- Spearheaded strategic turnaround of Zaroob, an iconic Levantine eatery, stabilizing operations and relaunching the brand after acquisition.- Oversaw the development of a comprehensive brand strategy, including mission, vision, values, and a detailed growth plan covering hospitality, product development, marketing, and expansion.- Achieved top-line revenue growth through strategic expansion and increased same-store sales, enhancing EBITDA.- Expanded Zaroob's footprint, opening five new stores across UAE and Bahrain, while developing seven delivery-only locations.- Led product and brand collaborations that successfully expanded the brand’s reach, such as partnering with Impossible Foods to create the world's first Impossible Shawarma and working with Bachir Ice Cream to bring the legendary Lebanese shop to the UAE through Zaroob- Oversaw expansion, scouting for new locations, conducted feasibility and market research reports for leadership approval, and managed the end-to-end project implementation for new location openings.- Managed a cross-functional brand team, integrating operations, culinary, and marketing to drive cohesive brand initiatives and operational excellence.- Fostered alignment across leadership and support functions, ensuring a unified approach to exceed Zaroob's strategic goals

- Directed the successful launch and expansion of multiple brands across the UAE, and Bahrain in over 10 cloud kitchens, showcasing effective project management and expansion strategies.- Managed comprehensive brand menu presentations on various aggregators, handling descriptions, images, pricing, discounts, and upselling strategies while developing new products, limited-time offers (LTOs), and promotions, demonstrating strong product management skills.- Oversaw cloud kitchen expansion strategies, financials (P&Ls), local supply chain, and marketing communications across the region, reflecting adeptness in multi-dimensional business management.- Increased the brand portfolio by 15% quarterly through targeted marketing initiatives and strategic expansion plans, highlighting results-driven marketing and business development expertise.- Analyzed daily operational metrics, including aggregator ratings, sales, and customer contact rates, utilizing data to drive growth, enhance conversions, and boost profitability, informing strategic decision-making for ongoing growth and optimization.

- Launched LimeTray in Beirut, establishing a local presence and successfully introducing the company's services to the market.- Supervised product delivery to merchants in Lebanon, ensuring accurate and timely fulfillment while building strong relationships with clients.- Conducted meetings to onboard new merchants, effectively presenting LimeTray’s value proposition and providing comprehensive training for seamless integration.- Forecasted and achieved quarterly targets, leveraging strategic planning and data analysis to identify opportunities and optimize sales performance.

I was commissioned by my client to build an F&B concept that is fit for a delivery-only kitchen, focusing on Lebanese cuisine. We have subsequently developed “JAT” a fast-casual Lebanese eatery that serves wholesome bowls and rolls using seasonal ingredients.The development of the concept was based on a thorough market-driven strategy, I have assisted the client in developing the menu with a Chef consultant, after presenting my recommendations for the menu structure and items, and as well handled the brand identity development from name conception to full visual identity.

dopamind is a boutique creative agency catered towards SMEs in the hospitality industry- Managed business development and client relations, building and maintaining strong partnerships to expand the customer base and improve client satisfaction.- Developed visual identities and branding strategies for clients across the MENA region, ensuring a cohesive and impactful brand image that aligns with business objectives.- Generated leads and closed deals with multiple food and beverage (F&B) brands in the Lebanese and GCC markets, leveraging industry knowledge and networking skills.- Recruited and managed a team of six employees, overseeing their performance and providing guidance to ensure the team's goals and objectives were met.- Curated and executed marketing strategies, tailoring campaigns to enhance brand visibility, engagement, and growth for clients.

Project summary Food District is a modern food court in the heart of Beirut, serving 4 different cuisines, operating from the same kitchen. I was commissioned by the owners, to assess their BOH & FOH operations and set SOPPs to streamline the operations and consolidate the standards of serviceResponsibilities• Assess BOH & FOH operations• Develop a market competition analysis• Present solutions based on the assessment• Develop FOH & BOH SOPPs• Conduct FOH staff training• Conduct HACCP evaluation for BOH & FOH staff

- Conducted market studies focused on food and beverage (F&B) trends across the MENA and GCC regions, identifying opportunities and challenges for businesses.- Assisted in developing new F&B concepts in Beirut and the GCC, offering creative insights to differentiate and strengthen each concept.- Developed franchising manuals for clients through comprehensive meetings with management and staff, as well as site visits.- Conducted feasibility studies on various business models, evaluating their potential for success in different markets and offering recommendations accordingly.- Assessed restaurants at all operational and administrative levels, identifying areas for improvement in efficiency, customer satisfaction, and profitability.- Developed comprehensive sales and marketing strategies, utilizing market insights to craft impactful campaigns and drive business growth