My career journey has been filled with twists, creative experiments, and hands-on learning, each experience shaping who I am today as a marketer. Looking at where it all started, I realize how much my childhood, early career, and deep-rooted passion for design and creativity have influenced my marketing approach.
My mother believed in nurturing creativity from an early age. She enrolled me in singing classes before I even started school, and by the time I was in nursery, I had already won a national award for poetry recitation—thanks to her guidance. She made sure I was constantly learning, enrolling me in classical singing, dance, and painting classes, leaving no stone unturned in shaping me into a multi-talented child. Those early days of expressing myself through different art forms were fundamental in making me the creative person I am today.
But it wasn't all smooth sailing. Like many others, I followed the traditional path of higher education and pursued Electrical and Telecommunication Engineering. I enjoyed the technical challenges of the field, but I couldn't ignore the creative voice inside me. While in college, I began exploring side projects—one of which was DJing, where I got to play with sound and rhythm. Alongside music, I found myself deeply drawn to design. This pull toward creativity led me to buy bulk surplus clothing from the market, redesigning each piece into something new. For 2-3 years, I managed every aspect of the process, from packaging and branding to marketing the revamped clothing at exhibitions. These hands-on experiences gave me invaluable insights into consumer behaviour and how to create products that resonated with people. I was learning real-world marketing without even realizing it.
Eventually, I switched from engineering to fashion design, and it felt like coming home. My happiest moment was launching my luxury scarf collection in 2016, inspired by drawings from autistic children's books. Seeing the collection sold in the E.U. and U.K. markets was a considerable achievement.
This experience made me realize that I didn't just love creating beautiful things—I loved understanding how to connect with people through these creations. That led me to move to London in 2018 to study business and branding. These studies gave me the tools to transition from designer to strategic marketer. They helped me understand how to blend creativity with business strategy effectively.
Fast forward to today. I'm based in Dubai, working as the marketing manager for Al Qubaisi Group. I oversee over 10 F&B brands, each with a unique selling proposition. When I joined the company in 2022, no proper marketing department existed, and I knew my work was cut out for me. But my creative background and hands-on experience gave me the confidence to start from scratch. I focused on every aspect of the brand's ecosystem, from brand identity and communication to customer experience and social visibility.
One of my many achievements has been creating the Vinci Chocolates brand. I built this product line from scratch, developing a range of premium chocolates that have since become a niche market favourite. I also launched successful campaigns for the Brand VINCI, like Sunday Brunch, a 10 AED pasta campaign for Vinci Dolci, a free pizza campaign for Vinci, and a series of unique chocolate collections inspired by major U.A.E. events. The goal wasn't just to sell a product but to create memorable experiences that resonate with our customers.
I've also led impactful campaigns, such as Gelato Divino's Back-to-School campaign in 2023 and 2024, which reconnected us with families during the school season. Other successful campaigns include the Barbie Campaign, S.O.S. campaigns and many many successful ones, which boosted foot traffic and increased brand loyalty. Each of these campaigns was a testament to how creativity and strategic thinking can work together to achieve results.
But these successes aren't just about me—they're about the team I've built. One of my top priorities has been surrounding myself with passionate, creative individuals who share the same drive for excellence. Together, we've worked on everything from branding and design to seasonal product development, creating a robust marketing structure within the company that was previously missing.
Today, VINCI's social media page, which was struggling when I took over, has become one of the top-performing profiles within A.Q.G. We've brought back the brand's essence, creating content that connects with our audience. People now love how our content feels authentic, thanks to a well-strategized approach that focuses on creativity and engagement.
So, how can I help you with your brand?
If you're ready to elevate your brand and build something that truly resonates with people, I'd love to help. Whether you need a FREE 15-minute consultation to brainstorm ideas or a full-scale marketing strategy, I'm here to guide you.