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Work Background
InitiativeBusiness Unit Director
Sep. 2024Dubai, United Arab Emirates
UM MENATRegional Product & Operations Director
Oct. 2023 - Sep. 2024Dubai, United Arab Emirates
UM MENATMedia Director - L’Oréal
Nov. 2021 - Oct. 2023Dubai, United Arab EmiratesL'Oreal business lead across media, performance, analytics, and strategy, reporting to the agency General Manager. - Coached and mentored a team of 20 FTE, ensuring career planning and development for every individual; along with 100% retention of star talent.
- Business P&L management and optimization, including active contributions to new business and cost-saving tech.
- Developed and rolled out team and client processes governing 1000+ individual activities per year, with an error margin of less -0.25%.
- Lead on advanced analytics and automation, resulting in critical time and budget savings for team and client; including but not limited to dashboarding, statistical modeling, and predictive analytics.
- Developed a methodology and working model for reach deduplication for the agency, ensuring a competitive edge in media planning and substantial client savings.
- Cultivated relationships across partner stakeholders to unlock value and innovation for client business. Core responsibilities: - Client finance and invoicing, P&L and team structure, team management, strategy, process and automation
UM MENATAssociate Media Director - L’Oréal
Jun. 2021 - Nov. 2021Dubai, United Arab EmiratesLead on media strategy and planning across L'Oréal portfolio of brands in the GCC, reporting to the Business Lead - Coached and mentored a team of 7 FTE, including two first time managers on strategic thinking, authentic leadership, and elevating client delivery.
- Developed frameworks for business-driven media planning and the processes to ensure their success.
- Lead the strategy and implementation of measurement and partnership agendas, resulting in robust data-driven outcomes and highly data-literate teams across both client and agency.
- Developed strong partner relationships with key stakeholders to drive client excellence in execution and measurement. Core responsibilities: - Client finance and invoicing, team management and growth, media planning and strategy, client satisfaction, and elevated delivery.
Publicis MediaSenior Manager - Media - GSK, Agoda
Sep. 2019 - Jun. 2021DubaiLead on media strategy and planning across GSK (Haleon) oral care portfolio, reporting to the Business Director - Coached and mentored a team of 3 FTE on media planning and elevated client delivery.
- Created best in class programmatic and social activation frameworks resulting in 15% budget savings.
- Drafted and led on joint business plans with key partners such as Meta, Google, & Snap; expanding into critical 3P measurement and a robust learning agenda across markets.
- Drove new business wins using advanced applications of data and analytics in audience segmentation. Core responsibilities: - Team management, media planning and strategy, client satisfaction, and elevated delivery.
OMD UAESocial Media & Performance Manager - LVMH
Oct. 2018 - Sep. 2019DubaiHybrid role leading social media content and activation for the LVMH portfolio, reporting to the account director. - Supervised a team of 3 remote resources across performance execution, optimisation, and reporting - Built the agency's first social media performance recommendation playbook and doubled subsequent client engagement
- Created frameworks and tools for social media benchmarking and optimization for Sephora.
- Actively curated, tested, recommended, and closed deals for agency social media tools.
- Lead on influencer marketing strategy, including but not limited to selection, relationship cultivation, implementation, and tracking. Core responsibilities:
Biddable media strategy, social media optimization, influencer marketing
OMD UAESocial Media & Performance Senior Executive - LVMH
Mar. 2017 - Oct. 2018DubaiHybrid role leading social media content and activation for Sephora Middle East, reporting to the associate account director. - Developed data-driven content and distribution strategy across social media channels. - Lead on paid social performance planning, implementation, optimization, and reporting.
- Created frameworks and tools for social media benchmarking and optimization for Sephora.
- Actively curated, tested, recommended, and closed deals for agency social media tools.
- Supervised and trained junior team members on social media requirements.
- Lead on influencer marketing strategy, including but not limited to selection, relationship cultivation, implementation, and tracking. Core responsibilities:
Content creation, paid social implementation, influencer activation and contracts
MECSocial Media Executive - Nestlé
Aug. 2015 - Mar. 2017DubaiHandled the social media development and measurement for multiple high profile Nestlé brands, reporting to Group Account Director. - Developed content and community managed all social media presence for 7 Nestle brands including KitKat, Nespresso, NIDO, and CERELAC.
- Provided paid social recommendations for engaging content and collaborated with paid social team on optimisation
- Developed social media pillars and strategy for managed brands
- Conceptualised innovative activations and content ideas and collaboratively executed them with extended team Core responsibilities:
Content development, community management, reporting
MECSocial Media Intern
Jul. 2015 - Jul. 2015Dubai
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