Description

As a marketing & business Expert, I lead the strategic direction and execution of marketing and business initiatives that drive growth, engagement, and innovation. With 18 years of experience in marketing communications, strategic thinking, and brand personality, I have a proven track record of delivering impactful results for diverse clients and partners across sectors and markets.

I leverage my deep understanding of target audience psychology and market trends to develop data-driven insights and solutions that resonate with target segments and achieve business objectives. My mission is to create value for both brands and audience, while staying true to the core values of innovation, excellence, and diversity.

Industry field of expertise

Languages

English
Native or bilingual
Arabic
Native or bilingual

Workplace preferences

Can work on-site

Dubai (up to 50km)

the marketing movement.
Strategic Marketing & Business Consultant
November 2023 - Today (2 years and 7 months)
Dubai, United Arab Emirates
Crafting bespoke marketing strategies that drive brand growth, enhance customer engagement, and increase market share. With a deep understanding of consumer psychology and market trends, I leverage data-driven insights to develop innovative solutions that resonate with target audiences and deliver measurable results.
• Thorough assessments of clients' current marketing strategies & business operations.
• Identify industry trends, competitive landscapes, and target audience behaviors.
• Marketing & business strategies tailored to clients' goals with actionable plans that include branding, positioning, digital marketing, and sales strategies.
• Assisting in implementing proposed strategies, providing guidance and support
throughout the process.
• Track the progress of implemented strategies, with clear KPIs to measure success.
• Conduct workshops and training sessions for clients and their teams on marketing best practices and business strategies.
Projects Sample:
• A New Entry Leadership Development Firm in the UAE; (duration 6 months)
Helping a leadership development firm enter a competitive market with a strong
positioning strategy.
• TV Reality Show Market Entry Strategy; (duration 5 months)
Developing a marketing strategy to launch a successful Western TV reality show in the Middle East.
• Expansion Strategy for an Egyptian Furniture Manufacturer (duration 3 months)
Creating a market entry plan for a furniture brand looking to expand into the GCC.
• Telecom Brand Positioning & Competitive Strategy (duration 3 months)
Evaluating and repositioning a leading telecom brand to strengthen its competitive edge.
• A new Fitness Platform Start-up in the Middle East; (duration 3 months)
Helping transform a raw fitness start-up idea into a market-ready concept, from market analysis to brand identity, with a compelling strategy designed to attract investors.

marketing consultant brand persona SWOT GTM strategy Research & Insights
Etisalat e&
Marketing Strategy & Insights Senior Manager
TELECOMMUNICATIONS
July 2018 - April 2023 (4 years and 9 months)
Led a cross-functional team of 30, driving business growth through strategic marketing leadership grounded in data-driven decision-making.
• Shaped go-to-market strategies by integrating market insights, consumer behavior analysis, and competitive intelligence into actionable business plans.
• Identified new market opportunities, refined product-market fit, and ensured
campaigns aligned with consumer needs and business objectives.
• Partnered with brand, media, and product teams to develop compelling marketing communications, informed by consumer testing and segmentation strategies.
. Developed detailed consumer personas and defined optimal communication channels to maximize campaign reach and relevance.
• Evaluated celebrity endorsements based on audience appeal and impact, and
provided data-backed recommendations for creative development (storyboards and final copies).
• Monitored post-launch performance of campaigns and benchmarked against
competitors to guide real-time optimizations and long-term brand positioning.
• Played a key role in continuous brand management, analyzing the cumulative effect of marketing activities on brand health, awareness, and perception.
• Built strategic vendor relationships, negotiated contracts, and drove efficiency and cost-effectiveness across marketing initiatives.
Danone
Strategy & Insights Manager
July 2016 - June 2018 (1 year and 11 months)
Responsible for the cross functional Strategy and Insights working on both Dairy & Early Life Nutrition (ELN) categories with four main pillars in building the fundamentals:
• Setting up strong performance monitoring tools from scratch with actionable findings related to Business Analysis, Product Development & Management as well as Sales
Management.
• Being a vital contributor in strategies development & tactical moves formulation through crafting strategic actionable insights.
• A key panel member for Creative/Advertising & Media Agencies selection while
establishing tools to measure their performance after selection (TV & digital media
monitoring tools).
• Doing all in the most efficient way ensuring making the best out of the available
budget.