With her interdisciplinary expertise, she combines brand management and brand design in theory and practice in a holistic way of brand thinking.
After studying visual communication, she gained international experience in various international branding agencies, including companies in the aviation, pharmaceuticals and energy sectors. Since 2006 she has been working as a brand management and brand design consultant.
She has more than 14 years of teaching experience, including at the German University in Cairo (GUC), Beijing Normal University (BNU) and Zhejiang Wanli University. She continued her brand expertise at Brand University in the role of Programme Director Brand Management and Vice President Teaching. Currently, as a professor, she focuses on lecturing and collaborations with practice partners. Her focus is on brand management, brand design and brand communication.
She has won various design, brand and marketing awards for clients and their projects.