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Work Background
APCOHead of Digital, MENA | Senior Associate Director at APCO Worldwide
Mar. 2025Riyadh, Saudi ArabiaWhat I do: Digital Strategy & Innovation: I lead the development and execution of cutting-edge digital strategies across the MENA region, ensuring alignment with APCO's global vision and local market needs. I champion innovative solutions that address client challenges and unlock new opportunities, fostering a culture of digital excellence within the team. Client Relationships: I build and nurture strong relationships with high-profile clients, acting as their trusted advisor. I proactively identify and anticipate their needs, providing strategic counsel and crafting tailored solutions. I also lead client pitches and proposals, showcasing APCO's digital capabilities. Team Leadership: I recruit, develop, and empower a high-performing team of digital experts. I mentor and coach team members, fostering a collaborative and inclusive environment where they can excel. Digital Transformation: I spearhead digital transformation initiatives within APCO MENA, leveraging emerging technologies and best practices. I implement cutting-edge tools and platforms to enhance efficiency and stay ahead of industry trends. Business Development: I identify and pursue new business opportunities, leveraging digital expertise to differentiate APCO. I develop and execute targeted strategies to expand our digital practice and collaborate with teams to create compelling proposals. Financial Performance: I oversee the financial performance of the digital practice, driving revenue growth and profitability through effective resource allocation and cost management. Thought Leadership: I position APCO as a thought leader in the digital space through speaking engagements, publications, and industry events. I share insights and best practices with clients and peers. Risk Management: I proactively identify and mitigate potential risks associated with digital initiatives, developing robust risk management frameworks.
APCOAccount Director - Digital Co-Lead, Saudi Arabia
Jun. 2021 - Mar. 2025Riyadh, Saudi Arabia
APCOAssociate Account Director
Mar. 2021 - Jun. 2021Bahrain
APCOSenior Digital Account Manager
Jan. 2020 - Mar. 2021Bahrain- Managing all digital marketing/communication activities for a large and complex foreign direct investment government entity. - Liaising with key internal/external governmental ministries on the formulation of strategic communications. - Constructing a crisis digital communications strategy during the global health crisis –efforts recognized in a report titled Post Covid-19 – Investment Promotion agencies and the “New Normal” by The United Nations Conference on Trade and Development - Developing global/regional digital campaign strategies with emphasis on key strategic markets (NORAM, EMEA, EPAC). - Managing a full digital servicing team (content producers, copywriters, designers, animators, video producers, analytics team). - Establishing best practice standards for an integrated marketing strategy and 360 approach (tactics, methods, channels, media) - Constructing strategic geo targeted campaigns for high value B2B targets. - Managing and developing daily content production for 10 separate content steams and constructing monthly bespoke content stream strategies for key specific markets. - Establishing best practice processes and procedures for the development of daily content production. - Managing clients SEO and PPC implementation plans and strategic directions across channels to increase lead generation. - Coordinating full event plans for digital amplifications and activations, while conducting interviews with key ecosystem stakeholders for content opportunities. - Overseeing client’s digital transformation projects for streamlining digital marketing automation systems and real time reporting structures.
Touchline - Your story, expertly toldSenior Digital Project Manager
Oct. 2019 - Jan. 2020Dubai, United Arab EmiratesProvided end-to-end digital project management services for a Saudi Arabian governmental ministry. Scoped the project requirements and prepared budgets.
Developed a detailed project plan and monitored regional/global progress.
Collaborated with internal teams to design, develop and implement digital content projects. Delivered ministerial projects on time, ensuring quality standards and editorial oversight on key messaging to ensure govermental guidelines were met. Developed supporting documentation including risk logs, community management reports and the required specifications for publishing.
Digital monitoring and reporting using various analytical systems – (Google Analytics/Data Studio, Brandwatch, Sprout). Communicated with the various teams (internal and external) and ensured all members were on track with delegated tasks. Implemented project management software systems and content asset databases for the client. Highlighted potential risks or digital malfunctions and acted proactively with the client to resolve issues. Developed new opportunities for account improvements and suggested new account projects.
GSA - Global Student AccommodationGlobal Communications and Content Development (Consultant)
Jul. 2019 - Nov. 2019Dubai, United Arab Emirates- Writing the guidelines for the global B2C/B2B tone of voice for various global demographics. - Reviewing/Auditing current content (Digital Content and SEO) - Writing policies and procedures on marketing, communications and sales. - Copywriting (Press Releases, White Papers, Digital Content, Creative Sales Campaigns) - Global Content Migration framework/strategy. - Creating industry/market leadership strategies for global B2B demographics.
- Public Relations Management.
- Global Internal communications concept, production and channel distribution. - Planning and monitoring content paths/platforms. - Analyzing demographic specific content metrics, data, impact and engagement.
Abu Dhabi Music & Arts Foundation (ADMAF)Senior Digital Marketing and Communications Manager
Sep. 2018 - Jul. 2019Downtown, Abu Dhabi, United Arab EmiratesPlanning and delivering the implementation of a new CRM system across the entire company encouraging customer retention and customer loyalty. Planning and managing Digital marketing campaigns that promote ADMAF and the Abu Dhabi Festival’s brand, products, and services across the region and internationally. Concept creation, designing, editing, strategizing and publishing Digital Content for cross platform campaigns. Enhancing brand awareness within the digital space as well as driving website traffic, acquiring leads and increasing audience numbers.
Creating and delivering strategies for the promotion of ticket sales for the Abu Dhabi Festival Promoting international coverage and brand influence through digital campaigns platforms. Allocating Digital budget spend and analyzing ROI on various campaign strategies.
Ogilvy & Mather NamibiaSenior Copywriter/Digital Content Manager
Sep. 2016 - Aug. 2018Namibia- Constructing copywriting strategies for local and international markets.
- Developing client’s Digital Content across multiple platforms.
- Analysing SEO data and analytical reports.
- Creating campaigns, establishing marketing directions and evaluation. - Producing content to assist client’s brand image locally/internationally. - Liaising with clients to discover direction and expected results.
- Managing multiple client digital portfolios and developing market insight.
OgilvyCopywriter
Feb. 2016 - Sep. 2016- Constructing copywriting strategies for local and international markets.
- Developing client’s Digital Content across multiple platforms.
- Analysing SEO data and analytical reports.
- Creating campaigns, establishing marketing directions and evaluation. - Producing content to assist client’s brand image locally/internationally. - Liaising with clients to discover direction and expected results.
- Managing multiple client digital portfolios and developing market insight.
Windhoek ObserverSenior Reporter / Digital Editor
Sep. 2015 - Feb. 2016Namibia- Conducting investigations on national and international agendas.
- Writing leading front-page national publications (development, national, political and corporate business).
- Analysing various in-depth approaches to investigate relevant front-page leads.
- Sub-editing the sports and entertainment sections of the Windhoek Observer.
- Implementation of “new media” in terms of digital approaches to the Windhoek Observer.
- Conducting market research and audience engagement for digital news options. - Editing the various digital pages for the newspaper and producing new content revenues. - Interviewing senior politicians, business leaders and international development representatives. (Business leaders, Members of Parliament, Government Ministers, Social/Civil Leaders and Diplomats).
RadiowaveFreelance Journalist/Script Writer/Voice Over Artist
Jan. 2015 - Sep. 2016Windhoek, Namibia - Writing media releases for radio, print and online publication.
- Scriptwriter for multiple client radio advert broadcasts.
- Researching newsworthy stories. - Voice Over Artist for corporate, development and event radio adverts.
ONE Africa TelevisionJournalist / Digital Editor
Jan. 2015 - Sep. 2015Namibia- Developing a digital content strategy that will aid in repositioning the one Africa television news brand.
- Writing and editing media releases for radio, print and digital publication.
- Project managing focus groups, stakeholder engagement and market research. - Meeting clients and conceptualizing production options for traditional and digital advertising. - Assisting with improving the organisation's broadcasters and journalists digital and social media content to increase the news brand engagement.
HospiscareIndependent Media Consultant
May. 2013 - Jun. 2013Intern Position
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