I serve as General Manager of Pin&Notch, where I support the direction of the business, translate strategic priorities into day-to-day operations, strengthen operational models, and safeguard standards of quality across the agency. In an industry that is as volatile as it is compelling – and one that has continuously reinvented itself over the past decade – I see operational discipline not as constraint, but as the foundation for meaningful impact.

My experience in senior operational leadership has given me exposure to multiple industries, C-level decision-makers, and the responsibility of managing what I consider an agency’s most valuable asset: its people. At Pin&Notch, I balance business objectives with operational rigor, ensuring that ambition is matched by structure and execution.

Alongside my leadership responsibilities, I work as a communication consultant, partnering with brands to solve real business problems through an integrated model that unites Strategy, Research, Creative, PR, Social Media, Digital, Production, and Technology under one communications roof.

Backed by years of university lecturing and a foundation in journalism and writing, I approach communications from a copy-first lens. I actively integrate AI as a practical enabler – enhancing research, sharpening thinking, and accelerating execution without compromising the human judgment that gives communication its meaning.

Besides my agency role, I currently serve as Adjunct Lecturer at Northwestern University in Qatar and Strategy Board Member at the Middle East PR Association (MEPRA).