Strategy and tech, sharing a shoreline.
I spent 15 years figuring out markets, and now I'm the one coding the system. I didn't exactly plan that combination.
Most of the numbers I was shown were lying, and nobody had wired any of it together. None of the usual ways worked, so I built the system myself.
How I operate: in conditions that keep changing
Every market I walked into was already picked, the rules already set, the timeline already running. I figured them out anyway. Turns out that's the whole skill, and it took me a while to see it. A product category that didn't exist last year, a rule that changed last month, a country I'd never worked in, it's all the same job. Fortune 500 work across finance, luxury, consumer electronics, FMCG, and hospitality, in the US, China, Europe, and MENA.
I worked in 4 countries, and the work reached 19 more
What I trust: the numbers that don't lie
There's rarely a shortage of data. The trouble is that a lot of it's lying, and you have to figure out which. I learned that the hard way, running creator strategy before 'creator commerce' was even a category, trying to tell which engagement numbers actually meant a sale and which just looked good in a report. Most of them just looked good in a report.
How I build: getting the parts to talk
Systems don't usually break because one part's weak. They break because nobody owned how the parts talk to each other. I've seen it in multi-model AI systems, and I saw the same thing years ago, building and leading departments at the biggest marketing group in MENA, running brand, media, and tech all at once.
Where it lands: commerce and coding in one place
For fifteen years I figured out markets and coded systems like they were two different jobs. They weren't. TikSense figures out a creator's audience and tells sellers and businesses, before a cent moves, which creators will actually convert sales.
How I got here: five chapters, give or take
v2.0The pivot: I finally took my own advice and built TikSenseEnterprise AICreator Commerce
It tells TikTok sellers and businesses whether a creator will actually convert sales, before any money moves.
- NewTikSense · Enterprise AI Architect & Founder
v1.8Built the AI practice, and it grew 268%Emerging TechAI
Ran it across 9 agencies and 100+ business units, and restructured how they all worked. The tech was never the hard part.
- ImprovedPublicis Groupe · Head of AI, Gaming & Emerging Technology · Dubai
v1.5Didn't start over, just changed time zonesStrategyBrand
The global and regional campaigns I'd already run carried over to the region's clients, a global financial services account included.
- ImprovedSaatchi & Saatchi · Strategic Director, Brand & Technology · Dubai
- FixedLeo Burnett · Senior Consultant, Global Strategy · Doha
v1.2My first international runGlobalMedia
Authored a tourism board's global strategy, and ran travel and hospitality across 15+ markets. The clients had nothing in common, which at least kept it interesting.
- ImprovedOgilvy · Senior Consultant, Business & Technology Strategy · Shanghai
- NewZenith · Senior Consultant, Global Markets · Singapore
v1.0Started out half strategy, half accountMarketingSocial MediaOps
385% more sales from the first integrated campaign a hotel chain ever ran, then 80% more direct bookings at the next client. I was still figuring it out, and it worked anyway.
- FixedOgilvy · Business Consultant & Strategy Lead · Shanghai
- NewVarious Companies · Marketing Manager · New York
v0.5New York UniversityEducation
- ImprovedBA, Economics and Art History
v0.0LanguagesNative
- NewEnglish · Native
- NewMandarin Chinese · Native