Creative Director
Creative Director with 20+ years of experience leading integrated brand campaigns across GCC & MENA markets. Proven track record of building and directing multidisciplinary teams (10–15 creatives), securing 25+ pitch wins, and delivering commercially impactful work for brands including Mercedes, ASICS, Puma, Orange, EgyptAir and Brufen.
Specialized in retail and experiential activations, large-scale in-mall executions (Mall of the Emirates), integrated TV and digital campaigns, and full production oversight. Currently operating across UAE markets and open to senior creative leadership roles in Dubai.
Dubai, UAE
Creative Director
May 2024 - Present
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Lead creative strategy and execution across integrated campaigns and RFP submissions for regional and international brands.
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Directed large-scale retail and experiential activations, including ASICS Sportstyle pop-up (8m x 8m) and Sun & Sand Sports in-store activation at Mall of the Emirates.
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Oversaw production budgets, vendor coordination and on-ground execution teams to ensure seamless launch delivery.
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Structured creative workflows to improve team efficiency and output consistency.
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Spearheaded pitch strategy and presentations, contributing to new business acquisition and account growth.
Cairo, Egypt
Creative Director
January 2020 - May 2024
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Led strategic pitch development and new business acquisition, contributing to significant account growth.
Built and managed multidisciplinary creative teams across high-volume campaign output.
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Delivered integrated campaigns across TV, digital, OOH and retail for multinational and regional brands.
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Advised C-level clients on brand positioning, campaign architecture and long-term creative direction.
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Introduced operational efficiencies to improve turnaround time and creative consistency.
Cairo, Egypt
Octopus Advertising
Co-Founder & Creative Director
January 2018 - December 2019
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Co-founded and scaled a full-service creative agency from launch to operational maturity.
Recruited and developed cross-functional teams across creative, account management and production.
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Secured and managed a portfolio of mid-scale clients across multiple sectors.
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Directed end-to-end campaign development including production, digital and brand strategy.
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Led business development, brand positioning and agency growth initiatives.
Cairo, Egypt
Creative Director
January 2012 - December 2018
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Led national and regional integrated campaigns across TV, digital and retail channels.
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Directed large-scale TVC productions, managing directors, production houses, cast and post-production teams.
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Revitalized legacy brands through repositioning and multi-channel campaign strategy.
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Supervised senior art directors, copywriters and designers across simultaneous projects.
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Contributed to agency growth through strategic pitch leadership and account expansion.
Cairo, Egypt
Associate Creative Director
January 2010 - December 2012
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Partnered with strategy and account leadership to develop integrated campaign frameworks.
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Contributed to successful new business pitches and account retention strategies.
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Oversaw creative resource allocation and workload planning.
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Mentored and developed junior creatives to strengthen department performance.
Cairo, Egypt
Copywriter
January 2008 - December 2010
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Conceptualized and wrote persuasive copy for multi-channel campaigns across TV, radio, print and digital.
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Collaborated with art directors to develop integrated campaign concepts under tight deadlines.
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Supervised campaign execution through production stages, maintaining creative quality and brand alignment.
Education
2007
The American University in Cairo (AUC)
Bachelor Degree in Integrated Marketing Communication
with a minor in Computer Science
2003
I.G.C.S.E. Certificate
B.B.C. International Language School
Cairo, Egypt
Languages
English
Arabic
Spanish