My career began in a newsroom during the Arab Spring, where I watched social media shape global conversations in real time. It was an early lesson in the power of conversation, and one that's informed every role since.

I've worked across agencies, in-house teams, and startups, building social strategies where audience behavior, storytelling, and business goals meet. Whether it's developing editorial frameworks, shaping campaigns, or helping teams scale content, I believe the best work earns attention through relevance, not volume.

Ultimately, the strongest social strategies aren't built around algorithms or trends. They're built around people.