Academic Accelerator Internship | Completed the Academia Accelerators Program focused on Food Security and Sustainability Strategy with Dubai Future Foundation from 8th March 2024 to 25th April 2024, as part of the Master of Business Administration curriculum at Hult International Business School.• Worked with a cross-functional team to conduct primary & secondary research and use insights to help define the best possible food-security strategy given the UAE’s unique needs.• Managed overall project timeline ensuring on-time delivery of each phase of the project. Resulted in completed project being delivered ahead of schedule.• Analyzed data to optimize strategy that would maximize ROI and minimize natural resource utilization.• Presented strategy using biomass fermentation technology to DFF’s executive board, getting them to re-look at investing in a technology they had previously passed on.

Worked at TBWA on four different occasions between 2010 and 2023. Most recently, responsible for the client management and delivery of an immersive, digital platform for NEOM Tourism, and the content that would support it. The main objectives of the platform were to build a waitlist for a destination that wouldn’t open its doors till 2027, and to help change public perception of Saudi Arabia.• Managed $8 million budget for NEOM Tourism across multiple agencies and countries, ensuring funds were allocated to the right resources at each phase of development to best align with current business objectives.• Led project management and created the overall project plan for strategy, exhibitions, and creative campaigns. Successfully delivered exhibition strategy, concepts, and technical designs ahead of schedule resulting in cost-savings for NEOM Tourism and TBWA.• Briefed and directed NEOM Tourism’s PR, media, event, and web development agencies to ensure all work was aligned with internal standards and performance KPIs.• Collaborated with TBWA’s data science team to conduct research and analysis. Used their insights to effectively define target markets, key messages, platforms, and tactics.• Worked with the business development and strategy teams in growing the NEOM business with market research and strategic input for the NEOM Nature Reserve and a yet-to-be-launched island destination.

The Localist is an original media outlet that my partner and I created as a response to Pakistan's sensationalist media. It started off as a weekly newsletter, but morphed into a podcast over time. We engage in conversations with people that the mainstream media might otherwise ignore, but are helping make the world a better place by innovating in their respective industries. Guests have included everyone from economists to start-up founders, urban planners to poets, and everyone else in between.My roles and responsibilities include:- Social Media Strategy- Content Management- Writing/Editing- Overall business strategy- Research- Recording, editing, and hosting each episode

Brought on board by Octanium, a European automotive retail and events start-up, to lead the marketing team. The focus was on creating a social media and earned media strategies and launching the historic 1000 Miglia race in the UAE.• Selected, briefed, and managed external agencies to secure UAE government sponsorship for the 1000 Miglia race.• Organized a successful announcement event for 1000 Miglia UAE with external agencies on an extremely tight timeline, securing coverage from global news outlets, sponsorship from corporate backers, and increasing overall awareness for the race.• Created the future roadmap for marketing department and overall business strategy including how to position the Octanium brand, attract retail clients and investors, and drive footfall after launch.

Joined communications agency, Cosmopole, to lead their growing social media practice. Was part of Cosmopole’s senior leadership team, influencing company-wide strategy and providing mentorship to junior employees.• Grew social media business from one client to 10 in under 12 months during the pandemic, resulting in a yearly revenue of over $1 million.• Expanded social media team from one to four people, putting in place a structure for future growth.• Worked with PR and digital teams to develop integrated creative strategies for clients.Key Client:- Pura Eco Retreats- Chef Middle East- Abu Dhabi Marine- Heritage Express- Grand Hyatt Abu Dhabi

Took a break from the advertising world to pursue my passion for building fitter, happier people. I was a CrossFit Level 1 Trainer and OPEX CCP Candidate at Pakistan's only CrossFit affiliate, CrossFit BNB. I developed and introduced the Foundations program (an introductory program designed to help beginners ease into the regular CrossFit classes), helped coach and improve the adult gymnastics program, and led internal sessions for coaching staff to help improve their client communications skills (using learnings from my hears as an account management professional in advertising). I also organized and hosted MatrixFit's first "open-to-everyone" competition, and held a talk for Standard Chartered Bank's employees on how a fitness program could bests be incorporated into the busy schedules of working professionals. The achievement I am most proud of was helping an unhealthy, middle-aged client completely come off their diabetes medication through lifestyle changes (improved fitness and nutrition).

While taking a sabbatical from the marketing/advertising industry, I was approached by various businesses to consult on social media strategy. I worked with Fighting Fit DXB, VectraCom Pakistan, MatrixFit, Iconic Fitness, and an independent influencer to help define their social media strategies and drive growth.

I was approached by Action Global Communications to rebuild their digital capabilities in the region. In this challenging position, I played a proactive role in new business development, digital marketing strategy, and defining the roadmap for Action Digital in the GCC. The latter point resulted in the re-emergence of Action Digital as a prominent digital marketing agency, as well as the eventual creation of Action Studios. I also created unique digital and social media strategies for each one of our GCC clients working alongside Action Digital's head office in Cyprus. Key clients:Damana Health Insurance/ACE Insurance Brokers (which became Action's biggest client in the region)EcolabFIFA Club World CupAnchor Food ProfessionalsSci-MX Sports NutritionPURE Sports NutritionDubai MotorshowDubai Dental ClinicDubai Bone and Joint Center

WSF Creative was founded with the vision to be a creative content agency serving primarily automotive clients around the world. It was led by the founder of Awesome Group and backed by a prominent Saudi business family. I took on the role of leading our first non-automotive client (Flip Out Dubai), several other accounts, as well as supporting our Head of Strategy. I later took on the role of New Business Director as well, and helped the agency win the al alali, UFC Middle East, Sci-MX Sports Nutrition, and Changan accounts. I crafted social media strategies for several of our clients, and was also involved in account and community management for many of them.Key clients:Jaguar Middle EastLand Rover Middle Eastal alaliPorsche Middle EastDRIVE Channel (at the time the second most popular YouTube automotive channel)Pirelli Middle EastUFC Gym Middle EastSCI-MX Sports NutritionFlip Out Dubai

Digital account lead on Qatar Tourism Authority. Responsible for digital campaign activities including overall digital strategy, websites, mobile applications, activation technology, and web banners. Working closely with the offline advertising team, and overseeing the social media team to ensure digital work is in line with all other communications. Also managed digital accounts for Omniyat, Emirates NBD, Infiniti, Arabian Automobiles, and twofour54. Spent two months as an embedded resource at Emirates NBD, spearheading their digital marketing operations. Successfully led new business pitches for Tania water (Saudi Arabia), Emirates Wildlife Society-World Wildlife Fund (EWS-WWF), and multiple projects for Emirates Islamic Bank.Key clients:Qatar Tourism Authoritytwofour54Emirates NBDOmniyat PropertiesWorld Wildlife FundInfiniti Middle EastArabian Automobiles (Nissan, Infiniti, Renault dealer for the UAE and Northern Emirates)

Worked as part of an integrated account management team on Nike and Emirates. Experience with Nike has included digital strategy for the FC247 - LVL UP campaign, as well as activation for a series of different campaigns (LVLUP, Hypervenom, Free Flyknit, Run Club, and Flash50DXB). Handled a variety of projects for Emirates, including website builds, online campaigns, rich interactive experiences, and new business acquisition. Key clients:- Nike- Emirates Airlines- Sun & Sand Sports

Managed digital accounts across the entire TBWA\ client portfolio including General Electric (GE), Nissan, Infiniti, Henkel, Unilever (Lipton), and Canon. Was the account manager on the Cannes-winning VIP Fridge Magnet campaign for Red Tomato Pizza. Led successful pitches for Infiniti Middle East (social media) and Canon Middle East. Community manager and social strategist for the Infiniti Middle East Facebook page, building the page from scratch and helped craft a unique voice for the brand.Key clients:- Infiniti Middle East- Nissan Middle East- General Electric- Lipton (Unilever)- Canon Middle East- Henkel- Red Tomato Pizza

Worked closely with MasterCard and its regional agencies (PR, events, media, and digital) as well as the global team to coordinate and maintain alignment on all campaigns. Also managed the Barclays UAE and Africa account, analyzing their marketing activities in order to maximize exposure from tight budgets. Helped research for successful Bank Muscat pitch. Key clients:- MasterCard- Barclays UAE & Africa

Social Media Executive for Standard Chartered’s MyMajlis and Effie award-winning, UAE Food Explorer campaigns. Managed insights, and crafted strategy to drive the UAE Food Explorer campaign forward.