I build brands and turn them into communities and products people belong to.
I've built two brands of my own: Bucket Box, a Saudi fashion label, and 19 Agency, a merchandise and branding company.
Before that, I worked at Personage, which grounded me in local retail, and at Beside Group, where I managed Saudi marketing for international brands including Puma, Diesel, A.P.C. and Paul Smith.
My work sits where brand meets product. I care about what a brand stands for, and about how that shows up in the things people buy, wear and share. I lead strategy and creative direction, and I stay close to the product, the campaign and the shelf.
Creative
I shape what a brand looks like, says and makes, from the identity to the campaign.
Strategist
I decide where a brand should go, who it's for and how it grows.
Builder
I turn ideas into real products, stores and companies, and I make them work.
My experience runs across many parts of the business. Behind the creative work, I know how things actually get made and delivered.
- Supply chain
- Factory sourcing
- Production
- Print & printables
- Sampling & quality control
- Logistics & shipping
- Retail operations
- E-commerce
Building a Saudi fashion brand from a blank canvas
Bucket Box blends street and high-fashion culture and stays close to the local community. It's built on three pillars: comfort, culture and community.
The idea was to make style a shared experience, with products that feel good, look good and bring people together. The camel became the brand's icon, a symbol people here recognise and wanted to wear.
Five years on, Bucket Box has been showcased in 13 stores and has built a loyal customer database and a real community around it.
- Brand concept & identityName, pillars, the camel icon and the brand's voice.
- Creative directionEvery campaign idea, shoot and film.
- ProductCollections, from graphic pieces to basics, jerseys and outerwear.
- DistributionShowcased in 13 stores, plus the online store.
- CommunityBuilt a loyal customer database and a community that comes back for every drop.
The Cozy Community
Cast real people who excelled in music, film, product, fashion and events as the face of the brand. The message: the community is varied, and anyone who feels part of it belongs.
Street Classics
The brand was known for humorous graphics. This tested whether the basics could stand alone, shot on the streets of Jeddah.
Camel Roots
People connected with the camel icon, so we reworked it and launched it on the brand's first leather jacket.
Where's the jersey?
A one-jersey drop in 2023 sold fast, and customers kept asking for more. The 2024 campaign and film were built around that exact question.
Winter jersey?
Instead of waiting for summer, we carried the jersey theme into winter with the first tracksuits.
- GQ Middle EastNamed one of the hottest upcoming brands in the region.
- FACT MagazineListed among 20 Saudi brands to buy now.
- Chalhoub Group · GreenhouseSix-month program for 10 Saudi brands to scale and go international.
- Fashion Commission, Ministry of CultureThree-year program supporting the best Saudi brands.
Founding an agency that builds and operates brands
Merchandise is a brand's most physical expression. I started 19 to treat it that way, as brand work rather than a procurement line.
19 covers merchandise from design to delivery, branding, photography and video, social media and paid media: the marketing that turns a product into something people want to be part of. Working across sport, retail, government and F&B taught us to translate any brand's identity into something physical and worth talking about.
I own the overall strategy, buying and daily operations. I built the team and the network of 20+ partner factories behind the work, and together we have produced over 100,000 merchandise products.
Al Ittihad
A limited edition for back-to-back AFC Champions League titles: a jersey that feels nostalgic and modern at once, plus a range of caps.
Al Qadsiah
A retro collection for the club: jerseys, track tops and pants in red, black and yellow, inspired by classic football kits.
Qamra
Coverage of one of Saudi Arabia's leading Ramadan retail experiences: daily photography, short-form content and films over seven days.
Sculpture
Content creation as Sculpture's content partner: new products, brand moments and campaigns across its platforms.
Section-B
A National Day collection in green, made for Saudi pride.
Archi
A World Cup collection, with the imagery and film for one of the brand's biggest campaigns.
Experience
From the shop floor and international brand marketing to building my own brands, and now leading commercial and marketing work.
First Avenue for Investment
I work as Commercial and Marketing Manager at First Avenue for Investment.
First Avenue is an investment company. I market its investments and projects, help build them, and look for new opportunities where the company can invest.
19 Agency, since 2025
I founded 19 to treat merchandise as brand work. It's an agency that designs, produces and markets products for clubs, brands and institutions.
I lead the strategy, buying and operations, with a team and a network of 20+ partner factories behind the work. 19 has produced over 100,000 merchandise products. Clients include Al Ittihad, Al Hilal, Al Qadsiah, Puma, Coca-Cola and the Royal Commission for AlUla. See the 19 Agency chapter →
Bucket Box, since 2021
I built Bucket Box, a Saudi fashion and lifestyle brand, from the name and camel icon to the campaigns and the stores.
As founder and creative director, I lead the brand, product and campaigns. In 5 years it has been showcased in 13 stores and online, built a loyal customer database and community, and been featured in GQ Middle East. See the Bucket Box chapter →
Personage, Riyadh
My retail grounding comes from Personage, a multi-brand store in Riyadh, where I worked across both the creative and the operations side.
I looked after visual merchandising in store and on social, product buying, scheduling, installations and pop-ups, and brought in new vendors. I launched the store's website, helped open its in-store café, and managed the build of a new branch at Boulevard World. It taught me how a brand actually performs once it reaches the floor.
Beside Group, Riyadh
At Beside Group, I managed Saudi marketing for a portfolio of international fashion brands, with Puma as the lead brand.
I built paid media strategies across online and offline channels, led community, influencer and creator outreach, and ran the brands' social pages. I also produced brand pop-ups, installations and special collaborations. It showed me how global brands localise, and what it takes to make them matter here.