Saudi Arabia
As Head of Digital Marketing and Thought Leadership at KPMG Middle East, I lead multi-market and multi-disciplinary teams that drives the firm's profile and reputation across the Middle East. With around twelve years of combined experience in the publishing and professional services industry, I have a proven track record of delivering high-quality, engaging, and strategic content and communications for external audiences. My passion for writing, editing, and content in general has roots in my academic background in history, which also equipped me with critical thinking, research, and analytical skills. Before joining KPMG, I worked as a business journalist and editor, covering emerging markets and leading projects to produce annual publications, also in the role of regional director for the GCC. I have lived and worked in Europe, Russia, Southeast Asia, the Middle East, and Latin America – with professional experience in nine countries – gaining valuable insights and perspectives on the economic, social, and cultural dynamics of different regions.
Leading the Thought Leadership and Digital Marketing teams for the firms operating across the Middle East.
Leading the marketing function across thought leadership and content, PR and communications, social media, and, events and activation. Responsible for the teams and firms in Saudi Arabia, Jordan, Lebanon and Iraq. I am also a founding member of the EMA Corporate Affairs Committee and co-chair of the Board Leadership Centre. - Restructured and rebuild team as agile and content-driven marketing function. - Over 3x+ follower and engagement growth across all social media channels (averaging 600K impressions p/m on LinkedIn). - Overhauled and revamped websites with SEO and content (Saudi Arabia, Jordan and Lebanon). - Supported firm annual revenue growth from $US200 million to US$450 million, and to integration with KPMG Lower Gulf to form a 6000+ people business. - Published 35+ unique titles across a range of sectors and themes.
Building KPMG’s profile for Saudi Arabia and Levant through knowledge management, thought leadership publications and other content development. Leading the production of research publications across the full range of the firm’s services and managing the overall content strategy of the firm. Since June 2021 also Acting Head of Marketing.
The Business Year (TBY) is a global media group specializing in economic news, research on national economies, and business intelligence. With operations in 30+ countries, TBY brings first-hand insights to investors, businesses, and governments worldwide. TBY publishes annual economic resources on countries in frontier markets with a comprehensive range of interviews and analyses, offering an inside look at doing business in the world’s most dynamic economies. Responsible for markets in the GCC and Southeast Asia and based out of head office in Istanbul, Turkey.
In addition to the editorial capacities, responsible for overall project including governmental partnerships, commercial contracts and managing the team on the grounds. Launched the Malaysia and Indonesia 2018 projects, and executed the Saudi Arabia 2018/19, Ecuador 2019 and Saudi Arabia 2019/20 publications.
Responsible for the editorial content of Malaysia 2017 and Kuwait 2017, conducting 150 interviews with top executives in public and private sector, and writing a comprehensive range of articles in each market.
Awara Group is a professional services firm for international companies operating in Russia and the CIS, offering legal services, outsourced accounting, audits (tax, IFRS, RAS), recruitment & executive search, marketing & market research, executive education and IT-solutions for financial administration. Responsible for business development, account and project management.
Organizing seminars and presentations on HR and Migration issues. Monitoring the market, identifying relevant themes and inviting speakers.
At the Consulate-General in Saint Petersburg. Dealt with trade requests from Dutch companies seeking access to the Russian markets, organized trade missions, reported from political gatherings with EU delegations and city authorities, and conducted research on the general trends in economic development in North-West Russia. Worked on communications on the activities organized in the framework of the Netherlands Russia bilateral year (social media, newsletters) and organizing exhibitions and events.