Dubai, United Arab Emirates
Recognised as one of Communicate’s Top 15 Women to Watch in the GCC, I am an integrated communications strategist with 15 years of experience working across multiple sectors in the MENA region. I specialise in developing, implementing and delivering innovative marketing communications approaches that are tailored to multi-market audiences.
Leading Burson’s Technology Practice across the MENA region, with responsibility for driving business growth, enhancing operational excellence, strengthening service offerings, and delivering strategic communications counsel to clients across the technology sector. Working closely with teams and clients across the region, my focus is on building high-performing teams, expanding our technology portfolio, developing innovative communications solutions, and helping organisations navigate complex business, reputation, and transformation challenges in an increasingly technology-driven world.
As a Group Account Director within the Technology Practice at Burson, I co-lead the practice with our regional director for the METIA region, driving growth and team development while providing strategic counsel to our clients in the technology sector. With a portfolio that spans consumer, enterprise, and government accounts, I have led some of our largest projects and retainers since my joining. In addition to my regional work, I have also led global projects, working with our offices across Asia, Europe, Africa, and the Americas to develop and execute multi-market integrated communications strategies for my clients. As a passionate advocate for learning and development, I take an active role in coaching and developing team members within our practice. Through one-on-one and group engagements, I strive to foster a culture of continuous learning and growth, empowering our team members to unlock their full potential and achieve their professional goals.
As a Group Account Director within the Technology Practice at H+K Strategies, I co-lead the practice with our regional director for the METIA region, driving growth and team development while providing strategic counsel to our clients in the technology sector. With a portfolio that spans consumer, enterprise, and government accounts, I have led some of our largest projects and retainers since my joining. In addition to my regional work, I have also led global projects, working with H+K offices across Asia, Europe, Africa, and the Americas to develop and execute multi-market integrated communications strategies for my clients. As a passionate advocate for learning and development, I take an active role in coaching and developing team members within our practice. Through one-on-one and group engagements, I strive to foster a culture of continuous learning and growth, empowering our team members to unlock their full potential and achieve their professional goals.
As the Director of Operations, I was responsible for supervising and overseeing the work of the core execution teams including strategy, content, social media and PR. My role also included the mentorship and upskilling of other directors, managers and junior staff to ensure their individual career progress, while monitoring and assessing their performance. I also worked with the General Manager for team expansion, new business and the overall growth of the company and its services.
In my role as Director of PR, I was responsible for mentoring and coaching the PR Department’s staff, advising clients on communications and outreach strategies, managing the department’s operations, client retention and new business.
Unwind the Grind is a millennial career development platform that offers an interactive and inspiring place for young professionals based in UAE to discuss their careers. As the relationship manager at Unwind The Grind, I was responsible for generating awareness, business development, and partnerships.