FOUNDER · GTM & LAUNCH ARCHITECT · INTUITIVE GUIDE
Building, and empowering builders to lead in sovereignty.
From academically trained anthropologist and research strategist at a leading San Francisco advertising firm to founder of three startups, I've spent the past nine years studying, building, and reimagining what it means to create something meaningful.
I've bootstrapped a venture to five figures before product, built across seven international markets, and eventually followed my intuition to close that chapter, cross an ocean, find love, and begin again.
Now, I'm bringing my experience in product, growth, and intuitive work into a more human-centered approach to value-creation. Recently, through the SAEL podcast, my energy practice, and lifestyle brand, I'm exploring what it means to build businesses and lives that allow people to ignite their inner fire, and lead in its weight.
Highlights
bunq Child Accounts
49%
QoQ increase in Child Accounts within 5 months, and an 11% NPS uplift for parents. Team of 4.
Okel
5-figure
Revenue month in month one. Launched Okel for Conferences at TechCrunch Disrupt 2022 in San Francisco, selling TechCrunch a service pre-product.
Refugee Revive
1 → 132
Members in year one.
The SAEL Podcast
~350
Downloads across 31 countries in the first 20 episodes.
Recent adventures · 2025–26
The inner work, made into something to share.
Host & Producer
The SAEL Podcast
Conversations with guests from all walks of life on the human experience — reminding us of our shared humanity and the light we inherently carry. I host, produce, and grow the show across audio and video. The first 20 episodes received ~350 downloads across 31 countries.
Founder
SAEL House
An intuitive guidance and transformation practice for sovereign leadership — energy clearings, readings and channeled guidance for founders and seekers.
Certified · Level I & II
Reiki
Reiki I and II certified, using this energy practice to support clients in releasing what they carry and returning to their whole, radiant essence.
In training
Integrative Hypnosis
Learning integrative hypnosis to work with the subconscious — where painful moments get indexed — and gently reshape patterns.
Plus The Guide, a weekly Substack of insights, meditations and essays.
Founder · Marketplace
Deepr Designs
"The everyday makes you. We make it."
An intuitively-inspired lifestyle marketplace elevating mundane moments with empowering messages on wearables, home goods, stationery and jewelry. Its My Girl collection runs buy-one-gift-one, supporting women reclaiming their power after sexual violence or domestic abuse.
Visit the shop
Entrepreneurship & Innovation
It started at 13, with a teen magazine from my home in Syria.
Okel ↗
Meal-sharing at local restaurants. Bootstrapped to a 5-figure revenue month in month one; sold TechCrunch a conference service on the spot.
Stone Soup Media ↗
Co-produced Talk With Your Mouth Full, a docuseries pilot uniting strangers over meals by immigrant chefs.
Refugee Revive
Founded at Emory; scaled from one to 132 members in year one, supporting refugee education and entrepreneurship.
Darling Dressed
A fashion e-commerce brand — a living lab for distribution, paid and organic growth, and customer care.
Creative Strategy & Execution
Roles I've contributed to
bunq
Product Marketing Lead
Jan 2025 – Nov 2025
Spearheaded global and local growth strategy for bunq’s Child Accounts, driving 49% QoQ acquisition growth and an 11% uplift in parent NPS, grounded in deep research into family financial needs. Partnered across product, design, data, and business development to boost awareness, conversions, and loyalty through ads, landing pages, partnerships, co-marketing, and IRL activations. Proposed and led an AI model simulating our target user, turning research into predictive insights for marketing, product, and business development teams. Led and mentored a small, dynamic team through change, cultivating growth, collaboration, and resilience.
Goodby Silverstein & Partners
Jr. Research Strategist
Sep 2020 – Apr 2021 · San Francisco
Quant and qual research for BMW, Kraft Heinz, Comcast Business. Launched gs&pEAT, a virtual meal-sharing initiative for employee connection.
Launch House
Ops Manager
Mar – Fall 2023 · New York City
Ran events for NYC's tech startup ecosystem.
Turff
Marketing Manager
Fall 2024
Set up Turff's marketing department from content strategy to guerrilla plans.
Motivate Design
UX Researcher
Oct 2018 – Dec 2020 · New York City
Anthropologically-informed field research translating user insight into ICPs and USPs.
Loeb.NYC: Matchfire & Nunbelievable
Venture Intern
Summer 2019 · New York City
Cause marketing for LG Electronics USA; helped a mission-based cookie company reach its first audience and first sales.
Playbooks & frameworks
Strategy Story Arc ↗
A framework created while at Goodby Silverstein & Partners.
Check this resource
Brand engineering playbook ↗
How a brand gets built, piece by piece.
Read on Medium
GTM Approach ↗
Built for founders.
Use this tool
User research strategy ↗
Anthropologically-informed research turned into ICPs and USPs.
Find your users
Community & Impact
Rising together
Reviving Recipes
An incubator for refugee women starting food businesses — strategy, pricing, and a Food Business Guidebook.
Social Scavenger Hunt
An online game connecting 130+ incoming Emory students — friendships that lasted years.
Struck Crypto
Venture Scout · From Mar 2023 · New York, United States
Invited to join the scout program, sourcing deals and referrals through Struck Crypto’s network.
Antler
Entrepreneur-in-Residence · Jan – Apr 2024
Completed an 11-week fellowship, validating and implementing MVPs for a community-based fintech ecosystem and a science-backed wellness collective.
SheFi
Germany Chapter Co-Lead
Selected for the Scholars Program in Web3, blockchain and emerging technologies, and to co-lead the German chapter through community engagement and event planning.
Sigma Squared Society
Web3 Horizontal Co-Lead · Mar – Sep 2023
Elected into the global founder community and invited to co-lead the Web3 Horizontal, supporting member engagement through programming.
Founder incubators & accelerators
Fellowships across the startup ecosystem.
Awards & Achievements
Cool, unexpected moments
Bobby Jones Scholarship
Fully-funded Master's at the University of St Andrews, Scotland, for academic excellence, character, and integrity in service.
Rising Women in Crypto Power
Longlisted for the 2023 list for contributions as a venture scout and community builder.
Robert W. Woodruff Scholarship
Once-per-year, merit-based full ride into the Emory Scholars Program.
Dean's Achievement Scholarship
$20,000 award for academic achievement and leadership in Liberal Arts.
Award of Excellence in Hebrew Studies
The single award across all Hebrew courses, Department of Middle Eastern Studies, 2016.
Most Innovative Research Award
For my dissertation on economic empowerment through small business training for migrant women.
Perspectives
What people say
“Visionary, makes ambitious projects more feasible because she intuitively breaks them down, quick on her feet, brainstorming new solutions on the spot. She uses feedback as a way to accelerate growth.”
“In one session, Farah helped me more than years of therapy and executive coaching.”
“Gut is super smart, just knows a good idea and doesn't need to specify why, and it turns out to be truly a great idea.”
“Insightful with her feedback, always took the time to think through what worked, what didn't, and how we could make things better.”
“Made my language and positioning more inclusive in communicating core values from first interactions with a website visitor.”
“Powerful energy.”
COLLABORATIONS