In my role, I lead The Exhibit’s Digital Branding portfolio, which I founded in 2020 to complement the agency’s physical branding and below-the-line offerings. My approach is a blend of strategic vision, communication principles, branding fundamentals, and creative writing. I've delivered projects for clients in healthcare, investment, consulting, retail, corporate, and government. These projects include: 📌Strategy: integrated marcom strategy, personal branding roadmap, content… Show more In my role, I lead The Exhibit’s Digital Branding portfolio, which I founded in 2020 to complement the agency’s physical branding and below-the-line offerings. My approach is a blend of strategic vision, communication principles, branding fundamentals, and creative writing. I've delivered projects for clients in healthcare, investment, consulting, retail, corporate, and government. These projects include: 📌Strategy: integrated marcom strategy, personal branding roadmap, content strategy, brand identity development, brand guidelines, social media playbook, and policy manual development. 📌Brand assets and storytelling: PR and media relations, website (turnkey), web copy, collaterals, and multimedia (films & voiceovers). Key responsibilities: ☑️ Build credentials in design and storytelling. ☑️ Identify and develop opportunities in brand storytelling services, mapping resources and processes as needed.☑️ Develop brand communication strategies, ensuring alignment with client goals and market trends.☑️ Lead the strategic, operational, and delivery aspects of projects, guiding clients (individuals and brands) towards long-term goals and growth.☑️ Oversee the development of brand narratives for various channels, including digital platforms, social media, websites, and traditional media outlets.☑️ Accountable for overall profitability, quality, relationships, and client satisfaction.☑️ Lead client reviews and maintain a big-picture strategic view of business goals.👉 Clients: Knowledge Fund Establishment, Mohamed Hareb Al Otaiba (MHAO) Group, Abu Dhabi Center for Shelter and Humanitarian Care (Ewaa), Louis Vuitton (LVMH), The Doris Duan-Young Autism Center, Lattafa Perfumes, Scope Investment, and Diversified Integrated Sports Clinic, among others. Show less

Providing strategic guidance and storytelling expertise for individuals and brands, with a focus on personal branding. Working with partner agencies The Exhibit and Esstec among others on design and storytelling projects for clients in health, finance, consulting, retail, corporate, and government sectors.Key responsibilities: ☑️ Oversee the development of personal branding strategies, helping clients position themselves effectively in their industries.☑️ Craft and execute brand… Show more Providing strategic guidance and storytelling expertise for individuals and brands, with a focus on personal branding. Working with partner agencies The Exhibit and Esstec among others on design and storytelling projects for clients in health, finance, consulting, retail, corporate, and government sectors.Key responsibilities: ☑️ Oversee the development of personal branding strategies, helping clients position themselves effectively in their industries.☑️ Craft and execute brand communication strategies and PR initiatives across multiple platforms.☑️ Lead the strategic, operational, and delivery aspects of projects, guiding both individuals and businesses toward growth.☑️ Advise senior executives on thought leadership and personal brand positioning.☑️ Provide creative direction and brand storytelling to elevate engagement and visibility.☑️ Develop compelling brand narratives for digital, social media, websites, and traditional media channels. Show less

When I joined Dubai Healthcare City, I managed the scope of an outsourced PR consultancy. Shortly after, I set up the communication unit with an in-house team whose remit grew to serve the wider Marketing and Communication scope at a group-level. My portfolio covered strategic corporate initiatives, internal-external communication, stakeholder engagement programs, media relations, crisis communication, and reputation management. During my tenure, I was a core member of several… Show more When I joined Dubai Healthcare City, I managed the scope of an outsourced PR consultancy. Shortly after, I set up the communication unit with an in-house team whose remit grew to serve the wider Marketing and Communication scope at a group-level. My portfolio covered strategic corporate initiatives, internal-external communication, stakeholder engagement programs, media relations, crisis communication, and reputation management. During my tenure, I was a core member of several launch projects including the first international collaboration ‘Dubai-Macau TCM Exchange Program’ (2019), and several industry platforms including Best Practice Conference (2018), Dubai Healthcare City Authority Excellence Awards (2017), and the UAE Clinical Simulation Conference (2014). I was also a member of internal committees including COVID-19 Task Force (2020), Employee Engagement Committee (2018), Internal Reward Program (2017), and Subsidiary Risk Committee (2016).Key responsibilities: ☑️ Delivered strategic integrated communications initiatives across media relations, internal-external communication, and stakeholder relations at a group level, including international trade delegations. ☑️ Provided PR advisory to business units in investment, regulatory, healthcare and education verticals across various programs and initiatives.☑️ Oversaw employee and customer communication for the free zone.☑️ Developed comprehensive content strategies for brand activations and marketing deliverables, ensuring consistent messaging.☑️ Developed policies, guidelines, and budgets to streamline communication processes and ensure effective resource allocation.👉 Stakeholders: Former Office of HRH, Chairperson of DHCA; Board Members; UAE Ministry of Health & Prevention; Dubai Health; Dubai Investment Development Agency (Dubai FDI); 300+ clinical and non-clinical partners in the DHCC free zone; Mohammed Bin Rashid University of Medicine and Health Sciences; and CNN, among others. Show less

Beat reporter for the UAE Desk, covering health sector along with special coverage assignments, breaking news stories, and multimedia segments.

Feature writer covering community issues, profiles and photo essays. I conceptualized covers, directed lifestyle shoots, and executed video assignments. In addition, I handled social media for the magazine.

Editing, writing, and commissioning features. Also handled production.