I’m a senior bilingual copywriter and creative director with 18 years building brands in English and Arabic across the Middle East and beyond. I don’t translate — I recreate ideas so they land natively, with the right tone, nuance and cultural weight in both languages. Fluent across Modern Standard Arabic, Gulf and Levantine dialects, I write with intentionality for the audience, not just the brief.
I spent five years as Senior Manager of Creative Writing at Expo 2020 Dubai — where my team named the TERRA and ALIF pavilions — before heading content at Expo City Dubai. My agency years at Leo Burnett, Ogilvy and Y&R produced Cannes Lions and Dubai Lynx-winning campaigns, and as a freelance Arabic creative director for Apple I’ve shaped Arabic product storytelling from Apple Watch to MacBook Pro.
My work spans brand, campaign, digital and content — for Apple, Emirates, Expo 2020 Dubai, du Telecom and many more.
