Lauren is the Founder and CEO for MUSE, a fully integrated marketing and communication agency based in Europe, North Africa and the Middle East. With expertise in brand strategy, marketing, communication, design, public relations, digital, publishing and event management, MUSE has achieved a lot since opening in 2011, evolving to help businesses realise the potential of their most valuable asset – their brand.We have offices across EMEA, including London, Monaco, Cairo, Doha and Riyadh. Working across a variety of sectors including Government, Hospitality & Tourism, Banking & Finance, FinTech, Insurance, Education, Charity, Retail, Events, and more, our winning combination of strategic planning, creativity and technology enables us to deliver original ideas, tangible business opportunities, sales acceleration and growth, as well as communication infrastructure and compelling brand experiences for our clients.LET US INSPIRE, DISRUPT, DRIVE & ELEVATE YOUR BRAND. TOGETHER.

Lauren Fryer is a visionary leader and the driving force behind Sada Impact, where she dedicates her expertise to helping organizations across the Middle East develop and implement transformative social impact and sustainability strategies. With a deep commitment to creating lasting, positive change, Lauren collaborates with businesses passionate about making a difference, guiding them to give back to their communities, foster social progress, and build a sustainable future. With over 25 years of experience in communications, Lauren's influence extends across multiple industries. As the Founder and CEO of MUSE, she has harnessed her vast knowledge to build impactful marketing and communications strategies, but it’s her personal passion for social responsibility that shines through in her work with Sada Impact. Lauren’s extensive career includes leadership roles at globally renowned organizations such as BBC, CNN, Time Warner, Network Ten, and ITP Publishing, giving her a unique perspective that spans from Melbourne to London, Dubai to Qatar, and Monaco. Her expertise allows her to navigate complex challenges while fostering meaningful partnerships that align business success with societal well-being. Beyond Sada Impact, Lauren continues to shape the regional narrative on social impact and sustainability. She serves on the Strategy Board of the Middle East PR Association (MEPRA), advises New Zealand Trade & Enterprise (NZTE) as a Beachhead Advisor, and contributes as Secretary of the Australia Qatar Business Association (AQBA). Lauren's unwavering dedication to driving positive change through business continues to inspire her work, making her a key figure in the region's social and sustainability landscape.

Lauren Fryer joins MEPRA's Strategy Board, working to raise awareness and build understanding of public relations in the Middle East, both as a profession and as a driver of organisational reputation. The MEPRA Strategy Board serves as an advisory board to the Executive Board and will help identify and shape the strategy for MEPRA moving forward, particularly around our major initiatives including the Leadership Majlis, Academy and Awards ceremony. A Strategy Board Member will be committing to four meetings per year plus time allocated for subcommittee planning, projects and industry social events.Founded in the United Arab Emirates in 2001, MEPRA is the industry body for the public relations and communications profession in the Middle East, with more than 1,000 members from across the agency, corporate and government sectors.

Beachhead advisors are private sector consultants with valuable expertise in exporting or entrepreneurship. NZTE engages Beachhead advisors to assist customers when they have a specific need, challenge or strategy to be developed. Lauren joined NZTE in August 2020 and oversees the Qatar market.

Qanect is a full service marketing and communications agency created and launched in Qatar. Each division works together to offer our clients seamless integration for a complete range of communications, public relations, marketing, design, event management and digital services.

Objective: To actively guide and direct efforts that enhance the company's marketing promotions, packages and philosophy in order to effectively generate positive awareness and in turn generate revenue for the company. Key elements of the role include:Media RelationsPress Release WritingStrategic PlanningMarketing / Collateral DevelopmentAdvertisingEvent managementWebsite development / maintenanceE-commerce / E-marketing / Social MediaCrisis Communication

Objective: To help Harpers Bazaar increase visibility, generate sales and establish market leadership.Brand ManagementManage Regional brand positioning, communications and media strategyImplement & measure annual Readership Survey. Increase profile of the magazine at advertising and consumer levelReview consumer behaviour and implement retail growth strategyOversee 'Harpers Bazaar Branding' workshop-selling seminars, demonstrating value with exclusivityReview, write and implement marketing and sales strategy for next 6-12 months.Seek corporations to align with HBZ brand - build profile through associationIncrease readership / VIP database / subscription drives; Evaluate key client relationshipsIdentify market segments for growth opportunitiesGenerate 'new' businessReview and enhance relationship between Sales and Editorial teams - look at opportunities for development and growth. For example: Creative selling solutions - client advertorials.Sponsorship proposal for 25 Best Dressed Supplement and EventAchievements within this position:Implemented new marketing/sales strategy post launch of magazineIncludes reviewing and implementing new PR strategy for HBZ and co-ordinating PR activity for Best Dressed eventAligning HBZ with relevant organisations - Dubai Ladies Club, Quintessentially; Objective: to increase awareness of HBZ in core target audience.Implemented first Readership survey - Aug, Sept & Oct 2008 issue in order to gain a better understanding of our consumer market.Increased no. of integrated client advertorials in association with Editorial - provided an additional revenue stream for the magazine.Increased advertising spend on all key clients - Qrt 3 vs Qrt 4 Increased spend in 2 categories - automotive & travel - in comparative to the first half of the year. 10-15% respectively.Managed and implemented three sponsorships for 25 Best Dressed supplement - Travel, Jewellery and Fashion.

Titles: TIME, In Style, WHO Weekly, Wallpaper, Sports Illustrated, Bride to Be, Practical Parenting, & English Women's Weekly.Key elements of the role included:Reporting directly to Victorian Sales Director and National Group Sales Director.Work closely with management to develop, plan and implement sales and marketing strategies in order to meet company objectivesAchieve page and revenue targets for the Time Inc. group within specified agency territory and direct client base.Develop and manage loyal client relationships with media partners.Utilizing all aspects of the Time Warner banner to offer greater value to our clients. Offering complete cross promotional packages across TV, radio, magazines, events and online.Develop a thorough knowledge of competitor activity.Pro-actively seek new areas for growth outside existing portfolioAct as 'media advisor' to direct clients new to advertising - requires understanding of all aspects of media Review market research and analyse financial contribution, ensuring our contribution to client media schedules are beneficial to the client Always looking for new ways and strategies of gaining greater cut through.Event Management Driving promotional plans and product launches - taking the media / marketing strategies of the brands off the pages and directly to our readers/their consumers through innovative and exciting events.Achievements within this position:InStyle Magazine - exceeded 2006 budget (up 52%) in an incredibly competitive environment (Women's Fashion/Lifestyle Set). TIME Magazine - exceeded 2006 budget by 200%. This included 66% new business. WHO Magazine - 54% up on QRT 1&2 against last year's (2006) actuals.Project Kettle - planned and implemented an additional advertising supplement for TIME magazine (Watches & Jewellery). Estimated incremental revenue in excess of $500k. This project was presented too and approved by the International board in New York.

Watches, Jewellery, Automotive and RetailKey elements of the role included:Reporting to the General Manager and Managing Director.To effectively distinguish and establish key aspects of MELBOURNEmagazine from its competitors.Developed strategy for 3 new supplement launches and key sponsorship exploitationMonitor all competitive business.Develop and expand existing project business categories.Pro-actively seek opportunities for new businessImplement pro-active selling solutions - putting together project suggestions for existing or new categories (ie; Watch/Jewellery supplements and Property Development supplements) for the business and that the whole team can utilise. Preparation of financial reports/budgets - to ensure that the revenue and market share of my portfolio is increased year on year.Achievements within this position:Implemented and produced two additional motoring supplements - increased revenue within this category by 50%Implemented and produced an additional watch/jewellery supplement in July (Jewel Time) - increased revenue within this category by 35%London Based - Public Relations and Marketing April - December 2004

Objective: Generate magazine and newspaper articles that grab attention on TV and Radio news reports that are seen by millions of viewers and listeners. To increase online coverage that captures the target audience.Key Elements of the role included:Working across both the News and General Programming group, this role consisted of internal and external PR for print, press, online and radio activity.Responsible for the updating of the public affairs contact database.Raise public awareness about BBC Corporate image and individual programming by an average of 10% annually through the development and implementation of the first strategic communications plan. Increased participation in the BBC Community Program through the development and implementation of a program outreach plan. Increase media coverage through the institution of a media relations program, which includedserving as media contact pitching stories to local and national media, including online serviceswriting press releasesproviding print and broadcast interviewsdeveloping media materials such as fact sheets and press kits.

Position: Aligned to the Marketing Department, specifically working within the Event Management TeamAssisted with the launch of CNN.com into Russia. Worked within the Cartoon Network marketing department helping to organise the Royal Children's Cancer Research (Fundraising) Christmas Party.Worked with Cartoon Network - Boomerang on their strategy to launch Boomerang into Eastern Europe. This included online, launch events in 3 major cities, promotional activity, direct marketing and main stream media through Pay TV, print and Outdoor.

In this time I consistently hit aggressive sales / marketing targets and was always rated highly in annual performance reviews for client service, staff management and office demeanour. Key elements of the role included:•Reporting to the Victorian Sales Manager and Group Sales Manager.•Management and implementation of:oInitiating new ideas/generating new business with key advertising agents and through them major corporate advertising buyers (Eg. Ford, Phillips, Gillette, L’Oreal)oCreative selling/solution selling – Example: L’Oreal Video Hits Promotion. For your chance to win a trip to New York… Involved cross promotion across TV, SMS and Online.oEvent / Sponsorship Management – implementation / management of the Ford Aust Motor Sport Sponsorship and Fosters Aust AFL TV Sponsorship, not only the TV component but also on ground, TV editorial coverage, consumer promotions, signage and client entertainment. •Maintaining high level of client service•Preparation of financial reports/budgets – this included detailed and tailored analysis of ratings per market, segment and demographic•Management of sales assistants:oTraining of assistants in all core business activities, client interaction and computer systemsoTraining of all office assistants in office software and client service expectationsAchievements within this position:•Increased TEN’s market share of MindShare’s total business by 9% over a 12-month period.•Increased TEN’s market share of CML’s total business by 4% over the last 6 months (2003/2004) in a highly competitive FMCG market.•Achievement of all monthly/quarterly budgets over the past financial period.•Last financial year (2003/2004) – exceeded Qrt 1 by 5% and Qrt 2 by 30% (which was 30% up on last years growth of 15% - 2004)