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Work Background
BDiskovered Tech LtdChief Marketing Officer
May. 2023 - Nov. 2024United Arab EmiratesMADE START UP- Entertainment platform
MADE, an acronym for Music, Art, Dance, and Entertainment, is a vibrant platform designed for artists to showcase their talents through engaging content. It serves as a dynamic community where talent seekers can connect with artists based on the captivating videos shared on the platform. The app provides a platform for individuals passionate about MADE to showcase their talents and for talent seekers to discover, connect, and engage with a diverse range of creative content. It allows talent seekers to hire artists through service posts or directly from artists' profiles for full-time or part-time opportunities. Led the strategic development and launch of a startup app, from brand creation and marketing campaigns to user experience, audience targeting, and business model development. Drove growth by leading cross-functional teams, leveraging data-driven insights, optimizing performance metrics, and securing investor funding. Ensured cohesive execution and scalability of marketing initiatives to achieve business objectives.
Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi)Brand Marketing Lead
Dec. 2021 - Sep. 2022Abu Dhabi Emirate, United Arab EmiratesLed the Abu Dhabi Destination Tourism Brand Relaunch project transformation, which included developing and implementing the new Brand Strategy, Comms Strategy, Brand Research & Insights, Brand Identity, Brand Management & Governance and Brand Execution.
SeaWorld Abu DhabiDirector of Marketing
Mar. 2020 - Dec. 2021Yas Island, UAELed on the Pre-Opening/ Opening Marketing and Communications Strategies and work streams for the new Marine Life Park due to open in May 2023.
Miral ExperiencesDirector of Destination Marketing
Jun. 2019 - Mar. 2020Yas Island, UAE• Promote and position Yas Island as a top global destination for Entertainment ( including award winning attractions and leisure) by raising awareness and driving visitation targeting regional and international source markets.
• Create and implement destination marketing strategies and plans in partnership with other departments, travel and tourism operators and other key stakeholders (Abu Dhabi Tourism Board, Etihad, etc.) aimed at enhancing awareness and competitiveness of Yas Island.
• Manage all the islands’ individual assets stakeholders to ensure consistent brand positioning.
• Enhance destination integrated value proposition for B2C/ B2B segments, locally and internationally.
Qasr Al WatanPre-Opening Marketing Director- Special Project
Jan. 2019 - Apr. 2019Abu Dhabi, United Arab Emirates• Led the integrated Marketing & Communication development, planning and execution of Qasr Al Watan Abu Dhabi, the new cultural landmark housed within the Presidential Palace that opened in March 2019 under exceptional stretched timelines.
• Led the Grand Opening / Inauguration Ceremony that was attended by the UAE's Leadership.
Warner Bros. World™ Abu DhabiMarketing Director
Sep. 2016 - Jun. 2019Yas Island, UAELed the integrated Marketing & Communication development, planning and execution of the first of its kind Global Warner Bros. World Abu Dhabi theme park that opened on Yas Island on July 25th, 2018. Build the park brand from scratch including creation of park logo, full extensive brand usage and guidelines, brand strategy, brand positioning, marketing and communication strategy, visual identity, brand objectives and reach across all the marketing and communication platforms and touch points. Led the development and execution of the park Grand Opening Ceremony and Event which included Royalties, International, Regional and local media as well as Regional and Local guest attendance. Spearheaded the development a full-fledged pre-launch and launch creative strategy and campaigns. Responsible for driving attendance and revenue to the Park. Post opening, responsible for leading the marketing team and strategy, as well as building and executing a consolidated 360° plan across multi parks. Led what was rated by YouGov as a successful Burj Khalifa takeover part of the Park launch campaign adding on the many pre-opening activations that took place across the UAE. Won WOW Middle East awards for ‘Best Marketing Launch Campaign for Park Opening’ and MENALAC ‘Best Marketing Campaign’ award. Won Time Out Dubai Kids ‘ Highly commended best UAE Theme Park’. Won Best Activation during MEFCC (Middle East Film & Comic Con) prior to Park opening in Q2’18. Awarded Guinness World Record title for ‘Largest Indoor Theme Park’ and ‘The largest gathering of people wearing capes’ in celebration of Batman’s 80th Anniversary Marketing Stunt.
British American TobaccoRegional Brand Manager, EEMEA (Eastern Europe, Middle East & Africa)
May. 2013 - May. 2014BAT HQ, London, United kingdom*Developed and rolled out the 3-year Regional Brand Plans (Brand Guidelines, Strategic Imperatives & New Product Introductions pipeline) for the Premium Global Drive Brand, Kent across EEMEA(Kent Key markets include: Russia, Ukraine, Caucasus, MEA, South Africa & Turkey). *Engaged with key stakeholders at Global, Regional and market levels to ensure full alignment and buy-in of the strategy & deployment guidelines, (including the effective budget management Brand Spend). *Managed the Regional Creative Agency (Based in Moscow) by providing constant direction and facilitation to ensure delivery on the agreed Scope of Work. *Managed 50 indirect reports across EEMEA and ensured consistency and excellence in execution of the strategy.
British American TobaccoSenior Premium Brand Manager,Middle East
May. 2010 - Aug. 2016Dubai, UAE*Managing Premium Global Drive Brands across the Middle East ( Focus in Iran/ GCC/ Iraq) through the development of Strategic & Operational brand plans, implementation and budget management. *Successfully revamped the leading premium brand in Iran (Kent) through full- fledged integrated campaigns in a complex and volatile market. Built the brand in a restricted communication environment by focusing on delivering relevant Product USPs, strong innovation pipelines and successfully deploying B2C and B2B strategies. *Led team of 3 direct/5 indirect and engaged local/regional/global stakeholders in support of the end-market plans and in the building of locally relevant marketing mixes. *Managed all creative agency communication and toolkit development, specifically for dark markets. *Developed consumer engagement programs tailored to fit market needs and create bespoke solutions when required. *Supported the end markets (Iran, GCC & Levant) on initiatives, activities, and launch preparations from business case initiation and sign off to campaign development and launch execution.
British American TobaccoNew Product Introduction (NPI) Portfolio Manager, Middle East
Oct. 2007 - Jul. 2010Beirut, Dubai*As Project Manager, developed and executed all New Product Introductions/ Innovations across the ME, covering 34 countries. *Handled cross-functional communication and work streams to ensure delivery OTIF as per quality requirements. *Responsible for development and execution of all new brand launches/ packaging changes/source of manufacture change/ regulatory initiatives/product changes across BAT portfolio.
British American TobaccoGroup Brand Manager, Levant & Yemen
Oct. 2005 - Oct. 2007Amman, Jordan
British American TobaccoManagement Trainee/ Brand Executive
Apr. 2003 - Oct. 2005Beirut, Lebanon
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