Most brands chase trends and call it strategy. The ones that endure are built on purpose, culture, and experience working as one system. I have spent 27 years building them. I write about how.
I started in advertising in 1998. Since then: the three major global agency groups, a social media agency I founded and sold, and brand-side leadership at du, Virgin Mobile Qatar, and Jawwy by STC.
I led Marketing at Expo 2020 Dubai and Expo City Dubai. Today I am Executive Director of Marketing and Communications at Expo 2030 Riyadh: 42 million expected visitors, 197 participating countries.
Alongside the day job, I build AI systems that actually run my work, and I document the builds, including the failures, as they happen.
Weekly on brand and marketing: LinkedIn. Three times a week on AI builds: Substack.
The AI Starter Stack: seven short PDFs on how I actually use AI day to day. The tool map, memory, the five-rung ladder, and the seven beginner mistakes that compound the longer you make them. Free.
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