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Freelance - Dubai, UAE
- MARCOM CONSULTANT | CREATIVE STRATEGIST
2016 - maintenant
Key Accountabilities and Achievements
- Provide marketing and communications strategy and consultancy including campaign development, copywriting and digital content creation for clients on a local, regional and international basis to support brands in expanding their reach
- Manage concepts, content creation, screenwriting and art direction to support film development and production, recommend appropriate formats for content, plan schedules, resolve operational issues, oversee pre-production, production and post-production stages, and liaise with suppliers and freelances across animation, motion-graphics, sound, editing and casting
- Manage, coordinate and schedule the delivery of content and production requirements for digital media, social marketing, advertising and overall brand awareness in line with client specifications
- Work closely with clients, multi-national accounts, advertising agencies and production houses to facilitate delivery of turnkey solutions in YouTube, Instagram and OTT formats
- Devise and execute campaigns and corporate strategies for clients across multiple sectors including real estate, financial services, hospitality, industry, film and video production, FMCG, retail, F&B, consultancy and tourism
Main Projects
Oversee and coordinate the full end-to-end lifecycle of projects including:
- Development and implementation of a MarCom strategy (branded content and digital campaigns) for Nayla Al Khaja Films LLC (including the creation of www.naylaalkhaja.com) encompassing the development of concepts and scripts for various TVCs and corporate films (Al Futtaim Group Real Estate and Masdar Sustainable Week, for example) and the development of a feature film for producers’ markets in Dubai (DIFF) and France (Cannes Festival)
- For Pixel House: corporate content strategy; branded editorial and visual content for an oil company (Dragon Oil); branded content for a boat manufacturer (AS Marine); screenwriting (corporate films and 13-episode series for OTT platforms); branded content, strategic consultancy and event scripting (Arab Strategy Forum in Dubai)
- Branded content and event scripting for event management and branding companies: the International Forum of NGOs with UNESCO and MiSK Foundation in Riyadh and the Zayed Future Energy Prize Awards Ceremony in Abu Dhabi
- For B2Cham Pictures: digital content strategy and scriptwriting for automotive brands (Renault, Nissan, Audi)
- Branded content, corporate and promotional films scriptwriting for healthcare organizations: Burjeel Hospital and Saudi German Hospital in Dubai; Lifecare Baniyas Hospital and LLH Hospital in Abu Dhabi
- Commissioned by various Middle Eastern and European marketing and advertising agencies to create, manage and edit branded content, shape stories in both B2B and B2C formats, provide strategic consultancy and scriptwriting for promotional films for brands like Maserati, Bioderma Naxos MENA, Air Arabia, Subway, Ferrari World Abu Dhabi, Steigenberger Hotels…
- Ken International in Abu Dhabi (engineering, construction and architecture consultancy): branding, editorial guidelines, website, launch campaign and marketing collaterals
- Art Director for the 5-day shooting of the narrative film Maryam, an Emirati production, directed by Mohammed Al Hammadi
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JAD - Dubai, EAU
- CREATIVE DIRECTOR | STRATEGY PLANNER
2014 - 2016
Key Accountabilities and Achievements
• Oversaw and coordinated the delivery of creative solutions and strategies for the organization with leadership responsibility for a team of up to 16 design and copy professionals
• Managed the development of marketing materials for client campaigns encompassing websites, radio, video, social media, POS activations and OOH ensuring alignment with client specifications, timelines and budgets
• Worked in close collaboration with the GM to establish and oversee the implementation of the agency’s new strategic orientations with accountability for negotiating retainer contracts, driving business growth and engaging with clients
• Provided comprehensive and strategic support to marketing managers regarding driving business and revenue growth
• Delivered creative and engaging solutions for major clients including Agthia Group in Abu Dhabi, Easa Saleh Al Gurg Group, IFFCO, Sharjah Cooperative Society and the French Business Council
Agthia Group, Abu Dhabi (Grand Mills and Agrivita)
• Developed creative content and strategy for the client 6–10 B2B / B2C campaigns per annum with accountability for supporting the two brands in establishing their annual marketing plan, identifying MarCom opportunities, recommending marketing and advertising content, and developing and implementing solutions and tools
IFFCO (London Dairy, Igloo and Quanta)
• Produced creative content across print, digital and radio streams for 5 client B2C campaigns per annum with accountability for recommending appropriate creative and activations for the MENA region, developing adaptations for other markets including UAE, KSA, Qatar and Kuwait and proposing online and offline materials and launch strategy for a new range of products
Easa Saleh Al Gurg Group (IDdesign, Benetton, Kare and Chattels & More)
• Provided creative and strategic support for client B2C campaigns, digital activations and branding strategies with accountability for recommending creative and MarCom strategies in Dubai and Abu Dhabi, developing concepts, creating visuals, developing in-store materials, proposing digital tools to increase brand equity and re-engineering existing branding for clients
Sharjah Cooperative Society (30 supermarkets)
• Offered strategic and creative support for the rebranding and digital transformation of the organization following successfully negotiating and securing a yearly retainer contract with the group. Duties included preparing the rebranding strategy, proposing planning and tools for digital transformation, designing content for management workshops and seminars, developing and implementing monthly campaigns and suggesting innovative in-store activations
French Business Council (Dubai and Northern Emirates)
• Devised creative and strategic B2B solutions for the International Chamber of Commerce encompassing event branding and MarCom content recommendations
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Tambi Studios - Dubai, EAU
- CREATIVE DIRECTOR | SCREENWRITER
2013 - 2014
Key Accountabilities and Achievements
• Appointed on a contract basis with accountability for conceptualizing, writing and developing multiple scripts with ownership of the full end-to-end production processes
• Worked in close collaboration with the GM and Producers to plan and develop engaging long and short form branded content for clients including the Federal Telecommunications Regulatory Authority, the Prime Minister’s Office, Etisalat and DEWA
• Provided effective and collaborative leadership to highly-skilled teams ensuring projects and materials were delivered in line with stringent quality standards, creativity and production value
• Liaised with clients, producers, film crews, editors, graphic designers and sound engineers to facilitate delivery of outcomes whilst also cultivating and managing relationships with third parties
• Introduced live-streaming, dubbing & subtitling, and scripting functions to enhance offerings to clients
• Instrumental in negotiating, proposing and pitching creative ideas to the Emirati authorities
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Ultra-Fluide, Paris
- SENIOR CREATIVE COPYWRITER | SOCIAL MEDIA MANAGER
2007 - 2013
Key Accountabilities and Achievements
• Primarily accountable for developing creative concepts and providing copywriting across multiple channels for clients across the real estate, financial services, insurance and consultancy sectors including Icade, CBRE, Cushman & Wakefield, JLL, UBS Real Estate, GE Capital Real Estate, IVG Immobilien, AXA REIM, BNP Paribas, SCOR Global, JP Morgan, AEW and Union Investment
• Translated draft technical documents into engaging content as well as developing website content, printed corporate brochures, newsletters, guides, technical materials, emailing, and social media content to meet audience needs
• Conceptualized and produced marketing campaign materials and communications including short ads copy, sales aids, white papers and call scripts to maximize business performance and enhance audience engagement
• Worked in close collaboration with graphic and web designers to facilitate development and delivery of engaging and compelling visual output whilst enhancing user experience and engagement
• Liaised regularly with clients and their teams to understand objectives and present marketing and communications ideas and concepts in line with their specifications and brand promise
• Played a pivotal role in coordinating and developing successful cross-channel marketing and product offering campaigns and initiatives for clients including real estate trade shows and exhibitions including MIPIM and MAPIC
