College / Department

Teaching areas

Advertising, Digital Marketing, Innovation and Entrepreneurship, Design Thinking, Content Marketing, Creative Strategies, Integrated Marketing Communications, Innovation Campaigns Management, and Islamic Marketing.

Research areas

Participatory Culture, Entrepreneurship Ecosystem in the Gulf, Entrepreneurial Marketing, and the Fourth Industrial Revolution


PhD, Internet Communication, Hamburg University, Germany
MA, Political Sciences and Sociology, University of Hamburg, Germany
BA, English literature, University of Casa Blanca, Morocco

Professional experience

Associate Professor at AUS, United Arab Emirates(2013 - Present)
Senior Visiting Fellow at Free University of Berlin , Germany(2019 - 2020)
Senior Visiting Fellow at London School of Economics, United Kingdom(2019 - 2020)
Adjunct Faculty of Digital Marketing at AUS(2017 - 2019)
Visiting Scholar at The Middle East Center at LSE, United Kingdom(2017 - 2017)
Research Fellow at Annenberg-Oxford Internet , United Kingdom(2015 - 2015)
Visiting Scholar at The Middle East Center at LSE, United Kingdom(2014 - 2014)
Assistant Professor at AUS, United Arab Emirates(2009 - 2013)
Researcher at Open Society Foundation(2010 - 2012)
Consultant and Researcher at UNESCO, France(2008 - 2009)
Assistant Professor at AUI, Morocco(2006 - 2009)
Scholar at Residence at Johnson County Community College, United States(2009 - 2009)
Lecturer at Erfurt University, Germany(2006 - 2006)
Teacher at Pro linguis, Germany(2004 - 2006)
Webmaster and Web Developer at Numov, Germany(1998 - 2006)
Regional Manger at German Near and Middle East Business Association, Germany(1999 - 2006)
Teaching Assistant at Hamburg University, Germany(1995 - 1996)


International Association for Media & Communication Research (IAMCR),Journal of Islamic Marketing, International Islamic Marketing Association, Journal of Arab & Muslim Media Research, Arabian Sponsorship Forum
+971 6 515 2686