I’ve spent my career building platforms that matter.

After graduating from The American University in Cairo, I worked for over 15 years at the intersection of communications, media, and strategy. Eight of those years shaping the digital and media landscape of one of the region’s leading universities. Five more at the United Nations, leading regional campaigns, media relations, and crisis communications across the Arab world.

Different roles, same underlying question:
how do you build something that actually means something?
Not noise. Not vanity. Something that compounds and creates real impact over time.

In 2023, I turned that question into Female Formula.

I’d wanted to launch my own platform for years, but what pushed me to start was a gap I couldn’t ignore.
There was no credible, expert-led platform speaking honestly to modern Arab women. No depth. No strategy. Just content built around trends.

So I built what I wished existed.

Female Formula launched in September 2023 and has grown into one of the most recognized platforms for Arab women today, with a highly engaged community across the region and a body of content designed to inform, not just entertain.

And prior to that, I built and scaled brands across different industries, including an award-winning jewelry label featured in leading fashion publications and worn by public figures across Egypt.

What all of this has taught me is simple:
the people who build things that last don’t chase trends, they build with intention.

That’s what I do now.

I work with individuals and brands who want to build something meaningful, not just visible. Whether it’s a podcast, a platform, or a business, the foundation is always the same: clarity, positioning, and strategy.

Because without that, everything else is just noise.