Operator first. Founder second. Both, on purpose.

I started on a Pepsi sales route in Dubai in 2003. Twenty-three years later I had run P&Ls, turned around a distributor as Managing Director, co-founded a market-entry company, and governed a USD 465M+ L'Oréal portfolio across the GCC and Levant.

Along the way: thirteen years at L'Oréal across consumer, active cosmetics and commercial excellence; Energizer; an MBA from Cardiff Metropolitan; and the unglamorous work of making a plan actually happen through distributors, retailers and field teams.

In 2025 I founded NURA AI. Its first AI Colleague, DINA, runs HR operations for enterprises — under one rule: AI owns execution, humans own decisions. I'm not an engineer. I build with AI as my technical co-founder, which is most of what I write about.

Off the clock: Dubai, family, and a long-running obsession with how a household should run its money like a well-managed business.