Dubai, United Arab Emirates
I turn luxury fashion into revenue ā through creative leadership, commercial strategy, and end-to-end ecommerce execution. Over the past 10+ years, I've built a career at the crossroads of design and digital commerce ā leading creative production for some of the most recognized fashion brands in the GCC. Today, as part of Al-Futtaim Group, I drive ecommerce creative strategy across Ted Baker, Sandro, Maje, Kiabi, and AAPE ā brands that demand both aesthetic precision and commercial performance. My role goes well beyond design. I orchestrate full campaign ecosystems ā from brief to launch ā across websites, CRM, paid media, and social platforms, while aligning cross-functional teams in marketing, merchandising, and regional operations across UAE and KSA. What sets me apart: š¹ Brand + Commerce fluency: I understand how luxury customers shop online and how to translate brand identity into digital experiences that convert, not just impress. š¹ End-to-end ownership: I manage creative workflows, agency and freelancer coordination, quality control, and regional localization simultaneously ā the full lifecycle of an ecommerce campaign. š¹ Structured execution: PMP-certified with a track record of delivering complex, multi-market initiatives on time, on brand, and aligned to commercial KPIs. š¹ People leadership: experienced managing junior designers, freelancers, and external suppliers ā building collaborative teams that produce at scale without compromising quality. š¹ Data-informed creativity: I align visual output with campaign performance metrics and consumer behavior insights, bridging the gap between creative instinct and measurable results. I'm now focused on moving into Ecommerce Management ā taking full ownership of digital channel performance, team leadership, and commercial growth strategy for a forward-thinking luxury or fashion brand. š Based in Dubai | Open to regional and global opportunities
Leading end-to-end ecommerce creative strategy and campaign execution for five international fashion and luxury brands across the GCC markets ā operating within one of the largest and most complex retail groups in the Middle East. 1-Commercial & Campaign Ownership: - Own the creative direction and production pipeline for seasonal campaigns, new arrivals, and promotional events across Ted Baker, Sandro, Maje, Kiabi, and AAPE - Deliver conversion-focused assets across all digital touchpoints ā ecommerce platforms, paid media, CRM/email, and social channels ā with measurable alignment to campaign KPIs - Drive high-traffic sales moments including end-of-season, Black Friday, and regional retail events across two markets simultaneously 2- Cross-functional Leadership: - Act as the creative bridge between marketing, merchandising, and regional business teams ā translating commercial objectives into digital executions that perform - Coordinate external agencies, freelancers, and internal stakeholders to ensure on-time, on-brand delivery across multiple concurrent campaigns - Localize global brand content for GCC audiences, adapting messaging to cultural moments, seasonal calendars, and regional consumer behavior 3- Standards & Performance: - Enforce brand consistency and quality control across all visual assets for five distinct brand identities operating under one retail group - Contribute to creative performance optimization by analyzing consumer behavior insights and feeding learnings back into the production process
Drove brand strategy and creative communications for a UAE-based business consultancy, translating complex professional services into clear, compelling digital and multimedia campaigns targeting entrepreneurs and SMEs across the region. 1-Strategy & Brand Development: - Developed and executed integrated creative campaigns spanning digital, print, and live events ā ensuring consistent brand positioning across all channels - Built visual storytelling frameworks that simplified complex business services for a non-specialist audience, improving engagement and brand clarity - Contributed to content strategy and brand architecture alongside marketing and senior leadership teams 2- Execution & Collaboration: - Produced campaign assets across social media, digital platforms, and event collateral ā managing production from brief to final delivery - Collaborated cross-functionally with marketing, sales, and leadership to align creative output with business development goals - Operated in a lean, fast-moving environment requiring strong prioritization and independent ownership of multiple workstreams
- Determine how best to represent a concept visually - Determine which photographs, art, or other design elements to use - Meet with clients to determine the scope of a project - Advise clients on strategies to reach a particular audience - Determine the message the design should portray - Create images that identify a product or convey a message - Develop graphics for product illustrations, logos, and websites - Review designs for errors before printing or publishing them - Present the design to clients
- Design web pages, brochures, logos, signs, books, magazine covers, annual reports, advertisements, and other communication materials. - Create these materials by hand or by using technology, including computer software programs. Adobe's Creative Suite including Photoshop, Illustrator, InDesign - Meet with clients to gain an understanding of what they want their proposed communications to look like. Create or incorporate illustrations, pictures, and designs to reflect the desired theme and tone of the communications. - Review final productions for errors and ensure that final prints reflect client specifications.
-Produce the design and production for websites, product graphics, web logos, social media graphics and banners, static and rich banner ads, email campaigns, and email templates. While some projects may require directing external resources, the role is expected to be hands-on. - Work with e-commerce team and internal and external developers to ensure aesthetics also are aligned with usability, accessibility, and web standards. Work with developers to ensure proper implementation within a web environment and ensure consistency and integrity of the creative vision. -Work with Director of Digital Marketing to translate and create marketing requirements into compelling, appropriate campaigns and design