About

ABOUT ME

I solve complex digital challenges for ambitious organisations.

The Story

No game over.

I was born in Kuwait City to Palestinian parents, lived in Bethlehem for a while, then moved to Baghdad where I worked in human rights until the work made me a target. A unique set of circumstances brought me to Sweden in 2007 and gave me the chance to start over.

I took it.

I studied digital media design and went on to complete a masters in transmedia storytelling. I built skills from the ground up in graphics, branding and digital strategy. When I moved to the UK I met the wall most newcomers encounter. No British market experience, they said.

So I created some.

I built Swedish House Crafts from nothing. No products, no blueprint, just a strategy and a belief it would work. First year revenue hit £40k. By year two I was selling on Hochanda TV and partnering with Manchester College to help students turn their artwork into a business.

E-commerce taught me everything. But it was never the destination. Digital strategy and solutions, helping organisations solve real problems, that's what I was always building towards.

I spent years working inside CLEVR Money, transforming their digital operation from the ground up. Revenue doubled. Memberships grew. Results spoke.

Then life intervened. I faced the grim reaper and won.

Now I'm back. Console Digital is the sum of everything, every country, every challenge, every lesson. I named it Console Digital because that's exactly what I give you. The console to take charge and take your business to the next level.

No game over.

The Approach

The answers are in the negative space.

Every engagement starts with listening. Not skimming the brief, not jumping to solutions — actually listening. Understanding the business, the people behind it, and the real challenge underneath the surface.

From there I study. I go deep into the data, the market, the competition, and the context. I gather what exists and go looking for what doesn't. Nothing gets assumed and nothing gets skipped.

The answers are rarely obvious. I find them because I know they are hidden in the negative space that is easy to miss. That's where the real insight lives.

The solution only comes after the work. Every recommendation I make is earned, built on research, analysis, and a clear picture of where the business stands and where it needs to go.

I work with you, not at you. You know your business better than anyone. My job is to bring the thinking, the strategy, and the clarity that turns what you know into a plan that moves you forward.

And when it's time to execute, I stay. Whether that means commissioning the right specialists, supervising your internal team, or both, I see it through to delivery.

Skills & Expertise

What I bring to the table.