I started Level343 during the dot-com boom after seeing how overwhelmed businesses were by digital. With a background in marketing and copywriting, I realized early on that SEO wasn’t just about rankings, it was about strategy, messaging, and trust. So I built an agency focused on helping brands grow with integrity and a global mindset. Two decades later, we're still doing just that.
Honestly, I’m not sure I had one. Growing up in Beirut, we were encouraged to be kids, to enjoy life, play, and learn, not to start businesses or get jobs. It’s a stark contrast to the culture here in America, where there’s often pressure to be entrepreneurial from a young age. My drive came later, when it made sense for me...not because it was expected.
I used to believe that people and companies knew what they wanted. Over the last few years, I’ve completely changed my mind. Most think they do, until the data and results point in a completely different direction. Clarity often comes after the strategy starts taking shape, not before.
I feel most energized when we sign a new client. I'm instantly in awe of all the possibilities, and my mind goes into overdrive, strategizing, visualizing, and mapping out how we can help them grow. It’s that creative rush that fuels everything else.
I’m big on routine. I wake up, walk the dog, jump in the shower, make coffee, and connect with my global team. Then I meet with my executive to go through our to-do list for the day. Lunch usually involves playing with the dog and grabbing tacos from the local taco truck. I try to wrap up by 2 PM since we’re three hours behind most of our clients, early start, early finish. No fluff, just focus.
Determination and never accepting failure. If something doesn’t work, I don’t see it as failure, I just didn’t try the right way yet. I’m not obnoxious about it, I just love to tinker, test, and retest until it clicks. That persistence has made all the difference.
One mistake I made early on was trusting that others would care about the details as much as I do. Whether it was in restaurants or agencies, I learned the hard way, never assume someone else will give your work, your clients, or your reputation the same level of attention. Not even yourself. Always check, double-check, and then check again. That lesson has stuck with me ever since.
Honestly, I’m not sure. I try to be as direct and transparent as possible, so if people are getting something wrong about me, they’re probably not paying attention.
Sailing, hiking, traveling, reading...
Success, for me, is being able to do what I want, with whom I want. But more importantly, it’s having the freedom to choose the clients I actually want to work with. That kind of control is everything.
What sets us apart is our unique mix: we’re a fully remote, globally connected team with decades of experience in the industry. That combination gives us flexibility, perspective, and depth you don’t find in many agencies, and it shows in the work we deliver.
Gambling is a hard no for me. I’ve seen people close to my family lose everything to it. It’s an addiction, and I don’t want to be part of an industry that profits from that kind of vulnerability. I draw a clear line there.
One core principle we live by is integrity. We don’t chase trends or cut corners, we focus on honest strategy, clear communication, and doing what’s right for the client, even if it’s not the easy route. Long-term trust always beats short-term wins.
I haven’t had to hire in the traditional sense for a long time. The team I work with has been with me for decades, we’ve built deep trust over years of collaboration. I have a solid Rolodex of seasoned consultants I turn to. At the end of the day, I’m loyal to my team, and they’ve earned that loyalty.
I foster creative thinking by staying quiet and truly listening. I give my team space to pitch ideas and share input without jumping in too quickly. You’d be surprised how much innovation comes from simply allowing people to be heard.
AI-generated everything. Don’t get me wrong, AI has its place, but the idea that it can fully replace strategy, voice, and human connection is overhyped. Too many brands are chasing shortcuts instead of building real relationships and value.
I’m betting on the human touch. No matter how advanced technology gets, real connection, empathy, and intuition can’t be replicated. People still want to do business with people, and that won’t change.
One small but pivotal decision was stepping out of my comfort zone and asking for a loan. It was terrifying at the time, but once I took that leap, everything changed. It gave me the resources, and the push, I needed to scale. From there, the sky was the limit.
Be ready to wear many hats, especially in the beginning. But as you grow, start building a team that shares your vision and values. Everyone should be aligned: focused on helping clients and actually enjoying the work. That’s the foundation of a strong, sustainable agency.
If I were starting from scratch, I’d get the loan sooner and stop being afraid to go fully remote. Back in ’94, that wasn’t the norm, and I struggled with the idea of what an “agency” was supposed to look like. Now, everyone’s doing it, and I realize I was just ahead of the curve.
I believe in setting firm, competitive prices, do your research, know your market. Then add 25–30% for management and strategy oversight. We don’t give away our experience for free. Years in the industry mean years of trial, error, and success...something you just don’t get from a recent grad or a template.
For me, sustainability always comes first. Growth without a strong foundation leads to burnout and bad decisions. I’d rather grow slower and smarter, building long-term relationships, refining processes, and making sure the team and clients are aligned, than chase short-term wins that don’t last.
Remote, without question. It gives my team the flexibility to work from wherever they thrive, and it allows us to collaborate globally without being tied to one location. We’ve been remote long before it was trendy, and it works because we prioritize communication, accountability, and trust.
My most controversial belief? That not every client is worth keeping. Just because someone’s paying you doesn’t mean they’re a good fit, or that you should bend over backwards to please them. Mutual respect, clear communication, and aligned goals matter more than a paycheck.
I wish more clients understood that they’re not the only client. Many expect instant responses, even on weekends, and when agencies allow that, it becomes a hard habit to break. I made that mistake early on, but I’ve since stopped. Now, I’m working on getting my team to set the same boundaries. Respecting time goes both ways.
My favorite thing about this industry is that we’re shaping the future. We’re not just reacting to trends, we’re creating them. The way people search, connect, and make decisions is constantly evolving, and we get to be part of that transformation every single day.
One surprising fact? Over 90% of content online gets zero traffic from Google. Most people don’t realize how much strategy, optimization, and intent go into actually being found, just publishing isn’t enough.
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