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Work Background
BursonGroup Account Director
Aug. 2023Dubai, United Arab EmiratesSpearheading the Corporate & Financial Advisory practice across Dubai, Abu Dhabi & KSA. Pioneering the strategic development of comprehensive corporate communication strategies,
adeptly addressing transformation initiatives, corporate brand launches, risk assessment, and
media integration.
Focus on leveraging corporate communications to drive investor relations in listed companies.
Directing account teams across multifaceted corporate and financial entities within the UAE
and KSA, securing key accounts such as the Abu Dhabi Investment Council, Department of Finance Abu Dhabi, numerous PIF portfolio companies, ITFC, & TECOM Investor Relations. Orchestrating the development of technical, commercial, and pitch proposals, successfully
broadening the client base across the financial, industrial, and transport sectors.
Hill & KnowltonGroup Account Director
Aug. 2023 - Jun. 2024United Arab EmiratesSpearheading the corporate reputation and financial services portfolio, aligning the corporate
and brand practice with strategic growth objectives.
Pioneering the strategic development of comprehensive corporate communication strategies,
adeptly addressing transformation initiatives, corporate brand launches, risk assessment, and
media integration.
Directing account teams across multifaceted corporate and financial entities within the UAE
and KSA, securing key accounts such as the Department of Finance Abu Dhabi, numerous PIF
portfolio companies, Amlak Finance, and NAFIS.
Orchestrating the development of technical, commercial, and pitch proposals, successfully
broadening the client base across the financial, industrial, and transport sectors.
DarGlobal Real EstateHead of Corporate Communications
Dec. 2022 - Aug. 2023United Arab EmiratesKey achievements:
Directed comprehensive communication strategies during DarGlobal's IPO listing,
encompassing the implementation plan, adherence to regulatory compliance, and
stakeholder engagement.
Orchestrated financial and market communications for DarGlobal in accordance with Saudi
Stock Exchange regulations, enhancing the company's visibility and investor relations.
Played a pivotal role in forging joint communication initiatives for co-branded residences
globally, collaborating with prestigious partners such as Missoni, Pagani, and Lamborghini.
Co-developed and delivered senior spokesperson training programs, including tailored
coaching for the Chairman of Dar Al Arkan.
Led in-house and external PR teams, driving communications strategy and operations
including press activations, public announcements, and amplifying the CEO's thought
leadership.
OgilvyAssociate Account Director
Oct. 2021 - Dec. 2022United Arab EmiratesKey achievements: Successfully drove the strategy for smokefree narrative across GCC with PMI, resulting in editorial content created in favour of tobacco harm reduction across Kuwait, KSA and UAE. Launched the new generation IQOS Iluma in the UAE Launched the New Range Rover and New Range Rover Sport - in addition to planning and execution of private preview (Inside Track) with select media from KSA, UAE and Kuwait for both cars. Oversaw and executed the influencer invitational programme for Kia during the FIFA 2022 World Cup in Qatar - including outreach, contracting, logistics planning and event execution (18 influencers from 14 regions) Overseeing multiple accounts across varied industries including automotive, tourism and tobacco within the GCC Responsible for mapping annual PR strategies and budgets in line with corporate objectives for clients.
Leading PR agency team to develop, plan and execute communication activities to grow brand recognition. Client servicing lead for cluster accounts- focused on providing impeccable client servicing throughout all engagements. Responsible for PR agency team’s performance quality and growth. Interview prep with senior counsel for media appearances and public speeches.
JOHUDDirector Of Communications
Sep. 2019 - Oct. 2021Creation and implementation of annual communications strategy for JOHUD in alignment with overall programmatic direction and operational strategic goals.
Allocation of communications budgets across multiple programs, ensuring donor requirements are fulfilled in line with the overall brand strategy and in accordance with JOHUD mandate.
Managing the communications department within the organization including the social media team, radio and journalism team as well as visual/creative team.
Creating crisis communications SOPs as well as preparation of key personnel as organizational spokespersons.
Managing the implementation of communications activities in accordance with the campaign calendar.
Liaising with 3rd party entities for specific projects including website and podcast creation, as well as working with private sector donors on special projects.
Overseeing team capacity building and career progression by providing clear quarterly targets and providing training across different subject areas.
Generations For PeaceSenior Media and Communications Officer
Jun. 2018 - Aug. 2019Jordan
Generations For PeaceMedia And Communications Officer
May. 2017 - Aug. 2019Amman Governorate, JordanGenerations For Peace is a leading global non-profit peace-building organisation founded by HRH Prince Feisal Al Hussein in 2007 Dedicated to sustainable conflict transformation at the grassroots, Generations For Peace empowers volunteer leaders of youth to promote active tolerance and responsible citizenship in communities experiencing different forms of conflict and violence. Carefully-facilitated sport-based games, art, advocacy, dialogue and empowerment activities provide an entry point to engage children, youth and adults, and a vehicle for integrated education and sustained behavioral change. In her role as Media and Communications Officer, Farah works alongside the Communications Department to design and execute media campaigns about Generations For Peace's local and international programmes. Her focus also includes creating compelling storylines to support the organisation’s mission. Her strong background in PR and communication for both B2B and B2C businesses has enabled Farah to build on her strength in strategic storytelling. Farah’s previous experiences include working with M.H. Alshaya in Kuwait, as well as ATICO Group and Better Business consulting firm in Jordan. A firm believer in giving back to the community and supporting the development of youth in conflict regions, Farah was keen to join Generations For Peace. She was particularly drawn to the fact that it is a home-grown, local NGO which has provided support to children, youth and adults in over 50 countries across the Middle East, Africa, Asia and Europe.
Better BusinessPR & Marketing Manager
Nov. 2015 - Apr. 2017Established in 2003, Better Business specialises in Capacity Building & Human Capital Development for corporations in the Middle East; providing effective learning experiences, delivered through competent experts leading to remarkable results. With over 300 corporate clients- Better Business functions on the premise that each member of the team contributes to building the corporation and strengthening the capabilities of individuals ultimately aids in achieving the collective goals. Key Responsibilities: • Lead team of marketing/branding executives to initiate and execute the rebranding of Better Business- the project included logo revamping, new website development, development of complete collateral materials, developing the Better Business application for IOS & android use, organizing brand launch event
• Introducing digital solutions that were integrated into the company’s corporate learning events, corporate retreats & training sessions
• Planning and execution of campaigns that integrate digital media & offline activation, including brand building events as well as product launches
• Creation of the annual social media strategy for Better Business on the following platforms: LinkedIn, Twitter, Facebook, Instagram • Highlighting and pursuing CSR opportunities & campaigns in line with Better Business’s annual CSR agenda
• Research and development of the Better Business client & expert community, including organizing round table discussions with entrepreneurs & managers with Better Business experts
M. H. Alshaya Co.Social media and PR Executive
Sep. 2013 - Oct. 2015KuwaitAs one of the most dynamic and successful retailers in the region, Alshaya Retail franchises some of the world's best known brands, making them flourish in new markets, from the Middle East and North Africa to Russia, Turkey and Europe. Alshaya operates across a uniquely wide range of sectors, offering consumers the latest and best recognised names in Fashion & Footwear, Food, Health & Beauty, Pharmacy, Optics, Home Furnishings and Leisure & Entertainment. Achievements • Devised the social media for Claire’s Accessories in the MENA region (Claire’s operates more than 150 branches across 9 countries in the Middle East)
• Created a system of KPIs, deliverables and measurable ROI for each executed campaign (digital and offline)
• Created the monthly social media & PR calendar in line with Claire’s brand strategy
• Began implementing a full PR plan for Claire’s Middle East in the region- built relations with key media outlets within each of the 9 markets
• Copyrighting all press releases released on behalf of Claire’s Middle East
• Promoted brand awareness via promotional marketing activities including collection launches and consumer appreciation events
• Oversaw and participated in obtaining promotional sales licenses in line with the promotional law for each market through coordination between stores and Government Relations Department of AlShaya
• Created the Claire's Middle East 'Brand Booklet' which was distributed internally across all markets to store employees, providing information on all PR, marketing and CSR related activities; as well as addressing store related issues including loss prevention, promotional materials, storage..etc. • Created and implemented the Claire's in-store sales incentive program for the Katy Perry PRISM collection to encourage the highest sales results amongst store employees • Maintained Claire's brand image and unified messaging throughout internal and external communications
PACE Systems & Graphic CommunicationsBrand Liaison Manager
Sep. 2011 - Mar. 2013Amman-Jordan• Research new online and social media trends in terms of:
o Creative Engagement o New online policies
o New Applications
o Viral Campaigns
• Responsible for adapting creative engagement ideas into existing and new accounts
• Follow up with creative department for implementing approved projects/pitches.
• Assist in proposal development from research to creative integration of offline/online applications
• Assist and work on specific projects as requested by management
Brand Liason Manager:
• Manage supervise and develop Superbrands in Jordan, in the form of, but not limited to the following:
• Initiating calls
• Sending packages
• Conducting meetings
• Follow up on leads & closing deals
• Coordinating with council
PACE Creative Communications & ConceptsBrand Liason Manager
Sep. 2011 - Mar. 2013Manage supervise and develop Superbrands in Jordan, in the form of, but not limited to the following:
Initiating calls
Sending packages
Conducting meetings
Follow up on leads & closing deals
Coordinating with council
Research new online and social media trends in terms of:
Creative Engagement New online policies
New Applications
Viral Campaigns
Responsible for adapting creative engagement ideas into existing and new accounts
Follow up with creative department for implementing approved projects/pitches.
Assist in proposal development from research to creative integration of offline/online applications
Assist and work on specific projects as requested by management Skills: Decision Making
Communication Skills
Creative Thinking
Client Servicing
Risk and Crisis Management
Arts-Marketing IncTelemarketer
Sep. 2008 - Jun. 2009Arts-Marketing Inc. is a small telemarketing firm which advertises and sells packages for different art related events which include the Opera and different Artistic conventions, I worked as a part time sales representative for the company, I was responsible for marketing and selling different packages over the phone.
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