- LanguagesEnglish, Arabic, French
- EducationMBA, IESE · B.Eng, AUB
- Off the clockLebanese food, chess
The path
How I got here.
01
Engineer first
I started as a mechanical engineer in oil and gas, where a wrong number had real consequences. It left me with one habit: don't trust the summary. Go and look at the thing itself.
02
Then due diligence
After my MBA at IESE I built financial models across SaaS, consumer, logistics and healthcare, and led due diligence at a UK investment agency. I learned to tell a good story from a real business. See how those calls aged.
03
Now DTC and subscription
I built the finance function at two ~$40M businesses. In 2024 a subscription brand came to me losing $2.7M a year. It's now ahead of its profit plan. Read that story.
How I work
In the raw data, beside your team.
I do the analysis myself
Most fractional CFOs work from whatever the bookkeeper hands them. I go into the Shopify exports, the cohort tables and the 3PL invoices. The strategy is only as good as the numbers under it, so I check them personally.
I work with your whole team
The numbers come from every department. I build working relationships with your marketing, logistics, operations and people leads, because they know what the spreadsheet can't show. That's how the plan ends up matching how the business runs.
Let's compare notes on your numbers.
Bring your model, your last P&L, or the decision that's keeping you up. You'll leave knowing what I'd look at first.