Experience

CUBO

• United States
• Advertising Services
• 1 - 100 Employee

• Strategy Director

  • Aug 2021 - Present



Independent

• Dubai

• Marketing Consultant | Strategist | Integrated Producer

  • Sep 2015 - Present

  Typically, my time is split between project management, campaign strategy, content production and drinking lots of coffee. The perks of being a multidisciplinary professional is that no two weeks are the same. One week, I’ll wake up at 6 am for beach-side video shoots in Dubai; the next I’ll be in Cairo setting up for an event until the break of dawn. It's pretty awesome. Portfolio includes: Netflix, Spotify, Dubai Design District, Dubai Tourism, Jumeirah, Create Media Group, Project Chaiwala, Hertz, Monami Agency, among others. Interests: problem solving, collaboration, changing perceptions, elevated storytelling, A/B testing, challenging assumptions, and working with consumer insights to inspire real change. Show less



LOOPING GROUP

• Germany
• Advertising Services
• 100 - 200 Employee

• Senior Social Media Manager - Electronic Beats

  • Jul 2020 - Jul 2021

  A wonderful year heading up all things content and social media at Electronic Beats; a 20-year strong music marketing platform by Deutsche Telekom that encompasses the intersectionality of music, nightlife, youth culture, fashion, and tech. - Development and execution of creative social media and editorial strategy - Consistent review of channel strategy and development of video-first content features - Management of the content and editorial teams; assignment of tasks and projects - Collaboration with the creative and production teams to brief, develop and deliver content - Management of Instagram, TikTok, Facebook, and Twitter accounts, and creating platform-specific content where relevant - Management of seasonal campaigns and major editorial projects - Strategy and orchestration of paid media campaigns - Moderating editorial board, weekly updates and 360° calls with client and partners - Development and creative direction of new features, stories and content series - Pitching features and interviewing artists; liaising with artist management on editorial releases - Writing, editing and approving editorial features - Commissioning, briefing and managing an international network of freelancers Show less



Groove On The Grass

• United Arab Emirates

• Marketing Director

  • 2018 - 2020

  The UAE's Homegrown Music & Arts Festival. Then in its 8th year, Groove On The Grass had curated some of the most unique artist line-ups in the region, while shedding a light on local electronic acts. Headliners include: Bonobo, Underworld, Nicolas Jaar, David August, Modeselektor. • Digital content strategy & development • Online & offline media strategy, buying and optimization • PR, editorial & influencer management • Partnership, sponsor & collaboration management • Lead a team of designers, videographers, photographers to deliver all marketing and communication touchpoints Show less



MUTEK

• Canada
• Media Production
• 1 - 100 Employee

• Head of Digital Marketing

  • 2018 - 2019

  Led all things digital & non-traditional marketing for the second edition of MICRO MUTEK.AE: 3 venues, 4 programs, 6 days. • Social media management • Content strategy and development • Paid digital media strategy & optimization • Ambassador, street team & influencer management • Partners & sponsor marketing activations • Management of content creators, designers, videographers & photographers • On-ground social media coverage across the full festival Led all things digital & non-traditional marketing for the second edition of MICRO MUTEK.AE: 3 venues, 4 programs, 6 days. • Social media management • Content strategy and development • Paid digital media strategy & optimization • Ambassador, street team & influencer management • Partners & sponsor marketing activations • Management of content creators, designers, videographers & photographers • On-ground social media coverage across the full festival



OSN

• United Arab Emirates
• Broadcast Media Production and Distribution
• 700 & Above Employee

• Producer

  • May 2018 - Aug 2018

  An exciting few months consulting at ASLI; a unique media ecosystem by OSN for content creators in the Middle East. Some cool things I got to do: • Lead on creating stories for ASLI that help shape opinions about the region. • Assess ASLI network content for potential commissioned projects. • Grow and manage a team of videographers or filmmakers for ASLI. • Forge relationships with productions studios around the world for collaborations and distribution. • Assist the Curation team with curating and ingesting world-class content licensed from the region. • Assist with the setup, curation, programming and growth of the ASLI studio spaces with the support of the Studio Director. Show less



dubizzle

• United Arab Emirates
• Online Audio and Video Media
• 200 - 300 Employee

• Project Manager

  • Apr 2014 - Mar 2015

  What does being a Project Manager at dubizzle's in-house agency look like?Here's a sneak peek of what I got up to:• Receive project briefs from the client and arrange briefing meetings with relevant stakeholders within the 22-person strong agency • Drive and ensure alignment, smart completion of briefs and timely completion and delivery of all assets.• Support the Senior Project Manager and Strategic Planner with the development of agency roadmaps.• Work together with the Senior Project Manager on resources allocation and management thus ensuring timely quality execution as well as the welfare of the agency workforce.• Ensure project objectives, scope and KPIs are established and agreed upon• Break projects down into deliverables and define required activities, identifying resources (internal and external) and assigning tasks in collaboration with relevant individuals• Responsible for feedback loop of requested changes on deliverables between Agency and client • Managing client expectations and troubleshooting • Handle the day to day hands-on running of projects within the agency following up on deliverables and ensure all teams within the agency are aware of the project statuses and their priorities.• Run daily meetings and agency internal communications related to projects and maintains the agency project roadmaps. Show less

• Content & PR Specialist

  • Apr 2012 - Mar 2014

  Part of Flaminghead; dubizzle's in-house agency. Responsibilities include:• Work in partnership with the creative producers to innovate and create relevant content that is needed by the offline media to support dubizzle's commercial objectives in the Middle East and Northern Africa• Work in partnership with the social media team to align PR with social media sentiments • Co-build and maintain a press office for dubizzle with the Content and Communications Manager• Draft press material when needed: briefing documents, press releases, Op-Eds…etc• Build & maintain solid media relations with online and offline regional media in MENA• Listen and share what's being written and said about dubizzle within the regional media; and look for coverage opportunities for dubizzle • Support integrated marketing campaigns with PR and offline content moderation, and implementing PR strategy • Measure and report campaigns - including control of monitoring software / agencies• Create monthly analytics reports to measure dubizzle's presences in the regional media against its competitors• Manage 3rd party suppliers to deliver the highest quality deliverables with regards to any of the PR activities: such as press conferences, media roundtables, media briefings..etc• Manage PR partner agency relationships• Produce events that reflects brands values and emotions• Co-manage sponsorship agreements and negotiate terms• Copywriting: support other departments (Customer Support, Social Media, Sales etc) in writing delicate responses to users. Show less



Rolling Stone Middle East

• Book and Periodical Publishing

• Marketing Intern

  • Jun 2011 - Aug 2011

  • Assisted marketing online platforms: Website, Facebook page, Twitter • Assisted launch of RSME Backstage Pass; both in the magazine and online (Facebook) • Assisted with creative ideas for circulating the magazine and brand • Assisted developing integrated marketing strategies • Developed media negotiations and developing media activations – outdoor, digital, online/social networking/viral, print and on ground interactive/engaging marketing including guerilla marketing. • Attended client meetings and developed solutions/collaborations for both parties • Assisted with proposals, both pre and post activation Show less



Canadian University Dubai

• United Arab Emirates
• Higher Education
• 200 - 300 Employee

• Assistant - Student Services Department

  • Sep 2008 - May 2010

  • Assisted in preparing marketing plans for events • Organized events year round • Looked up sponsors and established sponsorships for some of the university's biggest events • Worked with department head to develop new ideas for attracting new students • Represented the Students Services department in GETEX (Gulf Education & Training Exhibition) and several open houses • Communicated with suppliers and every party playing a major role in the events • Conducted research within the university as well as externally • Marketed events through different forms of media (visual, social, etc) Show less