Local commerce platform · Live
Matjar
A platform that brings shops, restaurants and services in Lebanon into one place: customers search, order and book; business owners run their store and orders from one dashboard.
View case study — MatjarAbout
Between people and technology.
My path didn't start with technology but with working alongside people. Technology came later, to make that work wider, faster and more effective.
Today I work where strategy, product, AI and training meet: helping companies and teams turn ideas and operations into systems that work.
How I got here
I began volunteering and social work in Tripoli in 2007. That is where I learned that any idea, however good, needs organisation, people to carry it, and a clear way to measure what it achieved.
I studied media at Jinan University — a bachelor's and then a master's — and moved into social media in 2011. That is where my interest in message and audience comes from, and in how content turns into results.
I founded Passion, the digital marketing agency I run today. I manage paid campaigns myself and oversee strategy, content, design and video. The agency's daily needs led me to start building tools and platforms: Matjar, Masarak, BALDA, the Takaful platform, and an internal system for running the agency.
AI is now part of every stage of my work: framing the request, producing images and video, writing code, building platforms and organising work. What I learn I pass on in consultations and training, with real examples and with the participants' own tasks.
Working with people is still at the heart of what I do, through my role as president of Takaful Youth Association.
Milestones
- 2007VolunteeringStarted volunteering and social work in Tripoli.
- 2011Digital marketingMoved into social media and digital marketing.
- PassionEntrepreneurshipFounded and run the Passion digital marketing agency.
- PlatformsProductsMatjar, Masarak, BALDA, the Takaful platform and Passion OS.
- AIArtificial intelligenceA new layer in production, building and automation.
- TodayStrategy · product · AI · trainingAdvisory, building, and training teams to apply what I have tested.
Selected work
All projects
University guidance platform · Live
Masarak
A platform that helps students choose a major, a university and a scholarship: comparing universities, following scholarships, and an interests test to support the decision.
View case study — Masarak
Volunteering and learning platform · Live
Takaful Platform
The digital platform of Takaful Youth Association: volunteers, their roles and committees, learning paths, and a record of each volunteer's journey.
View case study — Takaful PlatformSectors, markets and organisations
Sectors the agency has served
Markets
Organisations I lead
- Passion — founder and owner
- Takaful Youth Association — president
Education
- Bachelor's and master's degrees in media — Jinan University.
- Doctoral student in business administration — Paris American International University.
The doctorate is in progress, not yet completed.
If what you're working on is close to this path, I'd be glad to talk.