Feb 2023 – Jan 2024 · 11 mos · Dubai, United Arab Emirates · Hybrid

• Consulting on significant custom content projects for large government and public sector entities
• Supporting the team’s efforts to develop impactful and engaging narratives for high-profile brands, leading initiatives, and major organisations

Sep 2018 – Aug 2025 · 6 yrs 11 mos · Dubai, United Arab Emirates · On-site

• Developed stakeholder strategies and communications campaigns for multiple Middle East and African government entities and ministries, including Abu Dhabi, Saudi Arabia, Cyprus, and Eswatini across the tech, innovation, investment, and social impact domains.
• Created the business case for the development of the Kingdom of Eswatini’s first precious metals refinery and gained the sovereign’s approval for and endorsement of the landmark project.
• Launched the UAE’s Unified Champion School (UCS) program during the Special Olympics World Games in Abu Dhabi, including message/speech development for gov’t leaders and press announcements.
• Crafted compelling PR strategies and narratives for AI and tech startups and created thought-leadership content with a focus on reputation building and enabling their brands and leadership to gain visibility well above larger, better-funded competitors.
• Spearheaded pitches and built new business pipeline for TPRC, securing a number of significant client wins with a focus on new market entrants and the technology, AI, and business and professional services sectors.

Jan 2016 – Aug 2018 · 2 yrs 7 mos · Dubai, United Arab Emirates · On-site

• Responsible for building and delivering an outcome-based communications program for Cisco in the Middle East and Africa, focusing on business and strategic priorities that deliver big wins.
• Drove communications to deliver impactful conversations that resonate with customers, partners, employees and key stakeholders, and which inspire belief in Cisco’s vision and position it as a new world technology leader.
• Oversaw the execution of all external, internal, and executive communications in the region and managed multiple (6) agencies and country/sub-regional PR managers.
• KEY ACHIEVEMENTS:
• Received multiple executive leadership commendations including a personal thank you letter from Cisco’s long-time CEO and Exec Chairman for my role in ensuring the success of HRH Mohammed bin Salman’s first visit to Silicon Valley, during which the Kingdom signed a digital transformation plan with Cisco.
• Lobbied extensively to secure the continuous airing of a multi-episode documentary (developed by Cisco) on the importance of digitization and the 4th industrial revolution during the World Economic Forum (WEF) in Jordan.
• Achieved increased share of voice across priority business areas, securing several firsts (i.e. CNN Int’l and Al Jazeera pieces) and generating high visibility and impact for strategic announcements.

Nov 2014 – Dec 2015 · 1 yr 1 mo · Dubai, UAE

• Director at Brunswick’s Dubai office, which oversees the firm’s operations across the Middle East and North Africa.
• Advising a range of regional and multinational companies and entities on corporate communications including reputation management, media relations, crisis and internal communications, corporate positioning development.
• Providing strategic counsel at board level across multiple industries and sectors, including real estate, technology, infrastructure, clean energy, manufacturing, fintech and financial services.
• Consulting on the changing dynamics (political and socio-economic) of the Middle East, with particular attention to risk assessments and analysis of business impacts due to shifts in the region.
• Developing effective communications strategies and corporate narratives to support organizations’ strategic goals and to support business growth across their geographic footprint.
• Offering guidance on media strategy and thought leadership to deliver decisive, impactful corporate outreach campaigns that raise the profiles of private and listed companies with stakeholders across their markets.

Jul 2013 – Nov 2014 · 1 yr 4 mos · Dubai, UAE

• Developed positioning, strategy, and core values for organizations' brands, working with reputable brand agencies to deliver inspiring identities and to re-name, rebrand and revitalize client brands
• Led efforts to deliver compelling brand identities for a variety of organizations across industries, including Kingdom Tower – planned world’s tallest building (KSA), Hedayah Center for Countering Violent Extremism (Abu Dhabi), Qatar Cancer Society, ADS Securities (UAE) and Dara real estate (Dubai)
• Worked on naming and communications strategy for the first-ever International Center of Excellence for Countering Violent Extremism “Hedayah”, hosted in the UAE and announced by its Foreign Minister to address the international community’s need to prevent individuals from radicalization
• Guided creative development by devising unique value propositions, and driving ideation and concept generation; presented to clients to gain buy-in and ensure strategic objectives are met
• Recommended strategic communications and cross-channel marketing initiatives that align with brand strategy, differentiate brands and ensure longevity and alignment with business needs
• Collaborated with multidisciplinary teams to develop actionable brand standards, architecture and usage guidelines and to ensure campaigns are integrated with brand consistency

May 2010 – Jul 2013 · 3 yrs 2 mos · Dubai, UAE

• Responsible for developing the regional communications strategy & leading marketing activities across the Middle East: including thought leadership, brand activation & positioning, editorial & messaging, events & sponsorships, above & below-the-line communications, and internal engagement programs
• Led the execution of an integrated business-driven marketing communications & corporate public relations plan that delivers superior publicity value, reinforces the company's leadership position, and achieves strategic objectives
• Drove effective communications activities and processes to support varied business development & reputation-building objectives for specific markets
• Spearheaded the company's corporate and staff communications and developed impactful direct customer outreach efforts to boost awareness
• Promoted Nielsen as the point of reference for industry insights, research capability, consumer & market knowledge, and managed the launch of new solutions
• Delivered strategic consultancy to senior management to drive business performance & counseled business heads on external stakeholder engagement & ensured coordinated responses to crisis & issues
• Developed executive visibility programs & identified strategic speaker opportunities, capitalizing on key note presentations & high level thought-leadership profiling
• Furthered Nielsen’s stature as knowledge partner across target verticals & practice areas
• Drove internal communications to bring to bear the full knowledge power of the company; managed priority communications needs & ensured that the varying day-to-day communications requirements of all functions are met (HR, business development, client outreach)
• Directed company’s submission to the prestigious Mohammed bin Rashid Al Maktoum Business Award (MRM), the highest level of recognition for business performance excellence in the UAE, for which Nielsen was recognized as a top achiever and “role model organization for institutional excellence”

Aug 2009 – Sep 2011 · 2 yrs 1 mo

• Established UAE-based budget removal company and managed its set-up, hiring, operations and business development
• Created marketing and PR strategies and spearheaded communications activities positioning us as the market's "courteous budget movers"
• Achieved positive cash flow within first month of operations
• Developed the Yalla Move brand identity, positioning, look and feel, and all communications content (yallamove.com)
• Secured interview and coveted air time on popular ‘Business Breakfast’ radio show within first week of operations

Apr 2006 – Dec 2008 · 2 yrs 8 mos

• STRATEGIC:
• Headed strategic communications and public relations activities for all (10) ‘active’ projects across 7 markets for the international real estate arm of Dubai Holding
• Led marketing activities for prestigious Dubai Opera House, including development of brand and liaising with government to integrate with Dubai Culture & Arts Authority plans
• Formulated strategies for all projects' PR campaigns and developed crisis communications template
• Established company-wide ‘Rising Star’ CSR platform to recognize future talent and support gifted youth
• Responsible for PR budgets
• ACHIEVEMENTS:
• Orchestrator of over 70% of company’s submissions of (award worthy) marketing work into MADHAA (Dubai Holding Annual Marketing Award) securing only award for company at event
• Selected as one of 40 (from 34000 Dubai Holding employees) for a rigorous 2 year ‘Future Leaders’ development program intended to groom the group’s most promising employees for imminent leadership
• Secured the bulk of external recognitions/accolades achieved by company (2 Middle East Real Estate Awards, 1 Middle East Architecture Awards)
• TACTICAL:
• Oversaw implementation of all PR activities for company’s developments, as well as corporate communications, to include launches, media relations, speeches, press conferences, partnerships, awards, & affiliations with NGOs
• Supervised quality and accuracy of all written materials including press releases, features, speeches, quotes, Q&A’s, corporate profiles, brochures, backgrounders, website and marketing material content
• Managed PR agency to ensure delivery and quality of execution across markets and consistent presence of quality corporate and project news versus key competitors
• Assessed sponsorship activities to ensure maximum ROI and relevance
• Ensured senior decision makers are well informed of competitors’ messaging, performance and news

Dec 2002 – Apr 2006 · 3 yrs 4 mos · Dubai, UAE

• Managed PR & Comms activities for Nokia in MEA, spanning more than 69 markets across 2 continents
• Oversaw affiliates/regional offices to ensure prompt, accurate execution of deliverables
• Conducted extensive media relations for Nokia across all media to ensure high share of voice
• Secured multiple coverage with prominent broadcast media, incl. agency’s 1st coverage on infamous Al Jazeera channel
• Ensured increased presence of corporate/product news for Nokia across all media, with focus on high readership publications & high viewership Pan-Arab broadcasts
• Organized regional press events & conferences for Nokia, Cisco, Microsoft & HP
• Planned and executed one of Dubai’s major-one day events, Pedigree & Whiskas Pet Show, aimed at community relations

Jun 2001 – Oct 2002 · 1 yr 4 mos

• Worked with the following corporations/brands: Daimler-Chrysler – Citibank – Click Vodafone – LG Electronics - Egypt Today - Sports & Fitness Egypt - Hunter & Nature Magazine - Egypt
• Responsible for the development of messaging and identity branding for start-ups and companies seeking image re-invention
• Produced content for magazines, journals, and websites, writing numerous articles and press releases
• Crafted the concept and content of several company profiles, websites, and brochures to complement image revamping efforts for market leaders

Sep 1999 – Apr 2001 · 1 yr 7 mos

• Managed a team of 5 sector managers, each accountable to several e-commerce sectors, providing periodic performance assessments while orientating recruits to the first comprehensive regional internet portal
• Conducted extensive research of the local retail market and contacted its main suppliers while monitoring timescales in preparation for the construction and execution of the 1st all-encompassing e-commerce service
• Negotiated details of the contracts; consistently surpassing expectations by securing exclusivity arrangements
• Identified and exploited business opportunities by calling on prospective suppliers, arranging meetings, establishing close working relations and information links, to finally close deals with senior decision makers
• Developed booth & banners concepts for promoting the company at the largest local employment fair in which the HR department managed to exceed target by accumulating the largest total number of applicants