Mar 2022 – Oct 2022 · 7 mos · Dubai, United Arab Emirates

• Supporting a newly established company I have been contracted to build a new division by recruiting, structuring and developing reporting lines of the marketing department and its team members.
• I have developed marketing strategies for 6 business units including cafes, hotel restaurants, coffee roastery, catering, baked goods, and multiple cloud kitchens across the UAE market.
• Through this, I have also created and launched 15 new go-to marketing brands within 4 months.

Jan 2022 – Present · 4 yrs 3 mos · Dubai, United Arab Emirates

Feb 2019 – Dec 2022 · 3 yrs 10 mos · Dubai, Dubai, United Arab Emirates

• At GUIDED we are all about turning your aspirations into reality.
• I started this brand from a desire to offer global businesses and people a collaborative, specialist and creative environment for new marketing methods to thrive.
• Staying true to the core values, we work closely with our clients to devise a strategy that promotes organic growth and optimal performance throughout their entire company.
• We know change takes courage.
• Courage comes with uncertainty.
• And even though fortune favours the bold, it will always reward the creative, skilled and calculated.

Aug 2018 – Feb 2020 · 1 yr 6 mos · Dubai, United Arab Emirates

• Reporting directly to the Chief Marketing Officer with a dotted line to the CEO, I was heavily involved in leading the positioning and story-telling of the Emaar brand.
• A major part of my involvement was the conceptualisation and execution of launching properties in Dubai across all communities. I took sole ownership of each project working in parallel across all departments within the business.
• My content creation was a key asset to the organization as I truly instilled my marketing principles of understanding the audience and communicating a relatable story.
• My key successes were evolving the brand digitally and introducing and implementing new technologies to really enhance the brand equity and sales funnel conversion. As my experience grew, so did my exposure as the work was extended to our China showrooms and recognised internationally with an FWA award.

Aug 2017 – Aug 2018 · 1 yr · Melbourne, Victoria, Australia

• A rare opportunity to experience, I was head of a key department with a direct reporting line to a wonderful CEO and Shareholders.
• I had a great mentor that really pushed me and wished for my success. With such an encouraging environment I was able to flourish and really evolve the brands across the group.
• My skills in developing a brand identity and new product development grew immensely as I lead a team to drive change through innovation.
• Through social campaigns, new menu ideas, digital integration through the POS system and partnerships, profits increased month on month by 7%.
• The key skillset learnt here was consistency and cohesiveness of communication and execution. Results came from the ability to make mistakes, learn and evolve fast.
• As my CEO used to say to me “I give you permission to fail”.

Jun 2014 – Oct 2016 · 2 yrs 4 mos · Dubai, Dubai, United Arab Emirates

• Built and led the digital department from the ground up, reporting directly to the CEO and Group Account Director, with full ownership of multi-million-dollar digital strategy and execution from inception to launch. Digital was embedded across complete client ecosystems spanning social, websites, mobile apps, campaigns, and performance channels.
• Social strategy was integrated with creative and PR through digital PR, influencer outreach, and event-led engagement to drive measurable commercial growth. Website and mobile app projects were delivered end to end from UX through to build, alongside strict oversight of media plans to ensure precision targeting and ROI. Senior client relationships were led across brands including Samsung, Hitachi, EROS, Burjeel Hospital, Union Coop, Dafza, Mohsin Haider Darwish, and The Coffee Club, while partnering with new business and delivery teams to scope, resource, and win high-value opportunities.

Aug 2013 – Jun 2014 · 10 mos · Dubai, Dubai, United Arab Emirates

• Led the MENA marketing function as the region’s first correspondent, reporting directly to the Managing Director and Global CMO. Managed full social, content, and brand strategy across all channels, working with major clients including EMAAR, Johnson & Johnson, TDIC, NYUAD, Jumeirah, and Mastercard. Launched the agency blog and editorial calendar, drove PR and thought leadership positioning, ensured brand compliance across all touchpoints, and produced case studies and award submissions. Also created and led the regional bi-monthly Digital Academy to educate the UAE market on digital trends, while delivering vertical-focused strategies through whitepapers and industry positioning.

Aug 2013 – Nov 2013 · 3 mos · Dubai, Dubai, United Arab Emirates

• Working with International clients such as EMAAR, Johnson & Johnson, TDIC & NYUAD.

Jan 2011 – Jul 2013 · 2 yrs 6 mos · Greater Melbourne Area

• Became the youngest and first Marketing Correspondent in Australia, reporting to the VP of Marketing and National Operations Manager, and was nationally awarded for performance. Led the localisation and execution of regional and global marketing strategy across Australia in alignment with NZ and US headquarters. Owned the company’s largest strategic partnership with Microsoft, managing the relationship and joint marketing initiatives. Delivered integrated B2B and B2C campaigns, annual marketing planning, events, PR, demand generation, and early global social media growth, alongside CRM, SEO, and digital marketing to strengthen brand visibility and market position.