Dubai, United Arab Emirates
Creative partnerships and experiential event specialist with 10+ years of experience delivering luxury brand campaigns, strategic partnerships, and large-scale experiences across the Middle East.
Brands: Aquazzura, Baccarat, Baccarat Hotel & Residences, Chanel, Christofle, Daum, Etoile Group, Etoile La Boutique, Etro, Ghawali, Roland Garros, Tanagra, Tod's, Shamal Group and more.
Brands: Aesop, Alexander McQueen, Calvin Klein, Chopard, Delvaux, Dries Van Noten, Farfetch, Gentle Monsters, Guerlain, Jean Paul Gaultier, Lacoste, LOEWE, Maison Margiela, Molton Brown, Netflix, Paco Rabanne, Pangaia, Penhaligon's, Repossi, Taller Marmo, Thameen, Tiffany & Co
Fashion: Aquazzura, D&G, Etoile La Boutique, Etro, Karl Lagerfeld, Kenzo, Level Shoes, Michael Kors, Ralph Lauren, Salvatore Ferragamo, Stella McCartney, TOD’S, Tryano & Versace Beauty: Bobbi Brown, FACES, NARS, YSL Beauty Fragrance: Frederic Malle, Ghawali, Kilian, La Bouche Rouge & Maison 21 G Skincare: Elemis, L’Occitane, La Mer & Molton Brown Jewelry: Swarovski Lifestyle: Tanagra
Titles: Architectural Digest Middle East, Comsopolitan ME, Conde Nast Traveller Midde East, Esquire Middle East, Grazia Middle East, GQ Middle East, Harper's Bazaar Arabia, Time Out Dubai & Time Out Abu Dhabi Brands: Hair & Beauty: Benefit Cosmetics, Boots, Dr. Barbara Sturm, Dyson, Carolina Herrera Beauty, Charlotte Tilbury, Clarins, Gucci Beauty, Huda Beauty, Fenty Beauty, Foreo, Kieh’s, Kaya Skin Clinic, Kiko Milano, Kroma Drama, Laura Mercier, L’Occitane, Molton Brown, NARS, Noha Nabil, Pennhalogin’s, Soap & Glory, The Body Shop, Tips & Toes Fashion: &otherstories, Aldo, Burberry, Call it Spring, Christian Louboutin, D&G, D&G Kids, Dior, Etoile La Boutique, Cos, Fendi, Furla, Gentle Monsters, Guess, Givenchy, Graff, Gucci, Jimmy Choo, Les Benjamin, Loewe, Karl Lagerfeld, Harvey Nichols, H&M, Les Benjamins, Mango, Manolo Blahnik, Marmar Halim, Messika, Michael Kors, Nike, OMEGA, Saint Laurent, Salvatore Ferragamo, Steve Madden, Stella McCartney, Stradavarius, Swarovski, Ted Baker, The Giving Movement, Tom Ford, Tory Burch THAT Concept Store, Tiffany & Co, Tommy Hillfiger, Vacheron Constantin F&B: Brunch & Cake, Coya, Four Seasons, Garth, LPM, La Cantine, L’eto, Loca, Logma, Magnolia, Marea, Mimi Kakushi, Noir, Rosewood, Toplum, Uchi Muchi, Twiggy
Publications: Harper's Bazaar Arabia, Esquire, Comopolitan, Architectural Digest and more Brands: Hair & Beauty: Benefit Cosmetics, Boots, Dr. Barbara Sturm, Dyson, Carolina Herrera Beauty, Charlotte Tilbury, Clarins, Gucci Beauty, Huda Beauty, Fenty Beauty, Foreo, Kieh’s, Kaya Skin Clinic, Kiko Milano, Kroma Drama, Laura Mercier, L’Occitane, Molton Brown, NARS, Noha Nabil, Pennhalogin’s, Soap & Glory, The Body Shop, Tips & Toes Fashion: &otherstories, Aldo, Burberry, Call it Spring, Christian Louboutin, D&G, D&G Kids, Dior, Etoile La Boutique, Cos, Fendi, Furla, Gentle Monsters, Guess, Givenchy, Graff, Gucci, Jimmy Choo, Les Benjamin, Loewe, Karl Lagerfeld, Harvey Nichols, H&M, Les Benjamins, Mango, Manolo Blahnik, Marmar Halim, Messika, Michael Kors, Nike, OMEGA, Saint Laurent, Salvatore Ferragamo, Steve Madden, Stella McCartney, Stradavarius, Swarovski, Ted Baker, The Giving Movement, Tom Ford, Tory Burch THAT Concept Store, Tiffany & Co, Tommy Hillfiger, Vacheron Constantin
Assisted in the Brand & Culture management within Emirates NBD; lead on editorial planning and content creation designed to spur conversation and viral sharing. • Redesigned the internal Emirates NBD internal assets to compliment the EXPO 2020 partnership. • Assisted in the management of the Emirates NBD brand and all its assets internally and externally. • Worked closely with agencies, copywriters, printers, and internal and external designers to implement both online and offline campaigns and activities. • Brand lead on the Dubai Fitness Challenge campaign; Increased staff participation by 23% by organising pop up events, effective communications and marketing across all channels. • Culture lead on the internal LetsLink program that resulted in a spike of 10% engagement. Managed all communications, events, logistics and branding for LetsLink. • Assisted in the management of the Emirates NBD brand and all its assets internally and externally. • Curated, posted and managed all published content pertaining to the brand (images, video and written). • Worked cross-functionally with both in-house and contracted creative teams to create effective, engaging and on brand social content. • Liaised closely with agencies, copywriters, printers, and internal and external designers to implement both online and offline campaigns and activities.
Led over 1,500+ events for the volunteer program including initiatives for people with disabilities, youth development, the environment, and the community as a whole; starting off with the program being exclusively for staff within the U.A.E, growing to encompass their families and friends, partners and vendors and eventually expanding to our Egypt offices. Specialties: Event production and management, stakeholder management and engagement, CSR budgeting, measurement and reporting, cause related marketing and employee engagement. • Planned, marketed and executed over 1,500+ events over the course of 3 years spanning on-ground activation and experiential activations locally and internationally with a focus on events for people with disabilities and blue collared workers. • Increased the number of volunteer deployments by 78% from 2017-2018; boosted the number of volunteering hours by 144% from 2016-2017 and 33% from 2017-2018; expanded the volunteering base by 377% over 3 years. • Facilitated the launch of the volunteer program in Egypt; held workshops to train the teams providing them with guidelines to be able to run a self-sustaining program. • Led the marketing campaigns, communications and branding within the programs profile. • Collaborated with the brand team on redeveloping the internal and external iconography of EmiratesNBD; launched and managed the internal staff welfare program LetsLink to drive staff engagement. Awards 2019 – IMPACT 2030 — Innovation Award 2019 – Dubai Lynx — GOLD, 3 SILVER, 3 BRONZE — #GiveInToGiving 2018 – 2019 Gulf Sustainability & CSR Awards — Best Employee Volunteering Programme 2017 – 2018 Gulf Sustainability and CSR Awards — CSR Team of the Year 2016 – 2017 Gulf Sustainability and CSR Awards (GCC) — Best Employee Volunteering Programme