My Story

Growing up, I was always curious about how things worked, especially us humans.
I asked lots of questions, eager to uncover juicy tidbits about topics or people that fascinated me.
Understanding became an obsession.
At 10, my family moved from Iran to the U.S. Suddenly, comprehending the world around me wasn’t just an intellectual pursuit – it was survival.
Reading subtle cues, grasping unspoken meanings, navigating cultural nuances—Understanding what motivates us, what makes us truly feel, and how emotions shape our patterns, decisions and behavior.
This drive to understand shaped my entire career.
I’ve spent years steering brand strategy for some of entertainment’s biggest global brands, working on film properties, TV shows and the news.
I got to work with and learn from some of Hollywood’s most talented filmmakers, creatives and strategists.
Deadpool remains my favorite campaign—it boldly challenged every convention about how studios connect with audiences, especially for Superhero films. The Revenant pushed us to transform an uncompromising artistic vision with an intense and challenging premise into a rich and emotionally moving narrative audiences couldn’t ignore.
What drew me in wasn’t just the opportunity to shape iconic campaigns, but to dive deeply into two areas I’ve always been passionate about: human psychology and finding clarity in complexity.
Developing connective and sustainable brands is about people—what drives us, how our emotions shape our behavior and decisions, how to build genuine connect and trust.
But, it’s also about clarity—taking overwhelming amounts of information, competing priorities and complex dynamics and, distilling them into a strategy that’s focused and actionable. One that defines a clear path forward, even in uncertainty.
Every project was its own unique puzzle, one I relished tackling with smart and imaginative collaborators.
Along the way, an MBA from UCLA Anderson sharpened my analytical toolkit.
Then, in 2022, the launch of generative AI changed everything.
From the moment I started experimenting with it, I knew this wasn’t just another technological advance. It wasn’t just going to transform industries and business models—it was going to touch every part of our lives.
That realization inspired me to dive in deeply.
For over two years, I’ve been immersed in studying, strategizing, and working with this new technology. And here’s the most important thing I’ve learned.
AI isn’t just a technology. It is a mirror.
It has learned from our collective experiences and is reflecting who we are back to us—our values, patterns, fears and biases.
It shows us how we really make decisions—not how we think we make them.
What we truly prioritize—not what we say we value.
Where our cultural biases live—even the ones we prefer not to see.
How deeply emotion shapes our choices—often more than logic ever could.
It turns out that in order to better understand and steer this most advanced technology, we’ll need to better understand ourselves.
And for a psychology nerd like me, nothing feels more exciting.
But understanding human nature is just one piece of the puzzle.
The AI landscape is fast-evolving, dynamic and complex, and full of uncertainty. New challenges emerge daily, and hype often overshadows true potential. This makes navigating it both thrilling and daunting.
This is where my skills, passions, and experiences come together. It’s as if it was made for me.
I combine my expertise in brand strategy with a deep understanding of consumer psychology and the evolving AI landscape to help media and entertainment companies:
My journey started with a simple curiosity about how humans think and feel.
Now, as we face AI’s unprecedented potential, that understanding has never mattered more.
The technology might be new, but the fundamentals remain: success still comes down to understanding people, finding clarity in complexity, and moving forward with purpose.
And that’s exactly what I’ll help you do.

In this former life, I was a Marketing Strategy Executive for global media companies and film studios. I built brands and developed marketing campaigns for films, TV shows and the news.
Although I loved the actual function of my job, the hustle lifestyle, corporate culture, and the political gamesmanship it encouraged were not for me.
So a few years ago, I left the corporate world. I had no idea what I was going to do next.
As a child immigrant, I was always terrified of uncertainty. It threatened my sense of stability, and survival. And now I was drowning in it.
I felt really scared. My fear intensified as I sensed a deep resistance to job hunt for my next role.

What followed was an adventurous journey of deep self-reflection, soul searching, and self-discovery. I traveled, and adventured. I experimented and fell in love with plant medicine. I did some deep work and healing.
And I became even more obsessed with psychology.

This process, although intensely challenging at times, helped me understand myself and my gifts in a much deeper way.
It connected me with my inner knowing: my intuition. And revealed deep truths that have become the foundation for how I now live.
- Control is an illusion. Uncertainty is the only certainty. By surfacing and engaging consciously with my deep fear of uncertainty, I’ve managed to befriend it. We dance together now.
What once felt paralyzing now feels liberating. Uncertainty is my new boo, connecting me to the endless possibilities of every day. - Our inner world shapes how we perceive reality, the world around us, and thus how the world sees us. It creates and governs our reality. Our relationships. Our businesses. And our entire lives.
Doing the deep inner work helps us uncover and connect to our truth, and develop an authentic, loving, and compassionate relationship with ourselves. And this relationship serves as the foundation for all others we create, so we can engage with more empathy. - Connecting to our true essence empowers us to live our purpose. It gives us the clarity of vision to build conscious and sustainable brands and businesses, from the inside out. From our core.
- Play is vital. No fun means no joy. And none of us can live a fulfilling life without joy. So I’m doing my best to make some play happen every day.



My days now are mostly spent exploring the unknown and the unfamiliar. I get to feed my insatiable curiosity for ancient wisdom, fresh perspectives, and new voices. I host and curate conversations with fascinating and inspiring people, and share their ideas and untold stories with you.
Open-minded skepticism has proven to be one of my super powers, providing me with the space and discernment to explore ideas through a prism that spots and strips the BS. And exposes the truth.
Deeper insights into psychology have enhanced and enriched my understanding of others, so I can truly influence.
And all of this has raised my strategy and branding game, a lot.
I’ve had the pleasure of helping some truly revolutionary brands define and express their purpose, so that they can amplify their voices and impact.
And this process continues to attract fitting projects and collaborations my way. Work doesn’t feel like work. Or a grind. It’s just fun, most of the time.
It’s like I’m a kid all over again.
I now wake up every morning not knowing exactly what the day, or life, has in store for me.
I wake up, every day, to a world of endless possibilities.
So if you are working on a project that feels aligned, or know someone I would be excited to meet, hit me up. Who knows what we can do together?