Hafedh Dridi Email & Phone Number

Abu Dhabi, United Arab Emirates

Global

• Leading global operations and implementing Hedayah's multi-donor programming while leading on the day to day activities of the Dialogue and Communications department: Collaborates with governments, national and local actors, CSOs, researchers, and community leaders to foster dialogue, create messaging campaigns, as well as expertise in developing and implementing communications strategies.• Developed and implemented counter-terrorism strategic communications strategies and P/CVE National Action Plan in North Africa, South-East Europe, and Central Asia. • Developed and implemented counter-narrative programs that equips credible religious and community leaders/interlocutors with technical and counter-messaging through strategic communication skills to debunk violent extremists’ narratives and develop contextualized and effective campaigns.• Developed and implemented program tackling terrorist use of the internet through media and information literacy and social media platforms.• Led a project with a machine learning specialist vendor using AI to collect data at scale and develop a series of reporting metrics to improve Government analysis to prevent and counter violent extremism online.

Tunis, Tunisia

• Started the regional office in Tunis, hired resources, on-boarded them and created the operational process.• Managed and coordinated activity strands, including management of activity leads.• Primary contact for UNICEF, the Government of Tunisia and other stakeholders.• Developed strategies and action plan for the effective implementation of activities.• Managed project budget , deliverables, KPIs, campaign reviews.• Ensured delivery against contractual requirements (on time, to budget and delivered strategically).• Reported to UK’s Head Office, and ensuring all work is in line with the company and donor policies.

Tunisia

• Established a strategic communication and marketing plan that aims to support the Ministry of Development and International Cooperation to position the Tunisian Investment Authority as the reference partner for investors.• Supported the Tunisian Investment Authority in designing a strategic communication and marketing campaign, the deployment plan, processes and monitoring and evaluation frameworks.• Assessed and evaluated the capacity of the Tunisian investment Authority communication services.Achievements: • Developed and delivered a strategic communication and marketing plan that aligns the organization’s objectives with the country’s strategies on investment.• Delivered a detailed deployment plan including communication channels, key messages and specific target audiences • Designed a capacity building plan that thoroughly identifies required knowledge and skills.

Tunisia

• Supported in the design of a strategic plan that aims to help a governmental agency to build a balanced, cohesive and resilient Tunisian society, able to combat extremism leading to violence.• Supported the governmental agency in designing campaigns processes and stakeholders’ engagement communication strategy, providing sound methodological and technical support to ensure use of participatory methodologies.• Supported the governmental agency in designing a communication toolkit to support a programme that targets CSOsAchievements: • Developed and delivered a strategic action plan for the Alternative Narrative Platform structure within the government and Ministry in charge of Relations with constitutional institutions, civil society and human rights.• Established the government’s brand online and offline and provided an identity note for the agency to communicate effectively with the different target audiences. • Designed a capacity building toolkit for online strategic communication.

Tunisia And Iraq

• Worked with governmental departments, NGOs, civil societies and private sector clients to strategically address some of the most complex issues in a challenging environment; enabled clients to communicate effectively through delivering compelling and credible unified narrative online and offline.• Designed and managed campaigns that promote public policy goals; research disinformation networks and delivered affirmative messaging strategies. • Worked closely with clients to develop digital communications strategies and build the Iraqi Government’s Digital Services Unit as a centre of excellence to establish good governance, citizen engagement and foster positive dialogue through strategic campaigns across different channels and targeting diverse audiences.• Provided strategic expertise and capacity building to various ministries, authorities and councils.• Produced timely project narratives and financial reports based on clients’ scope of work. • Ensured delivery against contractual requirements (on time, to budget and delivered strategically). • Reported to London’s Head Office, and ensured all work is in line with the company policies. Achievements: • Developed and delivered a strategic action plan for the Iraqi Government’s Digital Services.• Established the government’s brand online and provided a platform for the government to communicate effectively with citizens. • Created a multi-channel portfolio of platforms with original content in Arabic and English that aims to foster a sense of agency and trust in the stabilization process and to undermine Daesh’s narrative of an ineffective Government of Iraq (GoI) by building the GoI’s online presence, its audience reach and engagement as well as positioning the GoI’s as a trustworthy and credible voice. • Built a high-performance unit with more than 30 local staff including programs managers, digital strategists, creative designers, researchers, editors and producers.

Tunisia

• Started the office in Tunis, hired resources, on-boarded them and created the operational process.• Managed and coordinated activity strands, including management of activity strand leads.• Primary contact for the client and other stakeholders.• Developed strategies for the effective implementation of activities.• Managed project budget , deliverables, KPIs, campaign reviews.• Ensured delivery against contractual requirements (on time, to budget and delivered strategically).• Reported to London’s Head Office, and ensuring all work is in line with the company policies.Achievements:• Developed and delivered an online platform (A social publishing channel on Facebook with an accompanying website, which represents the project target audience, their identity and perspectives, and editorialize the issues and challenges facing young people in post- revolution Tunisia). Half million view every week.• Designed and developed a capacity building program working with online influencers who have credibility with, and reach into, the campaign target audience.

Tunisia

• Developed the strategic long-term growth of PM’s market share.• Identified customers’ needs and market opportunities within regulatory/competitive environment. • Put in place the annual brand portfolio by building a plan aligned to long-term strategic vision.• Built organizational capacity to strategically plan and execute the brand plans.• Ensured clear brand role definitions within portfolio range with brand-specific activities/initiatives.• Aligned PM Tunisia’s portfolio strategy to ensure consistency in brands’ approaches. Achievements:• Led the premium segment with 95% share of segment in Tunisia.• Introduced a new product in the medium segment: 0.2% share of segment in 6 months in Tunisia.• Succeeded in shipping 110% of yearly planned products to Libya with a new distribution approach.

Armenia

• Oversaw all marketing, advertising and promotional staff and activities. • Established marketing strategies to meet assigned corporate objectives. • Evaluated customer research, market conditions, competitor data.• Implemented marketing plan changes as needed.Achievements:• Adapted and reviewed the marketing strategy and brand portfolio to make PMI Armenia first ‘slims cigarettes market’ in the world (+50% of sold cigarettes are Slims).• Commercialization of a luxury product and access to a new created upper premium segment for luxuary brands (0.4% share of segment)

Serbia

• Supported brand promise, vision, position, architecture.• Achieved overall business goals for Marlboro brand in South East Europe. • Recommended Brand portfolio mix to develop actionable KPI’s. • Conducted analysis and periodical reviews of the brand, competition and consumer trends. • Created and executed brand strategies and marketing plans, including the management of both the existing product portfolio and new product launches.Achievements:• Led a pilot project for digital platform for consumers in the SEE region: 1st consumer online database and online order for products (+3% Sales increase measured due to the platform).

Tunisia

• Coordinated the preparation of the annual plan to ensure consumer and trade engagement activities are strategically supporting brands in line.• Created budget for consumer and trade engagement activities • Ensured budget monthly tracking and provided solutions for the most efficient utilization. • Proposed creative ideas to improve the consumer engagement activities. • Analyzed & evaluated consumer & trade engagement activities. • Supervised & developed relationships with 3rd party agencies. • Supervised & coached CE Executives. • Ensuring flawless execution for all consumer & trade engagement activities.Achievements:• Implemented an online platform to understand the retail & consumer environment, resulting in consumer engagement increase (+120%), and new retailers’ database to monitor and evaluate sales (1700 new retailers).

Tunisia

• Led a team of 4 subordinates, assessing team performance and brands’ profitability. • Provided clients with effective marketing communication solutions for their brands/projects.• Developed strategic communication plans for each client.• Identified new/out of scope business opportunities. • Directed the overall conceptualization, production and execution of Advertising campaigns and pitches. • Produced projects within given budget and specifications as per the agreed plan.Achievements:• Ooredoo brand become the preferred brand of Tunisian between 16-24 years old – built the brand identity and awareness to create offers dedicated to the targeted audience, resulting in 1.5 million new brand customers over 2 years.

Belgium

• Created advertising campaigns (analysis, briefing, follow-up and feedback). • Launched new products: preparation and follow-up of the launch, Media support planning. Market analysis with Nielsen data and P&L exposure calculations.

Tunisia

• Worked with the client and the account team to understand the client’s business objectives and advertising strategy. • Liaised with the creative agency team, clients and consumers to develop media strategies and campaigns. • Made decisions on the best form of media for specific clients and campaigns. • Applied detailed knowledge of media owners in a range of geographical locations. • Researched and analyzed data to translate ideas into a quantifiable task. • Identified target audiences and analyzing their characteristics, behavior and media habits.

Cpa, Strategic Communications, 85

Master'S Degree, Marketing

The University of Management & Economic Sciences of Tunis is currently Tunisia's largest educational and research institution in the field.