such as the Dubai Lynx Festival of Creativity, MENA Effie Awards, WARC and The Loeries.
Throughout my years working in Saudi Arabia, I also had the pleasure of creating campaigns for the Saudi British Bank, Saudi Aramco, Almarai, flynas, the Saudi Arabian General Investment Authority, Shell, Jarir Bookstore, and SACO. Meanwhile, slowly but surely, my path took me from Junior to Senior Writer, teaching me many professional and personal lessons along the way.
I have had the honor to join the TBWA/RAAD Dubai family in August 2019 and have contributed to meeting du's communication needs ever since. Additionally, I have also worked on campaigns for the Louvre Abu Dhabi, Nissan, KFC, as well as the UAE Government Media Office on the occasion of the Emirates Mars Mission - campaigns that have been recognized and rewarded at the 2020/2021 Dubai Lynx.
Throughout my now 12 years experience in the advertising industry, I have been blessed with multiple industry-wide recognitions, including having been ranked among the Top 10 Copywriters in MENA by The Loeries in 2016, ranked among the Top 10 Copywriters in the Region by the Black & White Report in both 2017 and 2019, named the Most Creative Creative of the Year at JWT in 2018, selected as 1 out of 10 participants of the 2019 region-wide See it Be it program launched by Dubai Lynx, have been a delegate of the 2021 Rare with Google Leadership Academy, and have been part of Master Gunners - a global TBWA program that selects only 15 creatives from across the worldwide Collective.
From a fresh Hamburg graduate with nothing but her love for words to a Creative Director in Dubai, my journey has been highly enriching, horizon-widening and filled with lessons. I'm truly grateful.