From optimizing mobile networks to helping businesses think with AI

I studied Telecommunication Engineering at the Holy Spirit University of Kaslik (USEK) and graduated in 2009. Right after, I joined Alfa, one of Lebanon’s two mobile operators, where I spent more than twelve years in radio network optimization.

As RAN Optimization Supervisor I led task forces that contributed to a network quality of service improvement of around 25 percent. I prepared and ran multimillion dollar RFIs, RFQs and RFPs for radio tools and network audits, supervised trials and proofs of concept, and set up the acceptance process for the 3G rollout of about 1,000 sites with Ericsson. It was a crash course in large systems, vendors, deadlines and data.

In parallel, I was building. Assaf Publishers came first in 2010, focused on paid advertising and search engine advertising. In 2014 I cofounded ZIdenTT. 88medias followed in 2016 and grew into a studio for websites, ecommerce, mobile apps and digital marketing. In 2025 I cofounded OZ88MEDIA in Melbourne to serve clients in Australia, and I now also work from an office in Doha, Qatar.

Over the last few years AI moved from a side topic to the center of everything we deliver. Today my main focus is helping businesses use it with intention: picking the right problems, building solutions that last and making sure their teams feel confident using them.