20 years. 5 companies. Not one similar job.
Television was supposed to kill print.
Digital was supposed
to kill television.
Social was supposed
to kill digital.
Now AI is apparently coming for all of us.
I've heard this story before.
The technology changes.
The brief doesn't.
Make something people care about.
I’ve spent all my career doing that across different companies, teams, platforms, and time zones. And I don’t intend to stop any time soon.
For six years I've sat inside one of the biggest changes in modern media.
Not observing it. Building inside it.
I built TikTok's Global Creative Lab, the first creative function supporting the platform's largest global accounts and agencies partners. 20 global brands. A +$4B portfolio.
A team scaled from six to twenty across four regions.
What I built for TikTok
••
What I built for TikTok ••
Building TikTok
for Business.
We took TikTok from an emerging app
to an undeniable industry cornerstone.
Jessia x Dove.
We built this film to show global brands how creativity moves at the speed of culture. The cultural impact was so undeniable it directly catalyzed a partnership, leading Dove to tap Jessia for their global "No Digital Distortion" campaign.
Built the first TikTok Masterclass with D&AD.
Launched a masterclass in partnership with D&AD, designed to help the world’s top creatives understand how to make work that wins on TikTok and moves culture.
Led TikTok's first-ever global presence at Cannes Lions.
Into our consecutive fifth year.
What I built with TikTok
••
What I built with TikTok ••
Directing the next
decade of marketing.
From business growth to award-winning creative.
Two hundred projects a year.
Every major category.
We don't advise brands; we architect universes for them.
When a legacy brand wants to meaningfully participate in modern culture, they come to my team.
Mastercard x Lady Gaga
From a conversation with Mastercard's Global CMO to a Cannes Lions-winning campaign.
Helping translate a global sponsorship into a TikTok-native cultural moment.
Get Blue
Partnering with Matt Damon to architect a platform-native challenge to launch his initiative for water.org
Starbucks x TikTok
Some ideas don't become campaigns.
They become products.
Working alongside Product and Starbucks, we helped turn baristas into creators, building the first custom Creator Network inside TikTok's ecosystem.
The global blueprint.
Making creative excellence repeatable.
Scaling ideas across a four-billion-dollar portfolio requires a system.
I designed the operating models that dictate how TikTok's creative function works across regions. It is a blueprint that bridges raw creative instinct with rigid, global scale.
The evolution inside TikTok
••
The evolution inside TikTok ••
What’s now.
I tell my team that refusing to use AI today is like refusing using a credit card because you prefer writing checks.
Most brands ask what AI can do.
We ask what the brand is trying to say.
The engineers build the capabilities.
We turn them into stories people actually care about.
Things I built.
When nobody asks me to build something,
I build it anyway.
Watching my nephews do homework,
I kept asking the same question:
Why does learning still feel this boring?
An AI-powered learning experience that turns homework into illustrated stories, narration, and personalized adventures.
Not because I wanted to build an AI app.
Because the problem felt worth solving.
Our team was spending an unnecessary amount of time turning videos into GIFs for presentations.
It felt like a small problem until you multiplied it across hundreds of projects.
Turned a repetitive production task into a searchable system the broader organization now uses every day.
Because sometimes the most valuable products aren't new categories.
They're small frustrations removed at scale.
Before all of this.
I spent 15 years in advertising.
From Grey New York to Deutsch LA, StrawberryFrog NY, and freelance work across some of the world's leading agencies.
And through all of it, I learned one lesson:
A great idea should fit inside a sentence.
What Makes Us American.
The client pulled out.
We shot it anyway.
Some instincts don't change.
Thought Leadership
D&AD 2024
Nine hundred people in the room.
GRWM To Change Advertising Forever.
D&AD 2025
Inaugural Jury President for the brand-new Creator Content category.
Me.
Born in Beirut.
Educated in French schools.
I came to the United States without speaking English.
Built my career across agencies of every size.
Stayed long enough to become impactful.
Left whenever I became too comfortable.
Joined TikTok before most marketers understood what was possible.
Today I'm working at the intersection of creativity, product, and AI
leading TikTok's Global Creative Lab.
The pattern is pretty simple.
The moment I figure it out, I start looking for what's next.