Creative Lead & AI Creative Director — P&G Middle East & Africa
BBDO Worldwide · Dubai, UAE
Dec 2022 – Present
Promoted from Creative Lead to AI Creative Director (2025). Senior creative owner of the P&G MEA account.
- Senior creative owner of the P&G Middle East & Africa account for 4+ years, leading all creative categories end-to-end.
- Built and scaled a dedicated in-house Creative Hub in P&G's Dubai office, leading a multidisciplinary team of 7.
- Grew annual production budget roughly 7× in four years — $60K → $130K → $220K → $433K.
- Founded an AI Creative Hub integrating generative AI across the pipeline, cutting turnaround from days to hours.
More highlights
- Expanded the hub's remit to 6 brands in Saudi Arabia and Gillette in South Africa.
- Repurposed and transcreated high volumes of master assets across markets, languages and channels.
- Delivered KVs, integrated campaigns and e-commerce content at scale — 43% more output, 98% on-time.
- Champion AI integration, upskilling the team on AI-assisted design, video and content workflows.
