A global citizen with a challenger mindset, Steven founded sweetwater in 2007 with a clear vision: to build an agency that fuses bold creativity with real business impact. Having started his career on the brand side at Red Bull, he saw firsthand the need for marketing that doesn’t just capture attention but drives real, measurable results.

With over two decades of experience across the UAE, Saudi Arabia, and the wider Middle East, Steven has been at the forefront of the region’s transformation—helping brands navigate shifting landscapes, evolving consumer behaviors, and cultural nuances. Under his leadership, sweetwater has become a powerhouse in experiential marketing and brand storytelling, crafting campaigns that cut through the noise, resonate deeply, and deliver tangible business impact.

His philosophy is built on deep local insight, cultural understanding, and relentless creativity as the foundation of success. Whether launching bold activations, creating disruptive brand campaigns or shaping engagement strategies across the region, Steven and his team thrive on pushing boundaries and challenging conventions—while ensuring flawless execution at every stage, knowing that precision is just as critical as bold ideas in delivering real impact.

Beyond business, he is committed to driving positive impact through a participative business model that empowers and rewards employees and external partnerships like B1G1, ensuring that marketing doesn’t just sell—it gives back. A passionate basketball coach, advocate for sport culture, and believer in the power of competition and teamwork, he sees sport as a catalyst for change—on and off the court.