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Work Background
The Calling Collective Founder & Lead Creative Consultant
Feb. 2023Dubai, United Arab EmiratesWith nearly a decade of experience in the beauty industry, I am passionate about redefining how people experience beauty and wellness by anchoring every product and brand story in purpose—a principle that guides my creative process. Driven by a love for purpose-led brands and impactful storytelling, I founded The Calling Collective, a boutique agency that collaborates with impact-driven founders and brands to bring their visions to life. Through tailored strategies for brand development, product innovation, and marketing, I work closely with globally renowned contract manufacturers and laboratories to create meaningful, purpose-driven products for the global market. My mission is to empower emerging brands to find their voice, launch products that truly resonate with consumers, and drive meaningful change in the world
KETISHFounder
Nov. 2019 - Jan. 2023Dubai, United Arab EmiratesAs the founder of the UAE's first feminine and intimate wellness brand with global reach, I spearheaded the conceptualization of a distinctive brand identity, vision, mission, and value proposition. I led a team through the intricate process of product development—from research and formulation to market introduction, focusing on personal care, body care, wellness products, and devices. My commitment to diversity and inclusion has fostered a cohesive team environment aligned with our brand’s vision. Under my leadership, we set and achieved key strategic KPIs, driving business growth through direct-to-consumer performance, community engagement, and market expansion. I have established high-impact partnerships with major retailers like Sephora Middle East/ EU, Anthropologie US, Thirteenlune, and Bloomingdales US, significantly bolstering our market presence. Our marketing strategies were rooted in organic growth, building a community-centered brand celebrated for its transparency and expert-approved content around feminine and sexual health. Our work was globally recognized and featured in prestigious publications such as Forbes, Vogue, and Harper's Bazaar. The brand was also awarded “Most Promising Brand of 2021” by Entrepreneur Magazine Middle East, underscoring our impact and mission-driven approach to business.
Huda BeautyProduct Development Manager
Oct. 2017 - Nov. 2019Dubai, United Arab EmiratesI had the privilege of working with Huda Beauty, one of the world's fastest-growing beauty brands, where I contributed to its incredible journey from a digital-first brand to a global beauty powerhouse. In my role, I collaborated closely with marketing and product development teams to successfully launch over 200 SKUs, driving triple-digit sales growth through strategic market introductions and targeted campaigns. I spearheaded product positioning and branding efforts for the complexion category, aligning launches with consumer demand and market trends to enhance brand engagement. A significant part of my role involved conducting comprehensive market and trend analyses to inform product innovation, ensuring our products not only resonated with consumers but also stood out in a competitive landscape. I worked with creative teams to develop launch materials that aligned seamlessly with the brand’s messaging, from crafting product information and mood boards to supporting social media, design, and PR teams in executing impactful campaigns. This experience deepened my expertise in product innovation, brand strategy, and consumer insights, allowing me to contribute meaningfully to the brand’s expansion into key markets across the US, Europe, and Asia, where Huda Beauty is regularly ranked as a market leader.
HudaBeautyProduct Development Associate Manager
Oct. 2016 - Oct. 2017Dubai, United Arab Emirates
SEPHORASupply Chain Associate Manager
Mar. 2015 - Sep. 2016San Francisco, CaliforniaIn this role, I served as the lead liaison between Merchandising, Planning, and Distribution Centers (DCs), overseeing reverse logistics and proactively addressing supply chain challenges. I streamlined cross-functional processes to improve operational efficiency across Sephora's supply chain, including at the FSC, in stores, and within DC operations. I also led and developed a team of Merchandising Planning Assistants, fostering a collaborative and results-oriented environment while building a strong talent bench for the supply chain team. My focus on optimizing workflows and strengthening team dynamics contributed to improved coordination and enhanced supply chain operations.
SEPHORASupply Chain Analyst
Mar. 2014 - Mar. 2015San Francisco, CAAs a Supply Chain Analyst, I facilitated seamless communication and coordination between Merchandising, Planning, and Distribution Centers to address reverse logistics and resolve supply chain challenges. I identified best practices and opportunities to refine cross-functional processes, driving efficiency and reducing operational bottlenecks. Through detailed analysis and collaboration, I contributed to optimizing Sephora’s supply chain operations, ensuring alignment across departments and supporting the brand’s commitment to operational excellence.
TargetAssets Protection- Business Partner
Dec. 2012 - Mar. 2014Northern California
TargetExecutive Team Leader
Jan. 2010 - Dec. 2012
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