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Work Background
Philip Morris InternationalGlobal Social Media Manager
Dec. 2021 - May. 2024London, England, United KingdomWorking towards a world without cigarettes in a regulated industry, I continue to work to hone my skills to adhering to strict compliance guidelines. I use my experience while navigating complex regulations and providing solutions allowing me to effectively engage with audiences while maintaining the integrity of the brand. It’s a delicate balance between creative expression, regulatory compliance and doing the best to take our consumers on their transformative journey to smoke free solutions.
Refinery Marketing CommunicationsSocial Media Consultant
Jun. 2021 - Sep. 2021Manchester, England, United KingdomWorking on power tools and medical device brands at The Refinery Group was a truly inspiring experience, targeting unique audiences. As a freelance social media consultant for this Manchester-based agency, I had the opportunity to be part of dynamic projects and shape the industry, all while working with the smart and talented team at The Refinery Group. On one of my tasks for the medical device brand, I continued on work which collaborated with influencers who are battling chronic pain, and for the power tools, I conducted a comprehensive audit of the social media competitive landscape in the UK and EU. My responsibilities included developing social media strategies, crafting compelling content, briefing teams, managing communities, and executing influencer and paid social campaigns. It was a rewarding experience, using my skills in the fast-paced world of social media to make a difference to this fantastic team.
SOCIALEYEZAssociate Director
Nov. 2020 - Feb. 2021Dubai, United Arab EmiratesWith my previous experience at Socialeyez, I hit the ground running when I was offered the opportunity to join the team of experts during the challenging times of the pandemic. I was tasked with overseeing multiple brands across social and digital channels for clients like Canon Middle East, du Telecom, Al Futtaim Dubai Festival City, and Pinar. I worked closely with my team, collaborating with strategists, creatives, and production teams to craft engaging and impactful work, such as the successful #WorldsCoolestWinterChallenge tourism campaign which heavily focused on UGC, returning to Gitex 2020 with du, creating a regional campaign for Women’s International Day for Canon ME and creating an influencer strategy for the F&B brand Pinar. My role involved managing both on-ground and remote teams, delivering strategic advice and creative output for the brands. I was responsible for overseeing budgets and deliverables, and liaising with in-house videographers to focus heavily on custom-made video-based content. I developed a good relationship with clients, served as a trusted consultant, and provided marketing and communications leadership to internal and client stakeholders. I also crafted annual account plans and participated in regular account reviews while ensuring the financial health tracking of the client and overseeing key budgets. Working with Al Futtaim, meant working with a variety of industries like malls, education, and corporate hospitality. Using Sprinklr for social media management and listening, I helped the brand stay ahead of the curve.
Divers Down UAEDive Master
Jun. 2020 - Aug. 2021Fujairah Emirate, United Arab EmiratesAs a PADI Divemaster, I have honed my leadership skills in a unique and dynamic environment. Through my experience leading dive groups, conducting dive briefings, and assisting instructors, I have developed a range of skills that are valuable in both underwater and onshore environments. In my role as a Divemaster, I am responsible for ensuring the safety and enjoyment of each dive. This requires strong leadership skills, including the ability to effectively communicate with a diverse group of individuals, make quick and confident decisions, and effectively manage risk. Additionally, my experience as a Divemaster has sharpened my problem-solving skills and ability to think on my feet. I have learned to remain calm and focused in high-pressure situations and make sound judgments in real-time. Beyond my technical dive skills, my experience as a PADI Divemaster has also allowed me to develop a deep appreciation for teamwork and collaboration. Whether working with dive instructors, divemasters, or customers, I have learned the value of clear communication, mutual respect, and a positive attitude. Overall, my experience as a PADI Divemaster has provided me with a unique set of leadership skills that are transferable to any industry. Whether leading a team in a corporate setting or managing a project, I am confident in my ability to bring a positive and effective approach to any challenge.
AKQASr. Social Lead
Mar. 2019 - Apr. 2020Dubai, United Arab EmiratesIn my role at AKQA Dubai, I led the social media team managing a portfolio of accounts in the automotive, tourism, aviation, and government industries. I was responsible for executing the divisional social strategy and ensuring the delivery of high-quality social media content. Working closely with a team of 6-8 and collaborating with various departments including production, creative, media, and communications, I facilitated the planning and execution of social media activations and events. I also mentored and guided the team, driving innovation and best practices in social media. Some of my clients included Toyota, Honda, Jeep, Abu Dhabi Airport, Dubai Shopping Festival, and KIZAD, among others. Key events I covered include the KIZAD Polymers Seminar, Dodge Fest, and Toyota Family Fair.
SOCIALEYEZSr. Social Account Manager
Jun. 2018 - Dec. 2018Dubai, United Arab EmiratesAs a Senior Account Manager at Socialeyez, I was a part of a dedicated team working with a diverse range of clients across various industries, including FMCG, Pharma, Healthcare, Education, Aviation, Hospitality, Government, and Retail. My role involved serving as a brand guardian, ensuring that each client received a high level of service, and as an account planner, creating tailored digital and social media strategies for them. I also worked towards fostering a positive team environment and supporting my colleagues' professional growth through regular feedback and coaching. I was committed to delivering exceptional results for my clients, and played an active role in new business development by contributing to proposals and participating in presentations. I had extensive experience in social and digital media, overseeing buying efforts and managing campaigns across a variety of channels. I was also involved in production, design, and influencer outreach programs, and was prepared to handle any crisis or disaster management situations that may arise. Some of my clients included Camelicious, Energizer MENA, Merck (SevenSeas KSA), Nexford University, Abu Dhabi Airport, and Club Apparel, among others. I was also responsible for managing events such as the UN World Data Forum and the World Government Summit, ensuring that each was executed successfully.
SOCIALEYEZSocial Account Manager
Jun. 2016 - Jun. 2018Dubai, United Arab Emirates*Organic & Paid Account Management* Accounts: -FMCG: Energizer
-Education: Abjadiyat -Aviation: Abu Dhabi Airport
-Retail and Loyalty: Club Apparel , Union Coop
-Gov: Smart Dubai, DAFZA., Imdaad, Mohammed Bin Rashid Global Center for Endowment Consultancy, Union Coop Events: WGS (World Government Summit) DIPMF (Dubai International Project Management Awards), Stylist Social Media Awards
OgilvySocial Account Manager
Nov. 2015 - Mar. 2016Dubai*Organic & Paid Account Management* Working with a team of 8 on the Abu Dhabi Tourism Authority account, supporting with social media strategy, social media content, finances, budgeting and social advertising. Accounts: *Tourism*
Visit Abu Dhabi
Abu Dhabi Classics
Abu Dhabi Convention and Exhibition Bureau
Emaar Hospitality GroupDigital Marketing Officer
Apr. 2014 - Nov. 2015DubaiAs a Digital Marketing Officer at Emaar Hospitality, I played a key role in establishing and setting up ways of working for social media across the company's hospitality arm. This included remotely leading a team of 6-8 individuals, providing support with social media strategy, content creation, and CRM. My passion for the hospitality industry grew with great pride in being a part of Emaar's dynamic team. I had the opportunity to work with some of the company's premier properties, including The Address Hotels + Resorts, Vida Hotels and Resorts, Dubai Marina Yacht Club, Dubai Polo & Equestrian Club, Arabian Ranches Golf Club, and Emaar Leisure Dining. I was instrumental in setting up Sprinklr for the hospitality division, which allowed for a more streamlined and effective approach to social media management. In addition to my social media management experience, I also had extensive knowledge in managing email databases and updating web content using Tridion. My goal was to create a strong social presence for Emaar Hospitality and to establish best practices. I was committed to delivering exceptional results and was dedicated to leading internal training and development sessions to help build the digital knowledge and capabilities of the team.
WundermanSocial Media Community Manager
Apr. 2013 - Apr. 2014DubaiAs a Community Manager for Wunderman Thompson, I was responsible for managing global brands from community management and content creation. Working with a team of content creators, designers, and analysts, I collaborated to achieve and report client results, contributing to their success on social media. I was selected to support the team in Wunderman Amman, utilizing my expertise in social media tools and utilizing Hootsuite to streamline my workflow. I also experiment with several social media tools to ensure that we were using the best solution to support our work. My role involved writing content calendars, managing social crisis management and implementing response books, and setting reporting templates to effectively manage social media. I also took part in the Social Media Lady Design campaign for Jotun Paints Arabia, targeted towards audiences in Saudi Arabia. Some of the accounts I worked on include: FMCG: Unilever (Dove, Dove Men, Lifebuoy, Brooke Bond Red Label), Passionatta, Jotun Middle East
Home appliances: Bosch ME, Siemens ME
Pharma: Novartis (Nicotinelle) One of my proudest achievements was successfully managing the social media crisis management for the Dove brand. I was able to handle the situation with sensitivity and professionalism, protecting the brand's reputation on social media.
Instant Grass Youth Collaboration AgencyConsumer Insights Analyst
Mar. 2011 - Feb. 2013United Arab EmiratesMember of a motivated and diverse team representing the youth of the UAE in which I help provide qualitative information on consumer opinions to enable organizations to make informed political, social and economic decisions.
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