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Education

Sep 1998 – Aug 2000 

MBA, Marketing Management

University of Surrey, UK

  • Management Research Report: “Cross-Cultural Analysis of Consumer Motivational Factors: A Comparative Study of the MENA Region vs. UK & Europe.”

  • Research Focus: Investigated the psychological and socio-cultural drivers of brand loyalty and purchasing intent. Analyzed how religious values, family structures, and digital adoption rates in the Middle East necessitate a shift from traditional Western marketing frameworks.

  • Core Competencies: Strategic Marketing, International Business Environment, Corporate Finance, and Organizational Behavior.

  • Academic Value: This research forms the basis for my proposed module on “International Marketing & Cultural Nuance,” providing students with empirical data on market entry strategies.

Sep 1993 – Aug 1996 

Bachelor of Science (BSc), Health Sciences

Concordia University, Montreal, Canada

  • Key Areas of Study: Human Physiology, Research Methodology, Statistics for Sciences, and Behavioral Health.

  • Analytical Foundation: Developed a rigorous approach to data analysis and the scientific method, which I later applied to consumer behavior modeling and marketing analytics at a regional level.

  • Interdisciplinary Value: My scientific background allows me to bring a unique, evidence-based perspective to the classroom, particularly when teaching the "Science of Persuasion" and "Marketing Research Ethics."

Curriculum Integration Proposal 

The following is my proposal for modern Marketing & Communication topics based on 30 years of industry tenure. While I am prepared to lead these specific modules, I am equally ready to deliver the existing curriculum established by the Institution faculty with the same level of professional rigor and incorporate the below learning as applied case studies.

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Pillar 1: Strategic Marketing Foundations

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  • Module: Advanced Marketing Strategy & Tactics​

    • Focus: Customer Centricity, Segmentation, and Value Proposition development.

  • Module: Global Brand Management

    • Aligning Business, Brand, and Behavior.

    • Focus: Building brand equity in "Glocal" markets; using my Starbucks experience to teach how global brands survive local market volatility.

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Pillar 2: Digital Transformation & AI 

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  • Module: AI in Marketing: Behavioral Science & Automation​

    • Focus: Prompt engineering for marketers, using Generative AI for content, and leveraging Predictive Analytics to forecast consumer trends.

  • Module: Omni-Channel Retail & E-commerce Strategy​

    • Focus: The transition from brick-and-mortar to "Segment of One" digital loyalty (The Starbucks 1,000-store roadmap as a live case study).

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Pillar 3: PR, Crisis & Integrated Communication

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  • Module: Strategic Reputation & Crisis Management​

    • Focus: Navigating political, social, and environmental sensitivities in the MENA region. How to manage a PR "storm" in the age of viral social media.

  • Module: Influencer Marketing & The Creator Economy​

    • Focus: Identifying KOLs (Key Opinion Leaders), ROI measurement in social spending, and the "Science of Contagion" (how ideas spread).

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Pillar 4: Entrepreneurial Marketing & Innovation

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  • Module: Entrepreneurial Marketing: Creating Value with Limited Resources​

    • Focus: Zero-budget marketing for startups, agile pivoting, and "product-market fit" using the Majid Al Futtaim F&B revamp as a model for innovation.

  • Module: The Art of the Pitch & Agency Dynamics

    • Focus: Drawing from 12 years at Impact BBDO; teaching students how to sell ideas, manage client expectations, and build a persuasive narrative.

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Pillar 5: Behavioral Economics & Research

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  • Module: Consumer Motivational Factors: A Cross-Cultural Lens

    • Focus: Directly derived from my MBA research at Surrey. Comparing Western (UK/Europe) vs. Eastern (MENA) consumer psychology.

    • Outcome: Students will learn to conduct primary research and translate data into actionable marketing plans.

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Pillar 6: Modern Advertising & Agency Dynamics

 

  • Module: The Evolving Agency Ecosystem in an AI-Driven World

    • Focus: Analyzing the structural shift from traditional agency models to AI-integrated creative hubs. Using my 12-year experience at Impact BBDO as a baseline to teach students how AI is currently redefining creative workflows, rapid prototyping, and hyper-personalized ad delivery.

       

  • Module: Multi-Sector Account Strategy & Client Dynamics

    • Focus: Drawing from a diverse portfolio including Automotive, Real Estate, Banking, and Retail to teach students the "Strategic Pitch."

       

    • Outcome: Students will learn to manage high-stakes client relationships and maintain brand consistency across various industry-specific challenges.

  • Module: Media Planning & The Science of Persuasion

    • Focus: Transitioning from traditional 360∘ campaigns to algorithmic media buying.

       

    • Outcome: Teaching students how to balance the "Big Idea" with data-driven performance metrics to ensure maximum ROI in fragmented digital markets.

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