Currently at Hypebeast in a dual-role as Editorial Director, EMEA / Social Director, Global. I have the privilege to lead two teams across five continents. I’m based in London, UK.
I’m a storyteller at heart. I was born in London to a mum from Yemen and a Native American dad. I consider myself fortunate that my parents - born 8,000 miles apart - so improbably crossed paths. I take pride in being a product of different cultures. Open-mindedness, authenticity and curiosity are my cornerstones.
I’ve worked brand and agency side in the U.S., U.K., Canada and Germany; hold dual British and American citizenship; and I’m bi-lingual with full professional proficiency in English and Arabic.
Co-founded The Basement in early 2014, shortly before moving to Germany to work at adidas’ global HQ later that year – there, I worked on the launches of multiple including NMD, Original Superstar, Palace, Pharrell Williams and YEEZY as Global Social Media Manager for adidas Originals.
In 2017 I moved to Portland, Oregon as a founding member of the newly formed YEEZY business unit – as part of a two-person concept-to-consumer team, my role oversaw the full, global go-to-market strategy, helping to drive $1 billion dollars in annual sales. In 2019 my role was expanded to also lead the digital and seeding initiatives.
I joined Hypebeast in 2021 as Social Director, Global and was promoted within a year, taking on the additional role of Editorial Director, EMEA in early 2022.
I live the culture that’s shaped my career and I’d love to hear from you – please email or find me on social with the buttons below.
Brands I‘ve worked with include…
