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Work Background
Saudi Tourism Authority | الهيئة السعودية للسياحةPlanning Director - MEA
Oct. 2024Riyadh, Saudi Arabia
Saudi Tourism Authority | الهيئة السعودية للسياحةSenior Planning Manager - MEA
Jun. 2022 - Oct. 2024Riyadh, Saudi Arabia
Expo 2020 DubaiSenior Manager - Strategy & Special Projects, Sales
Mar. 2021 - Apr. 2022Dubai, United Arab EmiratesCollaborated with and managed staff to support on delivery of cross-departmental projects KEY ACHIEVEMENTS:
• Oversaw the delivery and execution of the final Expo 2020 presence at the Arabian Travel Market 2021 (project coordination with DET, stand design & build, stand content, direction and delivery on digital and print OOH campaigns and print ads, interviews, media coverage, internal reporting)
• Coordinated daily events at DEC ARENA (event calendar, KVs, BOH requirements, ticket go-live, coordination with event delivery team etc) DUTIES INCLUDED:
• Oversaw the delivery and execution of strategic sales-related projects to drive awareness and visitation through various B2B channels and events
• Delivered on various department-wide BTL marketing requirements, including the production of digital and print collateral (presentations, training material, brochure development, OOH, digital screens, print etc.)
• Worked closely with the Sales team to ensure travel trade in various segments are educated on Expo offers & programming (MICE, hospitality, leisure, business)
• Played an important role in the recalibration of the Expo University Programme operations, based on feedback received from students and professors alike
• Managed a team of three, to deliver on various quality projects across the Sales team including Senior Guest Programme and DEC Arena to drive visitation to Expo 2020
Expo 2020 DubaiManager - Market Strategy & Special Projects, Sales
Jun. 2020 - Mar. 2021Dubai, United Arab EmiratesAcquired a new remit to focus on recalibrating commercial sales strategies considering COVID-19 impact, while identifying potential challenges and opportunities from travel trade and B2B consumers (domestic & international) to drive visitation to Expo 2020 • Oversaw the efficient development and delivery of agile market and channel based strategies in alignment with sales objectives, including the re-definition of sales KPIs for international and domestic B2B visitation
• Efficiently managed strategic sales planning process, and supported with product development & deployment.
• Successfully managed end-to-end delivery of strategic sales projects & initiatives while coordinating with internal & external stakeholders.
• Support with overseeing operations of the Education Programme, while driving international student visitation through key channels.
• Facilitated improved operations by generating project status reports and identifying issues for corrective action.
• Led meetings with department executives to review project status, drafting action plans to deliver proposed changes.
• Developed engaging presentations, showcasing progress to executive teams and stakeholders
Expo 2020 DubaiManager - Special Projects, Destination Marketing
Apr. 2019 - Jun. 2020Dubai, United Arab EmiratesAcquired a new remit to develop and deploy an initiative to drive international student visitation to Expo 2020, and to position UAE as an educational tourism destination. Promoting and driving incentive group visitation to Expo 2020 by engaging with international trade, corporates and tourism bodies. KEY ACHIEVEMENTS:
• Successfully rationalized and developed a programme that would drive educational study tours to the UAE and Expo 2020, while working closely with UAE tourism boards, travel trade, universities and education consultancies
• Collaborated closely with Dubai and Abu Dhabi Tourism Boards to push UAE-wide educational packages to international markets
• Successful promotion of Expo Educational Tours in the GCC, India, and WYSTC 2019 Portugal DUTIES INCLUDE:
• Managed end-to-end development and implementation of the Expo Educational Programme with key internal & external stakeholders
• Identified marketing and operational budget to ensure the effective on-ground delivery of the program
• Aligned on pricing and programme structure & delivery with the Domestic University & School Program
• Delivered effective training sessions, presentations and collateral to educate the UAE tourism community and universities on the International Education Programme
• Built a pipeline of student travel operators, airlines and international universities with high interest to drive student visitation to Expo
• Collaborated with internal teams to ensure effective operational mapping for international student tours on site, and worked closely with Expo participants to ensure pavilion content was relevant to guest group
• Trained and mentored junior team members, leveraging previous practical experience for optimal project progress
Expo 2020 DubaiStrategy & Impact Associate - Legacy Development & Impact
Apr. 2017 - Apr. 2019Dubai, United Arab EmiratesSupported the department head in managing the development and delivery of strategic projects within the Strategy & Impact Division in the Legacy Development & Impact Department. KEY ACHIEVEMENTS:
• Assisted in the scoping and the initial phases of the Knowledge Archive Project, which was handed over to a new team
• Supported with scoping of the Expo Social Impact Study and the appointment of a consultancy firm to deliver Phase 1 of the study
• Organised the Expo delegation to WUF9 Kuala Lumpur 2018, and managed a side event on the topic of `Mega-Events as Catalysts for Urban Development', including support with content curation and topic selection
• Supported in the marketing launch of District 2020 at Cityscape 2019 (stand build, brochure development, meetings, on-stand talks etc)
• Conducted initial research to justify program development to attract international student visitation to Expo 2020 (target market, source markets etc) DUTIES INCLUDED:
• Successfully assisted with rationalization, development & validation of strategies, projects & concepts relevant to Expo’s legacy
• End-to-end delivery of small-scale projects, and assisting in managing the District 2020 brand and marketing requirements
• Excelled in overseeing procurement requirements, development and maintenance of documents (presentations, meeting minutes research, etc.)
• Supported organisational activities effectively by organising events and communicating internally
• Managed day-to-day admin, including document control, spreadsheet development, and report writing
• Developed engaging presentations for external events and speaking opportunities
Expo 2020 DubaiApprentice - Legacy Development & Impact
Sep. 2016 - Mar. 2017United Arab EmiratesThe Expo 2020 Apprenticeship Program is a 9-month Career Development and Training Program that incorporates on-the-job training and work placement within a particular department within Expo 2020. Apprentices were required to complete three training sessions that focused on different subject areas. Each training session required us to engage in skill building activities, applied business challenges, panel discussions, ongoing mentorship, and networking opportunities. In addition to the job placement and training, we were required to provide solutions to a particular challenge within the department in the form of a capstone project. Job placement duties within the Legacy Development & Impact department included: - Support in conducting research in areas/projects that would support the Legacy of Expo 2020 Dubai
- Creation of various reports and master presentations for the department
- Coordination familiarization/site visits to places in the UAE to support with benchmarking
- Support in conducting internal and external stakeholder workshops
- Documentation of research and meetings
Al Arabia GroupBusiness Analyst
Nov. 2015 - Apr. 2016Dubai, UAE- Researching and analyzing various trends and growth opportunities in the consumer electronics, education and food market in the GCC region.
- Sourcing of products suitable for trade in the region.
- Preparing project proposals
- Developing cost analysis for projects.
- Preparing legal agreements between Al Arabia Group and partnering companies
Channels Business SolutionsResearch Analyst
Oct. 2014 - Oct. 2015Dubai, United Arab Emirates- Primary and secondary market research for American companies interested in the GCC market
- Analysis and evaluation of different industry verticals such as IT, Beauty, Healthcare, Military, Aerospace, Manufacturing, Food, Construction, Aquaculture, Automobile, etc. - Identifying trends and growth opportunities for client products
- Identifying local competitors and partners for American companies
- Development of market entry strategies
- B2B, B2C, and B2G business matchmaking services at major trade shows such as Arab Health, IDEX, Arab Lab, Middle East Electricity etc. - Organizing trade missions and hosting trade delegates for roadshows in UAE and KSA
- State account manager for the state of Colorado
URBANBUZBusiness Development Associate
Jun. 2014 - Sep. 2014Dubai, United Arab Emirates- Research and outreach for prospective SME clients interested in implementing loyalty programmes
- Account Management for current clients while communicating progress and addressing challenges
- Front-facing staff training on loyalty dashboard and customer management
Consulting by KantarFinance and Administration Assistant
May. 2013 - Sep. 2013Dubai, United Arab Emirates- Development of dynamic sales and reporting dashboards using MS Excel Macro and VB tools for retail clients, based on input provided by consultants
- Petty cash and invoice management
- Beautification of pitch decks and progress updates via MS Powerpoint
- Miscelleanous day to day activities in the workplace, supporting office manager
Streamline Marketing GroupData Researcher
Aug. 2012 - Sep. 2012Dubai, United Arab Emirates- Primary and secondary research on target audiences for upcoming trade show: The Outdoor Design, Build and Supply Exhibition
- Pre-trade show communication and awareness - Gathering feedback on previous exhibitions organised by Streamline Marketing Group
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