About

Career Timeline

History

I’m currently Brand Solutions Director at S4G Consultancy, working at the intersection of strategic communication, AI systems design, alongside building Alt Way In, a commodity venture built on the Philosophy of One.

I have concluded digital transformation consulting engagement for the London Borough of Hackney: diagnosing structural blockers in public sector Digital Transformation, delivered through S4G in association with UCL’s Institute for Global Prosperity.

That connection traces back to my MSc at UCL: Prosperity, Innovation & Entrepreneurship, Distinction. Not to toot my own horn, but I actually am quite fond of and read repeatedly my research thesis from that programme; what prosperity means, and a framework for thinking about it differently.

Before UCL, I spent a decade across global advertising agencies: MullenLowe, Grabox, DDB, and, during my MBA, a placement at TBWA, leading creative and strategic solutions for some of the top brands in the industry. Earlier still: Advisors 360°, CBS Advertising, and BBDO, my first professional exposure. That decade sits on a foundation in Design from Symbiosis, and before that, school in Jeddah.

In my academic and work experience, I have acquired skills in business management, experiential design, research methodologies, and strategic communication. I intend to learn, develop and implement theoretical, methodological and policy focused research, working at the intersection of systems thinking and commerce. I am a bit fixated with bridging research and execution.

After working with numerous stakeholders, I reckon my skill set has to be utilised towards a larger scheme of things that can bring a positive impact through innovative thinking and execution. It is crucial to build an understanding beyond consumerism and pursue transformative solutions for the society of the future.

Professional Summary

I am a brand strategy consultant with 15 years of experience across advertising, organisational transformation, and digital systems design. My career has moved from brand and account management in global agencies, through a UCL research distinction in prosperity economics, into building and advising on digital transformation and context architecture: the infrastructure layer that sits between what an organisation knows and what it can actually do with that knowledge.

My current positioning: I help organisations that have accumulated intelligence (data, policy, research, insight) but cannot make it flow. The bottleneck is rarely a lack of data or tools. It is the missing layer between intent and execution. A specification problem, not a technology problem.

I work well with senior leaders. I am most effective in engagements that operate at the intersection of strategy, brand, and systems thinking and implementation. Where the question is not just “what’s been working” but “how is the architecture evolving.”

Core competencies:

• Strategic landscape analysis and competitive positioning
• AI operating systems and knowledge system design
• Agentic context systems specification (what the system does, what it escalates, what it never touches)
• Organisational intelligence diagnosis (where knowledge is stored vs. where it flows)
• Digital transformation and AI implementation strategy
• Go-to-market strategy and brand positioning
• Research translation: converting academic and qualitative insight into operational decision frameworks
• Stakeholder management at C-suite and public sector executive level

Sectors: FMCG, consumer goods, financial services, public sector, education, retail

How I Work

What I am genuinely good at:

• Moving between levels of abstraction: from strategic framing to operational specification to creative direction, without losing coherence at either end
• Diagnosing structural problems rather than surface symptoms: asking what architecture produced this outcome before prescribing a fix
• Research translation: converting dense academic, qualitative, or market intelligence into frameworks that decision-makers can actually use
• Holding strategic direction stable through the messiness of execution
• Working across disciplines: design, communication, business, technology. And finding the structural logic that connects them
• Operating in ambiguous briefs where the first job is to clarify what the real question is

Where I am still developing:

• Deep systems implementation: I design business outcomes using AI architecture. I work best alongside creative producers and technical builders, not instead of them. Think of me as the layer between executive decision-making, and copywriters, graphic designers, AV producers, and technical engineers.
• The early stages of a role always involve calibration. I carefully read organisations before moving fast.
• My background spans consulting, advertising, research, and product, which means the depth in any one vertical is matched by breadth across several. For roles requiring 10 years of single-sector specialisation, that is a fair challenge to surface.

Working style:

• Written thinking first. I document context, frame problems in text, and clarify briefs before jumping to solutions.
• Audit before execution. I always focus on root issues instead of symptoms. I open with a precise read of what is actually happening.
• Async-capable, meeting-light where possible. I work best when given time to think before being asked to speak.
• Long time horizon. I am interested in engagements that build something durable, not ones optimised for fast apparent progress.