A complex role leading the ASLI production department and developing the commercial strategy of ASLI as a media ecosystem. Within the first 2 months of the Head of Production role I have lead the team in the conceptualization and production of the first of a series of short fiction narrative films, overseen the second ASLI Roadshow (in Beirut) and corresponding content creation, secured my first Executive Producer credit on the first ASLI co-production with regional content creators Collective, Narcy & Mashrou Leila, produced three episodes of the pioneering live talk show ‘The ASLI Show’, overseen the live streaming of multiple events in the ASLI Studio, am in the process of finalizing the first ASLI documentary with an external global entity and am leading the development of the co-production arm of ASLI. Within the first 2 months of the Head of Commercial Strategy role I have worked with ASLI’s founder and ASLI’s finance offer to develop various business plan pitch presentations focusing on different levels of investors to secure the future of ASLI’s growth within the region, worked with the team to evaluate ASLI’s first distribution offer from an international digital platform, worked with ASLI’s founder and OSN’s legal department to develop legal agreements and commercial terms for content creators, external entities and commercial partners, coordinated relationships with existing and new commercial partners and offerings, developed a detailed commercial strategy ready to implement with the second phase of ASLI’s development, attended meetings with international studio spaces and potential media partners in the ASLI roadshow and coordinated with the corporate departments of WAVO and OSN to provide a consistent insight into ASLI’s developing commercial strategy.

A project-basis consultancy tasked with creating a new role within Surf House Dubai as Head of Digital & Strategy. Within the role I developed and implemented brand identity, brand strategy, digital media & marketing strategy, a program of events and activations, A-Z social media execution, corporate partnerships, video & photography campaigns and e-commerce website design & operation.

Head of Production in charge of the following team heads and their departments (a total of 20 staff) - Head of Post Production, Head of Video Production and Head of Photographic production. In addition I carried out business development, account pitching, client servicing and financial management with the CFO.Some of the clients I produced work for:Chevrolet – Traverse 2018 regional TVC (TV, digital screens, social, digital advertising). Chevrolet – Best Ever Line Up video and photography (SZR billboard, social media, digital advertising). TBWA – Nissan V6 Patrol, Nissan LVC, Infiniti DSF 2018 (SZR Billboards, digital advertising). Sephora & Estee Lauder – Glam Glow 2018 campaign (Social Media videos, digital advertising). Smashbox – Event coverage video. Chopard – Ice Cube Campaign – (Social media, digital advertising). FENDI – ‘Rumi’s in Dubai’ video (Social media video). Mercedes Middle East – Social Media videos. Meydan Hotel – Full media campaign. Bab Al Shams – Full media campaign. Crowne Plaza Hotel & Intercontinental Hotel – Social Media videos. Oasis Water – Social Media videos. Encurve – Product videos. Rove Hotel – Photography campaign. Namshi – Season photography campaign. Bloomingdales – Seasonal photography campaign. Emaar – Festive Season campaign (Digital advertising, social media). Collaborations with agencies – Commonwealth (McCann), TBWA, ImpactBBDO, Insignia and others.

Brand manager for brands held under distribution in MENA by ‘Sunday Showroom’ including Deus Ex Machina, RAEN, Stighlorgan.My role included managing a sales and warehouse team of 5 staff, yearly growth & business development strategy and implementation, seasonal fashion, accessories & hardware buying, inventory management, sales reporting & sales projection, finance, shipping and logistics, team management, PR, marketing, brand strategy, retail store management including fit out & construction coordinator, staffing, stock control, pricing, VM, promotions and activations, business development, cultural event management, retail event management (including SOLEDXB, Beach Canteen, Market Out The Box), event video & photo coverage, A-Z social media account management, campaign content production, ambassador relations, reporting directly to Global Brand Directors and attending sales conferences and trade shows globally (Milan, LA, Bali). Under this role I managed wholesale & retail account management, growth and account acquisition including 3 retail outlets in Dubai & Abu Dhabi (including opening and running a store in Galeries Lafayette, Dubai Mall) and 6 distribution outlets.

Managing a team of 3 social media community managers and a production department of 7 staff (videographers, editors, designers and photographers) to run A-Z social media accounts for the below clients. My role included – social strategy, new trend & technology analysis, content calendar creation, copywriting, campaign concepts and production, video and photo content production, event ‘packages’ including concept, celebrity management, media coverage, live streaming and reporting, analytics, media buying, business development, client pitches and client servicing.Clients: Yas Mall (Aldar), Abu Dhabi Police HQ, Corona ME, Stella Artois ME, Deus Ex Machina – Arabia, RAEN Arabia, Stighlorgan Arabia, Joe & Sons, ECmyLife, LUMAS Middle East, Faraj Fund and others.

Lead coach & team manager overseeing the schedule of 4 surf coaches and the marketing material output of 2 photographers and 2 videographers. Within this role I oversaw and executed the delivery of 7 day coaching packages (including video & photography content packages). Under the guidance of the Surf School owner I executed a content strategy on social media in the early days of Facebook, YouTube & Instagram to turn a startup business into an exclusively sold out surf school for 7 months a year.

Senior surf coach in a team of 10 surf coaches. Managing 10-day coaching packages for clients in South West France.

Working under the surf camp owner to pioneer a surf coaching business in Sri Lanka, attracting clients from around the world.

Leading surf instructor in Newquay's busiest surf school, regularly coordinating and administering lessons from large groups (70+) to private one on one lessons. Requires NARS Beach Lifeguard and BSA Level 1 Surf Instructor Qualification.

Began as bar staff, within 1 month promoted to general bar supervisor, covering a range of different bars from private function rooms to a 600 capacity venue. Within the 2nd month promoted to VIP bar supervisor, looking after both paying customers and world class performers (world famous djs, special appearance celebrities etc).

Manager of this independent camera shop, taking on all sales and stock replenishment duties involved in running the shop, including supervising three other members of staff.