Leadership- Lead Medcare’s progress in its marketing journey across multiple channels to provide a seamless patient experience, increasing brand equity, and contributing to business revenue- Conceptualizing the transformation of the marketing function through the creation of a long-term strategy change program; centralizing planning and execution, and restructuring of five teams to create a central high performing team of specialists across Brand, Digital and PR Strategic planning- Design marketing integrated strategies and building campaigns in line with the group’s business and financial directions - Provide leadership in communicating brand positioning and performance optimization across digital and offline marketing Digital transformation- Lead website development with improved UX, SEO and content strategies, optimizing conversions and achieving 150% increase in traffic (Y19-20)- Co-lead the transformation of appointment booking from call center to omnichannel digital model, and creation of AI chatbot leading to 25% realizations online, and saving of AED~2Mn - Co-lead the digitalization of strategic business initiatives (teleconsultation and homecare platforms) resulting in an average growth of 60% Conversion- Improve the transformation of media planning and buying to adopt an optimized data-centric and always-on digital model, delivering 700% in lead growth (Y19-20) and 30% drop in CPLCustomer segmentation- Develop a patient-centric approach and customer segmentation, which gained improved content engagement, share of voice and consistency - Guide the strategic CRM approach to execute tailor-made content with a reach of 1Mn emailers/month and a click-to-open rate of 22% Brand equity and awareness- Oversee the growth of stakeholders’ profiling averaging 30% of share of voice in T1 media - Increase brand awareness aided by content strategy, innovative business proposition resulting in an increase of 27% in total awareness (Y19-20)

Advised the UAE’s Happiness and Wellbeing team in designing and implementing communication strategies and plans for the promotion of the UAE government’s National Program for Happiness and Positivity

Led communication strategies for a portfolio of 30 clients, managing operations and 20 members, and spearheading the organic growth strategy leading to 13 regional business affiliations and revenue increase of 30%. Win of three Gold awards from The Middle East PR Association.

Achieved an increase in business revenue by 70% in two years by serving as a senior resource for the ideation and supervision of integrated marketing and communication strategies, leading a team of seven communication professionals responsible for clients including: UNICEF, Coca Cola, Hilton Hotels, Rotana Hotels, Nissan, Infiniti, Grohe, Arab Bank (7 markets), Cisco, Sony, Huawei.

CUTA is a national association that supports public transit across Canada. Drove national marketing strategies and communications campaigns to promote public transportation in Canada, providing public affairs counsel to 100+ Canadian municipal transit systems and transportation manufacturers and resulting in a yearly increase of Canadian federal funding for public transportation. Editor-in-chief of the association's national magazine.

Created the marketing function for Ammi Canada, a national association that represents physicians in infectious diseases. Managed marketing campaigns for 200+ members; created content and promotional materials. Co-led the creation of a Canadian National Strategy for Infectious Diseases resulting in an increase of 80% in brand recognition and 100% in program participation.

Supervised the management and execution of marketing and communications campaigns for a regional portfolio of over 20 clients, namely Unilever, Volvo, Bayer Healthcare, American Express, Kodak.