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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.​​​​​

Pillar 1

Strategic Marketing Foundations

Module: Advanced Marketing Strategy & Tactics

Customer Centricity

Segmentation

Value Proposition Development

Module: Global Brand Management

Building brand equity in "Global" markets using my Starbucks experience

Business, brand and behavior

Read More >

Pillar 2

Digital Transformation & AI 

Module: AI in Marketing: Behavioral Science & Automation

Prompt engineering for marketers using Generative AI for content

Leveraging Predictive Analytics to forecast consumer trends

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

The transition from medium size  to "Segment of One" digital loyalty (The Starbucks 1,000 store map as a live case study)

Business, brand and behavior

Pillar 3​

PR, Crisis & Integrated Communication

Module: Strategic Reputation & Crisis Management​

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​

Identifying KOLs (Key Opinion Leaders), ROI measurement in social spending, and the "Science of Contagion"

Pillar 4

Entrepreneurial Marketing & Innovation

Module: Entrepreneurial Marketing: Creating Value with Limited Resources​

Low 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

Drawing from 12 years at Impact BBDO; on how to sell ideas, manage client expectations, and build a persuasive narrative.

Read More >

Pillar 5​

Behavioral Economics & Research

Module: Consumer Motivational Factors: A Cross-Cultural Lens

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.

Pillar 6

Modern Advertising & Agency Dynamics

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

Analyzing the structural shift from traditional agency models to AI-integrated creative hubs. Using my 12-year experience in advertising as a baseline to demonstrate  how AI is currently redefining creative workflows, rapid prototyping, and hyper-personalized ad delivery.

Module: Multi-Sector Account Strategy & Client Dynamics

Drawing from a diverse portfolio including Automotive, Real Estate, Banking, and Retail to demonstrate the "Strategic Pitch.

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