Antwerp, Flemish Region, Belgium
I specialise in delivering high-impact live entertainment events and productions, combining creative ideation with meticulous planning and execution. From original show concepts to arena-scale concerts, I manage the full event lifecycle, ensuring strategic alignment, seamless operations, and unforgettable audience experiences. Key Projects: • Shreya Ghoshal Live in Dubai: Led end-to-end planning, venue operations, guest management and show delivery for DXB Live’s largest concert, welcoming over 10,000 attendees at DWTC. • Pinoy Comedy Mixtape: Drove concept development, creative direction, programming, and event planning for an original Filipino comedy showcase. • The Magic of Rob Lake: Managed show planning and logistics for a high-production illusion and magic show by internationally acclaimed magician Rob Lake. • Prateek Kuhad Live in Dubai: Oversaw marketing, ticketing strategy, and venue operations for a packedd performance by one of India’s leading indie musicians. • Comedy Mixtape: Delivered end-to-end execution for a multi-artist comedy event featuring Kenny Sebastian, Anubhav Singh Bassi, and Samay Raina. • How The Grinch Stole Christmas – The Musical: Managed marketing and operational planning for a multi-day festive production at Zabeel Theatre.
Two years of experience and industry exploration across brand activations, events, creative production, and wellness. I collaborated with brands, events and initiatives, and independent businesses across the GCC. • Managed on-ground guest experience at large-scale events • Served as Production Manager on short films and digital content productions • Modelled for regional commercial campaigns • Created illustrations for custom commissions and wedding invitations • Facilitated yoga sessions for brand activations and community events • Managed community and social media engagement for events Brands I worked with: Saudi Tourism | BOTIM | Waasl App | DAMAC Properties | Yas Mall | Americana Group | Chalhoub Group | LandRover | Relay for Life | Najah | Bab Al Nojoum Liwa
Oversaw end-to-end speaker operations at a high-level international climate conference, ensuring seamless coordination across stakeholders, protocol, and on-ground logistics. • Supported the Event and Stage Manager in delivering over 100 sessions, ensuring speakers were briefed, scheduled, and stage-ready on time • Managed protocol and logistics for over 100 speakers, including government officials, corporate leaders, and Excellencies, across a hub hosting 200+ daily attendees • Acted as liaison for 30 hosts, 50 partner organisations, and multiple government entities, maintaining timely and respectful communication • Ensured the Speaker Majlis met all F&B, hygiene, and Health & Safety standards in accordance with event protocol • Supervised a team of ushers, establishing roles, coordinating shift schedules, and providing on-ground support throughout the event • Responded calmly under pressure, adapting to high-level last-minute changes while maintaining professionalism and decorum
Drove pricing, promo, and portfolio strategies across categories to optimise revenue growth, working closely with Marketing, Sales, and Finance. • Delivered pricing, promotion, and assortment strategies across Laundry & Home Care to improve ROI and profitability • Led monthly gap-filling and forecasting discussions with cross-functional teams to align on volume and revenue targets • Analysed market trends using Nielsen, IMS, and internal data to identify revenue opportunities and risks • Partnered with Brand and Trade Marketing to co-develop effective promotional grids and investment plans • Built NRM tools and dashboards to support business decision-making across pricing tiers and customer segments • Provided senior leadership with scenario-based recommendations to navigate inflation and shifting market dynamics
Promoted to lead Trade Marketing and E-commerce strategy for Laundry & Home Care across GCC, bridging shopper insights, retail execution, and online optimisation. • Led in-store activations and POSM rollout across key trade channels in collaboration with Sales and Marketing • Planned the annual Integrated Marketing Calendar and executed launches, promotions, and events • Conducted monthly analysis using Nielsen, IMS, and offtake data to inform pricing and promotional strategy • Optimised e-commerce performance via keyword enhancements, A+ content, and in-stock monitoring • Analysed Profitero and Amazon Retail Analytics to drive performance improvements across categories • Developed omnichannel go-to-market plans, ensuring alignment between offline activations and online journeys • Managed budget tracking and PO approvals to ensure efficient spend and cost discipline
Managed Persil, Henkel’s flagship detergent brand, across the GCC, driving regional brand growth through strategic marketing, digital innovation, and strong cross-functional collaboration. I worked across the full brand funnel, from e-commerce and campaign execution to pricing, distribution, and business planning in highly competitive markets. • Led the regional relaunch of the Persil website, adapting global assets to local markets and overseeing rollout across GCC • Collaborated with Sales, Supply Chain, and Finance on demand planning and forecasting to ensure feasible and aligned commercial execution • Delivered monthly performance reports and market intelligence insights to guide regional strategy and competitor response • Supported pricing, promotions, and distribution strategies by aligning brand goals with trade marketing and sales execution • Managed 360° campaigns including creative production, media adaptation, and digital-first content in alignment with global brand guidelines • Developed A+ content on Amazon to improve e-commerce conversion and optimise brand visibility across priority SKUs
Worked cross-functionally with the strategic marketing, branding, and creative teams to support projects across music, merchandise, and live events. • Conducted research for brand collaborations and event partnerships, contributing ideas for the Made in America festival • Supported creative development for marketing campaigns, including merchandise, video concepts, and album cover direction • Designed internal and external-facing materials such as brand guidelines, presentation decks, and company documents • Collaborated with digital, design, and strategy departments to ideate and produce content • Provided administrative support and expense reporting for the EVP of Strategic Marketing & Business Development