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Work Background
IzraaFractional Chief Marketing Officer
Sep. 2024Beirut Governorate, Lebanon- Developed Izraa’s brand tone-approachable, innovative, and empowering-to resonate with our target audience and differentiate us in the market.
- Crafted overarching & product specific key messages ensuring consistency, focus, and emotional connection across all channels.
- Created the company slogan: "Your Farm, Your Market, Your Future" encapsulating Izraa’s mission and value proposition.
- Led the end-to-end product launch, preparing all communication materials, including website copy, press releases, email campaigns, and social media content.
- Collaborated with the founding team to ensure every touchpoint reflected our new brand identity, driving early engagement and a successful launch.
Onyx MENA Consultancy Founder & Principal Consultant
Jul. 2020Beirut, LebanonIn the ever-evolving landscape of the tech industry, standing out from the crowd is paramount. That's where Onyx Consultancy steps in, dedicated to building & elevating brands through a unique blend of curiosity, creativity, and critical thinking. Services:
-The Foundations: Messaging and pillars
-Strategy
-Brand localization
-Storytelling
-Insights
-Content creation & thought leadership
-Employee communications & engagement
-Employer branding & recruitment
-CEO & executive communications
-Media training
-Crisis communications
-Investor relations Support
-Coaching & training CLIENT LIST: - Sawari Ventures (Egypt): A venture capital firm focused on investing in startups and early-stage companies in the MENA region.
- Digital Government Authority (KSA): A government agency responsible for digital transformation and innovation in Saudi Arabia.
- Research Development & Innovation Authority (KSA): Supports and encourages the RDI sector in Saudi Arabia.
- Octo (Egypt): A digital banking platform focused on underserved and underbanked Egyptians.
- Beauty Tribe (UAE): An online beauty store, with a wide range of products handpicked by salon experts.
- OceanX (KSA): A Saudi consulting company that provides consultative services to both government and private sectors.
- UABdigital (regional): The ecosystem digital transformation arm of the Union of Arab Banks
- Konrad-Adenauer-Stiftung (Beirut): A German foundation engaging in socio economic development, entrepreneurship and innovation.
Friedrich Naumann Foundation Beirut (Beirut): A German foundation supporting Lebanese startups, civil society organisations and liberal political parties
ArabnetDirector of Insights
Sep. 2019 - Jun. 2020Beirut District, LebanonResponsible for the growth and development of Arabnet Insights unit. Arabnet Insights collaborates with clients to position them as thought leaders covering a range of products and services produced to educate the market about disruptive technologies, explain the business value, and provide guidance for decision-makers.
ArabnetEditorial Publisher
Mar. 2018 - Aug. 2019Beirut District, LebanonResponsible for content strategy, distribution, and monetization: Monetization:
- Developing solutions and ideas based on each client's unique challenges and situations, - Continuously researching and developing new programs/services for clients, - Maintaining and expanding relationships with clients, - Keeping abreast of external issues and events and regularly reviewing impact on program/service and client objectives,
- Instigating brainstorms to develop the strategic, creative direction of accounts,
- In-depth understanding of financial status of account at all times,
- Ensuring resourcing within the accounts is appropriate at all times, Content:
- Continue previous role of Managing Editor of online news portal, weekly digest, and publications. Distribution:
- Ensure media continues to be innovative creating relevant content that will consistently be trustworthy and engaging for the community - constantly refine and enhance content.
- Build rich relationship with audience - audience growth = revenue increase
- Work with data analytics, optimise work flows, business - Monitor data analytics to refine content strategy and grow traffic
- Develop and master SEO strategy
- Work closely with marketing team to increase audience reach and traffic
- Develop content collaborations - cross-posting, syndications, etc to grow brand awareness and traffic.
- Raise profile of media division by representing at conferences and other events
- Optimize distribution - Increase digest subscribers
ArabnetManaging Editor
Mar. 2016 - Mar. 2018BeirutManaging Editor of ArabNet’s website as well the magazine the ‘ArabNet Quarterly.’ The ArabNet website is a leading reference for digital businesses in the Middle-East, featuring news, analysis, expert advice, interviews, and a vibrant community of startups, developers and entrepreneurs. The ‘ArabNet Quarterly’ is the first print release for growing digital enterprises and leading companies with insights and special stories covering the latest e-business, technology, media and entrepreneurship news in the MENA. Set and manage the online editorial calendar
Set and manage magazine topics
Manage editors, writers, and freelancers - briefing, assigning, deadlines
Edit and proofread articles ensuring high quality of content
Fact check content pieces
Ensure digest is sent out on a weekly basis
Proofread and edit magazine content prior printing
CMS - optimal, visual appealing, etc
Manage content library - research, images, videos, articles, etc
Onyx CommunicationsFounder & Communications Consultant
Dec. 2012 - Sep. 2019Kuwait - LebanonClient Roster: WASTE Studio, Beirut Marathon Association, Bank of Beirut, LELO Fine Foods, BDL Accelerate, The Gulf Run, FOO, Independent Living, Alchemy, Al Bahar Holding Co., Q8 Bookstore. Onyx Communications is a remote working communications agency that offers focused and dynamic Public Relations, Strategic and Creative Marketing as well as holistic Brand Development. Our clients include Beauty houses, esteemed Fashion and Lifestyle brands, motorsports, as well as finance & investment companies. Our services include creative marketing & PR solutions, branding and social media. The agency is set up so that the team may work remotely, from anywhere and anytime. This set up has several advantages to our clients: Greatest method of cost saving in terms of hourly rates as well as ensuring the right team for our clients's needs in terms of skills and expertise.
Hill + Knowlton StrategiesSenior Account Manager
Apr. 2011 - Sep. 2012DubaiClients: Yahoo!, Nikon, The Gulf Run, General Motors: Chevrolet, GMC, Cadillac
Spearheaded EWS-WWF’s Earth Hour 2012 campaign. I served as day-to-day relationship manager and responsible for developing plans for the multiple accounts and seeing that these plans are executed. Independently managed multiple staff members (Account Managers – Administrative Assistants). Able to analyze and problem-solve issues for clients and staff. In addition to managing client’s budgets and supporting new business presentations. Additional Roles: Dubai Internship Program Coordinator
On the H+K Global team for sustainability
TBWA\RAAD\BCOMADAccount Director
Mar. 2005 - Dec. 2010KuwaitDirecting and managing all the agency's established and new accounts in the Kuwaiti market.
Clients ranged from small to large size businesses in various industries, such as: Automotive, Beauty & Cosmetics, Fashion, Financial Services, Hospitality, Food & Beverage, Internet & Technology, Oil & Gas, Real Estate, Travel & Tourism. Managing and leading a team of 9 members, including Account Managers, Account Executives,& PR Officers. • Leading marketing and PR strategic plans for established accounts, as well as for new business, • Developing solutions and ideas based on each client's unique challenges and situations, • Continuously researching and developing new programs for clients, • Managing market research at the agency and the client level, • Maintaining and expanding relationships with clients, • Providing all communications and marketing support to clients, • Keeping abreast of external issues and events and regularly reviewing impact on program and client objectives,
• Instigating brainstorms to develop the strategic, creative direction of accounts,
• In-depth understanding of financial status of account at all times,
• Ensuring resourcing within the accounts is appropriate at all times,
• Responsible for account/project profitability and maintaining agreed fee income,
• Responsible for negotiating and establishing financial arrangements with client,
• Responsible for ensuring that team members adhere to system,
• Providing training to the team members: o Why Advertise? o Internal Communications: Branding from the inside out!
o The importance of Social Media: Why and how?
o Controversial Advertising & Ethics
Focus on: United Colors of Benetton
o The Creative Use of Space or Creative Space?
o The Secret of Advertising: Absolut The Economist United Colors of Benetton World Wildlife Fund (WWF) National Bank of Kuwait
o PR Failures: The Exxon Valdez
o The Brand & Product War: Pepsi Vs. Coca Cola
o The Thin Line: Advertising & PR
Phoenix Media ProductionsMarketing Manager
Jan. 2003 - Mar. 2005KuwaitPhoenix Media Production creates TV commercials, documentaries, radio ads, event planning, and news coverage for several reputable international news networks. Responsible for introducing Phoenix to potential clients in order to acquire new business as well as maintaining and managing clients.
Reuters TVProducer
Dec. 2002 - Jun. 2005KuwaitCoordinating, creating and executing all newscast for Reuters TV in Kuwait. Collaborating with reporters and crew, in Kuwait, as well as the team in the UK. Highlights include the US-led war in Iraq, from March 2003 until July 2003.
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