Dubai, UAE
Business / Technology / AI / Growth
I build whatcomes next.
Executive at the intersection of business, technology and growth across the Middle East.
Scroll↓01Introduction
From scaling digital revenues to building new commercial models, my focus has always been one thing: creating measurable business value. The strongest opportunities often sit between industries and disciplines. That is where I like to work.
Finding the revenue others miss, building the commercial strategy around it, and taking it into new markets.
Connecting what technology can do with a business model that pays for it, and outcomes you can measure.
Monetization models across media, content, platforms, CTV and advertising technology.
Working out what AI and automation actually change in how a business earns, operates and competes.
Building teams and strategic relationships that turn ambitious plans into work that ships.
02The Intersection
Start with the model.
Before any product or partnership, I ask how the business earns, and what would make it earn better for longer.
Tools follow the plan.
Technology is worth adopting when it opens a market, lowers a cost or makes a customer stay. Otherwise it is a distraction.
Change the work, not the slides.
The useful question is not what AI can do. It is which decisions, workflows and revenue lines it changes first.
Attention is an asset.
Audiences, content and data compound when they are packaged for the people who pay for them: advertisers, partners and users.
Build it, then scale it.
Growth that lasts comes from a repeatable engine: the right team, the right offer and a clear way to measure both.
Draft
03Selected impact
AdTech · Data · SRMG
Data · AI
Partnerships
Monetization · Google Ad Manager
MENA · Expansion
On record with
04On stage
"Investing in publishers is not about ad placements, it is about investing in impact."
"Brands that win will use relevance without compromise."
"Advertisers move closer to trusted publishers in moments that demand greater control, transparency, and credibility."
Videos load from YouTube (privacy-enhanced mode) only when you press play.
05In Arabic: Nadvert
Short videos on how marketing and advertising really work. Made for the region, without the buzzwords. nadvert.com ↗
ليه بلّشنا nadvert؟
Why I started Nadvert after 15 years in media and advertising
وين راحت الكوكيز؟
Where did the cookies go? The shift to first-party data
ليه إعلانك ما نجح؟
Why your ad failed: pretty is not the same as relevant
مش كل إعلان لازم يعجبك
Not every ad has to please you. Some "tacky" ads sell
الذكاء الاصطناعي واختبار الإعلانات
Testing ads with AI: ChatGPT, Midjourney and CTR
التسويق بيبدأ من جوّا
Marketing starts from within: your team is the first audience
قيادة الشركة بتبين بالإعلان
A company's leadership shows in its ads
كل إعلان هو موقف
Every ad is a stance. Clarity beats neutrality
06Perspectives
27 articles on AdTech, data, media and leadership, since 2018.
07Experience
SRMG Media Solutions, Saudi Research and Media Group
Leads digital monetization, media and data strategy for the region's largest media group. Owns product roadmap, pricing and go-to-market across display, video, CTV, social and performance, with AdTech, pre-sales, enablement and social teams in KSA and the UAE.
SMC (Al Wasael)
Senior digital and technology leadership on the media side of the market.
MMPWW
Ran the business end to end, with responsibility for commercial direction, clients and team.
Consumer and content ventures
Built businesses from zero, with the operator's view of product, audience and unit economics that comes with it.
Hult International Business School
Lebanese American University
Basis Technologies · Walmart Connect
08In my words
Most companies don't have a technology problem. They have a commercialisation problem.
AI isn't killing journalism. The media business model is.
Investing in publishers is not about ad placements, it is about investing in impact.
Brands that win will use relevance without compromise.
Advertisers move closer to trusted publishers in moments that demand greater control, transparency, and credibility.
