Translating product vision into structured design strategies, setting roadmaps and priorities across initiatives. Building and scaling design systems from scratch, leading hiring, mentoring, and career growth for designers. Acting as the bridge between product, engineering, and business — aligning design efforts to revenue, retention, and activation goals while advocating for mental health and sustainable team culture.

Created high-impact products balancing user needs with business goals. Led empathy mapping, user stories, high-fidelity prototypes, and design system development. Collaborated closely with development and marketing teams while establishing problem-solving processes and efficient design workflows.

Worked across diverse project types — from AR apps to enterprise systems. Led design for DIFC, Forbes, Dubai Future Foundation, Ithra, and Harper's Bazaar Arabia. Conducted user research, prototyping, and design thinking, with involvement in 3D and 2D animation workflows.

Directed visual and product design for an IoT tech company — built a design system from scratch and launched a new visual identity. Developed and implemented a marketing strategy, conducted usability testing, and collaborated with the marketing team.