Analytical rigour, imagination & gut feel fuse to draw from a rich multi cultural experience covering Europe, North Africa, Middle East, Greater China and SEAsia across private and public sectors to distinguish & advance brands, industries, causes & ideas.Culturally nuanced strategies underlie my extensive success in pitching. From Egypt to the Middle East, China, Vietnam, Singapore, Thailand, Taiwan & Hong Kong, I have covered 100s of 1000s of miles to ensure ideas are born out of the cultural context in which brands live as well as the markets in which they trade. As a result, by way of example, IKEA’s China launch is still used as a best-in-class case study to this day.Bold ideas are my hallmark, even in difficult markets like Saudi Arabia where I pioneered a series of sit-com shorts for Pampers aimed at fathers, which overturned a 5-year market decline; a first for the brand, the region & the agency before the phrase ‘branded content’ was coined.Determination & vision are reflected in my founding and heading the strategy discipline for Saatchi & Saatchi in MENA, when planning, as a function, didn’t exist anywhere regionally.Aversion to the status quo & a belief in continuous development is exemplified throughout my career, from revamping an entire agency while heading client servicing at Americana (Egypt) to developing the strategic business model and operational blueprint for GUM (Saatchi & Saatchi London’s branded content division) and CULT-GEIST (GUM’s cultural intelligence network and research arm designed to enable brands to credibly understand young adults and pop culture globally).Ease in navigating top-level conversations & comfort working with multi-disciplinary teams. I lead from behind, stimulating & training along the way.A love for good awarded me best campaign of the year for Médecins Sans Frontières by the United Nations. I have a keen interest in sustainability, social innovation, CSR and public/private initiatives & the "4th Sector".