The roles, the ventures, and the years behind them.

2024 to Present

Current

Dubai

Karama Medical Fitness Center

Marketing Manager and Corporate Customer Relations Manager

Marketing and client relationships for a medical fitness and government services centre.

I own the marketing strategy here and the relationships it produces: brand awareness, customer engagement and digital growth on one side, and the corporate and government clients those campaigns bring in on the other. Day to day that means the website, the social channels and the paid campaigns, the partnerships, sponsorships and corporate activations, and the budget and return behind all of it. I lead the marketing team, and I work with the General Manager on the campaigns, seasonal promotions and offers that go out.

• Marketing strategy
• Client relationships
• Digital and campaigns
• Team leadership

2023

Dubai

Bareeq Car Wash

Founder

On-site, eco-conscious car care in Dubai's residential and commercial parking.

Bareeq goes to the car rather than making the car come to it: washing on site, in the parking areas of residential and commercial buildings, for individuals, businesses and property managers. I lead the vision, the operations and the growth strategy. The proposition is convenience, reliability and a lighter environmental footprint than a traditional wash bay, aimed at a city where nobody has a spare hour.

• Founding and operations
• Service design
• Growth

2021

Dubai

Optimisus

Co-Founder

Editorial covering crypto, NFTs, the metaverse and blockchain.

I co-founded Optimisus and write for it: news and content across crypto, NFTs, the metaverse and blockchain. It is the part of my work that keeps me reading primary sources in a field that rewrites itself every few months, which is useful discipline for anyone advising businesses on where attention is moving.

• Editorial
• Content writing
• Emerging technology

2021

Dubai

Talme Digital Marketing

Founder

AI-built systems for enterprises, and applications for businesses of every size.

Talme is the practice I founded to do the delivery work, and the delivery work is now built with AI: systems for enterprises, and applications for businesses of every size, from a single owner to a group. Digital marketing, web and social media sit alongside it, including for clients in crypto, NFTs, the metaverse and blockchain. It is where strategy stops being a document and becomes something that ships.

• AI systems
• Enterprise platforms
• App development
• Digital marketing

2019 to 2024

Dubai

Amer Al Marwa Government Transactions

Senior Marketing Manager and Public Relations

Nearly six years in UAE government transactions and document clearing.

This is where the government services side of my work was built. I ran the strategic sales plans that grew revenue and market share in the document clearing sector, opened new corporate and government accounts, and led the sales team through training, evaluation and target setting. Public relations sat alongside it, along with compliance: government regulations and service standards are not a department in this business, they are the product. I also watched the market and competitors closely enough to keep adapting, and reported the numbers and forecasts to senior management.

• Government transactions
• Public relations
• Business development
• Team leadership

2019 to 2021

Pune, India

Federation of International Students' Association, Pune

President

Two years leading the association that represents international students across Pune.

I joined as a member in 2018 and was president from 2019 to 2021. FISA Pune speaks for international students across the city: people a long way from home, dealing with universities, paperwork and each other's emergencies in a language most of them were still learning. The job was representation in its plainest form, standing in a room and answering for a constituency that had no other voice in it. Everything I now do for corporate clients in Dubai, carrying someone else's case to an institution and being accountable for the outcome, I did there first and without a fee.

• Representation
• Community leadership
• Advocacy
• Events