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Work Background
Impact Entertainment MediaHead of Creative
Apr. 2021 - May. 2022Dubai, United Arab EmiratesIndependent media company and creative house developing and producing unique and impactful
entertainment formats to inspire a generation. • Setting and managing the overall creative strategy for the IEM group.
• Creating and developing new entertainment programme formats.
• Sourcing and Managing content flow with external Design and Production companies.
• Creation and management of branded format templates for print, online, and Video.
• Production workflow and delivery management.
• Hands on creative production of videos & format sizzles, scripting, design, look and feel.
Ministry of Education – UAEProduction Specialist - Head of Section
Nov. 2019 - Apr. 2021Dubai, United Arab EmiratesBuilding a multi purpose, In-house Production unit, Studio facility and specialist Creative team capable of providing both Ministry of Education entities and other UAE Government Departments with a full range of content including Creative concept work, short form TVC quality films, Corporate Video announcements, and static Design for use on their digital and social media channels as well as leading development of Original Content in the form of Documentaries, Edutainment formats and Book-to-Video.
Dubai Development AuthorityConsultant - Media Strategy and Creative
Mar. 2019 - Nov. 2019Dubai, United Arab EmiratesConsultation with Sky News Arabia on creative aspects for the channel refresh in mid 2019, involving training and team development for Promos, Dynamic branding, and linear Scheduling Presentation.
OSNHead Of Creative Services
Nov. 2016 - Dec. 2018Dubai, United Arab EmiratesProviding leadership and vision for the Creative and Scheduling teams. Setting the platform’s on-air promotional strategy, on-air production, workflow and output, driving tune-in messaging and generating awareness, ratings and platform image.
Imagenation Abu DhabiCreative Services Consultant
Apr. 2015 - Oct. 2016Abu DhabiThe creation and launch of Quest Arabiya, a free-to-air Arabic language documentary channel featuring programming from Discovery Networks International Initially advising and developing a pre-launch strategy and channel launch rollout for on-air.
Created a brand identity and subsequent OSP, and adapted for digital and print.
Created a presentation and break strategy prior to launch
Created the overall launch campaign and creative content for on-air and digital launch.
Ongoing creation and delivery of full 360 monthly promo content.
Developed workflows for ongoing delivery of all on air elements Created and managed a full ‘Arabization’ production line and workflow of Discovery acquired programming into Arabic prior to broadcast.
Quest ArabiyaCreative Services Consultant
Apr. 2015 - Oct. 2016Abu Dhabi
Souq.comDirector of Production
Sep. 2012 - Mar. 2015DubaiBuilt and developed a centralized in house production department consisting of photographers, designers, translators, and content specialists to provide top quality visual and content solutions for multiple product categories on the souq.com platform. Specific content output covered catalogue imagery, shoot specific marketing material, design digital composites, and social media content.
MashiCo Founder and Managing Partner
Apr. 2011 - Mar. 2013United Arab EmiratesCreative solutions, Design, Imaging, Production and Content Development for the Media Industry
Baynounah TVCreative Director
Jul. 2010 - Mar. 2011Abu DhabiLeading and developing a large and diverse creative on-air and design team, delivering unique short form content Managing and allocating creative according to a large ‘one-off’ launch budget Development of strategies & efficient workflows and structures for HD tapeless studio, production and creative facilities.
Advising on Above-the-line Print and programming photography strategies.
Development and implementation of the On-screen-package and Live News interactive graphic concept onto VizRT multichannel output.
Rotana Media GroupHead of Creative Services
Mar. 2009 - Jun. 2010Cairo - Beirut - DubaiFree to air network of 5 Arabic Movie, music and GE channels based in Beirut & Cairo. • Responsible for on-air promotional output for the 5 Rotana genre channels.
• Responsible for sourcing and developing creative talent, as well as updating internal post production systems, processes and workflow.
• Creative Direction and co-ordination of 2 in-house promo teams - Cairo and Beirut.
• Development of creative for outdoor and print as well as On-air campaigns.
• Responsible for developing new on air look for the Rotana Cinema channel, as well as ongoing refinements to OSP’s of other channels in the group. • Working with interactive developers to deliver unique cross channel promotion formats and dynamic in-screen solutions. • Integration team member on the rollout of Channel Management system and tapeless workflows.
Showtime Arabia ( OSN )Director of On-Air, Production, and Presentation
Sep. 2004 - Mar. 2009London DubaiPay TV platform comprising Premium movie channels, PPV channels, Western Entertainment channels and Premium Sport including Premier League. • Management of all on-air promotional content on 14 original genre channels.
• Responsible for the development of all on-air branding, imaging and campaign work. • Management of a team of 20 Producers and designers from varied backgrounds.
• Consultative role in Showtime’s leadership team providing strategic solutions for programming initiatives, channels and network development. • Development of Award winning teams – 14 Promax Gold & 13 Silver awards.
• Executive Producer for in house Showtime productions - an experimental Arabic music show and live studio coverage of the Dubai International Film Festival.
• Re-location of 50 channel broadcast operations from London to Dubai in 2004/5 • Responsible for development and implementation of enhanced services: SVOD, Widescreen, and SMS text based programming initiatives.
Showtime ( OSN )Head of On-Air Promotions
Jan. 1999 - Dec. 2004London, United Kingdom
Showtime NetworksSenior Producer
Jan. 1996 - Dec. 1999London
MultichoiceOn Air Manager
Sep. 1994 - Sep. 1995Athens - Greece
DStv OnlineSenior Producer
Jan. 1992 - Sep. 1994Johannesburg, South Africa
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