Experience

The Tasting Class

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

• Director of Growth

  • Oct 2019 - Present



New Zealand Trade and Enterprise

• New Zealand
• International Trade and Development
• 700 & Above Employee

• Head of Marketing and Public Relations, India, Middle East & Africa

  • Aug 2017 - Oct 2019

  My role is to generate interest & leads for the NZ business community to trade in India, the Middle East & Africa, through digital marketing, social media, Public Relations & events. ResponsibilitiesDeveloped & executed a 4-year marketing program tackling organisational challenges & objectivesClosely support business development managers and Trade Commissioners through PR, events & digital campaigns in 5 countriesSupervise a team of 2 marketing managers, and oversee & monitor annual budgets Personally prep NZ Ambassadors, Consul Generals & Ministers for media interviewsPlay a critical role in organising & promoting ministerial visits to IMEAOversee budgeting & organization of annual events for trade, Government VIPs & C-level ExecsConceptualized & led a multi-city event roadshow in New Zealand with prominent UAE & KSA industry leaders to raise awareness of opportunities in the Gulf & Expo 2020Developed business leverage programmes to maximize NZ companies’ participation at Expo 2020Produce content (videos, research & articles) to educate NZ businesses about IMEA opportunitiesCentralized all RFPs & vendor selection (PR, digital, event agencies & stand builders) Supported comms during Christchurch terrorist attacks, relaying perceptions & recommendationsAchievements Generated over 750 new business leads & 300 attendees through 4-day NZ roadshow Hit 100% of my savings target, for which funds were sent back to the New Zealand governmentDelivered 95% of Marketing Campaigns and Events projects on time & on budgetIncreased productivity of the communications unit by 25%, by mentoring & coaching the managerPlayed a key role in changing the Gulf’s perception & attractiveness for NZ businesses



Ilyas & Mustafa Galadari Group

• United Arab Emirates
• Real Estate
• 100 - 200 Employee

• Digital Marketing Manager

  • Mar 2014 - Aug 2017

  My role was to drive online campaigns, produce aspirational content to help drive footfall and establish the theme park as the #1 attraction in the region.ResponsibilitiesAppointed & supervised 10 agencies, from experiential to media buying, in line with budget & targetsClosely oversaw a AED 8M budget divided between pre & post-opening digital & contentsBuilt & Launched all digital channels including e-commerce ticketing platform, websites & socialIntegrated the MARVEL & Cartoon Network campaign for the park in line with their brand guidelinesPersonally drove 4 event projects from A to Z, for large trade shows with budgets of up to AED 3MSpearheaded 2 guerrilla marketing stunts, fostering ‘viral’ videos & user generated contentOrganised AED 1.2M lifestyle photography shoot & 1.8M TV commercial shoot with MARVEL & CNSecured dozens of the world’s top influencers & oversaw scores of in-park influencer experiencesHeaded the development of new technologies including the integration of VR into trade exhibitions & the development of a 3D theme park map.AchievementsNearly sold-out the opening week, (almost 100K 1st time visitors) through targeted campaignsGenerated millions of video views via stunts (i.e: #SpotTheDino created US$1.1m in publicity)Secured an AED 350,000 sponsorship deal with Dubai Tourism (including 19 mall activations) which led to more than 4,000 attributable visitors from the GCC & IndiaReached 50M viewers on YouTube, 300M on Instagram & 150M on Snapchat through a US$200,000 influencer marketing deal with Disney’s Maker StudiosExposed our MARVEL & Cartoon Network campaigns to millions of people in the region, across multiple channels including television, cinema & online



Media Mingle

• Entertainment Providers

• Co-founder

  • Nov 2009 - Sep 2014

  Media Mingle was the 1st networking event for New Zealand’s creative industry.My role was to establish the concept from scratch and build recognition and affiliation with every prominent Media and Marketing player in New Zealand.ResponsibilitiesOrganised 10 high profile events per year throughout Auckland (incl. Journalists, C-level executives, influencers and artists)Established a sponsorship programme with multiple venue & F&B partners as well as industry bodies advertising our events towards their databases (followers, clients, suppliers…etc.)Personally oversaw influencer engagement ensuring events were attended by leading public figuresActed as a central point of contact for all PR & media communications AchievementsEstablished the event’s reputation as a must-attend event in only 3 monthsSecured a minimum of 100 industry leaders for every single eventBuilt & nurtured a database of approximately 10,000 Auckland’s creative sector leadersSecured high-profile comedians, TV, radio & online celebrities to attend events, Singlehandedly acquired sponsorship deals from Pernod Ricard & 10 venue partners to ensure F&B was either free or drastically reduced for all events



Social Media Club Auckland

• Co-founder

  • Feb 2010 - 2014

  Co-founded the Auckland chapter of Social Media Club, an informal monthly event where speakers share Social Media experiences to increase usage by businesses in New Zealand. Co-founded the Auckland chapter of Social Media Club, an informal monthly event where speakers share Social Media experiences to increase usage by businesses in New Zealand.



Bite, A Global Marketing Services Agency

• Account Manager

  • Aug 2011 - Oct 2013

  My role was to handle B2B and B2C accounts with the remit of supporting their business objectives like sales, engagement, brand awareness, reputation management and positioning.ResponsibilitiesDeveloped and executed PR strategies for up to 7 high profile B2B & B2C clients per yearSupervised, monitored and coached up to 4 account executives across various campaignsHandled media relations on clients’ behalf, (calling & meeting journalists daily, scanning media for news-hijacking opportunities, drafted op-eds, press releases & key message documents, etc)Prepared clients for interviews on a weekly basis via briefing documents, role plays & media training Conducted new business development activities to pitch for and secure new clientsCompiled reporting & ROI documents & ensured account teams were hitting KPIsSupported the Nokia 808 PureView campaign from A to Z, including an online seeding programme designed to reach high value online influencers & potential customers in the US & EuropeAchievements Elevated the status of Nokia’s native ‘Mix Tape’ app with dozens of UK journalists & influencersCreated central ‘toolkit’ for EU & UK use, showcasing Nokia Lumia’s value proposition and leading to significant resource savings across the businessLaunched Nokia’s 1st ever Windows device, introducing the Lumia range in the UK and EuropePlayed a key role in securing millions of organic views for Nokia 808 teaser videoSecured 2 accounts that generated over 280,000 GPB per year (AED 830K)Played a key role in helping my team achieve around 90% of their KPIs, daily, weekly and monthly



Independent Consultant

• United States
• Technology, Information and Internet
• 1 - 100 Employee

• Independent PR, Events & Social Media Consultant

  • Dec 2010 - Jul 2011

  Creative and innovative approaches that engage stakeholders at all levels.Crafting and implementing communications plans, events, online reputation management strategy and social media campaigns. Relationship and account manager, story teller, media manager and crisis communications guide. Creative and innovative approaches that engage stakeholders at all levels.Crafting and implementing communications plans, events, online reputation management strategy and social media campaigns. Relationship and account manager, story teller, media manager and crisis communications guide.



Bullet PR

• Advertising Services
• 1 - 100 Employee

• Senior Account Manager

  • Oct 2007 - Jun 2010

  My role was to PR campaigns for B2B and B2C clients while also driving new business development. This experience turned out to be one of my most challenging and powerful learning experiences. ResponsibilitiesActed as the central point of contact for up to 10 B2B and B2C clients per yearLaunched the 2degrees brand from scratch in NZ (PR campaigns for network completion, new CEO announcements, to the opening of the 1st retail store)Held major role in the development of client strategies, (incl. brainstorming & exploratory sessions)Played key role lobbying the NZ Government via sustained media campaigns, incl prime time TV, for 2degrees to influence regulatory changes (and lower mobile termination rates)Led the media relations strategy & execution for clients like NZ’s mobile telco, 2Degrees & electronics giant, Panasonic (press conferences, launch events, store openings, media outreach) Built 2 CEO blogs for clients, ghost wrote 1 article per month, 1 press release a week & secured speaking opportunities on a quarterly basisSecured AIM Proximity’s CEO a speaking slot on an NZ Govt Digital Summit, positioning the company as a leading digital agency, leading to key client wins for them like ToyotaTackled new business development, organising meetings, presentations and proposalsAchievementsSupported 2degrees secure a historic change in the telco regulatory environment by successfully influencing public opinion, breaking apart NZ’s telecommunications duopoly Contributed to the establishment of 2degrees as a household brand name in New ZealandSecured 6 new clients despite challenging market conditions (fin. crisis), including Panasonic, The Arts Channel, Realestate.co.nz & mobile telco, 2DegreesGenerated more than NZ$500K revenue per year in new accounts during tenureRecognised as playing key role for allowing the sale of SKY TV’s The Arts Channel Launched NZ’s 1st Property Report with Realestate.co.nz, positioning the company as a trusted industry source



Public Relations institute of New Zealand

• New Zealand
• Public Relations and Communications Services
• 1 - 100 Employee

• Northern Division Committee Member

  • Nov 2007 - Apr 2010



Nirvana Hair & Beauty

• Owner/Operator

  • Oct 2006 - Sep 2007



Aids Bow Valley

• Canada
• Entertainment Providers

• Promotions Assistant

  • Jan 2006 - Jun 2006



VIP Idiomas

• Brazil
• Technology, Information and Internet

• English Teacher

  • Feb 2005 - Jul 2005



Jung Chul English Academy

• English Teacher

  • Jun 2004 - Dec 2004



Telstra Australia

• Australia
• Retail

• Small Business Sales

  • Jan 2004 - Jun 2004

  Provided strategic account management to a defined portfolio of customers nationally, partnering with their customers to identify and deliver telecommunications solutions for their business. Provided strategic account management to a defined portfolio of customers nationally, partnering with their customers to identify and deliver telecommunications solutions for their business.



MaiCo Commercial Property Maintenance

• Co-ordinater

  • Nov 2002 - Dec 2003

  Responsible for the movement of men and materials to commercial sites throughout Sydney, Australia. Ensured all building works were carried out thoroughly, timely and always safely. Liaised with building managers regarding specific jobs and provided work estimates. Responsible for the movement of men and materials to commercial sites throughout Sydney, Australia. Ensured all building works were carried out thoroughly, timely and always safely. Liaised with building managers regarding specific jobs and provided work estimates.