Keep your 9-5. I'll help you build your business.
I don't coach. I build with you. Strategy, execution, and weekly accountability until you launch.
Does this feel familiar?
You've been sitting on this idea for months, researching everything but building nothing
You start strong after work, then life happens and progress stalls for weeks
You don't know what to prioritize first: product, customers, legal stuff, or social media
Every decision feels high-stakes because you can't afford to waste your limited time
You're stuck in permanent planning mode because you don't have anyone to pressure-test ideas with
You don't need more motivation. You need someone who can help you move faster.
The hardest part is starting. Then it's staying the course, especially when you're alone.
You need someone in the spreadsheets, the pitch decks, and the research calls; not a static strategy deck you won't execute.
Why Chief of Start Exists
"I started building my first company while working full-time, and powering through that all too familiar feeling of wondering if it would work. I'm here to help you power through whatever is keeping you stuck, so you can do the same."
Deeper Beauty, a melanin-first skincare brand, happened because I got tired of waiting for someone else to solve a problem that seemed obvious. I studied Cosmetic Science, figured out formulation processes, packaging and GCC regulatory requirements, my go-to-market strategy, and more. In 6 months of building, I secured a partnership as the exclusive sun care provider to the Melia Hotel in Downtown, sold through my first batch, and now sit at a 30% retention rate.
No co-founder or large team; just my grit, passion, and tenacity in a highly competitive market.
I learned one of the most fundamental business lessons: you don't need to know everything all at once; you just need to have a plan, know what to do next, and have a strong bias to action. Just start.
My packages
Jump Start
Clarity on your idea and a real-world pressure test from someone who's built at scale.
Book nowStrategy Sprint
Go to market strategy stress-tested against your market. Positioning that sells. Your first 60 days mapped by someone who's launched products.
Book nowLaunch Partner
Weekly strategic guidance, go to market execution, and MVP launch.
Book nowFractional CoS
Your operational right hand. Deep go-to-market work, pitch deck prep, team decisions, and the thinking that builds a solid foundation for a business set for success.
Book nowQuestions before you start
Is this coaching?
No. I don't sit across from you asking reflective questions while you do the work. I get in the spreadsheets, the pitch decks, and the research calls with you. You leave sessions with things built, not just insights.
I have a full-time job. How does this fit around it?
That's who this is built for. Sessions and async work happen around your schedule, evenings and weekends included. Packages are structured in hours, not weeks, so you use the time when you actually have it.
I don't have a fully formed idea yet, can I still start?
Yes. The Jump Start package exists exactly for this: a pressure test on your idea before you commit real time or money to it. Most people start there before moving into a longer package.
What's the difference between the packages?
Jump Start is a single working session to pressure-test your idea. Strategy Sprint builds your go-to-market plan and first 60 days. Launch Partner and Fractional CoS are ongoing monthly hours for people who want a hands-on partner through execution, not a plan handed over once.
What happens after I book the free call?
We spend 30 minutes on what you're building, where you're stuck, and whether I'm the right fit. If it's a match, I'll recommend the package for your stage and we start from there.
Is what I share confidential?
Yes. Everything you tell me about your business, numbers, and plans stays between us.
How do payments work?
60% of the package cost is paid upfront, and 40% on completion of the project. My aim is to be as flexible as I can however, so if you need a different arrangement, raise it on our discovery call and let's talk.
About Me
Before Chief of Start, I spent over a decade moving between global development, tech, and government. I consulted for multiple INGOs including the United Nations, EU, and Gates Foundation, then moved into tech, working on communications, product and go to market strategies.
I spent four years at Careem, leading the company's Tech for Good mandate across 10 markets and launched Careem Quik in Abu Dhabi, opening three dark stores across the city.
My next chapter was founding Deeper Beauty, a melanin-friendly skincare brand, because I was tired of waiting for someone else to build it. I didn't have a co-founder or dedicated team.
I was selected for the Antler Dubai cohort, one of 80 founders chosen from over 4,000 applicants, and I've been featured on Dubai One TV, Dubai Eye Radio, and Womenpreneur Middle East.
Built by someone who gets it.
I'm not here to tell you what you should do; I'm here to do it with you. Strategy, execution, accountability, and the hard conversations that move you forward.
The path from idea to launch is non-linear. It's messy and it's lonely, so I'm here to reduce the burden and offer meaningful support.