• Responsible for New Business Development across MENA • Lead, manage and grow the regional F&B, promotions and hardlines categories • Collaborated with AD sales team to deliver cross department incremental revenues • Aligning and developing regional strategies to adapt and/or implement international brand strategies• Implementing actions to achieve the set budgets and KPI’s by Brand portfolio • Instigated the introductions to potential LBE partners i.e. CN Café & Hotel• Delivered multiple 360º Advertising + Licensing campaigns • Delivered the 1st Guinness record winning campaign in KSA • Won the pitch for the first 18 month QSR promotional calendar with a regional QSR• Develop new licensing business opportunities outside the usual sales channels and industry framework • Cultivating and managing a large network of relations across FMCG companies, consumer products, retailers, distributors, real-estate developers, Mall Owners, Universities, etc.

• Launched and established the 20too licensing business in the MENA region along with the GM • Represented some of the world’s most popular entertainment and character brands and portfolios, such as Hasbro, DreamWorks Animations, Sony Pictures, IMPS (Smurfs), Paws (Garfield), Moose, and more • Grew the 20too IP portfolio presence in the Middle Eastern North Africa region. • Initiated and Launched multiple themed entertainment initiatives - Monopoly X MAF (E), DreamWorks X Dubai Municipality (I)• Implemented actions to achieve the set budgets and KPI’s by Brand/Brand portfolio • Aligned and developed regional strategies to best mirror international brand development strategies • Managed licensees to ensure compliance to Licensor standards • Cultivated and managed a large network of relations across consumer products, retailers, distributors, live shows, themed event