I’m a Creative Strategist who sits somewhere between creative instinct and data; digging into what customers actually want, finding the angle worth testing, and turning those insights into ads that don’t feel like ads. I have experience across creative strategy, performance creative, UGC, paid social and content across beauty, health & wellness, fashion and lifestyle brands. I’ve worked across both agency and brand-side environments, including Dubai’s fast-moving DTC space and I’m currently building my freelance space.