I began career began at Murad, where launched my career in-house PR as the Media Relations Assistant for my first skincare brand. Driven by a passion for beauty and a knack for communication, I soon found myself leaving sunny California for new journey on the agency side in New York City. There, I honed my skills working across various beauty verticals from haircare to nail care, collaborating with top global brands such as Credo Beauty, CND, CHI Haircare, Olay, and Covergirl. I was part of celebrity brand partnerships like CHI x Zendaya, oversaw New York City Fashion week partnerships and eventing for CND, and launched new locations for Credo Beauty.

Eventually I made my way back to the San Francisco Bay Area where I joined Japanese skincare brand DHC Skincare. As their Director of Integrated Communications I oversaw PR, influencer marketing, social media, brand partnerships, and retail marketing for the US and UK markets. I drove omnichannel brand marketing strategies that resulted in impressive organic growth across social channels and successful product launches. I then joined Native (P&G) as the Director of Brand Marketing where I worked on product brand partnerships with companies like Baked by Melissa and Girl Scouts.

Most recently, as the Director of Global Brand Marketing at Ole Henriksen (Kendo/LVMH), I’ve developed and implemented comprehensive, disruptive global marketing plans across all marketing levers. My strategies encompassed social marketing, influencer partnerships, PR, brand collaborations, paid media, and experiential eventing. Under my guidance, product launches have consistently surpassed global sales forecasts, with some products debuting as top sellers in their categories at Sephora globally.

My multilingual skills in English, Arabic, and Brazilian Portuguese have been instrumental in my ability to develop and localize global marketing strategies, delivering innovative solutions that produce results in the competitive beauty and CPG landscape.

When I’m not immersed in the world of beauty marketing, I expresses my creativity as a Tatreez Artist. My intricate Palestinian embroidery work has been featured in local galleries, including prestigious institutions like the California Academy of Sciences in San Francisco.

Sharing my passion for this traditional art form, I conducts workshops, bringing the beauty of Tatreez to diverse audiences. My artistic endeavors have led to collaborations with leading companies and organizations such as Pixar, Google, Stanford University, and LinkedIn, where I have shared my skills and cultural heritage.

Whether I’m crafting a global marketing strategy or teaching the delicate art of Tatreez, my brings passion, creativity, and a wealth of cross-cultural experience to everything I do.