Barcelona, Catalonia, Spain
I've never believed in doing just one thing well. Whatever I take on, I give it everything, which is probably why I've built success in such different worlds: global tech marketing, running a kitchen, and life as a professional musician. Music isn't a side project I squeeze in around "real work" — it's been part of me for decades, and that instinct for storytelling, timing, and audience shows up directly in my marketing and program work, and vice versa. The creative and corporate sides of what I do have always sharpened each other rather than competed. Right now I'm a full-time musician, as I've always been — growing my presence in Spain — alongside freelance creative work, advisory and consulting, after having stepped in to lead the rebrand and turnaround of a locally grown Lebanese falafel restaurant.
Following eight years leading marketing and program work at Microsoft, took on advisory, consulting and hands-on creative projects across sectors. - Advised on the strategic positioning of a national music-scene proposal, presented to the UAE President's Cultural Advisor. - Led the rebrand and turnaround of Falabulous, a Lebanese falafel concept in Barcelona, before stepping back in mid-2026. - Organised the Dubai Corporate Games, contributing to event planning and on-the-ground delivery, as well as Emceeing the 2 day event. - Took on freelance work across photography, videography, music production and video editing. - Completed an intensive year-long Spanish immersion programme, reaching C1-C2 proficiency. - Grew Ramzinho's international footprint, playing 26 shows and 3 festivals across Europe and the Middle East. Released original music and recorded an EP.
Led the rebrand and turnaround of Falabulous, a Lebanese falafel concept in Barcelona — owning operations, people, supplier relationships and customer experience through a full brand and identity transition. - Repositioned the brand's identity and stabilised the business, laying the foundation for continued growth. - Brought a decade of global marketing and creative instincts into a hands-on, owner-operator role.
Owned Microsoft's end-to-end presence at the United Nations COP28 across the CEMA region — a two-week flagship program spanning strategy, delivery and executive engagement. - Coordinated 20+ global and regional partners to deliver 80+ executive and customer meetings and 40+ curated sessions. - Created and produced the "Road to COP28 Dialogues" fireside chat series — bringing together industry experts from Microsoft's top customers and partners to discuss climate challenges, carbon reduction strategies and the role of Microsoft technologies in customers' sustainability journeys, with a phased content release strategy across Microsoft's channels to build momentum ahead of COP28. - Conceived and launched the CEMA Sustainability Podcast — securing the right voices and personally filming and editing every episode.
Led national education marketing strategy across K-12 and Higher Education, partnering with government and enterprise stakeholders across the UAE. - Co-hosted Imagine Cup 2023 with the Khalifa Fund for Enterprise Development and delivered the Metaversity Hackathon with Khalifa University, putting HoloLens 2 mixed reality in students' hands. - Digitally upskilled 3,000+ faculty and staff and helped 1,000+ educators earn Microsoft Innovative Educator Expert certification. - Partnered with the UAE Prime Minister's Office on the Jahiz Initiative, upskilling 70,000+ federal employees on AI, Machine Learning, Generative AI and Responsible AI.
Led integrated marketing across Microsoft's AI, Cloud and Skilling portfolios in the Gulf, managing budgets up to €7M and owning agency relationships end to end — from strategy to campaign execution across events, content, social and digital. - Owned Microsoft's presence at GITEX across six consecutive editions — a 500m² booth, 30+ partner activations and full accountability for strategy in front of 170,000+ attendees. Briefed GMs and regional leadership on GITEX strategy, ran pre-event enablement for teams and partners, and delivered executive briefings at the Microsoft Technology Centre. - Generated 10,000+ qualified sales leads through localised digital campaigns and event funnels, briefing and directing agency execution across paid digital, landing pages and marketing automation (Marketo). - Partnered with the Government of Abu Dhabi on initiatives that helped triple Microsoft's cloud revenue in five months. - Pivoted the entire flagship event calendar to fully digital within two weeks of COVID-19 lockdowns, with zero cancellations and uninterrupted customer access to enablement — including multi-day virtual summits reaching 2,000+ attendees. - Ran account-based marketing for named enterprise, SMB and education-sector accounts — building tailored case studies and sales-enablement content, and delivering dedicated engagements including full-team digital skilling programmes and regional roadshows for priority accounts. - Led the regional social media team to 20% YoY follower growth; briefed the PR agency, coordinated leadership quote approvals and authored internal communications including event wrap-ups and fiscal-year summaries. - Created standout activations including Open Cloud Innovation Day, #AIceCream and the region's first Artificial Intelligence Hackfest, driving strong PR coverage and customer engagement. Co-launched the AI Business School with INSEAD, targeting C-level and senior business leaders to reframe AI as a business enabler.
Planned and delivered flagship regional events across the Gulf (UAE, Qatar, Kuwait, Oman, Bahrain) for enterprise and public-sector audiences, including Microsoft's anchor presence at GITEX. - Onboarded and managed 10+ creative, digital, event and telemarketing agencies. - Led supplier ecosystems, RFP/RFI processes and vendor negotiations. - Delivered consistent, high-impact event experiences in close partnership with sales and leadership teams.