About

Twenty years of finding the words. Now in Paris.

I started in Beirut in 2007, fresh out of a multimedia degree, building websites for local businesses and cultural institutions through a small consultancy I founded called eternal-i. The work was varied: Café Younes, the Sursock Museum, Darine Hamze, a handful of industrial clients. But the through line was the same across all of it: someone needed to explain what they did, and the words weren't there yet.

That stayed the through line for the next two decades.

Over the following years, I moved from production into strategy, from strategy into leadership, and across a much larger geography. At RREACH, I managed a global leadership-training initiative: 386,000 participants trained across multiple countries, a $1M budget, and a team of 31 people from 13 countries. The project surpassed its targets by 386%. What I remember most is the work in the middle: when technology didn't cooperate, when timelines slipped, when the program had to adapt without losing its shape.

In late 2021 I spent six months in the cryptocurrency sector before an opportunity came that changed direction. Red Alert Labs brought me in as Product Manager in 2022 to build and launch CyberPass, a SaaS platform for IoT cybersecurity certification. I rebranded the product, assembled the team, and spent two years at the intersection of technical precision and market positioning. In September 2024, I moved into the Director of Marketing & Communications role, which is where I'm focused now.

Paris has been home since 2022.

I work across three languages — at the moment, this page is in English. That shift in register has shaped how I think about audiences in ways I didn't fully anticipate. Not just linguistically, but in terms of what different readers need before they'll trust what they're reading.

Most of my best work happens in the unglamorous middle: turning a draft strategy into a brief someone can execute, finding the sentence that names a product clearly, holding the line on a positioning decision when the room is ready to soften it.

I've been at this since 2007 and still find the first draft harder than it has any right to be.

Most of my best work happens in the unglamorous middle: turning a draft strategy into a brief someone can execute, finding the sentence that names a product clearly, holding the line on a positioning decision when the room is ready to soften it.

How I work

I tend to see the arc of a project before the team has named it, and most of my energy goes into closing that gap, bringing people to the same conclusion without steamrolling the conversation. In Gallup's framing, I'm most engaged when I'm thinking forward and working across relationships rather than inside a single function. In practice: I lead by reading the room, then choosing words carefully enough that they land.

What I actually do

Most of my strategy work begins with the question no one in the room has said out loud yet. My strongest contributions tend to come from being the person who insists on naming what's actually happening: in a brief, in a positioning document, in a product description, in the first line of a campaign. Once the language is clear, the execution usually follows.

I work across marketing, communications, and product, whichever surface the problem lives on. I'm not a specialist who operates in one lane; I'm useful across the lifecycle of a project, from positioning to post-launch. At Red Alert Labs, I run marketing and communications for a compliance platform in the cybersecurity-for-IoT space. Before that: fifteen years of consultancy, a global NGO, a brief stint in crypto, and a lot of cross-cultural work that never quite fits one job title.