About
Why AI?
Fifteen years in PR and marketing came first, then my agency, Zest Comms. Campaigns, launches, media relations — work that ran on people and hours, because there was no other way to run it.
Then the tools arrived, and I started folding them into my agency one at a time. Within a few months, I was delivering the same standard of work in less time and at lower cost. So I went further: deeper into the tools, into automation, into how the things actually work underneath. My margins moved. Zest Comms took on more clients. That was the part that convinced me, and it's the part I've been chasing since.
Nail It With AI came out of that. What I do now is what I was doing before, with the workflows I wish I'd had for the first fifteen years.
Where the work happens
Three things run in parallel, and each one feeds the others.
Zest Comms still takes clients. That's deliberate. Everything I teach gets used on live accounts with real deadlines before it reaches anyone else, which is why the programmes get rebuilt monthly rather than annually.
Nail It With AI is the second business, and the one I'm building now. Workshops and implementation for companies, coaching for entrepreneurs and creators, and AI marketing for clients who'd rather we ran it.
The third is YouTube. The Nail It With AI channel is where I publish workflows and tools, week after week. It's how most people meet me, and the fastest way to find out whether the way I think is the way you'd want to work.
Running all three means I'm teaching from three angles at once: as an agency owner, as someone building a business from scratch, and as a creator making content in public. The problems look different from each seat.
In the room
Where I stand on AI
Artificial intelligence needs natural intelligence to operate it. It amplifies whatever you bring to it, and a multiplier works on whatever number you give it. Including zero.
Which is why the people who dismiss it puzzle me. You have a washing machine, and you can still wash your clothes by hand. The results might even be fine. The question is why you'd want to.
Artificial intelligence needs natural intelligence to operate it. It amplifies whatever you bring to it, and a multiplier works on whatever number you give it. Including zero.
Who I work with
Companies of every size, from established organisations training hundreds of people to teams of five building AI into how they operate.
Entrepreneurs, solopreneurs and creators doing the same on their own.
Based in Dubai, working across the UAE in person and everywhere else online.
15+ Years in marketing & PRDubai Based · working globallyB2B Founders · teams · startups