I didn't plan to become a Product Marketer. I grew into it — through design, through leadership, through 6 years across two product companies, including Productsup, a global enterprise SaaS platform, that pulled me deeper into marketing and product than I ever expected.
I started in visual arts at 14 — apprenticed at a CGI studio in Dubai. Design became my lens for everything. By my early 20s I was an Art Director. By 2008, a Creative Director running teams and leading campaigns for global brands across the GCC and MENA.
As Creative Director, something shifted. I wasn't just making things look good — I was closer to the marketing strategists, sitting in on briefs, reading data, shaping positioning. I was managing designers, navigating stakeholders, running timelines. The line between creative and commercial started to blur. I liked that.
Then came CleverShuttle in 2018 — my first real product company. I led the creative process through B2C user acquisition, then B2B and B2G market entry. I was briefing alongside the marketing lead, reading campaign data, feeding back into GTM. By the time I left, I was leading creative with a marketing strategy hat on.
Productsup made it official. For 3.5 years I owned the PMM function at an enterprise SaaS platform — positioning, GTM, sales enablement, competitive intelligence. Built from scratch. Data-driven. I was the bridge between Product and Revenue. That's where I realised: I wasn't a designer who did marketing. I was a hybrid — design, marketing, product, business — and that combination is genuinely rare.