Head of Digital

• Jan 2023 - Present

Head Of Digital

• Sep 2021 - May 2023

Group Digital & Marketing Manager | Media, Leisure & Entertainment

• Sep 2020 - Sep 2021

Member of Corporate Management Team, looking after iconic venues across Dubai Holding Leisure & Entertainment division at group level including Dubai Parks & Resorts, The Roxy Cinemas, AIN DUBAI - The world’s largest & tallest observation wheel, Laguna Waterpark, Coca-Cola Arena, The Green Planet, Hub Zero, Splash Pad, Rotunda Caesar Palace, Mattel Play!Town and others.

Group Digital & Marketing Manager - Leisure & Entertainment Division

• Apr 2019 - Sep 2020

Leading the digital strategy and marketing of Dubai's iconic Leisure & Entertainment venues: The Roxy Cinemas, Laguna Waterpark, The Green Planet, The Arcade by Hub Zero, Sea Breeze, Splash Pad, Mattel Play! Town & Rotunda at Caesars Palace Develop an overall Digital Communications Strategy for the website, App, POS and other marketing channels. Set overall strategic direction in-market for all Meraas L&E assets and Digital Innovation to maximize growth opportunities and reduce… Show more Leading the digital strategy and marketing of Dubai's iconic Leisure & Entertainment venues: The Roxy Cinemas, Laguna Waterpark, The Green Planet, The Arcade by Hub Zero, Sea Breeze, Splash Pad, Mattel Play! Town & Rotunda at Caesars Palace Develop an overall Digital Communications Strategy for the website, App, POS and other marketing channels. Set overall strategic direction in-market for all Meraas L&E assets and Digital Innovation to maximize growth opportunities and reduce cost, impact both top and bottom line Serve as the executive sponsor for digital process innovation and as such develop and administer the digital project portfolio. Manage and monitor digital budget to ensure digital solutions will be developed and deployed in a timely manner and within budget Be the ‘Executive Intermediary’ by enlisting involvement from other executives, re- establishing priorities, acting as a coach or serving as a tiebreaker during rollout of digital capabilities. Lead, motivate and develop the knowledge, skills and capabilities of the brand teams and digital marketing teams. Responsible for the end to end delivery of customer interactions at highest Customer experience standards online & offline Seek out business partnership opportunities with third party organizations/companies involved in digital in order to improve Lead Meraas L&E digital and be the central point for Customer Experience, Campaign management and execution across all customer channels Manage the development of digital models (using both AI / Machine learning) across customer life and credit cycle. Show less Leading the digital strategy and marketing of Dubai's iconic Leisure & Entertainment venues: The Roxy Cinemas, Laguna Waterpark, The Green Planet, The Arcade by Hub Zero, Sea Breeze, Splash Pad, Mattel Play! Town & Rotunda at Caesars Palace Develop an overall Digital Communications Strategy for the website, App, POS and other marketing channels. Set overall strategic direction in-market for all Meraas L&E assets and Digital Innovation to maximize growth opportunities and reduce… Show more Leading the digital strategy and marketing of Dubai's iconic Leisure & Entertainment venues: The Roxy Cinemas, Laguna Waterpark, The Green Planet, The Arcade by Hub Zero, Sea Breeze, Splash Pad, Mattel Play! Town & Rotunda at Caesars Palace Develop an overall Digital Communications Strategy for the website, App, POS and other marketing channels. Set overall strategic direction in-market for all Meraas L&E assets and Digital Innovation to maximize growth opportunities and reduce cost, impact both top and bottom line Serve as the executive sponsor for digital process innovation and as such develop and administer the digital project portfolio. Manage and monitor digital budget to ensure digital solutions will be developed and deployed in a timely manner and within budget Be the ‘Executive Intermediary’ by enlisting involvement from other executives, re- establishing priorities, acting as a coach or serving as a tiebreaker during rollout of digital capabilities. Lead, motivate and develop the knowledge, skills and capabilities of the brand teams and digital marketing teams. Responsible for the end to end delivery of customer interactions at highest Customer experience standards online & offline Seek out business partnership opportunities with third party organizations/companies involved in digital in order to improve Lead Meraas L&E digital and be the central point for Customer Experience, Campaign management and execution across all customer channels Manage the development of digital models (using both AI / Machine learning) across customer life and credit cycle. Show less

Group Marketing Manager

• Jan 2018 - Apr 2019

Member of Operational Management Team at ME Digital Group. Oversee marketing strategy for the group with common owners. The group operates 6 websites which includes GCC’s top E-Commerce and Content brands: 1. Cobone.com 2. Expatwoman.com 3. EWModa.com 4. Croutique.com 5. Expatwomanfood.com 6. Ewmums.com Responsibilities: Driving world class digital expertise into group’s marketing communication program and leading the way in specialist digital areas… Show more Member of Operational Management Team at ME Digital Group. Oversee marketing strategy for the group with common owners. The group operates 6 websites which includes GCC’s top E-Commerce and Content brands: 1. Cobone.com 2. Expatwoman.com 3. EWModa.com 4. Croutique.com 5. Expatwomanfood.com 6. Ewmums.com Responsibilities: Driving world class digital expertise into group’s marketing communication program and leading the way in specialist digital areas ensuring we stay ahead of the competition. Responsible for helping to define and implement the Digital strategy and embedding digital communications as a fundamental part of the way to operate and go to market. Plan and manage the development and execution of email marketing programs Perform in-depth analysis on online user behavior to identify opportunities to improve the onsite consumer/customer experience Responsible for cross-channel marketing across all brands. Working closely and collaborating with the marketing, platform, content, and UX teams to provide actionable insights and drive change. Reporting on key business KPI’s, analyzing and understanding why metrics have changed. Building and developing relevant KPI dashboards across the business and drive significant improvement in organizational capability in the area of actionable digital analytics. Responsible for the ongoing management and growth of social media presence in alignment with business strategies and direction. Create, manage and grow business presence across social media channels, including, Blogs, Twitter, Facebook, Pinterest, LinkedIn, YouTube and Instagram. Growing web presence of all the brands by engaging in search engine marketing (SEO, PPC, Retargeting Display Ads etc..), web content authoring, public relations and other web marketing activities. Show less Member of Operational Management Team at ME Digital Group. Oversee marketing strategy for the group with common owners. The group operates 6 websites which includes GCC’s top E-Commerce and Content brands: 1. Cobone.com 2. Expatwoman.com 3. EWModa.com 4. Croutique.com 5. Expatwomanfood.com 6. Ewmums.com Responsibilities: Driving world class digital expertise into group’s marketing communication program and leading the way in specialist digital areas… Show more Member of Operational Management Team at ME Digital Group. Oversee marketing strategy for the group with common owners. The group operates 6 websites which includes GCC’s top E-Commerce and Content brands: 1. Cobone.com 2. Expatwoman.com 3. EWModa.com 4. Croutique.com 5. Expatwomanfood.com 6. Ewmums.com Responsibilities: Driving world class digital expertise into group’s marketing communication program and leading the way in specialist digital areas ensuring we stay ahead of the competition. Responsible for helping to define and implement the Digital strategy and embedding digital communications as a fundamental part of the way to operate and go to market. Plan and manage the development and execution of email marketing programs Perform in-depth analysis on online user behavior to identify opportunities to improve the onsite consumer/customer experience Responsible for cross-channel marketing across all brands. Working closely and collaborating with the marketing, platform, content, and UX teams to provide actionable insights and drive change. Reporting on key business KPI’s, analyzing and understanding why metrics have changed. Building and developing relevant KPI dashboards across the business and drive significant improvement in organizational capability in the area of actionable digital analytics. Responsible for the ongoing management and growth of social media presence in alignment with business strategies and direction. Create, manage and grow business presence across social media channels, including, Blogs, Twitter, Facebook, Pinterest, LinkedIn, YouTube and Instagram. Growing web presence of all the brands by engaging in search engine marketing (SEO, PPC, Retargeting Display Ads etc..), web content authoring, public relations and other web marketing activities. Show less

Digital Marketing Manager

• Jan 2017 - Dec 2017

Digital Media Strategist

• Apr 2015 - Dec 2016

I am managing GCC’s leading Daily Deals website Cobone.com for UAE & Saudi Arabia region reporting directly to Senior Management. I am responsible for developing and implementing brand specific profitable strategies for all major customer acquisition programs across all online and offline channels. Responsibilities: - Act as an authority and promoter of the Brand, ensuring consistent brand expression through all customers and cultural touch points, both external and… Show more I am managing GCC’s leading Daily Deals website Cobone.com for UAE & Saudi Arabia region reporting directly to Senior Management. I am responsible for developing and implementing brand specific profitable strategies for all major customer acquisition programs across all online and offline channels. Responsibilities: - Act as an authority and promoter of the Brand, ensuring consistent brand expression through all customers and cultural touch points, both external and internal. - Develop and execute a rolling 12 month marketing calendar to drive traffic, profitable sales, and engage the target audience with the brand. - Ensure that best of class project management practices are employed to deliver all marketing communications within strategy, budget, and deadline. - Lead all aspects of direct-to-consumer ecommerce marketing in the areas of Search Engine Optimization (SEO), Paid Search, Email, Affiliates, 3rd party platforms and referring partners. - Manage brand digital marketing budget by channel and market based on exhaustive list of KPIs. - Lead the implementation of top-priority channel initiatives to drive improvements in performance. Responsible for the implementation and optimization of online marketing acquisition campaigns. - Launch, and optimize PPC campaigns across Google, Bing, and other engines to maximize sales growth while maintaining profitability. - Optimize email initiatives, monitor campaigns metrics, and identify areas for improvement. - Manage brand specific promotions with key partners and affiliates end-to-end to generate additional revenue streams, and grow key channels e.g. email subscriber drives, offers and competitions - Review campaign performance results and provide specific and overall business insights and recommendations across organization, including senior management. - Ensure brand visibility and awareness in GCC region.

Paid Marketing Expert

• Mar 2014 - Mar 2015

• Perform daily account management of Paid Marketing Activities on Google AdWords, Yahoo, Bing, Adroll, You Tube, LinkedIn and other search platforms for a variety of brands •Research, create, categorize and refine keyword lists to create a comprehensive campaign that drives qualified visitors to brand’s sites •Implement successful bidding strategies and effective keyword management •Ad copy creation, testing and optimization • Continually monitor, revise, and optimize ad text… Show more • Perform daily account management of Paid Marketing Activities on Google AdWords, Yahoo, Bing, Adroll, You Tube, LinkedIn and other search platforms for a variety of brands •Research, create, categorize and refine keyword lists to create a comprehensive campaign that drives qualified visitors to brand’s sites •Implement successful bidding strategies and effective keyword management •Ad copy creation, testing and optimization • Continually monitor, revise, and optimize ad text as necessary • Analyze and assess the performance of campaigns and translate quantitative and qualitative data into recommendations and plans for revising the campaign strategy • Communicate regularly with Directors on status, timeline, budget, deliverables, performance reporting, and competitive intelligence analysis • Landing page optimization testing and tracking • Continually evaluate and optimize accounts for maximum result Show less • Perform daily account management of Paid Marketing Activities on Google AdWords, Yahoo, Bing, Adroll, You Tube, LinkedIn and other search platforms for a variety of brands •Research, create, categorize and refine keyword lists to create a comprehensive campaign that drives qualified visitors to brand’s sites •Implement successful bidding strategies and effective keyword management •Ad copy creation, testing and optimization • Continually monitor, revise, and optimize ad text… Show more • Perform daily account management of Paid Marketing Activities on Google AdWords, Yahoo, Bing, Adroll, You Tube, LinkedIn and other search platforms for a variety of brands •Research, create, categorize and refine keyword lists to create a comprehensive campaign that drives qualified visitors to brand’s sites •Implement successful bidding strategies and effective keyword management •Ad copy creation, testing and optimization • Continually monitor, revise, and optimize ad text as necessary • Analyze and assess the performance of campaigns and translate quantitative and qualitative data into recommendations and plans for revising the campaign strategy • Communicate regularly with Directors on status, timeline, budget, deliverables, performance reporting, and competitive intelligence analysis • Landing page optimization testing and tracking • Continually evaluate and optimize accounts for maximum result Show less

Senior Business Unit Executive

• Dec 2012 - Mar 2014

• Drive marketing to support the management, development, and maintenance of online panel community in order to meet target growth, engagement and utilization goals • Building relationships with affiliates, partners and media to grow the community • Searching, recommending and managing client facing marketing activities such as attending industry events, conferences, webinars, marketing materials and other marketing efforts to support company's objectives • Leveraging social media… Show more • Drive marketing to support the management, development, and maintenance of online panel community in order to meet target growth, engagement and utilization goals • Building relationships with affiliates, partners and media to grow the community • Searching, recommending and managing client facing marketing activities such as attending industry events, conferences, webinars, marketing materials and other marketing efforts to support company's objectives • Leveraging social media tools to effectively market the Online community to both consumer and client facing audiences • Creating innovative channels of communication and supporting brand personality • Implementing and maintaining marketing content for example, blogs, discussions, how-to videos to engage panelists • Working cross-departmentally to continuously improve panel website for a better experience • Monitoring panel growth/engagement/satisfaction/churn and reporting on panel performance metrics to management • Collaborating with the Sales team to identify key future Panel demanding and updating the recruitment plan accordingly

Business Unit Executive

• Sep 2012 - Dec 2012

• Responsible for implementing pay per click media strategies for company’s brands and • products. • PPC Analysis that can quickly understand and support initiatives that will contribute to the goal and success of campaigns. • Perform daily account management of pay per click accounts on Google AdWords, Yahoo, Bing, Adroll and other search platforms for a variety of brands • Maintain and monitor keyword bids, account daily and monthly budget caps, impression share, quality score and… Show more • Responsible for implementing pay per click media strategies for company’s brands and • products. • PPC Analysis that can quickly understand and support initiatives that will contribute to the goal and success of campaigns. • Perform daily account management of pay per click accounts on Google AdWords, Yahoo, Bing, Adroll and other search platforms for a variety of brands • Maintain and monitor keyword bids, account daily and monthly budget caps, impression share, quality score and other important account metrics. • Manage large keyword lists and provide creative copy suggestions and graphical ad templates • Provide recommendation and execute strategies for keyword opportunities, campaign structuring, targeting, re-targeting, display network, and other • Generate new paid search campaigns, ad groups and accounts and aid in creation of new paid marketing initiatives • Generate weekly and monthly reporting for all major metrics, goal tracking, and other paid search incentives • Keep pace with search engine and PPC industry trends and developments.

Assistant Executive

• Jun 2011 - Sep 2012

• Looks after the whole traditional marketing including (Below the line & Above the Line) • Strategic Planner (Social Media) • Managed Social Media Marketing for programs such as (Tonight with Jasmeen, News • Beat, Subah Saveray Maya Kay Saath & Awam ki Awaz • Analyzed comparison of competitors’ programs and TRPs to those of SAMAA TV • Helped in developing a new Mobile App for SAMAA News to be launched in Pakistan • Looks after the whole traditional marketing including (Below the line & Above the Line) • Strategic Planner (Social Media) • Managed Social Media Marketing for programs such as (Tonight with Jasmeen, News • Beat, Subah Saveray Maya Kay Saath & Awam ki Awaz • Analyzed comparison of competitors’ programs and TRPs to those of SAMAA TV • Helped in developing a new Mobile App for SAMAA News to be launched in Pakistan