NEW YORK, USA // With more than 20 years of creative and agency leadership, I have been leading the GSW New York office for 5 years. It is my passion to create personalized brand experiences that involve, inspire, educate and activate people through ongoing brand journeys.
We are one of the world’s ten most awarded healthcare advertising agencies, and are inspired by the people, the patients, and the lives that touch the brands on which we work.
We keep people at the center of all we do, going beyond advertising to create conversations, build experiences and change lives.
Last year alone, GSW acquired 37 new brands/clients, hired 139 new employees, and was nominated and short-listed for more than 30 awards across North America.
I started my career at TBWA Chiat/Day writing for brands, including Bridgestone and Firestone, Nivea, and Ad Council.
While on the consumer side of the business, I got my first taste of the pharmaceutical world, creating US print and television campaigns for animal health products Program and Sentinel. I never looked back.
Since leaving the animal healthcare kingdom behind, I was part of the DTC television launch for Pradaxa, “Red Fish,” which recently won “Best Consumer Campaign” at the MM&M awards.
Additionally, I worked on DTC and patient campaigns for Imitrex, Treximet, Relpax, EpiPen, and the latest JDRF Type None campaign and the recent HCP oncology brand launches for Cyramza and Portrazza.
I received a BA in Diplomacy and World Affairs from Occidental College in Los Angeles and studied at University of Cairo. I’ve extensively studied every episode of Mr. Robot and am obsessed with hacker culture.