Over 25 years in Brand Consultancy and Creative Strategies, preceded by a position as Apple Computer’s Middle East regional marketing manager for six years, and before that 11 years in the regional advertising sector.I established and co-owned, “IDentity” in 1994, the region’s first corporate identity and strategic design firm, in Dubai, creating salient brands like Emaar, Dubai Economic Department, American hospital, and many others, before returning to Lebanon in 1999, to join Quantum Communications as Executive Director, and help establish Brand Central, which became one of the leading brand consultancies in the region, working on large accounts and nation brands like the Kingdom of Jordan.In 2002, I was appointed regional director for Adobe Systems based in Beirut. Later, my nostalgia brought me back to Brand Central.In 2016, along with a colleague and friend, I co-established BrandTribe, a branding and strategic design consultancy combining our decades of branding expertise.Among the various accolades, I amassed across my career, are the "Dubai Quality Appreciation Award" and "Conqueror Design Award."2020 brought me back to Dubai where it all started. There, I joined Brand Lounge, the leading brand consultancy, where I currently hold the position of Strategy Director & Head of Insights.I am well-published in leading industry media across the region and am frequently invited to lecture on branding, social media, and information technology. I have also taught Master's classes on Branding and Marketing Strategies at university level for over 19 years.In November 2018, I co-published with my brother a book entitled "102 - Brotherhood, Fortitude, Purpose, A Story of War and Reconciliation", about our years of experience at the Lebanese Red Cross during the Civil War, between 1980 and 1985.My scope of expertise covers brand strategies, corporate identity, brand communication, convergence and integration, and CSR program development.I fiercely believe that to achieve less, work alone.