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Work Background
One Digital Entertainment MENAChief Executive Officer
Jan. 2023
ITP Media GroupGeneral Manager
Jan. 2004 - Aug. 2022Dubai, United Arab Emirates• Launched and set-up ITP Live, the influencer marketing agency, for ITP Media Group in the UAE and Riyadh • Worked with senior stakeholders internally and externally to grow the agency profile of ITP Live as a reputable and result-oriented agency in the region within three years
• Directed the agency’s expansion into Middle East and globally in India, UK, US and Saudi Arabia
• Created an effective on-boarding strategy for government bodies (Dubai Tourism, Qatar Tourism, Saudi Tourism, Brand Dubai, India Tourism), FMCGs like Unilever, Nestle, P&G, among others, tech companies, automotive among others to devise positive brand equity on multi-social platforms and launched ROI-driven influencer marketing campaigns in the region
• Launched and set-up ITP Gaming, a 360-degree agency servicing AAA publishers activating in the Middle East region while providing strategic consultancy to non-endemic brands and government entities entering the gaming industry
• Established ITP Gaming as the leading full-service agency within a short span of three years
ITPDeputy Managing Director
Jan. 2004 - Dec. 2016Dubai, United Arab Emirates• Responsible for overall success of the business and brands while retaining clients and launching new revenue streams for market leading women’s publications such as Grazia, Cosmopolitan, Conde Nast Traveller Middle East, and other weekly celebrity publications
• Managed cross-functional teams across the portfolio to successfully deliver on client project objectives and internal business objectives
• Successfully launched numerous market leading titles in the Middle East including Cosmopolitan, Conde Nast Traveller, Shape and Good Housekeeping
• Created new revenue streams and original brand extensions on multi-platforms for Harper’s Bazaar Arabia, Grazia, Cosmopolitan among others
Arabian WomanEditor
Sep. 1998 - Dec. 2003Dubai, United Arab EmiratesLaunched the first English language women’s publication for Saudi Arabia. The monthly magazine, which catered to the educated and enlightened women in KSA, was a huge success in Saudi Arabia as well as internationally due to the controversial and thought-provoking topics it covered instead of just fashion and beauty. It was one of the first platforms where Saudi women were able to have a voice and address real-life issues.
Self-EmployedProfessional Freelancer
Jan. 1993 - Aug. 1998Dubai, United Arab EmiratesDuring these five years I took a hiatus from a full time job to raise my two boys and worked on freelance writing projects for media and the advertising industry. I also enrolled at London School of Journalism to polish up on sub-editing, creative writing and news writing courses to hone my skills further.
She MagazineDeputy Editor
May. 1991 - Jan. 1993Karachi, PakistanA short but unforgettable stint at She magazine in Pakistan during which I was able to really understand why politics was the true social fabric of the country. What a paradox it was to see highly intelligent and educated women on one hand and destitute, helpless yet strong women on the other hand all trying to make sense of their lives in a country that was managing Afghan refugee crisis, religious intolerance, security issues and sinking economic conditions.
PRESTIGE ADVERTISINGCopywriter
Jun. 1989 - Mar. 1991Karachi, PakistanThis was my first job and I met some amazing people and made life-long friends. From writing and proofing boring annual reports for car manufacturers to selling biscuits to stopping the poaching of the Houbara Bustard for WWF, it was great being part of the advertising world. As a junior copywriter at one of the most forward-thinking agencies at the time, I truly enjoyed my first job in the world of advertising. This was an era of pushing boundaries, out of the box thinking and learning from the best.
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