Designed brand identities and developed comprehensive brand systems to establish consistent visual languages. Created visual assets and design executions across digital, print and cor porate. Contributed hands-on to website redesigns with a focus on UX, visual hierarchy, and multilingual design systems. Developed visual concepts translating strategy into strong creative outputs. Built and led the Holding’s design func tion, defining visual standards and creative direc tion across subsidiaries. Led creative direc tion and execution for multiple large-scale events and experiential ac tivations across the GCC and inter national markets, translating brand strategy into immersive, stor ytelling-driven experiences. Managed and mentored a cross-func tional design team to ensure high-quality and consistent design deliver y. Collaborated with marketing and business stakeholders to align design execution with campaign goals and brand positioning.

Defined and led the visual direc tion and creative vision for CME across brand and campaign work. Developed and maintained CME’s brand identity, ensuring consistency across all visual outputs. Conceptualized creative ideas and translated strategy into strong visual systems and executions. Reviewed, guided, and approved design, ar twork, photography, and video deliverables. Collaborated with clients and inter nal teams to shape creative approaches, styles, and outcomes. Direc ted ar t for video shoots and visual produc tions, from concept to execution. Coordinated with marketing and creative teams to align visual work with campaign objec tives. Presented concepts and creative work to clients and stakeholders for approvaL

Led the visual direc tion for ESG, sustainability, and cor porate communications in alignment with BNP Paribas’ global brand guidelines. Translated complex financial, CSR, and sustainability topics into clear, engaging visual nar ratives. Collaborated with Marketing, HR, CSR, and Communications teams to develop consistent, high-quality creative assets. Ar t-direc ted cor porate repor ts, pitch decks, and executive presentations for senior leadership. Reviewed and guided design work to ensure visual consistency, clarity, and brand compliance across outputs. Improved efficiency through the use of design templates and visual standards across depar tments

Created campaigns and visuals for produc t marketing and concer ts. Used user data to develop creative tailored to music audiences.