Soof Studio is a home for both my advisory work and artistic endeavors. I advise a select group of companies on everything from product and growth strategy to company strategy, fundraising and M&A.

Soof is a Brooklyn-based men's accessory line. After gaining a cult following by making and selling handmade and limited edition accessories, I officially launched the brand in 2017 with a thoughtfully designed and handmade line of bow ties, neck ties and pocket squares.

Ran and handled business affairs for independent record label with myself and several artists on the roster.Produced and released the internationally acclaimed project, Hindustani Gangster - a remix project combining the influence of Indian music with the lyrics of Jay-Z's American Gangster album. www.hindustanigangster.comProduced and released an EP and several singles for NYC-based Pop/R&B act Dennis Diaz.Responsible for production, songwriting and artist development for Miss Meghna -- an internationally acclaimed, traveled and released pop artist.Production and songwriting for various artists spanning genres: Hip-Hop, R&B, Pop, Arabic, ElectronicOver 10 years DJing and producing events internationally

Continuation and evolution of responsibilities as product executive at Voxsup (re-branded as 4C in January 2014). I lead and work with cross-functional teams on a daily basis to deliver industry-leading products in a fast-paced, ever-changing context.As a member of the executive team, I collaborate regularly with the rest of the leadership team on evolution and execution of company strategy, business growth and corporate development, personnel development and building and maintaining company culture.Own Strategic Product Roadmap covering Social Ads and Brand Preference Tracking/Intelligence products, and oversee ownership and development of near-term tactical roadmaps for our suite of productsRegularly pitch business to prospective clients in advertising, entertainment and across brand categories, as well as tech partners and investorsManage a growing and successful team of Product Managers and DesignersPlay a critical role in management and allocation of funding to new product areasEnsuring product consistency and continuity as the company expands internationally and diversifies its client base

Continuation and evolution of responsibilities at The Echo System:Responsible for co-ideation and creation of the company's Social TV product, creating an opportunity for significant growth acceleration and client diversificationLeading the innovation and differentiation of a leading Social Advertising and Analytics platform amidst market saturationManaging growth of Product and Product Marketing teamsPlaying a critical role in management and allocation of funding to new product areasEnsuring product consistency and continuity as the company expands internationally

Developed and owned the product roadmapAligned company growth strategy with market trends and client opportunities to ensure TES was thinking and developing in the right directionWorked in tandem with Engineering and Research to ensure new products and new product features were delivered on time and to specDeveloped internal facing product specs and led creation and execution of external product marketing materialsActively represented and advocated for client needs and behaviors in the product dev processDeveloped and led execution of product growth and go to market strategiesActively involved in product design and UX/UI

FEN Magazine is the definitive online source for all things Arab, American and Art. Launched BETA in August 2009.INNOVATION:Created vision and execution plan for developing a new publication solving an unmet need in a niche, underserved space along with co-founderBRAND STRATEGY & ENTERTAINMENT PARTNERSHIPS:Responsible for brand development and consistency of messaging and identity across all assets, touch points and materialsCreated and led execution of a marketing and awareness plan that led to international recognition and site traffic through partnerships, email marketing, social media and event sponsorship and integrationHelped build a national network of artists, venues and consumersCONTENT DEVELOPMENT:Responsible for front-end design and development, and ongoing site maintenanceWrote and published numerous interviews, reviews and articles about art and artistsPhotographed numerous events, video shoots, etc.

Launched business in 2010 and grew through acquisition in 2012. Etiquette Creative was acquired by The Echo System in June 2012BRAND and MARKETING STRATEGY:Provided Social Media Strategy to numerous clients across industries, including:Totsy, 8Moms, Kidville, Silver Lining, Exclusively.In/Sher Singh, 20x200, Manilla.comDeveloped and created guidelines for brand strategy at start-up, growth and maturity phases for various clientsINNOVATION AND PRODUCT DEVELOPMENTProvided strategy and consultation on product development and innovation for e-commerce clientsSuccessfully productized elements our service offering for scalability and profitabilityBUSINESS DEVELOPMENT and MANAGEMENT:Defined core competencies and developed focused pitch strategyLed business growth and new client developmentRecruited and managed freelance talent to maximize resources and company profitabiltyCREATIVE DEVELOPMENT:Interactive content development and execution for e-commerce sites, social media properties and digital advertisingBrand ID development and execution

Led brand development, general advertising and digital strategy and execution for brands and agenciesDeveloped and executed cross-media campaigns for Time Warner, McDonald’s, ZonePerfect, Mercedes, Lexus, HP, NAPA Auto Parts, United Way and The American Heart AssociationPhotographed live entertainment for editorial and products for use in advertising and print layout work

Developed and executed interactive copy strategy for clients including HP and Bose

Developed and executed copy strategy for clients including: McDonald's, NAPA Auto Parts, American Heart Association, Ohio and Florida TourismRadio and TV production experienceTV, Radio, Print, Outdoor, Interactive

Developed and executed copy strategy for clients including: Time Warner, Lexus, Mercedes, Toyota, ZonePerfect, Ohio HealthTV, Radio, Print, Outdoor, Interactive