“Whatever the assignment, my job has always been to help people discover real connection and find simplicity in the chaos.”

More than 16 years working in the Middle East, most recently as Chief Growth Officer and previously Innovation & Creative Lead at Burson (previously Hill&Knowlton), part of WPP. Foundational experience in the UK for a further six years includes Freud Communications, and The Press Association.

Extensive and varied experience includes work across brands including destination marketing, technology, government, sovereign wealth funds, art & culture, energy transition, heavy industry and more.

Skills include Studio and Creative leadership, narrative and strategy planning, change communications, training, workshop facilitation, stakeholder management, leadership communications and brand marketing.

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Co-Lead, Maheerah Programme at Athar Festival, an established women’s acceleration programme for young Saudi professionals following leadership of original Dubai Lynx See It Be It programme.

 Industry Judge including Cannes Lions Awarding Jury for PR Category, Gerety and PR Week.

Regular speaker at key industry events including Dubai Lynx and Athar Festival of Creativity.

LEGO® Serious Play® (Ithrface, February 2026) accredited Facilitator in Lego Serious Play Methodology for strategy and team workshops.

Middle East PR Week Power Book for nine years.

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BA in English Language and Literature from St Edmund Hall, University of Oxford, UK.

Freelance license and Golden Visa.