Public Investment Fund
We were tasked with managing the Public Investment Fund’s social media pages, through the height of the pandemic, to communicate key messaging to a wide audience both in Saudi Arabia and across the world. The challenge was to throw the current approach out the window and create a social strategy that was dependent on day to day changes both locally and globally.
We also launched their brand new Instagram page and visual language
Expo 2020 Dubai
Led the social media efforts for Expo 2020 Dubai from 2018 until 2020 to raise awareness and educate the public about the progress of Expo 2020. We delivered the roll out of the brand’s global launch campaign, as well as multiple content pieces.
Also led and managed Expo 2020 Dubai's sister programs: World Majlis and Expo School
Berklee Abu Dhabi
Led the launch of Berklee Abu Dhabi, a joint effort between Abu Dhabi Department of Tourism and Berklee College of Music. We devised their communication strategy, created new social media channels for the brand, and grew their follower base from 0 to 5.5k organically.
L'Oréal Middle East
Took on the L'Oréal Middle East Luxe cosmetics division and handled the social media strategy and content for Kiehl's, Lancôme, Yves Saint Laurent, and Armani across different social media channels. Some key highlights:
The launch of Lancôme's Monsieur Big mascara which won a Facebook Hackathon session. This involved an exclusive launch event, the creation of a targeted media campaign utilizing trending content.
Localizing content for Kiehl's Middle East which entailed live streams, product shoots, influencer management, and crafting up our visual language. See examples here.
Visit Dubai
From 2015 to 2016, I participated in the strategic planning, campaign development and social media management for Visit Dubai across 20+ focus markets.
We managed their UGC stream and created engaging, tapping into the most trendy and innovative content genres for the time.
Dubai Comedy Festival 2015
How does one launch an event and brand that no one has ever heard of before? If you work in social, you seek innovation and try to link it to relevant existing mediums and/or people. In the case of Dubai Comedy Festival, we did both. Have a look at the case study.
