Experience

Al Marmoom Initiative

• United Arab Emirates
• Recreational Facilities
• 1 - 100 Employee

• Volunteer

  • Feb 2023 - Present

  - Helped with classes for people with special needs. - Engaged and built strong relationship with students. - Identified new initiatives to help raise awareness for volunteering roles at the Equestrian Club and for the Greenhouses. - Supported with operations management. - Helped with classes for people with special needs. - Engaged and built strong relationship with students. - Identified new initiatives to help raise awareness for volunteering roles at the Equestrian Club and for the Greenhouses. - Supported with operations management.



Sisley Paris

• France
• Personal Care Product Manufacturing
• 700 & Above Employee

• Head of PR & Communications Middle East

  • Nov 2020 - Apr 2022

  - Successfully established PR & Communications for Sisley and Hair Rituel by Sisley, across the Middle East region.- Managed the PR & Communications P&L.- Drove the PR & Communications strategy, planning and implementation for Sisley and Hair Rituel by Sisley, across the Middle East region.- Built and maintained a strong network with publishers, editors, influencers and KOLs.- Managed forecasts for pre-series novelties.- Oversaw the Communications strategy for the launch of Sisley e-commerce in the GCC, including the implementation of Digital Paid Media campaigns.- Defined and implemented the PR & Communications strategy for the opening of the first Middle East Sisley Spa in Qatar.- Worked closely with retailers to ensure Communications and Marketing strategy were aligned.- Monitored, reviewed and analysed visibility results and outcome (DMR and Campaygn).- Delivered an ROI of 25x in terms of visibility for the brand vs budget spend.- Achieved a #4 ranking for Sisley in terms of visibility (cf. DMR) within 4 years.Reporting:- Reported directly to the General Manager based in UAE, Regional General Manager based in UK and Head of Communications HQ based in Paris Show less

• PR Manager Middle East

  • Jan 2018 - Nov 2020



Strategies dC

• United Arab Emirates
• Advertising Services
• 1 - 100 Employee

• Head of PR

  • Mar 2010 - Feb 2016

  - Successfully founded and led the PR department of Strategies dC, reporting directly to the CEO and MD. - Built a strong PR clients portfolio of over 25 renown international luxury brands. - Converted most of the agency's existing clients (media and advertising) to PR retainer clients. - Managed the department's P&L, as well as the budgeting of clients’ retainer and project fees - turned the department profitable less than 4 years after its inception. - Drove the PR strategies and oversaw the planning and implementation of PR plans and campaigns for the department's clients across the Middle East region. - Maintained and developed a strong network with publishers, editors, bloggers and influencers. - Recruited, coached and grew the PR department staff to a well-established team of 12. - Main clients included: Alaia perfumes, Carrera y Carrera, Clarins, Dima Ayad, Elie Saab perfumes, Fendi Timepieces, Guerlain, Huda Beauty, Institut Esthederm, Lancel, Moschino perfumes, Narciso Rodriguez perfumes, Nars, Simone Perele, Thierry Mugler perfumes, Versace perfumes. - Winner of the 2015 Arab Luxury World PR award in the Fragrance & Cosmetics category for NARS Middle East Launch PR Campaign. Show less



J. Walter Thompson Worldwide

• United States
• Advertising Services
• 700 & Above Employee

• Senior PR Manager

  • Jan 2007 - Dec 2009

  - Managed the PR Accounts of brands across multiple industries (luxury, electronics, beauty, entertainment) in the MENA region. - Successfully led the preparation and presentation and won the PR RFP for Clarins Group Middle East, Alfred Dunhill, Ltd. and Apple. - Was responsible for the budgeting, negotiation and coordination of clients’ retainer and project fees, including third parties costs. - Developed and implemented PR plans for all clients in portfolio. - Supervised and managed the media relations team and PR executives. Other responsibilities: - Clients’ consultancy and relationship. - Proactive crisis management. - Media collaboration. - Event management. - PR samples maintenance. Clients included: Alfred Dunhill Ltd., Apple, Clarins Group Middle East, De Beers Group Marketing, Dove (Unilever), Selfridges, Virgin Megastore. Show less



Havas Creative Network

• United States
• Advertising Services
• 700 & Above Employee

• Senior PR Executive

  • Jan 2005 - Dec 2006

  Responsibilities included: - Clients’ relationship. - Development and execution of PR plans. - Event conceptualization and management. - Media knowledge and contact. - PR assistants’ supervision and guidance. Clients included: Christian Lacroix, Emanuel Ungaro, Gian Franco Ferre Perfumes, Hogan, Lacoste, Ralph Lauren, Roberto Cavalli Perfumes, Tod’s, Valentino, Victoria’s Secret Perfumes. Responsibilities included: - Clients’ relationship. - Development and execution of PR plans. - Event conceptualization and management. - Media knowledge and contact. - PR assistants’ supervision and guidance. Clients included: Christian Lacroix, Emanuel Ungaro, Gian Franco Ferre Perfumes, Hogan, Lacoste, Ralph Lauren, Roberto Cavalli Perfumes, Tod’s, Valentino, Victoria’s Secret Perfumes.



ACTION MARKETING PLUS

• United Arab Emirates
• Advertising Services
• 1 - 100 Employee

• Events Manager

  • Jan 2004 - Dec 2004

  - Coordinated the event “Aïcha des Gazelles Rallye” for Maroc Telecom and Nokia. - Supervised the Citroen Road Show pre-event production. - Produced and coordinated the African Petroleum Industry Operation: Afriquia’s “Clean Beach”. - Coordinated the event “Aïcha des Gazelles Rallye” for Maroc Telecom and Nokia. - Supervised the Citroen Road Show pre-event production. - Produced and coordinated the African Petroleum Industry Operation: Afriquia’s “Clean Beach”.