Strategic marketing advisory for founders, CMOs, and operators who need senior orchestration on brand, organization, and growth. Eighteen years building marketing functions at scale across luxury hospitality, real estate, financial services, and advertising, now applied as embedded advisory to companies in transition, restructure, or category entry.
Brand architecture, positioning, naming, narrative, and the unspoken codes that make a brand feel inevitable rather than constructed. Built for categories where status, design, and meaning drive pricing power.
Restructuring marketing functions for scale, designing centers of excellence, redrawing agency rosters, and writing the operating model that lets a senior marketing team actually deliver on its mandate.
Diagnostic engagements that surface where brand, organization, and execution are leaking value. Delivered as evidence based reports with prioritized recommendations the leadership team can act on immediately.
Client side support on agency selection, brief writing, and pitch evaluation, drawn from sitting on both sides of the table for years as an agency leader, a client director, and a juror on Campaign Agency of the Year.
Shifting marketing from cost center to profit center through P&L discipline, attribution modeling, and brand and performance integration. The work that turns marketing into a function the board defends rather than questions.
Embedded senior marketing leadership for transitions, restructures, launches, or special initiatives, sitting inside the leadership team for a defined period and leaving the function stronger than it was found.
Discovery interviews across leadership and team, brand and organization audit, quantitative review of marketing performance, and a prioritized findings report the leadership team can stand behind.
Strategic framework, brand and positioning work where required, organization design, operating model, agency roster decisions, and a roadmap that names owners, dates, and measurement up front.
Hands on support through implementation, embedded leadership where needed, team coaching and capability building, and senior stakeholder alignment to move the organization against the plan.
Board level marketing input, strategic check ins on execution, senior coaching for the marketing leader, and a standing challenge function that keeps the organization honest about what is working.
Hotels, resorts, branded residences, and the operating teams behind them. Worked from inside Jumeirah Group across a seventeen property portfolio for five years.
Master developers, branded communities, and destination assets including the Burj Khalifa light show and the global launches of Emaar Beachfront and Dubai Square.
Bancassurance, retail banking, insurance, and wealth. Built MetLife’s Gulf retail marketing function and led integrated value propositions across multiple product lines.
Six years at BBDO working across PepsiCo, Mars, P&G, Bel Groupe, IKEA, Bupa Arabia, and others. Digital and social strategy at regional scale.
Visa, American Express, Al Tayer, Centrepoint, Costa Coffee, Careem, and Chalhoub Group’s Muse loyalty platform across content, digital, and partnerships.
Long view across the agency side as Regional Head of Social Media at Impact BBDO, and ongoing juror work for Campaign, The Drum, Effies, and Athar Festival.
A non exhaustive field of the brands and clients worked on across eighteen years of employer roles, partnership engagements, and agency portfolios. Organized by scale rather than chronology, from global icons to the regional depth behind them.
You are scaling marketing across multiple brands or markets and the operating model is starting to break down under its own weight.
Your CMO has left, is leaving, or is about to be hired, and you need senior leadership through the transition without the wrong permanent decision.
Marketing is treated as a cost center by your CFO and brand investment needs to be defended on commercial terms the board will actually accept.
You are entering a new category, geography, or segment, and you need senior strategic input before committing real budget against the wrong brief.
Your agency relationships are not delivering and you need an objective audit and a structured pitch process before re tendering the work.
You are a founder or CEO who needs to build personal marketing fluency to lead the function credibly until you hire the right senior marketer.
Your internal marketing team needs an honest assessment of structure, capability, reporting lines, and operating model, and you need someone outside the internal politics to deliver the diagnostic and lead the restructure.
For the questions that do not fit on a CV, the AI career assistant is trained on the full body of work including the career timeline, the case studies, and The Modern Marketer writing. It answers candidly in his voice and references the source material so you can verify everything it says.
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