Description

I help ambitious brands grow by building the strategy, leading the team, and delivering campaigns that drive measurable results. With 12+ years at director level across Emirates Group, Saatchi & Saatchi, MullenLowe, and Rankin Group, I bring CMO-level thinking without the full-time overhead. I've managed $18M budgets across 70 markets, led cross-functional teams of 30, and delivered work for Samsung, Mercedes AMG, Unilever, Hugo Boss, and Expedia — from global brand strategy through to campaign execution.

What sets me apart is the dual perspective. I've operated at the highest levels of both agency and in-house marketing, which means I understand how to set bold strategy and how to actually deliver it. Most senior consultants do one or the other.

I work best with founders, CEOs, and leadership teams who need a senior marketing partner to step in quickly, bring clarity, and get things moving. Whether that's defining your brand position, building your marketing function from scratch, launching into new markets, or leading a high-stakes campaign, I work with you on what your business actually needs.

Typical engagements include fractional CMO retainers, brand strategy projects, go-to-market planning, campaign leadership, and marketing team builds.

Based in Dubai. Available remotely globally and selectively in-person across MENA and Europe.

Industry field of expertise

Languages

English
Native or bilingual

Workplace preferences

Can work on-site

Dubai (up to 50km)

The Emirates Group,
Marketing Communications Director
AVIATION AND AEROSPACE
July 2023 - Today (2 years and 11 months)
Dubai - United Arab Emirates
Lead the Emirates Group portfolio of 16 brands and services, including Talent Acquisition, Emirates Official Store, Emirates Flight Training Academy, and Emirates Aviation University. Direct multi-channel communications (social, PR, digital, creative, and internal) with a focus on measurable business impact. Oversee all global recruitment and employer brand campaigns, positioning Emirates as a top employer of choice and driving talent acquisition at scale.

Key Achievements
• End-to-end campaign leadership delivering 2.7M applications annually, strengthening talent pipeline across multiple segments and positioning Emirates as a top global employer of choice.

• Digital platform performance lead across four global websites generating more than 50M visits annually, optimising user experience and significantly improving conversion.

• Commercial brand management leading the marketing and commercial strategy for the Emirates Official Store, driving $8M+ annual revenue through a curated product range across online and retail channels globally.

• Reported directly to the Marketing VP and partnered with C-suite stakeholders to shape global employer brand strategy and delivery.

• Built and led the specialist marketing team of 30, embedding integrated planning, channel discipline, and measurable ROI frameworks across all campaigns.
Employer Branding & Recruitment Marketing Brand Strategy & Positioning Digital & Social Media Marketing Integrated Marketing Communications Marketing and Communications Planning
Exposure
Head of Account Management / Client Partner, Marketing Director
TECH
June 2021 - July 2023 (2 years and 1 month)
London, UK
Leadership role overseeing the account management department and serving as strategic lead across flagship global clients. Directed multi-channel campaigns for Samsung, Nordstrom, Hugo Boss, Dr. Martens and Fortnum & Mason. Managed $10M+ budgets and led a team of 15 across brand, experiential, and digital activations. Built and maintained partnerships with agencies, media firms, and C-suite stakeholders.

Key achievements:
• Directed award-winning CSR and talent-led initiatives for Samsung with high-profile collaborators including talent Steven Bartlett, amplifying reach through global media partnerships.

• Led brand marketing strategy for Fortnum & Mason, supporting press days where fabric designers and vendors showcased the stories behind designs and limited collections to press and wholesale partners, bridging B2C storytelling with B2B trade engagement.

• Redefined the fashion seasonal production model by introducing highly effective "supershoots," streamlining creative and production processes to deliver complex multi-channel campaigns with stronger ROI and significantly higher asset output.

• Launched 'Solve for Tomorrow', Samsung's award-winning tech educational platform; supported short-form learning outside of traditional media reaching 82% of youth audiences and driving a 6.7% uplift in brand recall.
Go-to-Market (GTM) Strategy Video production Corportate Corporate social responsibility Corporate strategy
Saatchi & Saatchi
Senior Account Director
TRAVEL AND TOURISM
January 2021 - June 2021 (5 months)
London, UK
Acted as European lead for Expedia Global, directing digital-first campaigns and global comms initiatives built on business intelligence and analytics. Adopted a consultative approach to elicit market/audience needs, concerns and aspirations while engaging, influencing and negotiating with senior-level decision-makers.

Key achievements:
• Earned reputation as a true digital native with in-depth knowledge of digital marketing landscapes; developed social marketing strategies and high-quality content across digital platforms to accelerate brand growth.

• Directed pan-European campaign content and execution across multiple channels, ensuring consistent brand messaging and driving measurable growth in traffic, engagement, and bookings.
Content marketing Brand content brand strategy Digital communication Communication 360°