Marketing
that moves money,
& tells the truth.
Based in
Cairo, EG
Experience
4 years
Accounts managed
5+ brands
Status
Available · Now
Strategy, content systems, and brand work — from full rebrands to Ramadan tents to monthly content calendars. These are the projects where the thinking shows up on the receipts.
Tabali is a pillar of Egyptian authentic cuisine. The brief: refresh the brand for a younger audience without losing the authenticity that made it beloved in the first place.
We kept the brand's overall visual equity and iconography — but revolutionized the visual style, fonts, colors, and wordmark. A minimal hieroglyphics direction kept the brand grounded, while giving it room to breathe across new touchpoints and sub-brands.
My role: managing the external agencies, reviewing deliverables, ensuring consistency across 20+ branches, and coordinating the launch of a subsidiary brand alongside the main rebrand.
I've spent the last four years inside an F&B business that grew past 20 branches — watching what actually moves numbers, not what looks good in a deck.
That's the shape of how I work. I've sat in executive strategy meetings contributing to decisions on marketing direction, franchising, and business growth. I've produced daily reports on revenue, costs, and P&L that went directly to the CEO. I've also built content calendars, negotiated sponsorship deals, and coordinated with external agencies on brand work.
Most marketers pick a lane — brand or performance, agency or in-house, creative or analytical. I haven't, because the work I'm proudest of required all of it. The Tabali rebrand needed a creative brief and a franchise operations lens. The Ark — our Ramadan tent — needed a guest experience story and a sponsorship negotiation. Content calendars for 5+ client accounts at HG need a strategist who can also write the copy.
On the side, I freelance internationally as a marketing consultant — advising senior marketing managers and brand owners on brand strategy, campaign planning, and go-to-market positioning. I also recently completed my BBA at Coventry University — average A*.