Description

Brand, media, digital/social strategy and AI transformation has led to my time with agencies such as Publicis and BBH in London, BBDO and JWT in Singapore to co-department head at Ogilvy within SEA’s largest market, Indonesia as well as time spent in Dubai. Throw in 5+ years with big tech at Netflix and then Google, learning their tools and approaches to creative and communications strategy.

I now specialise as a fractional consultant with expertise imbedded in the GCC and APAC.

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

Dubai (up to 50km)

Non Vanilla
SENIOR CONSULTANT
March 2026 - Today (3 months)
Dubai - United Arab Emirates
• • Providing marketing teams, in-house agencies support across brand, positioning, social AI integration, crisis comms, training (research & insights, client/creative brief craft, creative reviewing and presentation writing).
• • Category areas of expertise; Sport, Hospitality & Tourism, Country/Destination/Construction Branding, OTT & Entertainment AI Transformation and FMCG.
• • Leading agency AI transformation through the introduction and integration of our proprietary strategy tool Brainwaves
• • Awarded the commission of advising Dubai Basketball on future brand positioning and later the full development of their social media strategic toolkit and playbook across TikTok, IG and YouTube.
Social media Training Brand Strategy Creative Strategy
We Are Social
HEAD OF STRATEGY
July 2024 - March 2026 (1 year and 8 months)
Southeast Sulawesi, Indonesia
We Are Social (WAS) is the most awarded global creative agency specialising in social-first
• • Lead the agency's largest regional strategy team (18 strategists) across 5 SEA markets (SG, TH, PH, ID, MY), overseeing ~USD13M in digital and social programmes including award winning AI solutions such Luna for Sketchers.
• • Partnered with senior clients to shape growth-driving strategies for Samsung, HBO Max, Fidelity, and Ferrari. Ascott Re-engineered "content improving localisation, Doubled content lifted organic reach 50%+, strengthening competitive positioning vs Netflix and Disney+. Repositioned Samsung's #withGalaxy from a product updates feed into a lifestyle-led hub for photography culture, showcasing craft, insights, and inspiration. Achieved 60% higher brand engagement and 30%+ lift in organic reach, narrowing Apple's share-of-voice gap in SEA. Established end-to-end influencer marketing servicing for clients such as Samsung.
• • Secured high-profile client wins including Etihad, H&M, Lenovo, Merz Aesthetics, and Jollibee (~USD5.5M new programmes). Introduced influencer marketing and in-house content studio consultancy services, generating SGD800K in new business and establishing WAS as a full-service digital partner.
Impact BBDO
HEAD OF STRATEGY, GCC.
June 2023 - July 2024 (1 year and 1 month)
Dubai - United Arab Emirates
Restructured and scaled the agency's strategy function, introducing CRM and brand consultancy services, expanding and driving USD3.5M in annual revenue. Partnered with the CEO on growth plans, sector prioritisation, and pitch pipeline, winning multiple high-profile clients across UAE and KSA.
• • Led brand and communications strategy forADCB (UAE's leading bank), One & Only Hotel Group, Aldar Properties Abu Dhabi, Etihad & partnerships, and Dubai Tourism across digital, social, and CRM channels. Drove major wins such as D360 (Saudi digital bank, AED1.2M+), DP World (AED5m+) as well as led the strategic leadership on AnNahar bringing home Cannes Gold for Lebanon's first AI President.