I direct operations at Firsthand — a collective focused on crafting novel solutions for complex challenges faced by underserved communities. We are a global team of designers, behavioral scientists, anthropologists, and communications specialists that weave research and design together in search of new possibilities. Our people-first approach ensures that we can delve deep into communities to understand human behavior and explore wide possibilities to create positive, sustainable change.

Karm el Joz is a space for celebrations. Located in Taanayel, at the entrance of the Bekaa Valley, it is one of the largest walnut orchards in the country. It is trees and green for as far as the eye can see! Karm el Joz is a family business; it is managed by Kim, Miguele and Audrey Issa.• Developed the branding and identity of Karm el Joz• Operating as communications director for the company• Successfully delivered more than 40 celebration events within the first three years

• We investigate human behavior: From cultural audits to ethnographic research, we search for patterns to uncover new opportunities.• We distill simple mental models: Using brand theory, we connect products, services and ideas to their most valued audiences.• We create uncommon solutions: The artifacts we design serve as both internal tools and external communications. • We facilitate growth: Our workshops give teams the skills and practice to continue to innovate long after our partnership concludes.And much more: www.thenucleusgroup.com

Developed the brand identity and campaigns for several companies such as:• THYM - Lebanese fashion designer• Santiago - Multi-brand designer store in Lebanon• Nour Arida - Lebanese blogger with over 6M followers

Teaching assistant for the Branding Physics course as part of SVA's MPSB Spring curriculum.

arcenciel is amongst the largest independent NGOs of the Middle East: Awarded Schwab Foundation Social Enterprise of the Year 2015.• Developed the marketing department of the NGO • Re-evaluated the overall positioning of arcenciel as a social enterprise, and oversaw the whole execution process• Managed a team of 8 to create marketing strategies and executions

• Worked on Procter & Gamble Fem Care brand for Latin America and Eastern Europe: Naturella (2015)• Created and executed campaigns as the Global Team for the Global market: Russia and EE, Mexico and LAWorked on Procter & Gamble Home Care brands for the MENA region: Tide, Bonux (2014)• Created and executed campaigns for the MENA market• Managed a Junior Art DirectorWorked on Procter & Gamble Beauty Brands for the MENA region: Herbal Essences, Max Factor, Wella Pro Series (2013-2014)• Created and executed campaigns for the MENA market (Working with regional celebrities / brand ambassadors) Worked on Atelier brands (luxury brands) for the MENA region (2012-2015)• Created and executed campaigns for regional luxury brands: Exotica, Enoteca, Ixsir, Rodeo Drive,…

Luxury Products Division Trade Marketing • Participated in the development of national and regional activations: launches, promotions… • Collaborated with various clients, dealt with and motivated the distributors

Worked in the scenography division• Designed the space and stage (Halloween chariot for the daily parade, Aladdin photo booth)• Developed product and signage design (accessories for the parade and Toy Story entrance)