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Work Background
NOVVI PropertiesHead of Marketing
Feb. 2024Dubai, United Arab Emirates• Manage a high-performing 14-member marketing team across Graphics, Media Production, Performance Media, Social Media, and Data Analysis.
• Oversaw international advertising campaigns across META, Yandex, Google, TikTok, YouTube, and WhatsApp, optimizing strategies to achieve a 70% year-over-year lead generation efficiency increase. • Engineered content and organic social strategy increasing average video views from 1,300 to 80K and achieving 50M+ total views and 12M unique user engagements in just 9 months, resulting in a 3,800% growth in engagement rates across Instagram & TikTok. • Developed a PR strategy that secured a 40% increase in media coverage and doubled positive sentiment scores in local markets. • Designed a performance marketing framework that delivered 20x more qualified leads and reduced CPL by 25% through A/B testing and conversion tracking. • Launched the first ever public real estate sales training seminar in MENA, featuring the world’s #1 sales trainer. • Spearheaded NOVVI’s suite of websites, improving user experience, increasing time-on-site by 40%, and boosting lead conversion rates. • Pioneered a centralized Customer Data Strategy, enhancing segmentation accuracy by 50%, onboarding an SEO agency, and implementing automated microsites for faster campaigns and 12% higher conversions. • Executed a multi-channel brand strategy blending community events, PR, and performance-driven campaigns. • Designed a CSR strategy and a Brand Playbook standardizing tone, messaging, and creative output, improving brand consistency by 35% and engagement metrics by 20%. • Enhanced operational efficiencies with performance dashboards, reducing reporting lag by 50% and improving decision-making speed.
fäm Properties DubaiHead of Marketing
Feb. 2022 - Feb. 2024- Oversaw & built a 9-member marketing team, orchestrating global & local campaigns for a 700+ employee organization. - Developed targeted marketing strategies for diverse property types, optimizing lead quality through a pioneering hybrid pre-qualifying system.
- oversaw & developed strategies for all local & international advertising campaigns across diverse platforms, including META, Yandex, Google, TikTok, YouTube, WhatsApp. - Implemented advanced data analytics, enhancing buyer profiling and conversion rates, resulting in a 55% increase in qualified leads.
- Orchestrated comprehensive online & offline campaigns, integrating SEO, social media, email, & events.
- Developed and implemented a full Performance Media strategy, optimizing ad campaigns for maximum reach and conversion, increasing lead generation & brand awareness. - Built and executed a full Public Relations (PR) strategy to enhance CSR initiatives, resulting in an increase in community engagement and positive brand perception.
- Implemented strategies for branding guidelines & developed and executed comprehensive marketing plans leveraging PR, social media, and digital channels.
- Developed full go-to-market strategies for exclusive off-plan projects under master agency, ensuring targeted and impactful marketing campaigns, resulting in improvement in Off-Plan projects' visibility and sales performance by 40x
- Directed the creation of branding materials, positioning strategies, and marketing collaterals in collaboration with internal teams and external agencies with assets including landing pages, websites, social media campaigns, and press kits.
- Created a comprehensive marketing pack for 700+ agents, equipping them with essential tools and resources to enhance their marketing efforts and increase overall agency productivity.
Implemented a hybrid prequalifying system integrating automation and human expertise into our CRM, resulting in a 43% increase in qualified leads and a 30% reduction in CPL.
InitiativeSenior Digital Marketing Manager - MENA
Nov. 2020 - Jan. 2022Dubai, United Arab EmiratesLed the digital performance strategy for major clients including Etisalat, MoneyGram, Unilever, P&G & more managing over $20M annually across paid search and paid social channels. Planned, executed, and optimized data-driven campaigns across Google, Meta, TikTok, and LinkedIn, delivering an average 24% YoY growth in lead volume and 20% increase in overall ROAS. Achieved a 21% reduction in cost-per-lead (CPL) through continuous bid strategy optimization, creative testing, and audience segmentation. Managed cross-market campaigns across MENA, APAC, and North America, driving consistent 18-22% improvements in media efficiency and conversion rates. Spearheaded campaign measurement and reporting, introducing advanced attribution models and A/B testing that improved conversion tracking accuracy by 30%. Partnered directly with client marketing heads and C-level stakeholders to align digital performance with broader business goals, contributing to a 95% client retention rate. Implemented dynamic creative optimization (DCO) strategies that boosted ad engagement by 32% across key markets. Regularly analyzed competitive benchmarks, market trends, and platform innovations to proactively pivot strategies and maintain above-industry-average performance KPIs. Supported the professional growth of junior specialists, resulting in stronger platform certifications, faster learning curves, and increased client satisfaction.
Merkle MENAPaid Search Account Manager
Apr. 2019 - Nov. 2020Dubai, United Arab EmiratesClients: Emirates Airlines, Al Tayer, Rixos Global, Al-Magrabi, Al-Jareer, Dubai Parks & Resorts, Legoland, Mont Blanc, G.A.P, Banana Republic, Mama's & Papa's, Nisnass, Ounass • Manage, review, and perform daily account responsibilities on search platforms for a variety of clients.
• Provide creative copy and graphical ad templates.
• Manage Display network through contextual advertising platforms.
• Provide recommendations and execute strategies for keyword opportunities, campaign structuring, targeting, display network, and other facets of paid search in accordance with client goals.
• Provide oversight and manage new paid search campaigns, ad groups, and accounts and aid in the creation of paid search marketing initiatives.
• Provide oversight, manage, and be able to generate weekly and monthly client reporting for all major metrics, goals tracking, revenue tracking, and other paid search initiatives.
• Keep pace with search engine and PPC industry trends and developments.
• Monitor and administer web analytics dashboards, reports and key reporting tools, and point out key areas of importance in accordance client goals.
• Monitor and evaluate search results and search performance across the major search channels.
• Communication to team and management on project development, timelines, and results.
• Provide oversight and work closely with the other team members to meet client goals.
Abrams MediaDigital Marketing Executive
Jan. 2018 - Mar. 2019Greater New York City Area• Directed and coordinated marketing activities and policies to promote products and services.
• Analyzed third-party data and investigated new growth opportunities.
• Collaborated with developers, advertisers and production managers to market products and services.
• Preserved brand integrity by monitoring the consistency and quality of marketing content.
• Applied sales forecasting techniques and strategic planning to verify sales and profitability of products, lines and services.
• Analyzed business developments and monitored market trends. • Developed multi-platform advertising campaign for retail client.
• Executed digital strategy for account, while also outperforming competition in all engagement metrics.
• Collaborate with marketing staff in the development and production of visual content.
• Coordinate live-streaming events’ social media interaction and broadcast. • Assisted with creating post-production content for further use across media channels.
• Created content for email marketing campaigns.
• Identified social media opportunities and develop an actionable plan for execution.
• Recommended and develop strategies for growing and leveraging our social media follower base using promotions, contests, polls, ads, surveys and referral programs.
Eventive MarketingAssistant Event Coordinator
Sep. 2016 - Jun. 2018Greater New York City Area• Confidently planned and executed both professional and social events
• Accepted payments from clients and documented accordingly
• Seamlessly orchestrated events with budgets of up to $100,000 for up to 600 attendees
• Created pre and post-event financial support documents, weekly budget forecasts and actual reports
• Worked closely with the production team and project managers for methods on cost cutting
• Developed social media account by creating, promoting and using social media to plan and promote
• Researched sites, managed RFP process, and conducted site inspections to evaluate future use
• Implemented contracts and managed invoices
• Served as liaison between executives, volunteer leaders, audio-visual management companies, exhibit service
• Served as on-site manager for all events
• Coordinated with executives to capture meeting space needs, food and beverage service needs, audio-visual,
• Developed and engaged sponsorship programs for the events
Rutgers UniversityFinancial Aid Counselor
Sep. 2016 - Aug. 2017New Brunswick, NJ• Coordinated with admissions counselors to provide an effective and seamless student recruitment, entry, and enrollment process.
• Assisted in the preparation, review, and timely submission of required forms and reports in accordance with federal guidelines.
• Met and advised with prospective students during their initial tour regarding financial aid eligibility, aid programs, and the application procedures.
• Consulted and presented options for students and their parents/guardians based on their specific financial situation.
• Maintained accurate needed financial student records after enrollment and until graduation. • Work closely with new continuing and re-entry students and their families to ensure the plan and re-plan continue to best meet their needs.
• Advised and counseled full and part-time undergraduate and graduate students/families on the availability of financial aid the delivery process for receiving it and the reconciliation processes required to insure that financial aid funds are transferred to student account.
• Reviewed student applications performed verification procedures review/evaluate appeals and interceded for students with participating departments.
Coordinated with Director of Financial Aid the implementation of new policies and procedures at the campuses.
Rutgers UniversityAdministrative Assistant
Sep. 2016 - May. 2017New Brunswick, NJ ¥ Answer telephones and give information to callers, take messages, or transfer calls to appropriate individuals
¥ Arrange conferences, meetings, and travel reservations for office personnel. Complete forms in accordance with company procedures.
¥ Compose, type, and distribute meeting notes, routine correspondence, and reports.
¥ Greet visitors and callers, handle their inquiries, and direct them to the appropriate persons according to their needs.
¥ Locate and attach appropriate files to incoming correspondence requiring replies. Mail newsletters, promotional material, and other information. ¥ Maintain scheduling and event calendars. ¥ Make copies of correspondence and other printed material. ¥ Open, read, route, and distribute incoming mail and other material, and prepare answers to routine letters.
¥ Schedule and confirm appointments for clients, customers, or supervisors. Set up and maintain paper and electronic filing systems for records, correspondence, and other material.
¥ Take dictation in shorthand or by machine, and transcribe information.
¥ Collect and disburse funds from cash accounts, and keep records of collections and disbursements. Conduct searches to find needed information, using such sources as the Internet. Coordinate conferences and meetings. Establish work procedures and schedules, and keep track of the daily work of clerical staff. Learn to operate new office technologies as they are developed and implemented.
Rutgers UniversityStudent Counselor
Sep. 2016 - May. 2017New Brunswick, NJ¥ Worked closely with students as a supportive advisor through the challenges of an educational environment. Adept at managing a complex student caseload and providing high-quality academic social and emotional support for struggling students. Specialized in the supervision of student placement services as well as course exemption and adjustments for students with disabilities or individualized education plans.
¥ Met with over 500+ incoming freshmen students to review course schedules and offer academic guidance and support.
¥ Maintained accurate and confidential student support records database for a caseload of 5000+ students.
¥ Served as a mentor to troubled youth and provided guidance for self sufficiency
¥ Conferred with teachers and parents regarding the student’s strengths, weaknesses and aptitudes.
¥ Aided in organizing and running a variety of events with the goals of developing a more understanding and larger community of support and acceptance as well as raising money for related charitable organizations.
¥ Aided in resolving student's personal and academic problems.
¥ Aided in discovering student potential and character and helping them to develop self character ¥ Assisting other departments of the University to deal with student affairs.
¥ Coordinated schedules for a roster of over 500 active students.
Researched student accounts to ensure accuracy of ledgers and performed account adjustments as necessary.
Nike Communications, Inc.Marketing Communications Intern
May. 2016 - Aug. 2017Greater New York City Area• Assisted and tracked various financial reports
• Assisted in the coordination and execution of brand events, photo shoots, meetings
• Conducted online research into digital and mobile offerings and innovations
• Performed Trend Analysis
• Performed competitive research and analysis
• Researched and shared insights amongst current live event fan trends
• Researched keywords and content avenues using Google and internal tools
• Summarized and communicated the research to other members of the team and management
• Supported brand promotion execution through assisting with collateral and media tracking
• Updated and managed site platform content
• Updated, maintained, and organized an electronic competitive intelligence library
• Updates and tracked brand launch calendars
• Assisted in writing and strategizing SEO-friendly content
Schiavello GroupAdvertising Sales & Digital Media Executive
May. 2014 - Jan. 2015Dubai, United Arab Emirates- Directed and coordinated marketing activities and policies to promote products and services.
- Coordinated and participated in promotional activities and trade shows.
- Analyzed third-party data and investigated new growth opportunities.
- Collaborated with developers, advertisers and production managers to market products and services.
- Preserved brand integrity by monitoring the consistency and quality of marketing content.
- Applied sales forecasting techniques and strategic planning to verify sales and profitability of products, lines, and services.
- Analyzed business developments and monitored market trends.
- Coordinated art and graphics creation for effective merchandising.
- Created high-quality marketing strategy documentation, including product marketing briefs, FAQs and objection handling documents.
- Initiated market research studies and analyzed findings.
- Worked with the communications team to drive internal promotion of company programs, initiatives, guiding principles and mission.
- Developed and implemented campaigns for email, online advertising, search engines and direct mail.
- Defined and tracked campaign effectiveness and adjusted strategies accordingly.
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