Caught in a pickle between being a culture vulture and a whiz in creative strategy. I plunged into the world of advertising at the ripe age of 21 and, blow me down, here I am 17 years later. I've got a wealth of experience in strategic, creative consultancy, integrated marketing, data analysis and leadership, covering the length and breadth of the MENA region. In my kit bag: Business, Data, Brand, Content and Digital Strategies; Integrated Solutions across multiple channels; Relationship Marketing and Customer Experience Management. I'm not one for theories or hunches, I'm a numbers man. I get a right buzz from making things happen and the outcomes are a testament to my drive.
Porsche Middle East & Africa FZE
Heading the social media operation for the entire Expo marketing department, 192 countries and 46 partners. Managing a team of 24 social media professionals, from influencers to analytics, running across all major platforms in the world and leading on Russian & Chinese platforms as well. Highlights: • Running the longest promoted Twitter emoji hashtag ever, 9 months for #Expo2020Dubai. • Setting up an emoji engine for 192 countries and flags on Twitter for #Expo2020Dubai.
Creating strategic business impact through brand optimisation and development, research and data analysis and identifying smart opportunities for commercial gain for the Coca-Cola KSA business, under Aujan Industries (Rani Juice, Barbican Malt & Vimto) & First Abu Dhabi Bank (FAB). Worked on a variety of brands in a consultant capacity across pitches, brand development, architecture, positioning and identifying business development opportunities, including: • Aujan Industries (Rani Juice, Barbican Malt & Vimto) • Dubai Tourism. • Majid Al Futtaim Retail (City Centre) • BCG Digital Ventures(Beema, ENOC Link) • Al Rostamani Automobiles (Renault & Infiniti) • Unilever (Close Up & TRESemme) • Ferrero (Nutella, Kinder, Tic Tac) • JA Resorts • Sharjah Investment & Development Authority (Shurooq). Highlights: • Launched BCGDV’s partnership with Enoc Link, developing the strategy and design of Beema (the region’s first pay-per-kilometre digital insurance) and Enoc Link (fuel delivery service from Enoc) including marketing research and brand perception. • Developed and launched the #LiveYourStory campaign for Dubai Tourism. • Rebranded and launched Rani Floats & Barbican in Saudi Arabia with a new target audience. • Positioning and strategy for City Centre Deira, Midrif, Shindaga & Ma’assim. • Launched the new sugar-free Vimto cordial flavour in the region. • Launched the Nutella customise your jar activation in Egypt.
Note: Geometry migrated to VMLY&R Commerce, then merged with VMLY&R. Lead on the digital assignment of BAT (British American Tobacco) & Twitter in EEMEA on digital and social media, DCTM’s Abu Dhabi Food Festival & Retail Abu Dhabi, RTA S’hail & Dubai Taxi Corporation DTC app. Highlights: • Developed the Twitter global strategy for #FeminieArabic. • Launched Twitter MENA’s Elevator Tweets activation. • Created the identity and launched DTC car hailing app. • Created proxy-platform strategies to communicate tobacco brands on social media such as Tastemakers for Dunhill in the UAE, Kuwait and KSA and Klabs for Kent in Iran and the Live The Moment for Pall Mall in Egypt & KSA. • Launched Anghami’s Replay activation. • Created the strategy of Coca Cola MENA’s Mixed Fans activation for the football World Cup championship. • Owned strategy throughout pitches and client work to deliver compelling strategic stories. • Managed research and analysis, developed fresh insights and strong POVs that established a solid foundation for pitches and client work. • Participated in developing creative briefs, articulating key insights and a clear point of view, ensured that our strategic/ideas narrative were represented in all deliverables.
Managing content creation and engagement for McDonald’s Arabia and Samsung Mobile in the MENA region. Du Telecom & FGB in the UAE. My other responsibilities included developing solutions to meet clients’ brand objectives based on social media listening, consumer insights and data analysis, spotting trends and technologies that play roles in consumer’s lives, as well creating digital journeys and strategies that enrich and engage with customers across social and digital platforms. Clients: Samsung Mobile, McDonald’s, Emirates Airlines, Du, Omantel, Ferrero GMC, Renault, Rio Mare, Bel Group (LVQR, Kiri, Babybel), UAE Exchange, FGB (First Gulf Bank). Highlights: • Developed strategies for Samsung Mobile in MENA & the GCC for Galaxy S5, Galaxy S6 and Galaxy S7, along with #Note5 including a fashion female-driven strategy for the device launch. • Activated Digital strategy for many of the Du Telco projects including #DigitalFasting. • Developed the strategy for the award-winning Samsung Innovation product #SafetyScreen. • Created the digital media & social media guidelines for the Ooredoo telecom brand in 9 markets globally. • Created McDonald’s Arabia digital and social activations for the GCC region.