With over 20 years of regional experience, Mohamad is a serial entrepreneur and experienced strategist with a diverse background in brand strategy, marketing, and innovation consulting. He began his career at the UNDP, where he worked on strategic projects for the Lebanese government and the prime minister’s office. After setting up the first guerrilla marketing company in Lebanon, he conceptualized and rolled out two award-winning international art and photography events in Beirut that significantly contributed to the city’s cultural standing and brand identity. As an independent innovation consultant with “Itsme” a boutique innovation consultancy, he focused on designing sustainable strategies & exploring growth opportunities for brands with a focus on people, planet, and profit.

After a sabbatical to pursue his creative passions, Mohamad joined Brand Lounge as a branding and marketing strategist, where he developed brand plans for regional clients, led the development and execution of digital marketing campaigns, and fore-fronted the sales function to grow the business. He later joined WPP as the director for Millward Brown Vermeer for Africa and the Middle East, leading high-profile projects for retail, hospitality, and FMCG companies.

Mohamad rejoined Brand Lounge as the COO & Head of Strategy to spearhead its transformation into a full strategy-led consultancy, where he developed a new strategic philosophy for building brands and grew a team of brand consultants and strategic thinkers supporting some of the biggest brands in the region. Under his strategic leadership, Brand Lounge won multiple industry awards, most notably the Transform Awards covering multiple categories and industries.

He also founded Fullmoon Experiments, an innovation and investment company building purposeful innovative ventures in the region, most notably Osheq, a pioneering art concept turning art pieces into wearables.

Mohamad holds a Bachelor of Science in Business Management from the American University of Science & Technology in Beirut and completed the Leading in a Transforming World program at INSEAD, covering topics such as strategy in the age of digital disruption, innovation in the age of disruption, and driving digital marketing strategy.