As I joined Core Developments at its inception, my responsibility was to build the corporate and project brands from the ground up and establish a foothold in the Red Sea real estate market. I executed and oversaw the creation of the brand identities for Core Developments and both its existing and forthcoming projects including Alcamar Sahl Hasheesh, Del Ray, Port Ghalib Marina Towers, and the Al Fanar District. I was responsible for developing and executing the annual marketing strategy and budget and overseeing all brochure and website development, outdoor and digital campaigns, lead generation activities, on-ground activations, and B2B/B2C events as well as consultation for project concepts and design, media production, and CGI rendering. I was responsible for most outward communication for the company including writing website and brochure content, social media captions, slogans, ad copy, newsletters, scripts and investment proposals.

My role at ERC was to serve as the link between the Sahl Hasheesh site and the Cairo head office as it pertained to their marketing activities. During my time at ERC, it was our objective to market the Sahl Hasheesh destination to attract large developers and operators as well as further develop and market its existing outlets and projects to end users. It was my responsibility to arrange and execute participation at international exhibitions for tourism and real estate (including WTM London, ITB Berlin, A Place in the Sun London, and others). I also participated in marketing and executing large-scale cultural and sporting events to attract potential clients to the destination in cooperation with brands such as Trifactory, ByGanz, Pacha, Blurr Entertainment, and others. In addition to my on-ground responsibilities, I was also responsible for overseeing all outsourced agencies activities related to advertising, design and social media marketing.

I was hired by Toolbox Marketing Consulting to handle the project management for the ERC/Sahl Hasheesh account and serve as their outsourced marketing manager. Our objective with the ERC account was to develop the brand identity and brand positioning of the project as a fully-fledged destination for tourism, real estate investment and a pillar of the Red Sea community. Our activities included upgrades to marketing materials, participation in international tourism and real estate exhibitions and event organization and promotion. In my role, I facilitated the development and implementation of an enhanced marketing strategy to revitalize the destination. My time was spent between the Toolbox Cairo office and ERC’s Sahl Hasheesh site office to implement and oversee all marketing activities.

As the PR Coordinator for Soma Bay Development Company, my responsibilities were very diverse in marketing the Soma Bay destination. Working with their international PR agencies, I was responsible for reviewing and approving press releases and advertisements, participating in quarterly action plans and reports, as well as organizing and hosting press groups, VIP visits and promotional events. I was responsible for all online activity in Soma Bay including social media strategies and management, writing and updating all website content. I participated in the re-branding strategy for the destination during 2012 as well as the implementation/quality-check of the brand implementation. During my time at Soma Bay, I was responsible for a majority of the company's English language material (website text, destination and real estate brochure text, and magazine articles in local and international publications).