I spent over a decade building campaigns inside top creative agencies, for Fortune 500 brands and independent businesses alike. Now I take on brand strategy, advertising, social, and partnerships work at any scale, agency or direct.
I'm the CEO and co-founder of Salam Hello, a Morocco-based rug company I've built from the ground up, overseeing everything from brand and creative strategy to partnerships, operations, growth, and business development. Before becoming a founder, I spent more than a decade in advertising, building brands and developing campaigns for some of the world's largest companies.
At top creative agencies, including 72andSunny, I helped shape campaigns and brand strategy for Fortune 500 companies while helping lead more than $10M in new-business and blue-sky opportunities. In 2019, I took that experience and applied it to building Salam Hello, learning firsthand what it takes to translate an idea into a distinct brand and then run, grow, and evolve the business behind it.
That combination is what I bring to consulting work: big-brand strategic thinking with the practicality of a founder who has had to do it all. I understand what makes a brand and campaign hold up at scale, but also how to prioritize, create, and execute when the team, budget, and resources are lean.
Brand Director, then Director of Business Development
Senior Account Director
Head of Account Management, then Account Director — AOR for Corona (Anheuser-Busch InBev), Unilever's I Can't Believe It's Not Butter and Slimfast, and GO Veggie!
Senior Account Executive, then Account Supervisor — clients included Allstate, AFL-CIO, and College Board
Positioning, voice, and story architecture for brands that need to define what makes them different and communicate it consistently across every touchpoint.
Campaign oversight from brief through launch, managing creative partners, production, budgets, timelines, and deliverables to keep the work on strategy and moving forward.
Editorial and platform strategy that defines what to say, what to create, where to show up, and why, with a clear system for turning brand stories into ongoing content.
Growth strategy and relationship-building across new business, strategic partnerships, retailers, designers, collaborators, and other opportunities that can meaningfully move a brand forward.
Hands-on support across the customer journey, from site positioning and merchandising to email, conversion, and the commercial decisions involved in growing a lean DTC business.
Embedded, ongoing senior support for brands that need strategic and operational leadership without adding a full-time executive to the team.
Co-founded and continue to lead Salam Hello as CEO, building the brand without outside investment and overseeing everything from positioning and creative to ecommerce, partnerships, operations, and business development.
Developed the brand and communications strategy that has helped earn recognition and editorial coverage from Vogue, Architectural Digest, Harpers Bazaar, The New York Times T Magazine, and other leading design and lifestyle publications.
Built relationships across the interior design, retail, hospitality, editorial, and creative industries, using partnerships and business development as an ongoing growth channel for the brand.
Spent more than a decade at leading creative agencies working across global brands and integrated campaigns, including helping lead more than $10M in new-business and blue-sky opportunities at 72andSunny.
Hands-on experience across ecommerce, content, email, social, merchandising, customer acquisition, partnerships, and the day-to-day commercial decisions required to grow an independent brand.