Dubai, United Arab Emirates
I'm a highly motivated communications professional with over 11 years' experience in marketing and advertising. Gaining experience across the full through-the-line spectrum with a focus on digital advertising, I've honed my skillset to be geared towards delivering results and exceeding expectations. I have a proven track record of motivating myself and others, creating a positive working environment that's centred around delivering great work and meeting targets.
As Destination Marketing Section Head at the Department of Culture and Tourism Abu Dhabi, I lead the strategy, planning and execution of integrated marketing programmes that elevate Abu Dhabi’s global presence and drive measurable tourism and commercial impact. I oversee a high-performing team responsible for developing market-specific strategies domestically and across our key international markets. This includes shaping full-funnel marketing plans, ensuring our brand narrative is consistent and compelling, and activating campaigns across all channels and consumer touchpoints — from digital, social and content, to partnerships, trade, media, and large-scale brand platforms. My role focuses on unlocking growth by: * Leading end-to-end market planning informed by data, insights and commercial priorities. * Driving cross-departmental alignment to ensure cohesive destination storytelling. * Managing execution excellence, ensuring all campaigns land with impact and drive conversion. * Collaborating with global partners to amplify Abu Dhabi’s visibility and desirability. * Optimising performance, using analytics to refine strategies and maximise ROI. At the core, I champion a marketing vision that positions Abu Dhabi as a world-class destination—one that inspires travellers, fuels demand, and supports the emirate’s long-term cultural and tourism ambitions.
Responsible for delivering effective communication plans and driving the development of creative campaigns and content that resonated with Virgin Mobile KSA's audience, whilst both utilising and staying true to the power of the Virgin brand. My role involved annual brand and performance-based planning, whilst leading a team of marketing professionals to achieve results in the form of; increasing brand awareness, improving brand perception, increasing customer acquisition and retention, increasing brand consideration, and supporting all facets of the organisation to deliver against both business and brand KPIs. Working for a Virgin business was an exciting experience and came with the responsibility of respecting all that came before, whilst striving to continue the legacy of such a groundbreaking brand, both during and beyond my time there. This is what I have aimed to do during my almost 3 years working on this brand, both within the organisation and in my former agency role.
Drove innovative ticket sale strategies for both domestic and international audiences for Expo 2020 and was the primary client contact on the business for all ongoing communication activities. Led an integrated team of advertising, media and PR professionals across all aspects of Virgin Mobile KSA's communications; ranging from purpose-driven brand comms through to more tactical performance-driven comms.
Spearheaded a multi-disciplinary team of digital, advertising, social, PR and media professionals to successfully deliver the communication requirements for one of the Middle East's most popular visitor and resident attractions, Global Village. Led the International Destination Campaign strategy for the Department of Culture and Tourism, Abu Dhabi.