• The region’s first and only ‘Purpose Relations’ agency• GCC’s first and only participant in the United Nations Global Compact• Global media reach (any media, any country)• Operator of an AI-powered SustAInability podcast• Client portfolio: Canon Middle East & Turkey, Al Masaood (distributor of Nissan, INFINITI and Renault), SIG, ACE Gallagher, Gulf for Good, AC3D, ImpactGulf, DIFX, Deep Knowledge Group

• Establishing presence in MENA through PR & Communications, business development and events• Supporting with government relations and business development• Providing advisory on strategic direction and positioning of the organization and its leadership• Acting as a spokesperson, building media relations and developing content

TXM Innovations is a leading provider of premium design and fit-out works in the UAE. Through a wide range of innovative solutions, from interior and exterior design and decoration, building works and renovations, to maintenance and repair, we aim to create inspirational journeys and exciting stories for our customers and their stakeholders.

Contributing to the organization's mission of creating a more professional, ethical and prosperous PR industry.

Tasks & responsibilities:• Leading, planning, budgeting & implementing corporate & brand-related marketing & Comms for a diversified business conglomerate, its subsidiaries & investments, including internal Comms• PR & digital: Writing, translating & distributing press releases, op-eds, other editorials. Managing press events, media partnerships & relations, monitoring & analysis, webinars, awards, digital ads, SEO• Social media: content development, community management, engagement, boosting• Marketing collateral & ads: web development, branded items, corporate presentation, corporate video• Writing, designing & publishing external newsletters, integrated Annual & Sustainability Reports• Cause marketing: Leading, implementing & managing corporate citizenship effortsKey achievements:• Providing counsel to CEO & senior management on media opportunities & positioning• Joining the World Economic Forum’s EDISON Alliance (digital inclusion for all)• Creating Comms ideas e.g. #TheStartupPitch, ‘Shepreneur’, ‘think small’, Enterprise SaaS report• Chairing the corporate citizenship committee & revising the corporate citizenship strategy & pillars • Mapping the SDGs & ESG impact areas against operations & investments• Providing Comms support for Gulftainer, ION, Kava & Chai, Pearl Initiative, Centre for Strategic Philanthropy, HasanaH.org, badrjafar.com & portfolio companies

Tasks & responsibilities:• Led corporate, real estate and hospitality-related Comms, thought leadership, CSR• Ensured quality English & Arabic content & key message delivery, strong media relations • Led award submissions, event participation e.g. Cityscape Global, Arabian Travel Market• Handled internal Comms & supported HR initiatives; intranet, weekly newsletters• Drove investor relations Comms and reputation building• Reported monthly & quarterly coverage analysis in line with key performance metricsKey achievements:• Launched Trump International Golf Club, worked on Paramount Hotels & Resorts Comms• Established and managed the social media pages of the Chairman• Provided counsel to senior management on crises & recommended course of action

Tasks & responsibilities:• Developed & implemented Comms strategy comprising advocacy, community engagement• Conducted 16 international media visits, managed 9 volunteering & fundraising events in UAE• Served as an official spokesperson & handled crisis Comms, writing & media relations• Provided counsel to CEO during high-level UN meetings in NYC, D.C. & OECD in Mexico CityKey achievements:• Established, managed and contributed to “Voices of Philanthropy” blog• Developed "We Can Teach Each Other" campaign, which won Grand Prix for Good & Gold in Best Use of Social Media category at Dubai Lynx Awards 2016 & Bronze at MENA Effie Awards 2016• Secured international coverage through 1) working with teams of former UN Secretary General Ban Ki-Moon & Rt Hon Gordon Brown & Ministers of Education on the Global Education First Initiative at the UN in New York, and 2) working with partners including UNICEF, WFP, Oxfam, UNRWA, Plan International, Save the Children, Bill & Melinda Gates Foundation, buildOn, Aga Khan Foundation, Children in Crossfire, GAIN, CARE, Partnership for Child Development, Pratham• Generated quality Arabic & English content, leading to a 20% increase in media coverage y-o-y• Increased press releases from 12 to 40 per year in 3 years, significantly raising brand awareness• Created new ideas e.g. Children of Change/The SpokesChildren, boosting brand positioning• Negotiated website development fee from AED 384,000 down to 300,000• Negotiated PR Agency retainer fee from AED 528,500 down to 439,500• Secured in-kind ad space/EDM campaigns & achieved savings during media trips

McDonald’s Arabia• Developed & implemented regional Comms strategy for APMEA (17 markets) • Created Your Right to Know crisis management platform to dispel myths & rumors• Formed a Brand Advocacy Program, securing 12 nutritionists/psychologists within 6 months• Conducted market research, monitored press & social media & recommended course of actionP&G• Developed corporate material: Regional website, Sustainability Reports, Newsletters• Facilitated partnerships with local charity organizations & local government officials• Managed speaking opportunities, media relations & events, op-ed placementsNational Geographic Abu Dhabi• Developed Comms plans including activations e.g. Battle the Bottle initiative on Earth Day • Promoted magazine competitions & published program listings to drive tune-ins• Set up partnerships with universities to drive viewership Mondelēz International, Oreo & Barni• Developed & implemented Comms strategy including government engagement, media relations, CSR, nutritionist program, mother & child engagement program & consumer (family) engagement program Dell EMC• Handled roundtables, press conferences & articles Department of Transport• Drafted & proofread Arabic & English press material & website contentMastercard• Handled Consumer Education, CSR & Knowledge Leadership platforms Canon Middle East• Handled corporate Comms strategy, messaging house & media relationsAverda• Devised Comms plans, brand & initiative crisis Comms & managed press office

Handled day-to-day PR activities & client servicing across various sectors:• Automotive: Bosch• Electronics (Corporate): Canon• Fashion/Education: Esmod University• Healthcare Information Technology (HIT): Cerner• IT/Systems Integrator: Novell, STME, Telematics• Project Management: CMCS• Transport/Logistics: Emirates Shipping Line• Sports: Switch Bowling• Media: Fujairah Media Group• Copyright: Arabian Anti-Piracy Alliance• Recruitment: Manpower• Real Estate: Ishraqah, Oqyana, Al Basel Real Estate Brokers• Consultancy/Hospitality: Al Basel Consultancy• Electro-mechanical & Civil Contracting: GENTECH

Writing and reporting on various sectors including business and social stories.