I started in supply chain, not marketing. Four years running FMCG distribution across all seven Emirates, eight years before that as a foreign trade consultant in India. I’ve negotiated Incoterms, planned reorder points, and gotten products onto shelves successfully, only to watch growth stall because nobody was doing the marketing to keep it moving. Getting a product onto the shelf and keeping it there are two different jobs.

Now I work as a digital marketing freelancer in Dubai, UAE handling the marketing side too: social media strategy, content writing, SEO, paid ads, brand audits, and website builds. I picked this up after years of watching good products stall for exactly that reason, with no way to fix it from the supply chain side.

I’m new to this as a service. No decade of client logos to point to. What I have is years of making calls that had to work, not just look good in a deck. I know what it costs when a good product doesn’t grow, and I treat a marketing budget accordingly.

I’m based in Dubai and work with businesses across the UAE – retail and FMCG brands especially, given where I come from. No minimum industry otherwise, but if you sell a physical product, I understand the problem better than most marketers do.