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Work Background
MDLBEASTSenior Creative Strategist
Apr. 2023Riyadh, Saudi Arabia
MDLBEASTCreative Strategist
Mar. 2022 - Apr. 2023Riyadh, Saudi ArabiaAs a Creative Strategist at MDLBEAST, I spearhead and manage creative campaigns for the annual Soundstorm, Balad Beast festivals and XP Music Futures Conference. My role extends to contributing creatively to sub-brands like Gabu Music label, and various venues. Additionally, I am involved in conceptualizing new festival IPs, continually pushing the boundaries of innovation and creativity
MDLBEAST LLC.Jr Creative Strategist
Mar. 2021 - Apr. 2022Riyadh, Saudi Arabia Rooted in Culture, Amplified music.
A homegrown creative brand shaping the region’s Music futures.
Tawla 3Project Manager
Jan. 2021 - Mar. 2021Tawla 3 is an interactive space based in Riaydh. The brand aims to contribute to the enrichment of the cultural and artistic content and experiences of local culinary arts, with the participation of a number of passionate cooks, practitioners and connoisseurs, to create a gastronomic and creative community. In collaboration with RCU, Tawla 3 have curated a farm to table experience with a set tasting menu consisting of 10 course. The experience took place in an immersive structure situated in an orange grove farm in AlUla.
Saudi Tourism Authority | الهيئة السعودية للسياحةContent Specialist
Apr. 2020 - Nov. 2020Riyadh, Saudi Arabia- Managed and overlooked editorial content across Visit Saudi website & app.
- Managed imagery assets allocation across Visit Saudi Website & app.
- Worked closely with commercial team to review and edited tour operators summer packages prior to deployment into Visit Saudi platforms.
- Led & executed a photography project across 4 destinations across Saudi to enrich the Saudi summer campaign “Break Free”.
- Led & managed two photography projects in 8 destinations covering conceptualization and pre-production requirements.
- Initiated and managed a collaboration with MDLBEAST to record more than 7 music sets across iconic sites in Saudi resulting in a virtual music experience festival.
- Managed monthly content requirements for Visit Saudi tourism board with global and local agencies based in Europe, US & KSA.
- Engaged and supported community hubs such a ITHRA in alignment with marketing seasonal efforts.
- Managed creation of 4 country wide guides and two magazine publications supporting seasonal campaigns.
Seera GroupSpecialist - Brand Manager
Sep. 2019 - Mar. 2020Al-Riyadh Governorate, Saudi Arabia- Led KSA Winter campaign to meet Quarter target from building media plan to conceptualization & execution with the production house.
- Built and monitored Brand campaigns with respective KPIs.
- Supported teams in projects such as Winter at Tantora, SPL, Riyadh season and tourism boards.
- Managed a travel podcast campaign with Saudi Storyteller Lubna Alkhamees that shed light on discovering untapped countries across the world.
Château de VersaillesIntern - Cultural Development Dept.
Aug. 2019 - Sep. 2019Versailles, Île-de-France, FranceIn cooperation with Palace of Versailles, Misk Art Institute offered an opportunity to enroll in a training program in the fields of Arts & Culture. - Worked closely with Director of Cultural Development department on creating tour packages curated to GCC markets.
CareemMarketing Ops Specialist - Careem PAY
Apr. 2019 - Jul. 2019Dubai, United Arab Emirates- Developed and executed growth campaigns across five markets.
- Built marketing plans that include promotional and educational campaigns to increase wallet adoption.
- Measured and reported promotional campaigns results across five markets.
- Worked closely with global branding team to finalize Careem PAY Brand identity.
Self-employedFilm Photographer
Oct. 2018 - Mar. 2021Riyadh, Saudi ArabiaThe experimental film photography project ‘Rats of Bat’ha’ captures daily life through street photography and portraiture, encapsulating moody city snapshots, many of them employing the sharp dualities of light and shadow, while others mesh urban straight lines with a blur of motion.
CareemCustomer Marketing Executive - KSA
Jul. 2018 - Apr. 2019Al-Riyadh Governorate, Saudi Arabia- Careem’s point of contact with the creative agency, overseeing the retainer and ensuring deliverables on a monthly basis in parallel to KSA marketing initiatives.
- Managed and executed localization of Careem’s regional branding campaigns including photoshoots and digital ads creation.
- Managed KSA wide campaigns including briefing, conceptualization, video production.
- Worked on briefing monthly digital ads to the creative agency.
- Managed KSA wide communication in coordination marketing and creative teams.
- Worked closely with demand director on planning, budgeting, data analysis and initiatives execution on customer retention across KSA.
CareemRegional Marketing Coordinator
Aug. 2017 - Jul. 2018Al-Riyadh Governorate, Saudi Arabia- Built six cities marketing plans that include promotions and partnerships to grow demand.
- Worked closed with Regional GM in planning and executing city’s marketing initiatives including Events, stunts, promotional and digital campaigns.
- Planned and Lunched BD campaigns with partners such as STC, Saudi Post, Fitness Time and GEA.
- Led Riyadh’s events partnerships & executed 50+ events. - Planned and executed ground activation on events.
Rayz | ريزProject Coordinator
Aug. 2016 - Mar. 2017- Managed Mowj AlHilal loyality program Social Media Accounts including Content creation and scheduling.
- Worked on Alkifah Holding SM Content creation and scheduling.
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