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Mohammad Kassem, Brand Consultant

Mohammad Kassem

Brand Consultant·Apparel Group

United Arab Emirates

Bachelor's degree, Graphic Design - Arts

Work experience

Total years of experience: 18 years, 3 months

Brand Consultant

March 2024 - Present

Apparel Group

Dubai, United Arab Emirates •Hybrid

March 2024 - Present

• Led AI implementation strategy for e-commerce platforms across 80+ global brands,
including personalized product recommendations, intelligent search, and automated
customer engagement.
• Built and launched e-commerce for a baby retail brand across 13 branches, achieving AED
1M in online revenue within the first year.
• Led digital go-to-market for a hair care brand launch, driving AED 800K in e-commerce
revenue within the first 6 months.
• Architected Flutter-based mobile app enhancements and cross-platform solutions to unify
the digital shopping experience.
• Built and managed in-app loyalty programs for F&B brands that drove measurable repeat
visits and customer retention.
• Provided UI/UX consulting across web and mobile platforms, auditing digital touchpoints
for usability, conversion rate, and brand consistency.
• Advised on Meta Ads, Google Ads, and SEO strategy to drive omnichannel brand visibility
and performance marketing ROI.
• Replaced multiple costly third-party tools with in-house built solutions, reducing digital
operational spend by up to 60%.
Company industry:
Retail & Wholesale
Job role:
Marketing and PR

Digital Consultant

January 2019 - Present

Chicken Way and Meat Way Restaurant Chain

Beirut, Lebanon •Remote

January 2019 - Present

• Designed and developed Flutter mobile applications for online ordering, in-app loyalty
programs, and in-store digital experiences across multiple F&B locations.
• Built and launched in-app loyalty and rewards programs for the fried chicken chain and
coffee shop that drove repeat customer visits, increased order frequency, and improved
long-term brand engagement.
• Built and managed e-commerce ordering platforms with payment integration, delivery
tracking, and inventory management.
• Executed Meta Ads, Google Ads, and local SEO strategies that increased online orders and
brand engagement across all locations.
• Implemented AI-driven tools for customer behavior analysis and automated marketing
workflows.
• Created end-to-end UI/UX for all digital touchpoints: websites, apps, digital menus, and in
store display systems.
Company industry:
Food & Beverage Production
Job role:
Marketing and PR

Product lead

January 2015 - Present

800website.ae

Dubai, United Arab Emirates •Remote

January 2015 - Present

Founded and scaled a full-service digital agency that has become a one-stop product studio for
businesses across the MENA region.
• Architected and deployed AI-powered solutions using OpenAI, Claude, and Gemini APIs,
including AI content generators, intelligent lead scoring systems, chatbot integrations, and
automated SEO optimization tools built as standalone WordPress plugins.
• Designed and shipped cross-platform mobile applications using Flutter and Dart for
healthcare, F&B, e-commerce, and enterprise clients, handling full lifecycle from UX
research to App Store deployment.
• Built a proprietary WordPress plugin ecosystem from scratch: CRM systems, Google Places
lead scrapers, Meta campaign dashboards, email verification engines, AI SEO analyzers,
and subscription management platforms.
• Delivered 200+ digital products spanning websites, mobile apps, e-commerce platforms,
landing pages, and brand identity systems for clients including Novomed, Apparel Group,
Chicken Way, and hospitality brands across UAE.
• Designed award-winning UI/UX experiences featured on Awwwards, creating design
systems and user journeys that consistently outperform industry benchmarks for
conversion and engagement.
• Executed full-funnel digital marketing strategies across Meta Ads, Google Ads, and organic
SEO, building campaign dashboards with real-time analytics and automated reporting.
• Developed comprehensive e-commerce solutions with WooCommerce, payment gateway
integrations, inventory management, and multi-currency/multilingual support.
• Managed technical infrastructure including Cloudflare, Google Cloud, cPanel hosting, DNS
configuration, SSL, and CDN optimization for high-availability client deployments.
• Official WordPress Partner (Pressable). Listed on Sortlist as a top-rated Dubai agency.
Portfolio showcased on Behance with consistent 5-star client reviews.
Company industry:
Software Development

Web Strategist and WordPress Expert

March 2019 - April 2026

Novomed UAE

Dubai, United Arab Emirates •Hybrid

March 2019 - April 2026

• Engineered AI-powered lead capture and patient engagement systems across 20+
healthcare websites, integrating intelligent forms, chatbots, and automated CRM follow-up
workflows, generating up to AED 6M/year in qualified lead conversions.
• Built and deployed AI-driven SEO automation using OpenAI and Claude APIs: automated
meta generation, schema markup, content briefs, keyword clustering, and internal linking
at scale, significantly improving organic rankings and traffic across the Novomed network.
• Designed and developed conversion-optimized patient journeys and appointment funnels
across Novomeds full website portfolio, improving booking rates across all medical
specialties.
• Launched and scaled Nafsi Mental Health platform, an online therapy booking system that
generated AED 1.4M in confirmed bookings through UX-led flows, SEO, and integrated
CRM.
• Developed and launched sub-brands Skin Factory and wzn.ae including full branding, UI/UX
design, website builds, and marketing asset production.
• Built e-commerce and service booking integrations with CRM systems, payment gateways,
and multilingual support.
• Managed performance-driven Meta and Google Ads campaigns with localized specialty
targeting, delivering measurable ROI across all verticals.
• Implemented advanced tracking via GA4, Hotjar, and Meta Pixel, running ongoing CRO
audits to continuously improve conversion rates across the network.
• Replaced expensive SaaS subscriptions with custom-built WordPress plugins and internal
tools, cutting recurring software costs by up to 60%.
Company industry:
Medical Hospital

Senior UI/UX Designer and Web Developer

September 2017 - April 2026

Origin MENA (KSA)

Riyadh, Saudi Arabia •Remote

September 2017 - April 2026

• Led the full design and development process for complex digital products serving the
Saudi market, from user research through deployment.
• Built responsive web applications and interactive prototypes using modern frameworks
and design tools including Figma and Adobe XD.
• Integrated AI-assisted design workflows and prototyping tools to accelerate product
development cycles.
• Created high-fidelity wireframes, mockups, and design systems that improved user
engagement and satisfaction metrics.
• Mentored junior designers and collaborated with cross-functional teams across product,
engineering, and marketing.
Company industry:
Graphic Design

Senior UI/UX Designer and Project Manager

March 2014 - April 2026

March 2014 - April 2026

• Led UI/UX design and development for mobile apps (iOS and Android), smart TV
applications, and OTT streaming platforms.
• Delivered OTT platform and mobile app for Al Fujeirah TV, serving the networks regional
broadcast audience across MENA.
• Built digital products and news apps for Al Jadeed TV, LBC Group, and Al Sumariyah,
handling full product lifecycle from discovery through launch.
• Built interactive dashboards, admin panels, and content management systems for
enterprise media clients.
• Conducted ongoing user research and usability testing, iterating designs based on data to
improve engagement and retention.
Job role:
Design, Creative, and Arts

Digital Media Manager

March 2010 - April 2026

Saccal Holding S.A.L

Beirut, Lebanon •Hybrid

March 2010 - April 2026

• Built and managed websites and mobile app projects for multiple companies within the
holding group.
• Developed and executed digital marketing strategies across Meta, Google, and social
platforms for brand awareness and lead generation.
• Analyzed performance data and social metrics to optimize content strategy, posting
schedules, and advertising ROI.
• Directed live production, videography, and multimedia content creation for campaigns and
events.
• Collaborated with sales, customer relations, and executive teams to align digital initiatives
with business objectives.
Company industry:
Mechanical Engineering
Job role:
Marketing and PR

Graphic Designer

March 2008 - April 2026

Mediators

India

March 2008 - April 2026

• Designed visual assets for print, web, and broadcast including motion graphics and video
production for childrens television.
• Created pharmaceutical packaging designs and branding materials for healthcare clients.
• Produced documentary films and managed end-to-end post-production workflows.
• Managed social media campaign design and content creation across multiple platforms.
Company industry:
Law Firm
Job role:
Design, Creative, and Arts

Technical Lead

July 2020 - February 2021

A2Z Media

Beirut, Lebanon

July 2020 - February 2021

• Lead, develop, and implement web project;
• Responsible for the completion of all Cooperation Management;
• Work with the team to identify and solve communication challenges;
• Create, manage, troubleshoot, restore, put into action, and oversee websites;
• Oversee the construction of company website;
• Design the interface of the web project;
• Coordinate with other professionals like the graphic designer and Marketing department to make the website model;
• Create languages and codes useful for the development, troubleshooting, test running, and execution of the website;
• Responsible of training, developing, and mentoring technicians who are charged with the smooth running of the web project;
• Routinely check codes of a web project to ensure that they are compatible with modern web browsers and are not out of date;
• Trail errors and ensures that they are fixed;
• Make provisions for the new catalog and ensure they are updated on the website consistently;
• Make research on applications and plugins useful to the website and get make them available.
Company industry:
Internet & E-commerce
Job role:
Information Technology

Senior UI/UX Designer

December 2018 - July 2020

Softimpact

Beirut, Lebanon

December 2018 - July 2020

• Gather and evaluate user requirements in collaboration with clients;
• Develop technical and business requirements and always strive to deliver intuitive and user-centered solutions;
• Optimize existing user interface designs;
• Illustrate design ideas using storyboards, process flows and sitemaps;
• Design graphic user interface elements, like menus, tabs and widgets;
• Build page navigation buttons and search fields;
• Develop UI mockups and prototypes that clearly illustrate how sites function and look like;
• Create original graphic designs (e.g. images, sketches and tables);
• Prepare and present rough drafts to internal teams and key stakeholders;
• Identify and troubleshoot UX problems (e.g. responsiveness), and Conduct an ongoing user research;
• Communicate with clients to understand their business goals and objectives;
• Conduct layout adjustments based on user feedback;
• Adhere to style standards on fonts, colors and images.
Company industry:
Internet & E-commerce
Job role:
Design, Creative, and Arts

Senior UI/UX Designer and Project Manager

December 2018 - June 2020

Softimpact

Antelias, Lebanon •Hybrid

December 2018 - June 2020

• Led UI/UX design and development for mobile apps (iOS and Android), smart TV
applications, and OTT streaming platforms.
• Managed full product lifecycle from discovery and research through design, development,
testing, and deployment.
• Built interactive dashboards, admin panels, and content management systems for
enterprise clients.
• Developed e-commerce interfaces and payment integrations for digital product platforms.
• Conducted ongoing user research and usability testing, iterating designs based on data to
improve engagement and retention.
Company industry:
Software Development
Job role:
Design, Creative, and Arts

Digital Media Manager

February 2017 - December 2018

Saccal Holding S.A.L

Beirut, Lebanon

February 2017 - December 2018

• Build and execute social media strategy for several companies through competitive research, platform determination, messaging and audience identification;
• Generate, edit, publish and share daily content (original text, images, video or HTML) that builds meaningful connections and encourages community members to take action;
• Set up and optimize company pages within each platform to increase the visibility of company’s social content;
• Moderate all user-generated content in line with the moderation policy for each community;
• Create editorial calendars and syndication schedules;
• Continuously improve by capturing and analyzing the appropriate social data/metrics, insights and best practices, and then acting on the information;
• Collaborate with other departments (customer relations, sales etc.) to manage reputation, identify key players and coordinate actions;
• Consulting, writing, editing (photo/video/text), presentation and communication skills;
• Research audience preferences and discover current trends;
• Create engaging text, image and video content;
• Design posts to sustain readers’ curiosity and create buzz around new products;
• Stay up-to-date with changes in all social platforms, websites and mobile app ensuring maximum effectiveness;
• Facilitate online conversations with customers and respond to queries;
• Develop an optimal posting schedule, considering web traffic and customer engagement metrics.
Company industry:
Mechanical Engineering
Job role:
Design, Creative, and Arts

Web Project Manager

February 2015 - February 2017

iDigital Pulse

Beirut, Lebanon

February 2015 - February 2017

• Lead, develop, and implement web project;
• Responsible for the completion of all Cooperation Management;
• Work with the team to identify and solve communication challenges;
• Create, manage, troubleshoot, restore, put into action, and oversee websites;
• Oversee the construction of company website;
• Design the interface of the web project;
• Coordinate with other professionals like the graphic designer to make the website model;
• Create languages and codes useful for the development, troubleshooting, test running, and execution of the website;
• Convert and edit videos;
• Make videos suitable and ready for the web project in the relevant format;
• Responsible of training, developing, and mentoring technicians who are charged with the smooth running of the web project;
• Routinely check codes of a web project to ensure that they are compatible with modern web browsers and are not out of date;
• Trail errors and ensures that they are fixed;
• Make provisions for the new catalog and ensure they are updated on the website consistently;
• Make research on applications and plugins useful to the website and get make them available.
Company industry:
Internet & E-commerce
Job role:
Information Technology

Technical Team Lead

March 2012 - February 2014

A2Z Media

Doha, Qatar •Remote

March 2012 - February 2014

• Led technical strategy for web and app projects, evaluating AI tools and automation to
streamline development workflows.
• Managed cross-platform development teams delivering websites and digital products for
Saudi and Qatari markets.
• Oversaw end-to-end project delivery: architecture, UI/UX, frontend and backend
development, QA, and launch.
• Established e-commerce solutions and digital marketing integrations for client platforms.
• Trained and mentored technical staff on modern web standards, performance
optimization, and cross-browser compatibility.
Company industry:
Marketing
Job role:
Information Technology

Lead Developer and Web Project Manager

February 2012 - December 2013

iDigital Pulse

Beirut, Lebanon

February 2012 - December 2013

• Managed end-to-end web project delivery: planning, design, WordPress development, and
content management for diverse clients.
• Built custom WordPress themes and plugins, delivering tailored CMS solutions optimized
for client workflows.
• Coordinated with designers, marketers, and stakeholders to deliver high-quality websites
on time and within budget.
• Implemented SEO best practices and performance optimization across all delivered
projects.
• Trained and mentored junior developers on modern web standards, version control, and
CMS best practices.
Company industry:
Marketing

Education

Sciences and Technology University (A.U.L)

September 2013

September 2013

Bachelor's degree, Graphic Design - Arts

Lebanon

AUL

January 2013

January 2013

Bachelor's degree, Graphic Design

Lebanon

GPA (percentage): 70%

GPA (percentage): 70%

Graphic designer

Arts, Sciences and Technology University (A.U.L)

December 2012

December 2012

Bachelor's degree, Graphic Design

Lebanon

C.I.S.

January 2010

January 2010

High school or equivalent, Graphic Design

Lebanon

Skills

Adobe Creative Suite
Expert
Adobe Creative Suite
Expert
WordPress
Expert
WordPress
Expert
Wordpress Design
Expert
Wordpress Design
Expert
Web Design
Expert
Web Design
Expert
UI testing
Expert
UI testing
Expert
ui/ux designer
Expert
ui/ux designer
Expert
Adobe illustrator
Expert
Adobe illustrator
Expert
web design to wordpress
Expert
web design to wordpress
Expert
project management
Intermediate
project management
Intermediate
print design
Expert
print design
Expert
Adobe after effect
Beginner
Adobe after effect
Beginner
HTML and CSS
Expert
HTML and CSS
Expert
Web design / wordpress expert
Expert
Web design / wordpress expert
Expert
Adobe Photoshop
Expert
Adobe Photoshop
Expert
google cloud
Intermediate
google cloud
Intermediate
web hosting management
Expert
web hosting management
Expert
Prototyping
Expert
Prototyping
Expert
adobe xd
Expert
adobe xd
Expert
Sketch
Expert
Sketch
Expert
figma
Expert
figma
Expert
Usability-hub
Intermediate
Usability-hub
Intermediate
web app design
Expert
web app design
Expert
graphic fundamentals
Expert
graphic fundamentals
Expert
google analitycs
Beginner
google analitycs
Beginner
analytical skills
Expert
analytical skills
Expert
Excellent eye for detail
Expert
Excellent eye for detail
Expert
Adobe Creative Suite
Expert
Adobe Creative Suite
Expert
user interface design
Expert
user interface design
Expert
user interface
Expert
user interface
Expert
user experience
Intermediate
user experience
Intermediate
ui testing
Expert
ui testing
Expert
web design
Expert
web design
Expert
usability design
Expert
usability design
Expert
wire framing
Expert
wire framing
Expert
CROSS PLATFORM APPLICATIONS
Intermediate
CROSS PLATFORM APPLICATIONS
Intermediate
DATA INTEGRATION
Intermediate
DATA INTEGRATION
Intermediate
DIGITAL MARKETING
Intermediate
DIGITAL MARKETING
Intermediate
E COMMERCE
Intermediate
E COMMERCE
Intermediate
MOBILE APPLICATION DEVELOPMENT
Intermediate
MOBILE APPLICATION DEVELOPMENT
Intermediate
REVENUE GROWTH
Intermediate
REVENUE GROWTH
Intermediate
USER EXPERIENCE UX DESIGN
Intermediate
USER EXPERIENCE UX DESIGN
Intermediate
WEB APPLICATIONS
Intermediate
WEB APPLICATIONS
Intermediate
WEB DEVELOPMENT TOOLS
Intermediate
WEB DEVELOPMENT TOOLS
Intermediate
SEO & Growth
Expert
SEO & Growth
Expert
Mobile Development
Expert
Mobile Development
Expert
AI & Automation
Expert
AI & Automation
Expert
Web & E-commerce
Expert
Web & E-commerce
Expert
UI/UX Design
Expert
UI/UX Design
Expert
Performance Marketing
Expert
Performance Marketing
Expert
Analytics & CRO
Expert
Analytics & CRO
Expert
Creative & Branding
Expert
Creative & Branding
Expert
Infrastructure & DevOps
Expert
Infrastructure & DevOps
Expert
Leadership & Strategy
Expert
Leadership & Strategy
Expert

Social profiles

Personal Website
Personal Website
800website.ae/

Languages

Arabic

Native Speaker

English

Intermediate

French

Beginner

Training and Certifications

Certifications
T.S. (Bac+3) Official Certificate in Graphic Design

Hobbies and interests

Swimming