About me

I'm a bilingual Arabic-English Creative Director and Content Strategist. Nearly 20 years across MENA, agency-side and brand-side — R/GA, Publicis, Ogilvy, BBDO, DDB.
Most brands entering this region get translated. Very few get written. I write Arabic that reads like it was commissioned in Arabic — Modern Standard, Classical, and Gulf, Egyptian and Saudi dialects — and English that doesn't read like someone was thinking in another language while writing it.
That range is the point. Knowing when a campaign needs MSA and when it needs Saudi colloquial, when to transcreate and when to start from a blank page — that's a strategic call before it's a writing one.
Currently leading Arabic transcreation and localization for SharkNinja Middle East across UAE and Saudi markets. Comfortable leading a pitch, shaping a content strategy, or writing the line myself.

Specialties:
- Arabic-English transcreation and localisation
- Brand voice development, in both languages
- Content strategy and through-the-line campaigns
- ATL, BTL, digital and activation
- UX/UI writing and naming
- Concept development and pitch presentations
- Regional cultural adaptation