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Work Background
EdelmanDirector, Corporate Comms & Editorial
Oct. 2023Riyadh, Saudi ArabiaWork collaboratively with global Edelman network on some of the Kingdom’s most innovative projects and cultural programs. Provide content strategy, development and production counsel and support for existing key client accounts and new business proposals.
EdelmanDirector, Key account project
Jun. 2023 - Oct. 2023Riyadh, Saudi ArabiaAs a consultant at Edelman, I led a team of communication and PR professionals seconded at a key client's offices in Riyadh.
CeerSenior Manager, Content
Sep. 2022 - May. 2023Riyadh, Saudi ArabiaCorporate Communications & Public Relations division. Accomplishments:
- Played a key role in developing and executing pre- and post-launch communications strategies, enhancing messaging through collaborations with major stakeholder organizations across the Kingdom.
- Conceptualized and launched a real-time social media wall for the official launch event, amplifying engagement and visibility.
- Led the development of the Ceer website's newsroom section to streamline media access and communications.
- Designed and implemented the internal communications strategy for the startup, fostering alignment and engagement across teams.
- Developed workflow and technical backend systems for seamless data collection and management of newsletter sign-ups on the Ceer website, optimizing audience outreach.
Public Investment Fund (PIF)Senior Manager, Content
Sep. 2022 - Nov. 2022Riyadh, Saudi ArabiaPIF project. Joined Ceer’s founding pre-announcement team within the Public Investment Fund (PIF). In partnership with Foxconn and BMW, Saudi Arabia’s Sovereign Wealth Fund launched the Kingdom’s first electric vehicle brand. Joined Ceer on a full-time basis as the second member of the Communications & PR team after the official launch.
Havas Events ParisHead of Editorial - Noor Riyadh Festival
Jul. 2022 - Oct. 2022Riyadh, Saudi ArabiaNoor Riyadh is a citywide annual Festival of Light and Art that nurtures creativity, promotes talent and delivers awe-inspiring experiences. Through Culture Shox Media, partnered with Blue Gecko to provide editorial and curatorial support for Noor Riyadh 2022, leading an editorial team of six for festival content creation as part of the main contract with Havas Events Paris. This second edition of the festival achieved 6 Guinness World Records™️ titles, including the ‘Largest Light Art Festival’ with a total of 201 installations. Noor Riyadh is a Riyadh Art program.
KAUST (King Abdullah University of Science and Technology)Web and Content Lead
Nov. 2021 - Sep. 2022Thuwal, Makkah, Saudi Arabia- Spearheaded the development of high-impact science, research, and innovation stories, overseeing each stage from concept to execution, for strategic deployment across the University's internal channels, social media, and international media platforms. - Led end-to-end web projects, managing the main KAUST website along with a suite of microsites tailored for conferences and special events.
- Sourced and led the implementation of next-generation headless CMS through managing relationships with external vendor Contentstack and the University's IT department to build a robust cloud-based system and centralized faculty database for the projected new KAUST website. Worked with a local agency and internal web team to plan and execute the road map for the future website launch.
The Canadian Academy of Recording Arts and Sciences/The JUNO AwardsOfficial Judge
Dec. 2016 - Mar. 2017Selected as one of 10 judges from across Canada in the category of World Music Artists of the Year.
KAUST (King Abdullah University of Science and Technology)Senior Content Producer
Jun. 2012 - Nov. 2021Thuwal, Saudi ArabiaResponsibilities: - Drive engagement and growth on the University’s official social media channels (Facebook, Instagram, Twitter, and LinkedIn).
- Assist in managing the University’s homepage to ensure up-to-date and dynamic content.
- Produce content across formats, including video editing, news writing, and brand development.
- Oversee web content quality assurance to maintain high standards across platforms. Accomplishments: - Pioneered University's social media footprint by initiating organic growth push for nascent Twitter, Facebook, Instagram and LinkedIn accounts. Initiated and provided continual support for an internal ecosystem of over 30 social media publishers across campus by leading and facilitating ongoing quarterly cross-campus social media meetings.
- Led the digital content overhaul for a major University website revamp, transitioning it from a static to a responsive design. Set up and standardized the content management tool (GatherContent) for the CMS-backed project, then directed the shift to a next-generation, cloud-based headless CMS (Contentstack) to enable scalable and flexible publishing.
Bell MediaDigital Sales Coordinator (Project Lead)
Mar. 2012 - Jun. 2012Toronto, Canada Area- Coordinated Digital Sales projects for Astral’s kids-focused websites, including disneyjunior.ca, disneyxd.ca, and family.ca, ensuring seamless project flow from concept to launch.
- Served as the primary liaison between Sales, Design, and Development teams to define, develop, test, and implement key sales initiatives.
- Led sales campaigns for high-profile clients such as Mattel, Lululemon, Microsoft Xbox, Kellogg, and Marvel, overseeing project timelines and deliverables.
- Facilitated creative meetings, established production schedules, and monitored progress to ensure timely completion of all tasks.
- Directed and supervised external copywriters, designers, and game developers to maintain high-quality standards.
- Regularly updated disneyjunior.ca, disneyxd.ca, and family.ca in alignment with Sales-driven initiatives and seasonal promotions.
- Advised on best practices for information architecture and user interface design, developing mock-ups and creatives to enhance user engagement.
- Conducted ongoing research on digital sales trends and competitor activity to inform strategy and maintain a competitive edge.
TravelzooProducer
May. 2011 - Feb. 2012Toronto, Canada Area- Managed advertising accounts for major travel industry clients, including Expedia, Travelocity, G Adventures, Qatar Airways, Porter Airlines, Air France, KLM, and WestJet.
- Collaborated with clients to track and optimize email and online campaigns, advising on landing page design, user interface, DART tracking, and ad copy to maximize ROI.
- Crafted clear, compelling copy for the Travelzoo website and email products (Top 20 and Local Deals), reaching an audience of 1.2 million subscribers across Canada.
MicrosoftOnline Editor
May. 2008 - May. 2011Toronto, Canada Area- Curated and programmed daily MSN Today headlines for Live Messenger, serving both English and French-speaking audiences in Canada.
- Strategically managed content placement and traffic flow to maximize ROI for major client campaigns.
- Assisted with daily programming of the MSN Canada homepage and maintained engagement on MSN Canada's primary Facebook and Twitter pages.
- Collaborated closely with channel editors to select and promote high-impact content across the portal and other key entry points.
- Monitored web traffic and performance in real-time using Omniture, delivering detailed weekly and monthly reports to management.
- Leveraged creative writing to optimize headlines and content, boosting user engagement and driving revenue for special paid campaigns.
AGF Management LimitedInvestment Administrator
Jan. 2007 - May. 2008Toronto, Canada AreaAdministered and performed quality control of pension plan investment loans.
Culture Shox MediaFounder & Chief Storyteller
Jan. 2004Saudi Arabia, RiyadhCulture Shox Media is a dynamic content studio focused on impactful storytelling through words and images across its digital publishing platforms. We also empower brands to tell compelling stories. - Manage a diverse portfolio of online properties, podcasts, and social media channels spanning various verticals, including travel, outdoor adventures, culture, e-commerce, and creative careers, using storytelling, content marketing, and social engagement strategies. - Provide digital content consulting services to global clients and agencies like Edelman and the Havas Group by helping brands, government agencies, and tech companies connect with B2B and B2C audiences through well-crafted social media campaigns, website content, blog posts, press releases, executive ghostwriting, and video storytelling. - Designed, developed, and launched several e-commerce and cultural websites, such as searchtraveldeal.com, outwardbounders.com, and afrotoronto.com, establishing a trusted digital presence across niche markets. - Coordinate content production, curation, marketing and sales efforts to maximize revenue through several affiliate partnerships such as with: Amazon.ca, Mountain Equipment Company (MEC), Expedia and many more.
CitiAccount Analyst
Mar. 2003 - Dec. 2006Toronto, Canada AreaCitiCapital commercial leasing division. Responsible for weekly and monthly maintenance, reporting and analysis of accounting ledgers for portfolio of commercial leasing clients such as Ricoh, Konica Minolta, Caterpillar and others.
MBNA CanadaCredit Analyst
May. 2000 - Mar. 2003Ottawa, Ontario, Canada
MBNA
Ottawa, Ontario, Canada
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