Writing
Articles
Marketing, AI and building things in MENA. Written from what I actually do, not from other people’s posts.
18 September 2026 · 2 min
What a marketing advisor actually does, and when you need one
The difference between an advisor, an agency and a consultant, what advisory work looks like in practice, and the signs a company is ready for it.
18 September 2026 · 2 min
How universities grow enrollment with digital marketing
What actually moves enrollment numbers: the funnel universities keep ignoring, why brand campaigns fail admissions, and what a growth partnership looks like.
18 September 2026 · 3 min
Will AI replace marketing jobs? The Skill-Replaceability Matrix
The framework from my TEDx talk, in full: how to work out which parts of any job automation reaches first, and what to do about yours.
18 September 2026 · 2 min
Marketing funnels for small businesses: the version that works
Forget the diagram with seven stages. A small business needs one offer, one route to it, and one number watched weekly. Here is the whole system.
18 September 2026 · 3 min
From agency CEO to educator: why I bet everything on education
I spent years running a New York creative agency. Then I founded an education company in Beirut and made it my life's main work. This is the reasoning.
18 September 2026 · 2 min
Building a marketing team from zero: who to hire first
The hiring order that works, the one that wastes a year, and how AI changed the shape of a modern marketing team.
18 September 2026 · 2 min
Digital marketing in Lebanon and the Gulf: what is different here
Budgets, languages, platforms, trust: what changes when the playbook written for the US and Europe lands in MENA, from someone who works both sides.
18 September 2026 · 2 min
Corporate marketing training: why most of it fails
Companies keep buying training that changes nothing. The failure is predictable, and so is the fix: train on the company's real work, then change the workflow.
18 September 2026 · 2 min
How to become a digital marketer in Lebanon: the honest guide
No fluff: the skills that get you hired, the portfolio that beats a CV, where the jobs actually are, and the mistakes I watch beginners make.
18 September 2026 · 2 min
The AI tools I actually use in client work, and the ones I dropped
A working stack, not a listicle: what AI genuinely changed in my marketing work, where it failed, and the rule I use before adopting anything.