WalidZouki

Situation

Kanoony, the UAE's first corporate and legal platform, sold one-off services in a transactional category. Its promise: tech where it matters, people where it counts.

What I did

• Repositioned the business from transactional to subscription, and defined the brand, social, website and UX strategy.
• Launched the UAE's first client portal for corporate legal services.
• Created Pocket Lawyer, an AED 200 direct-booking consultation that became a key lead-generation entry point.
• Introduced an AI chatbot taking prospects from first enquiry to qualified lead and booked sale.

Result

A digital-first subscription model and the UAE's first client portal in its category.

Situation

CBD was moving from traditional banking to a modern, tech-enabled platform, and needed the rebrand to show up across every digital touchpoint.

What I did

• Part of the transformation team behind the rebrand, leading the rollout across digital, social and acquisition.
• Built the bank's new website from scratch.
• Launched the Active Saver app during Ramadan, rewarding savings based on activity and daily steps.
• Ran a credit card and personal loan campaign through affiliate platforms.

Result

The rebrand helped grow CBD's market share by 5%, and the campaign won the People's Choice Award.

Situation

Ferrari Middle East had no regional social presence and needed one that met the global brand's standards.

What I did

• Led the account from pitch to ongoing management.
• Built the channel framework, content strategy and regional voice.
• Set up community management and the global brand approvals process.

Result

Won the account and launched Ferrari's regional social channels, run to global brand standards.

Situation

A social-first agency growing into government, luxury, FMCG and tech accounts across the UAE.

What I did

• Led strategy and pitch narratives for Abu Dhabi Investment Office, Abu Dhabi Retail, Ferrari Middle East, Lacnor, Blu, Oasis, Unifonic, Xiaomi, Bloom Holding and UAB.
• Led social strategy for every pitch renewal across the portfolio, including DIFC, Emaar Malls and DAMAC.
• Led and mentored a 9-person account and social team, with full P&L.

Result

An existing portfolio renewed alongside the new wins.

Situation

In 2019, Zain launched oodi in Iraq: a fully digital telecom entering a market with no digital-first alternative.

What I did

• Positioned oodi as a disruptive challenger brand built for Gen Z: the new kid on the block, powered by Zain.
• Led the social-first launch strategy, speaking to young Iraqis on the platforms they lived on.

Result

oodi broke through as the challenger brand Iraq's Gen Z looked up to, disrupting how young customers were acquired in the market.

Situation

noknok, Lebanon's first D2C grocery delivery app, was entering the market with no social presence.

What I did

• Built the social strategy from scratch, from positioning and content to community.
• Led the brand's social media operations.

Result

Positioned noknok as the Uber of grocery delivery: straight from the aisle to the customer, with no middlemen, and a promise it kept.