Dubai, United Arab Emirates
I’m a B2B marketing strategist and agency founder with more than 26 years of experience across finance, technology, and marketing. I started my career in accounting and audit, which gave me a strong foundation in financial and strategic thinking. I then moved into the software industry, working across technical support, implementations, technical sales, business development, partnerships, and advisory roles. That mix gave me a practical understanding of how products are built, sold, supported, and brought to market. For more than a decade, I’ve been leading Cactix, a B2B marketing consultancy focused on technical, industrial, and engineering-driven companies. We help businesses with complex products, specialist audiences, and long sales cycles clarify their positioning, strengthen their digital presence, and turn technical expertise into credible marketing that supports growth. My work sits at the intersection of strategy, content, communications, and business development. I’m especially interested in helping companies explain what they do in a way that is commercially useful, technically credible, and clear to the people they need to reach. Outside work, I’m into jazz, bridge, comics, art, retro tech, motorsports, and cooking. I’m also a father of three and an aspiring author, with a lifelong interest in stories, systems, and understanding how things work.
I founded Cactix to help technical and engineering-driven B2B companies communicate their value more clearly and grow more effectively. Over the years, we’ve worked with companies across industrial, technology, engineering, and professional services sectors, helping them sharpen their positioning, build stronger content and digital foundations, and create marketing programs that support complex sales cycles. My role combines strategy, consulting, business development, and hands-on leadership. I work closely with clients to understand their business, simplify complex ideas, and make sure the marketing we deliver is commercially useful, technically credible, and aligned with their growth priorities.
Advised NVSSoft on partnerships, product direction, and marketing. Managed the company’s relationship with Gartner and helped turn research, trends, and analyst input into useful guidance for product and marketing decisions. Supported the team in building strategic and technology partnerships with key industry players.
- Helped develop the UAE market and identify new business opportunities. - Built partnerships with service providers, especially in document backfile conversion and related solutions. - Managed Dubai operations through the financial crisis, balancing client delivery, sales activity, and day-to-day business needs.
- Worked with clients to understand requirements, assess gaps, and shape suitable technical solutions. - Reviewed RFPs and prepared technical proposals, responses, and solution recommendations. - Created tailored product demonstrations and pilot projects for prospective clients. - Represented the company at trade exhibitions, conferences, and client-facing events.
- Provided first and second-line support to clients and partners, both remotely and on-site. - Handled technical implementations, product demonstrations, and client training. - Shared client feedback and product recommendations with the development team. - Helped create technical manuals and training material in English, Arabic, and French. - Supported francophone markets and trained new partners.
Worked on audit and accounting assignments for clients across logistics, hospitality, automotive, investment, food services, family business, religious, and nonprofit sectors. Audit assignments included DHL Syria, Regency Park Hotel and Motels, BAHI Motors / BMW dealers, and Kuwaiti United Investment Company. Accounting assignments included Sodexo, Hamsho Group, The Catholic Patriarchate of Damascus, and The Cross Association for Armenian Aid.
- Supported two lawyers with administrative, research, and case-related tasks. - Attended site visits and helped document expert reports and case materials. - Built a Microsoft Access system to archive and manage case files, improving how documents and case information were organized.