Dubai, United Arab Emirates
I’m the CEO of Initiative MENAT, the Fastest Growing Media Agency Globally and Regionally and the #1 agency in Compitches as per RECMA, the only agency to achieve an A+ rating in MENA. I’m also the CEO of Magna Global, the Most Effective Media Agency Network in 2020 and 2021 as per the Global Effie Index. I have more than 17 years of experience in leveraging new opportunities, growing businesses, building exceptional relationships with partners, and nurturing talent across the region. After taking on the challenge of setting up the Magna Global operation in KSA, and becoming the first lady to lead a media office in Riyadh, Magna KSA became profitable in just 3 months of inception, I took on a new task and expanded my regional skillset by leading the UAE office. This success allowed me to widen my scope and lead Initiative across the MENAT region, working towards achieving a very ambitious vision.
• Work closely with the CEO to revamp the agency's vision and positioning in the market • Attract and hire exceptional talent across the region to deliver on the values of the agency • Responsible for the P&L of the operation, growing the business, acquiring new clients, and ensuring profitability
• Work closely with the CEO to develop the strategic vision for Magna, by redefining its role in the industry value chain and ensuring a sustainable competitive advantage • Responsible for the P&L of the operation, growing the business, acquiring new clients, and ensuring profitability • Acquired new clients and grew the business consistently by adopting a high pitch strategy – participating in more than 50 pitches a year • Helped Magna achieve the Fastest Growing Media Agency in MENA as per RECMA and the Most Effective Media Agency Network in MENA in 2020 as per the Global Effie Index • Drove a training and a career planning agenda to equip talents with skillsets required to have an edge in the market and to keep attracting talent into the agency – growing the team from within the agency to create a fully integrated media team who are channel-agnostic • Encouraged innovative business solutions that delivered success for clients through marketing that drives business results • Launched Magna Global KSA operation from scratch, this included setting up the office space, hiring the talent and ensuring processes are in place for a successful operation. Grew the business to become profitable in just 3 months of inception and to more than double it's billing within the first year of launching • Leveraged close relationships with suppliers to benefit clients, which resulted in client growth and referrals • Succeeded in winning the first Effie Award for Magna KSA on its 2nd year anniversary
Set up the operation for Magna in KSA Riyadh, built a team and launched the product in the market. Creating and maintaining healthy business partnerships delivering results across Media strategy, planning and buying. Within 3 months of establishing the office, we broke even and became profitable.
• Provided strategic planning for all Initiative KSA clients (Mobily Telecom, American Express, KIA Al Jaber, SACO Hardware, Bank Al Jazira, Cayan Real Estate); driving high client satisfaction and trust • Led on new business development and was an integral part of the pitch team that helped grow and win new clients and businesses both locally and regionally • Created a knowledge center, where award-winning work & best practices within the advertising and media industry were shared with the teams across the region
• Managed the client relationship and was responsible for the team that serviced SABB (Local HSBC) across media disciplines from mainstream to digital & social media keeping close alignment with JWT to deliver a single communication solution • Created award-worthy work that was recognized in regional awards ceremonies such as the Dubai Lynx and MENA Effies along with a shortlist at the Cannes Lions Festival • Was part of the team that worked on New Business Development & regular pitches • Managed the consortium of WPP companies on the Colleges of Excellence (COE) initiative, set up, and launch while working closely with the Mckinsey Consultancy team. • During my tenure I was part of the team that pitched for and attended to the businesses of Al Safi Danone, Renault, Rotana Radio, Saudi TV, Body Masters, Boehringer Ingelheim, Al Hokair Entertainment, SAGIA, Sa7i channel, Zonik, and others