As a Senior Consultant, I provide strategic communications guidance for business-as-usual and transformative initiatives, focusing on purpose, reputation, and effective communication strategies. I lead strategic consulting projects for clients in diverse industries and cooperate with senior management to develop customised solutions tailored to meet clients' specific needs and challenges.• Collaborated with key stakeholders, including the leadership team, at Allwyn (Group & UK) in navigating a new era post-M&A, overseeing transition of Camelot US and UK to Allwyn, the new operator of the National Lottery's fourth license (UK).• Contributed to development of campaign plans for the 3-year sponsorship of Wings For Life World Run, including an impactful initiative to raise awareness for Spinal Cord Injury. Achieved 250+ media placements through collaboration with British Olympian and Sports Commentator, Colin Jackson.

Previously, I led the charge of PRM’s contract to support NEOM’s key stakeholders across marcomms and events, social media, community management and media buying, as well as internal communications. NEOM is a $500BN giga-project in Saudi Arabia; the vision of HRH Crown Prince Mohammed bin Salman. 30x bigger than Singapore, it is a greenfield project consisting of multiple cities. It will be a destination, a home for people who dream big and want to be part of building a new model for sustainable living, working and prospering.Key achievements: - Recent launch of THE LINE - global, multi-channel, paid & organic digital campaign.- Mercedes EQ Formula E Team Principal Partnership; global announcement and sponsorship execution. - ‘The Pioneers’ campaign delivered millions of views, increase in Twitter followers, website visitors and engagements.- Successful delivery and execution of the G20 microsite creation and performance campaign.

Following the acquisition of Benihana by Minor International, I was hired to reengage and update the brand, working to refresh all aspects of Brand/Tone of Voice/Marketing/PR and continuity in guest communications, both online and offline. Key achievements: • In a brand over 50 years old, engagement increased +3000% • Delivered an investor outreach and acquisition programme, resulting in new deal negotiations in Europe, Africa, Canada and Asia. • Designed and managed new brand partnerships and campaigns to reengage consumers exceeding all agreed KPIs (e.g. A-list celebrities, food & drink ambassadors, industry partners)• Successfully organised the annual global franchise conference• Identified changing consumer trends to build new beverage strategies; o Engaged ‘The Cocktail Professor’ to leverage consumer trend of higher gross spending at lower volumeso Introduced a new digital gift voucher programme that tripled sales

Under my leadership, the Doha office of Asda’a Burson-Marsteller (Asda’a B-M”) has successfully broken profit records and created a diverse and dynamic mix of governmental and private clients within Qatar and internationally; these achievements are more significant given the unprecedented regional political climate within which we operate. My personal contribution both in terms of new business generation and ensuring the highest quality on client deliverables has been key. Asda’a B-M has earned its reputation over the past decade as the Middle East’s largest independent public relations consultancy and the benchmark of PR practice in the region. As part of this and under my management, the Qatar office has developed and implemented strategic and project based campaigns and activations for landmark projects, brands and events.Client wins and portfolio includes: Qatar Airways, Msheireb Properties (Msheireb Downtown Doha), NBK Autos (Mercedes-Benz), Doha Film Institute, Doha Watches & Jewellery Exhibition (DJWE 2017 & 2018), Doha International Maritime and Defence Exhibition (DIMDEX 2018), Qatar Airways, Raytheon, Total (NOC), Darwish Holding, The International Anti-Corruption Awards – ROLACC (2016, 2017), Heya Arabian Fashion Exhibitions in 2017, Qatar International Boat Show 2016, Qatar British Business Forum.

Lead of the Grayling Qatar portfolio. Recent win includes Kempinski Hoteliers, Europe's oldest luxury hotel group. Tasked with handling the launch of five-star hotel Marsa Malaz Kempinski, The Pearl - Doha, Qatar's new premier destination.Working across a diverse portfolio including Northwestern University Qatar, Qatar MICE Development Institute (QMDI) and most recently completed the management of communications for Qatar Foundation Research and Development's flagship international conference ARC. Brought originally to Qatar at the start of 2014 to develop and activate bespoke communications for the phased opening of Qatar’s largest infrastructure project to date, Hamad International Airport (HIA). As a fully embedded member of the in-house team at the multi-billion dollar structure until August, the intensive programme gained widespread traction across GCC and Global media.Activity for Qatar’s new aviation hub included;- Strategy Building and Plans Activation- Robust Media Relations Programme- Extensive Bilingual Traditional, Social and Website Content Development- High Impact News Schedule- Crisis and Issues Management- Event Management (including IATA)- Launch of Social Media Channels - Stakeholder Engagement

Campaign and project led work across a diverse portfolio sectors, including;- A 14 month secondment at Activision Blizzard managing one of their three core video game franchises, Skylanders. Within the role, I was responsible for the strategic direction and planning for the pan-European campaign across eight markets, managing Activision’s stakeholders within the EU and global teams, as well as handling Activision’s Skylanders pan-European agency team at The Red Consultancy.- Planned and executed PR campaigns for the UK arm of the global Samsung Olympic Sport Sponsorship of Sochi 2014 Winter Olympic Games, London 2012 Olympic Games and Innsbruck 2012 Youth Winter Olympic Games.Overall portfolio includes; Air France + KLM, Badoo, Centrepoint, Flybe, Dubai Tourism, ICE, Kelkoo [UK + EMEA], Ladbrokes, McDonalds Sport, Virgin Holidays & Hip Hotels, ebookers.com, Becta – The Department for Education, Multimap, Experian, Nintendo, Skyscanner, Habitat and Veuve Clicquot.