Born and raised in Lebanon, Sarah moved to Dubai in 2004 after completing her studies in Translation and Languages. She quickly channeled her passion for words into what she considers the most exciting and challenging form of communication: advertising.

Coming from a literary background, Sarah has a deep interest in the power of language — how it shapes culture, behavior, and evolves across societies.

With over 20 years of experience as a creative, she has crafted impactful campaigns for a diverse portfolio of brands, including Google, Emirates, Mars, KFC, Johnson’s, PepsiCo, Amazon, Essity, Saudi Tourism, and Sharjah.

Today, she leads the creative department at VICE.

Sarah has served as a juror at major award shows including the Loeries, ADC Awards, and New York Festivals. Her work has been recognized at Cannes Lions, D&AD, The One Show, Clio Awards, Effies, Loeries, and Dubai Lynx.

In her downtime, she loves fooling around with her two real-life animated characters: her cats, ChiChi and Rosé.