Creative direction shaped by craft, commerce, and culture.
Fifteen years building visual systems, campaigns, and e-commerce experiences for brands that need the work to look sharp — and perform with purpose.
I turn ambitious ideas into brand experiences that feel considered, distinctive, and commercially useful.
My practice spans web, print, advertising, and e-commerce, leading multidisciplinary teams for brands in banking, FMCG, food & beverage, telecom, and retail across the MENA region.
Trained in Fine Arts, I bring a craftsman's eye to every brief — from global product launches and brand identities to marketplace stores and campaigns that have to move numbers by Friday.
A decade and a half of building things that ship.
- 2024 — Present
Head of Design — eCommerce
- Leading Samsung eCommerce creative operations
- 5 flagship launches managed end-to-end
- 32+ product launches across the region
- Markets: UAE · Saudi Arabia · Egypt · Turkey
- 2022 — 2024
Creative Team Lead — eCommerce
- Samsung · Ferrero Rocher
- A+ and Premium A+ content programs
- Brand Stores on Amazon and Noon
- Region-wide digital campaigns
- 2012 — 2022
Art Director / Studio Manager
- Creative direction across integrated advertising
- Studio operations & team management
- Campaign leadership for major MENA brands
- Multi-market creative delivery
Selected work — a decade of building brands.
SAMSUNG
Regional E-commerce Creative Leadership
Led creative direction for Samsung's digital commerce ecosystem across Amazon, Noon and regional marketplaces, delivering premium shopping experiences and scalable creative systems.
FERRERO ROCHER
Premium Digital Commerce Experience
Directed luxury-focused e-commerce experiences and seasonal campaigns that elevated Ferrero Rocher's premium positioning across MENA.
CANDEREL
Health & Wellness Commerce
Created engaging digital shopping experiences focused on product education, wellness storytelling and conversion.
ADIB
Integrated Brand Communications
As Art Director & Studio Manager at RASAS, led integrated campaigns across digital, print, outdoor and corporate communications.
AMERICANA
Integrated Marketing Campaigns
Managed creative execution for high-impact promotional campaigns across print, digital, social media and retail environments.
Some random stuff
Seven featured directions spanning branding, digital, packaging and campaigns.
Ollifest
proactive
Cinnabon + Seattle's
Social Content Series
ADIB
Just Ideas
Rabia Z Branding
Want to see more? Full case studies live on Behance.
View full portfolioBrands I've helped grow.
Recognized by the industry.
