In mid 2020, and in the wake of the COVID-19 pandemic, I started my own strategy & marketing consultancy - Caktuss - which aims to provide digital & creative consultancy services for local and regional brands.I've always liked tackling big problems head on, which is why I spent two years working for Google in the MENA region as the Public Relations & Communications Manager during the testing time of the Arab Spring. Seeing my growing passion for more challenges, I took the route of private PR and worked with global brands including Coca-Cola, Vodafone, Barclays and many more.Fast forward a few more years and I met my biggest challenge at the time in the form of digital advertising, where I led as the Head of Planning for Egypt & KSA at AKQA's Cairo studio (formerly known as hug digital prior to being acquired by London-based AKQA in 2019). My time at hug digital also included a two-year stint as the Cairo office's General Manager which saw its expansion from 15 to 120+ employees and the acquisition of more than 70 clients across various industries in the MENA region.In 2020, I launched in my own advertising & marketing consultancy where we've partnered with many exciting brands in MENA to take their digital & marketing strategies to the next level including Google Arabia, YouTube Arabia, the WHO EMRO, The Gouna Film Festival, Talaat Moustafa Group, Orascom Developments, City Edge Developments, Dorra Group, Badreldin Developments, Ajna Developments, Savills Egypt, Rabbit, Spare and others! Starting 2022, I also joined the Saudi Tourism Authority as a full-time Creative Advisor working on the events strategy for the Kingdom of Saudi Arabia. Since 2023, I lead on the STA's Global Partnerships as the Global Brand Partnerships Section Head, working with globally renowned brands to co-create partnerships that boost the Visit Saudi brand on a world-wide scale.In 2024, I stepped into a new role at FGS Global Middle East as a Managing Director and acting Head of Creative Strategy based in their Riyadh office, helping to consult on key accounts across creative and digital strategy in a variety of sectors and industries.