I work where design meets the business case.

I'm a Design and Business Strategist at Bash Hesnef Interiors Design LLC in Dubai, where I lead pitch and tender strategy end to end, from RFP analysis to the client pitch. Those bids have won more than AED 10M in tenders across tech, aviation and hospitality.

Alongside that, I co-built Skotch Bonet, Bash Hesnef's sister design and branding studio, from scratch with the founder, and signed Aloft, Marriott and Euromechanical as its launch clients. Its model became my Master's thesis: a paid 10-day diagnostic sprint that links brand work to business strategy for early-stage founders.

I hold a Master in Strategic Design from Politecnico di Milano, where I worked on client briefs for Deutsche Telekom, ASB GlassFloor and Banco Alimentare. Two of those concepts were taken further by the client.

I started in UX research at eClerx in India, leading more than 15 projects for Fortune 500 clients. That's where I learned to start with people and evidence. I'm still a sucker for user experience and everything tech.