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Work Background
Living Lebanon AppCO-CREATOR & DEVELOPER
Jan. 2017 - Dec. 2018Beirut, LebanonLifestyle rewards and loyalty program mobile application for apparel and entertainment venues in Lebanon. • Designed and developed a first of its kind solution for brands to deploy loyalty and rewards programs through an aggregator application concept. • Signed on a network of clients across entertainment, food & beverage, and fashion to join the application. Over 35 brands had joined within the first six months offering a variety of loyalty rewards. • The app concept was subsequently acquired by a Dubai-based loyalty program firm.
MA ConsultancyManaging Partner / Head of Brand Marketing & Communications / Digital Strategy Director
Oct. 2016Dubai, United Arab EmiratesBoutique, premium lifestyle branding and image consultancy. • Launched the first 3D virtual reality Album release in the Middle East for Emirati singer Balqees Fathi. The event was hosted in a fully interactive metaverse including a live Q&A with the artist and concert. With over 1500 virtual attendees and a full press and media board who had the opportunity to converse with the artist in real time. A full spectrum activation was launched with influencer seeding of goodie bags and marketing across all social media platforms. • Negotiated an exclusive partnership between Piaget and Balqees Fathi to feature as one of only nine international icons of the 2020 campaign “Extraordinary Women” and its continuation in 2021 “Extraordinary Women 2”. The global campaign having been featured in Vogue magazine in its multiple country iterations (Arabia, Singapore, US, France etc) as well as Harper’s Bazaar globally which translated in higher brand engagement and direct sales into the Middle East Market. • Managed the development of direct to consumer makeup and skincare brands including Hanan Dashti, Bex Beauty and Bellefontaine Switzerland. The projects started with designing brand identity, launching cross-channel digital marketing campaigns and building tailored multilingual ecommerce platforms as well as targeted brand PR strategies. The brands reached profit targets within 6 months of release with multiple collection drops selling out completely. • Developed a strong network of relationships with leading publications across the middle east such as Elle, Harper’s Bazaar, Vogue & Marie Claire to launch branding campaigns for key opinion leaders such as skincare expert Miriam Abadi, jewelry connoisseur Katia El Jundi, noted Italian actor Michele Morone and French entrepreneur Caroline Receveur. Campaigns translated into direct growth on social media reach and conversion rates.
Neo Promo FZ LLCHead Of Design & Communication
Jun. 2014 - May. 2017Dubai, United Arab EmiratesLifestyle publications and PR group • Lead a team of 10 colleagues to produce and publish three separate titles: Executive Women, Capital Business, and 800Lifestyle. Responsible for design, supporting on editorial and strategy to target three types of different clientele. Lifestyle became the official magazine for Virgin Megastores across the GCC and Executive Women became the first women’s dedicated publication endorsed by the Media office of HH Sheikh Hamdan Bin Rashed Al Maktoum. • Headed the activation and events department to promote key causes such as The Female Leadership Awards in partnership with the Zabeel Dubai Ladies Club, Creative Talents Awards and more. Responsible for sponsorship agreements and event launch campaigns. With more than 12 events per year both locally and in the Gulf region.
TalkingTo Communications Team Leader
Apr. 2013 - Jun. 2014Beirut, LebanonAs a team leader of support agents communicating with French citizens about numerous products and information mining, my main concern was to ensure that the way my team conversed with their clients was impeccable and would always reach their target regardless of the hardships they might face.
AM ProductionsEVENT COORDINATOR/PR
Mar. 2011 - Jul. 2013Beirut, LebanonPassionate about the booming nightlife growing in Lebanon. I teamed up with two partners to create AM Productions which became a front runner in the event management industry in Lebanon. * Creating unique event concepts and venue styling. * Implementing PR strategies and marketing and advertising plans. * Pitching and catching sponsors from numerous fields. * Managing ticket sales and expenses and revenue.
M DesignsGRAPHIC DESIGN FREELANCER
Feb. 2011 - Apr. 2016Dubai, United Arab EmiratesGraphic and Web Design • Consulted on brand identity development, created all relevant collateral including packaging, social media pages and content calendars • Back and front end development of mobile applications and websites including for ecommerce
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