Dubai, United Arab Emirates
I am a Social Media Marketing Manager with 10+ years building and scaling digital audiences for the MENA region's most recognised OTT and media brands. With over a decade in OTT, streaming, and broadcast media, I have built and governed multi-market social operations spanning KSA, UAE, and Egypt — driving audience scale, monetisation strategy, and platform expansion for Viu and MBC Group (Shahid, MBC2, MBC MAX). 👉 At Viu, I led the evolution of a regional social ecosystem from 100K to 11M+ followers, architecting structured content frameworks, platform-native growth engines, and monetisation workflows across YouTube, Meta, and emerging platforms. This included scaling YouTube to 1M+ subscribers (406M+ organic views), building TikTok growth systems adopted across markets, and integrating social performance insights with SEO, ASO, and app growth strategy. 👉 Previously at MBC Group, I contributed to a 750% organic expansion across network properties, supporting growth to 400M+ followers and 1B monthly views during a period when the network ranked #1 in the Middle East and #37 globally in digital viewership (Tubular Labs). I also led governance frameworks across 120+ social profiles and deployed enterprise reporting systems to deliver executive-level performance visibility. My core expertise spans: ↳ Regional social strategy & multi-market expansion ↳ Audience architecture & platform growth systems ↳ YouTube & Meta monetisation strategy ↳ SEO / ASO integration for discoverability ↳ Digital governance, rights & compliance (CMS, Rights Manager) ↳ Content protection and managing large-scale DMCA enforcement ↳ Cross-functional leadership across creative, performance, editorial & production teams I believe strong social leadership balances creative ambition with operational discipline — building repeatable systems that scale across markets while protecting brand integrity and revenue. Open to conversations around Senior Social Media Manager and Digital Growth roles across media, entertainment, and high-growth consumer brands in MENA.
Lead regional social media strategy across key MENA markets, driving audience growth, platform expansion, and monetization across Viu’s digital ecosystem. Key Impact: ☑ Scaled Viu’s regional social footprint from 100K to 10M+ followers through platform-native content frameworks and structured growth systems. ☑ Built and scaled TikTok growth engine to 1M followers, establishing repeatable content pillars adopted across regional markets. ☑ Expanded distribution by launching Viu’s WhatsApp Channel across 16 MENA countries, achieving 200K+ organic followers. ☑ Manage $100K annual paid social budget, optimizing CPM, CPR, and acquisition efficiency across KSA and UAE markets. ☑ Collaborate with creative teams, influencers, and production partners to deliver 360° campaigns supporting Originals launches. ☑ Connected social performance insights with SEO, ASO, and third-party discovery platforms (IMDb, JustWatch, elcinema) to improve organic visibility and app discovery.
Lead digital rights governance and anti-piracy strategy for Viu Originals and licensed content across the MENA region. Key Impact: ☑ Established regional content protection framework across search engines, social platforms, video sites, and file-sharing networks. ☑ Managed rights enforcement using YouTube CMS, Content ID, and Facebook Rights Manager, protecting content assets and safeguarding revenue streams. ☑ Coordinated takedown operations across Google, YouTube, Meta, and UGC platforms to remove unauthorized distribution. ☑ Developed monitoring systems and reporting frameworks to identify piracy trends and support executive decision-making. ☑ Enabled monetization of reclaimed content across YouTube and Facebook ecosystems.
Led CRM operations and lifecycle communications, using customer data and behavioral insights to improve engagement, retention, and campaign performance. Collaborated with marketing, brand, and product teams to design targeted communication strategies and optimize customer journeys across email and mobile channels. Key Responsibilities: ☑ Managed CRM database segmentation and lifecycle marketing strategies to deliver personalized customer experiences and support revenue growth. ☑ Implemented and optimized email and push notification campaigns, creating automated workflows to improve open rates, CTR, and engagement. ☑ Edited and optimized HTML email templates (EDM) to enhance design, content structure, and deliverability. ☑ Developed and maintained the marketing communications calendar, coordinating campaign scheduling and execution across departments. ☑ Produced CRM performance reports and actionable insights for senior management to inform campaign optimization and strategic planning. ☑ Collaborated with brand managers and creative teams to ensure messaging, copy, and campaign tactics aligned with brand strategy. ☑ Wrote and edited long-form EDM content, including headlines, taglines, and calls to action to drive engagement and conversion. ☑ Leveraged customer data and behavioral analytics to personalize content, offers, and lifecycle messaging. ☑ Served as the primary CRM contact for internal stakeholders, managing requests and ensuring effective campaign execution.
Led social media operations and community management across MBC’s multi-platform network, supporting audience growth, content distribution, and engagement across TV, digital, and production brands. MBC ranked #1 most viewed media network in the Middle East and #37 globally in digital viewership during this period (Tubular Labs). Key Responsibilities: ☑ Managed regional social media strategies for flagship brands including MBC2, MBC MAX, and Shahid, as well as major productions such as Arab Idol and The Voice, owning key traffic KPIs (views, reach, followers). ☑ Contributed to 750% organic growth across the network’s digital footprint, supporting expansion to 440M+ followers and 1B monthly views across social platforms. ☑ Scaled western MBC channel ecosystems from 2M to 27M followers through platform optimization and structured content distribution strategies. ☑ Accelerated Shahid’s social growth during its rebranding phase, adding 1.9M followers within two months. ☑ Led cross-market social operations across Egypt, Saudi Arabia, and Lebanon, acting as regional team lead and reporting to the Chief Digital Officer. ☑ Managed governance and security of 120+ social media profiles, collaborating with Tech-Ops to streamline account access and operational workflows. ☑ Implemented enterprise reporting systems and supported the rollout of Sprinklr, enabling real-time digital performance visibility across stakeholders. ☑ Collaborated with editorial, production, and marketing teams to optimize content design, distribution, and engagement strategies across multiple platforms. ☑ Supported MBC during a period when the group ranked #1 most viewed media network in the Middle East and #37 globally in digital video viewership (Tubular Labs / VideoAces).
Executed social media strategies and campaigns across multiple MBC channels, shows, and digital properties, supporting audience growth, content distribution, and community engagement across the network’s digital ecosystem. Key Responsibilities: ☑ Managed social media strategy and execution for major channels including MBC2, MBC ACTION, MBC3, MBC MAX, and MBC+ POWER, as well as shows and digital properties such as Desert Force, Scoop with Raya, Driven MBC, Actionha, and WIZZO. ☑ Collaborated with marketing and brand teams to develop campaign briefs, creative concepts, and social-first content strategies aligned with network programming and promotions. ☑ Supervised a team of 3 social media specialists, coordinating campaign execution, content publishing, and quality control across platforms. ☑ Developed content calendars and publishing workflows, ensuring consistent output and alignment with programming schedules and marketing initiatives. ☑ Managed daily publishing and distribution across social platforms using Hootsuite, optimizing content performance and audience engagement. ☑ Implemented social media initiatives that integrated TV programming with digital engagement, strengthening audience interaction across platforms. ☑ Monitored competitor activity, industry trends, and audience insights to identify opportunities for growth and innovation. ☑ Produced performance reports and data-driven insights to evaluate campaign results and support strategic decision-making.
Managed community interactions and moderation across multiple digital platforms, ensuring compliance with editorial policies while maintaining high engagement standards. Key Responsibilities: ☑ Moderated comments and discussions across 9 digital platforms, ensuring compliance with company guidelines and maintaining high accuracy and response speed. ☑ Developed a data tracking workbook to monitor team productivity metrics (daily output, article turnaround time, and publishing volume), providing insights for management reporting. ☑ Selected to contribute to the Asia Cup microsite project, supporting content publishing and moderation during a high-traffic event. ☑ Introduced HTML enhancements in articles to embed photos and videos, improving content presentation and user engagement. ☑ Streamlined social sharing processes by creating documentation for publishing links across social platforms, improving operational efficiency. ☑ Designed comment moderation guidelines to standardize workflows and improve response accuracy and consistency.
Led community management and social media operations for Shahid’s digital platforms, supporting audience growth, content distribution, and brand engagement across social channels. Key Responsibilities: ☑ Supervised a team of community managers, overseeing performance, content delivery, and engagement across assigned social media accounts. ☑ Managed key traffic KPIs (views, reach, followers, engagement) and optimized content distribution across social platforms. ☑ Collaborated with content, marketing, and PR teams to ensure social campaigns aligned with brand messaging and programming strategies. ☑ Implemented best practices in content design and repurposing, adapting formats for platform-specific engagement. ☑ Maintained strong relationships with internal stakeholders and external partners to support campaign execution and platform growth. ☑ Monitored community feedback, comments, and online reviews, ensuring timely responses and maintaining positive audience relationships. ☑ Supported community building initiatives and brand awareness campaigns through events, partnerships, and social activations. ☑ Tracked social media trends, platform updates, and audience behavior to continuously improve engagement strategies.
Managed HR administration and payroll operations, ensuring accurate employee records, compensation management, and compliance with internal policies and government regulations. Key Responsibilities: ☑ Maintained and updated employee records, including appointments, resignations, leave management, and personnel documentation. ☑ Managed monthly payroll processing, benefits administration, and compensation adjustments in coordination with Social Insurance and tax regulations. ☑ Monitored employee attendance, leave, and performance evaluations, supporting quarterly and annual appraisal processes. ☑ Developed job descriptions for organizational roles, ensuring clear responsibilities and alignment with HR policies. ☑ Implemented HR process improvements including time tracking systems and payroll management tools integrated into the internal network. ☑ Led the implementation of an ERP-based HR system, streamlining employee data management and operational workflows. ☑ Created and maintained a centralized employee database, improving document organization and digital record accessibility. ☑ Introduced electronic payment processes to enhance payroll efficiency and security. ☑ Supported staff training and development initiatives to improve operational skills and productivity.