Creating comprehensive brand identities and crafting detailed brand guidelines and brand books for global clients and institutions (Procter & Gamble, Stellantis, World Bank, British Council, European Union) based on insights and a strong understanding of the MENA region dynamics.Directing the design and implementation of integrated brand strategies for global leaders and regional top-tier players in the fields of Mining, Education, FMCG, Automotive, Dairy and Food industry.Leading the creative process and implementation of fully integrated brand campaigns for local and international clients in the MENA region: Morocco, Algeria, Tunisia, Libya, Egypt, UAE, KSA.Infusing marketing strategy and consumer behavior understanding into the core of the creative process to ensure seamless integration with other departments (strategic planning, client servicing) and deliver consistently precise and impactful creative output.Successfully launching global leading brands in the North West Africa region ensuring effective and budget-efficient brand expansions for fabric and home care, feminine care, baby care, food service industry, and snacking and confectionery.Leading digital and interactive campaigns and content creation across platforms, amplifying brand engagement and visibility.Championing the recruitment, evaluation, and onboarding of talented team members and external independent talents and artists to elevate creative output.

Managing the creative output for all agency work across MENA.Leading innovative and integrated creative campaigns for multinational clients in the MENA region (Procter & Gamble, Visa, Nokia, Mars Inc).Overseeing teams of creatives and external collaborators, optimizing their potential for delivering exceptional work.Leading the P&G North West Africa team for Fabric and Home Care and Beauty Care categories, delivering best-in-class campaigns including the creation and production of more than 30 TVCs.Successfully planning and implementing the integrated launch campaign of the Fairy brand in the Moroccan market including a larger-than-life event, live TV coverage, TVC production, PR event and campaign, and brand celebrity endorser selection and coordination.Creating and managing impactful advertising campaigns and PR events for P&G's 50th anniversary and award-winning Ramadan of Hearts charity campaign.Led the development of comprehensive brand campaigns for Visa, spanning both above-the-line (ATL) and below-the-line (BTL) channels, across the North Africa region, including Morocco, Algeria, Tunisia, and Mauritania.Crafted and executed an integrated advertising campaign for Nokia's sponsorship of the 2004 African Cup of Nations in Tunisia, achieving widespread brand visibility and engagement across diverse media platforms in North Africa.Played a pivotal role in the creation of the global advertising campaign for Visa's sponsorship of the Athens 2004 Olympic Games in North Africa, driving impactful brand recognition and engagement throughout the region.

Developing integrated advertising campaigns for local and multinational clients ( Jaguar, Danone, Colgate Palmolive, Mc Donald’s, Sony Ericsson)