Marketing & Social Media Manager
Strategy, campaigns and content, from the first mood board to the final post. Bilingual Arabic and English, for brands across Lebanon and the GCC.
The Eternal Muse, creative direction for Manar Laktineh. Editorial and FW23 styling.
I tailor each brand and campaign to its audience, then bring it to life in how the brand speaks, looks and shows up online.
My path started on set, grew through visual storytelling for a luxury department store, and led me to run marketing and social media end to end. Today I plan the strategy, then design, shoot, edit and post the content, while directing designers, editors and media buyers.
Fashion styling and art direction for editorials, celebrity shoots and brand campaigns.
Visual communication at ABC Department Stores: seasonal campaigns across 4 branches, ~30 stores each.
Marketing and social media from A to Z for Banat Nareng, Sarvam Yoga, We Are L'avo and Manar Laktineh.
From pre-launch to live
Joined in January to build the launch strategy, then led marketing and social media through launch. I created the full content and directed the brand's identity on social: a five-phase launch plan, every post designed in Arabic and English, weekly video and influencer briefs, partnerships and paid media direction.
5 partnerships signed in one month · ~400 health experts & influencers in the network
Breaking the taboos, gracefully
A bilingual series reframing the things women are told to keep quiet about: periods, menopause, pumping at work, body shame. Each post pairs a confident English line with its Arabic twin, written for the Saudi audience rather than translated for it.
Saudi role models, cycle literacy, a first-period kit for girls, and a space to talk. Designed in-house within the brand system, every claim researched.
Setting a standard in yoga education
Launching Sarvam's teacher-training school under the Sarvam Yoga brand. An earthy, paper-textured identity built to feel classical and credible: carousels on the school's pillars and its Ashtanga foundation, plus the ongoing Sarvam Sanskrit Series.
Creative work only counts when it moves something. This is how I measure it, build the people around it, and run a campaign from brief to report.
I track organic reach, views, engagement and follower growth weekly, and direct paid media on CTR, CPA and ROAS, briefing the media buyer on budget, targeting and which creative angles to test next.
End to end and solo: vetting each profile for fit and engagement, outreach, negotiating terms, then writing the video briefs (concept, messaging, shot list) and keeping the relationship going after launch.
A face for every practice
A series of around 12 short films introducing each teacher through their own practice, in their own space. I directed the campaign and the edit, giving the studio a human face on social and driving ~30% follower growth and ~25% engagement growth.
A new branch, minutes away
Launching Sarvam's classes on the padel courts of The Racket Concept. The film places the new branch "minutes away" from every corner of Beirut, then drops into the practice on court. I directed the campaign, the shoot and the edit.
The Christmas campaign
A festive campaign built around The Gathering Box and the café's signature drinks: close, hand-held moments that make sharing the point. Its companion film, Dear Future Me, invited guests to write a letter to their future selves that L'avo would bring back to them. I directed, filmed and edited both, start to finish.
Manar Laktineh
Creative direction for the new bag drop. A painterly studio look with textured backdrops, sculptural silhouettes and a muse who shapes trends rather than follows them.
Campaign films and reels I worked on, playable right here.
Unconventional shapes and textures building a surreal, imaginative visual narrative.
Shot at Beit Beirut Museum in earthy tones, featuring handmade pieces by Lebanese designers to celebrate the city's roots and craft.
Created to support a local yoga studio in my hometown, celebrating yoga's mental and physical fluidity.
Soft Wave
The Wear-to-Work Edit
Seasonal campaigns translated into windows, in-store storytelling and visuals across 4 branches, ~30 stores each, built hand in hand with the marketing team.
Beirut · Available remote, worldwide