Strategy & Communications Director

• Nov 2022 - Present

Contributing Writer for lifestyle and fashion publications: Vogue Arabia, Buro247me, Miilkiina

• Apr 2021 - Present

Editorial & Communications Director

• Nov 2019 - Mar 2023

Head of Editorial and Creative content for RIOT, a re-commerce platform for curated luxury fashion. Developed and led all editorial aspects of RIOT's e-commerce platform, implementing and driving the brand voice and identity across all channels. This entailed the development and execution of all editorial strategies and creative content, fashion and image direction, product curation, editorial shoots and styling, as well as the deployment of brand assets and campaigns across all consumer facing touch points: social media, website, digital ads, newsletters and the authorship and editing of the RIOT blog. Show less

Creative Strategy & Image Direction

• Jan 2018 - 2019

With 16 years of brand building expertise, I help brands articulate their purpose and strategy, carving out the overall brand style direction encompassing brand tone of voice, look and feel, content creation and editorial styling. Brands that I have worked with include: Sarah's Bag, Roula Galayini, Piaff Boutique, RIOT, Fit Republik & Studio Republik, Abu Dhabi Retail and Culinary. My services include Strategic Planning, Brand Style Direction, Fashion Styling, Creative Copy Writing & Editorial articles. Show less

Co-Founder & Strategic Planner for Brag Plus, a creative collective

• Feb 2017 - 2018

Co-founded and led the business development for Brag Plus, a creative collective of local, start-up companies in the realm of design, social media, luxury & lifestyle marketing. - Incubated and mentored social media, branding, design and architecture start-up companies: Slate, R24, ISM Design Studio. - Creative planning and pitch development for the acquisition of new clients such as Chopard, DTCM, Saint Laurent Beauty and BHV / Le Marais. - Project consultancy and management across varied lifestyle, fashion and community events including The Dubai Mall, EMAAR, Lexus among others. Show less

Regional Director, P&G Hair & Beauty Care; Head of Atelier, Dubai

• 2014 - Dec 2016

Headed Atelier Dubai, the luxury division of Leo Burnett, through new business development of luxe lifestyle brands. - Brand lead for pitches overlooking a team of planners and creatives, carving out creative strategy and overlooking the creative development and execution of beauty and retail brands. - Delivered inspiring and distinctive platforms to leverage brand engagement across integrated platforms with a focus on digital content for beauty and high end luxury brands Max Factor and Ahmed Seddiqi & Sons respectively. - Consistently met and exceeded LB Beauty Care agency revenue targets year on year. - Selected to attend 10 day intensive "Senior Management Leadership Program" in Chicago - LBW in collaboration with London School of Economics - for all global leaders in the LB network. Show less

Global Account Lead P&G Beauty.

• 2010 - 2014

Brand Lead on Global Camay Body Care assignment working with multi-disciplinary team to develop integrated campaigns across multiple mediums, covering the diverse markets of CEEMEA & Greater China, as well as whitespace expansion into Africa and the Philippines. - Led the strategic global direction of the brand, overlooking all elements pertaining to brand building and communication across global markets from insight and concept generation, brand equity and brand purpose framework and the deployment of a new brand architecture. - As designated brand guardian for all local teams (PR, Shopper Marketing, Digital, ATL) I ensured consistency from conceptualization to execution to drive efficiency and optimal business results. - Delivered consistent high performance agency appraisal rating during course of the Global Camay assignment for strategic know how and consumer/category understanding. Show less

Account Director, P&G Beauty; Colorants & Styling; Home Care CEEMEA

• 2006 - 2010

- Overlooked brand direction of a varied and complex portfolio of P&G brands encompassing Beauty Care, Body Care, Colorants & Styling and Fabric & Home Care for the CEEMEA region, rolling out numerous integrated regional campaigns. - Authored inspiring and actionable documents that defined brand benefit communication and insight generation, feeding into the creative strategies and campaign development for all brands. - Designed loop team models to work with multi-functional teams spread remotely, to facilitate integrated thinking and drive efficiencies. Show less

Account Supervisor, P&G Beauty Care, Fabric & Homecare, Levant

• 2000 - 2006

- Launched ad managed the P&G portfolio for the Levant upon launch of the company's HQ in the region. - Exercised extensive project management skills overlooking all aspects of communication output from creative to production, as well as qualitative testing and analytics, budgets and time-line management. , - Ensured the implementation and roll out of holistic campaigns ranging from creative originates, to search & reapply modules for regional fit for use, maximizing advertising effectiveness. - Spearheaded the launch of P&G detergent brands Tide and Bonux to the market, both of which grew to become market leaders, as well as adapting culturally relevant campaign platforms for more established brands, Pert Plus and Herbal Essences. Show less