Dubai, United Arab Emirates
Seasoned marketing and communications professional with a demonstrated history of working in both the B2B and B2C industries. Skilled in Brand Marketing, Digital/Social Strategy, Integrated Marketing Communication, Event Management, and Corporate Communications within large multinationals.
Led the marketing communications function at Cisco for Middle East, Turkey, and Africa. My role reported directly to the Head of marketing communications in Europe, Middle East, Africa, and Russia, and I was part of the Senior Leadership Team for MEA working directly with the MEA Vice President and the 6 sub-region managing directors. Highlights include: - Responsible for building the integrated marketing and communications strategy for Cisco MEA in conjunction with the 6 sub-region managing directors - Utilizing full 360 marketing and communications tools to build brand campaigns which include media relations/PR, digital strategy/social media, media partnerships/sponsorships, advertising, and events to position Cisco products/solutions. Showcase customer announcements or success stories through integrated marketing and communications tools and written content pieces (press releases, infographics, etc.) in English and Arabic. - Increasing brand resonance and Share of Voice across Cisco’s core pillars (security, networking, hybrid work, collaboration, cloud) - Managing the brand/creative, social/digital, and PR agency partnerships and budgets across the MEA region - Developed marketing and communications plans and campaigns for the region’s biggest shows such as GITEX, Expo 2020 Dubai, World Green Economy Summit, World Economic Forum Jordan, etc.
- Handling communications for Qatar, Kuwait, Oman, and UAE - Utilizing PR to raise the CEO’s portfolio and showcase GE announcements and stories - Developing country brochures and collateral to showcase GE’s footprint and journey - Working closely with private and public customers on telling our partnership stories across the region - Led the launch of additive manufacturing and UAE’s first microfactories at the Global Manufacturing and Industrialization Summit
- Handled communications for Middle East, North Africa, and Turkey - Worked on several private and public customer events such as KSA MoH and Sulaiman Habib - Drove events with the Algeria MoH for the launch of healthymagination - Led on the region’s biggest trade shows such as Arab Health, Saudi health, HIMSS, Turkrad, Tark, Gartner Symposium, IoTx, etc. - Designed and led the launch of GE’s first regional Minds + Machines event showcasing GE’s digital capabilities across business. Brought the event concept to the Saudi market in 2016 - Designed and rolled-out two 360 brand campaigns for GE in MENA 1) our digital industrial message and 2) GE Store that showcases the breadth of our offering as GE
- Assigned to do a rotation with the Global Advertising team for my third rotation - Developed a tumblr blog that housed information on: GE competitors, media and digital insights, etc for GE employees to refer to for research and market/competitor knowledge - Handled the development of the new corporate advertising campaign launch in Malaysia, Vietnam, and Indonesia it included ATL material and digital banners - Handled the digital elements for the GE - The Economist partnership it included developing the digital strategy for the program and establishing a content sharing rhythm with global markets
-Assigned to the digital team to work on General Motors, Dubai Shopping Festival, Kelloggs, and P & G digital projects. -In conjunction, handled the Singapore Tourism Board’s various ATL projects. -Managed the development of the “Always Diamonds” social portal for women in Saudi Arabia, the portal is part of the launch for P & G’s “Always Diamonds” Super Premium Product. During this project I worked with the P & G teams in Saudi and Geneva. -Handling the launch of the “Always Platinum” in Russia. Working on the digital elements with the different P & G teams in London, Italy, and Russia. -Developed the “Transformers 2” movie digital campaign for General Motors. It included a website, banners, and emails. -Part of the team that worked on the “In Market Search” campaign for General Motors. It included developing a CMS tool, and banners for various portals. -Part of the M & M’s online pitch team that we won. Helped in performing research on the target audience, and gathering data and insights that will be of use to the pitch. -Managed the Re-skinning of the main Chevrolet website for the Middle East. Changed the whole look and feel of the website and updated the content and incorporated search engine optimization techniques to the content. -Trained to use “Omniture” a reporting program for General Motors. Developed various digital reports such as post-campaign analysis, and monthly reports on the various General Motors websites such as Chevrolet, GMC, Cadillac, and GM corporate.
Assigned as the brand guardian for Dubai Properties Group. Worked on various ATL projects that consisted of outdoor billboard ads, brochures, leaflets, and print. Part of the Abu Dhabi Islamic Bank pitch team that we won. Helped in performing research on the target audience, and gathering data and insights that will be of use to the pitch. Part of the team that worked on the "Diabetes Campaign" for Dubai Properties Group. It was an initiative taken upon by Dubai Properties Group it consisted of a launch event, PR stunt, various branded items like t-shirts and badges, posters, leaflets, radio, print ads, and outdoor billboards.
Worked with the team on both ATL and BTL projects for Kellogg's and Emirates Airlines. Handled the first and business class campaign for Emirates Airlines. It consisted of radio, print, and direct mailers. Worked with the team on the launch of "Guangzhou" a new destination for Emirates Airlines. It consisted of a direct mailer. Handled the branding of "Emirates Commercial Conference". Branding consisted of badges, t-shirts, notepads, banner roll-ups, and various floor and wall posters.