I started with curiosity,
not a playbook.

In 2013, digital marketing was still proving itself to boardrooms. Analytics dashboards were new. Social ads were experimental. I fell into this world not because it was safe — but because it was unsettled, fast-moving, and endlessly interesting.

My early years were built on learning the fundamentals the hard way: managing small budgets where every dirham mattered, obsessing over Quality Scores, writing ad copy until something clicked. The Dubai market taught me early that language, culture, and intent are inseparable — you can’t template your way to relevance here.

When performance became
systematic.

Around 2017, I noticed a pattern: the marketers winning weren’t the most creative — they were the ones who had built systems around their creativity. Campaigns that self-optimised. Reporting that happened automatically. Lead flows that ran overnight.

I became obsessed with that idea. I learned Make.com and Zapier deeply — not as shortcuts, but as amplifiers. I started building automation workflows that connected ad platforms, CRMs, and analytics into single coherent systems. For the first time, I could see the whole machine, not just the parts.

That systems-thinking became the foundation of everything I do now.

AI didn’t change what I do.
It changed what’s possible.

When large language models became accessible to practitioners — not just researchers — I saw what they actually were: extraordinary reasoning tools that reward precision. The marketers who treat them as magic boxes get mediocre outputs. The ones who invest in understanding how to instruct them get something genuinely different.

I spent serious time developing prompt engineering as a discipline — learning how context, constraints, tone, and structure combine to produce outputs that are on-brand, accurate, and strategically useful. Today I use AI across the entire marketing workflow: ideation, audience modelling, copy generation, analytics interpretation, automation logic.

Not to replace the thinking. To make the thinking sharper.

Data clarifies.
Story converts.

After eleven years, my conviction is this: the best marketing happens when rigorous data analysis sharpens creative instinct — not when one replaces the other. I’ve seen campaigns built entirely on data fail because they had nothing to say. And I’ve seen beautiful creative campaigns haemorrhage budget because no one was watching the numbers.

The work I’m most proud of lives in the middle: campaigns where the data told us exactly who to talk to, and the story gave them a reason to care.

That’s what I bring to every engagement — whether it’s a full-funnel paid media build, an SEO content strategy, or an AI automation system. Precision and humanity, in equal measure.