Senior Creative Lead
I'm a Senior Creative Lead with 17 years across brand, advertising, and creative strategy - working across fintech, luxury, FMCG, and hospitality, in agency, in-house, and brand-side roles.
My work has won Grand Prix and Gold at the Transform Awards. More importantly, it's moved business metrics; from brand lift studies to transaction growth to all-time campaign benchmarks.
June 2022 - June 2026
CAREEM
Senior Creative Manager
Creative Manager
January 2021 - June 2022
LIVINGROOM COMMUNICATION
Senior Art Director
April 2013 - January 2021
ITAN JEWELS
Head of Design & Advertising
Founding Designer
January 2011 - March 2013
INSIGNIA WORLDWIDE
Senior Graphic & Digital Designer
Graphic & Digital Designer
Profile
I've operated on every side of the brief. I know how an agency pitch is structured, how in-house budgets get approved and where most campaigns break down before they reach production. That full-cycle experience shapes how I approach every project, with the business problem in mind, and beautiful art direction on my sleeve.
When the work needs a team behind it, I know how to build one — the right roles, the right rhythm, and a culture where the standard of work is something everyone takes personally.
Skills
Creative direction · Brand strategy · Campaign production
Art direction, film production, concept development, storytelling, marketing stunts, brand management, project management, photography, motion graphics,
AI-assisted production.
Awards
Work recognised at the Transform Awards, the leading global awards for brand identity and rebranding.
GRAND PRIX - Transform Awards
Best Visual Identity - Careem Rebrand
GOLD - Transform Awards
Best Rebrand - Careem Rebrand
Best Brand Architecture - Careem Rebrand
BRONZE - Transform Awards
Best Visual Identity - Emirates Post Rebrand
Tools
Illustrator, Photoshop, Indesign
Midjourney, Magnific++
DSLR & Macro Photography
PowerPoint, Keynote
Adobe After Effects
Brands I've created for
