I joined the team at Flint Culture as a freelance associate working exclusively with the Royal Commission for AlUla (RCU) in the Kingdom of Saudi Arabia. My work for RCU was broad and included a forensic audit of global cultural destinations and how they market themselves; international stakeholder identification and engagement; strategic counsel regarding the announcements of the Museum of the Incense Road and Contemporary Arts Museum, and copywriting of communication toolkits. I also provided issues management counsel where required.

Edelman – Director – International Affairs September 2021 – August 2022- I was hired to orchestrate and lead a ‘sprint’ project for a government client in the United Arab Emirates, which I delivered successfully to secure a 12 month, seven figure contract. I also played an influential role in new business pitches.Department of Culture and Tourism – Abu Dhabi – I led the global account, leading teams in both London and across the Middle East delivering across four workstreams. I spent 10 weeks implanted in client offices in the UAE to expedite workstream kick-off, during which I led the global announcements of new cultural institutions in the Saadiyat Cultural District, Abu Dhabi.The Natural History Museum – Abu Dhabi: created partnership with influential cultural publication, Monocle, secured editorial exclusive with National Geographic, oversaw production of all communications assets, trained key spokesperson ahead of VIP event and media interviews and oversaw local six-week Abu Dhabi activation media launch.teamLab Phenomena Abu Dhabi – created partnership with influential youth publication, HYPEBEAST, secured significant coverage in architectural press, prepared talking points and guidelines for Chairman visit to Japan, and advised on overall communications strategy.Issues & Crisis – led client counsel and drafted responses during drone strikes on Abu Dhabi in January and February. Advised I&C team in the production of key deliverables.I also oversaw: a very detailed global stakeholder audit, a full re-write of client narrative, key messaging and toolkits across 18 departments including the Louvre Abu Dhabi, successful local activations, and copywriting for senior client leadership among other myriad responsibilities and deliverables.New Business – I leveraged my extensive knowledge of the Middle East to play important roles in global pitches, collaborating with colleagues while providing expert counsel and recommendations.

I was recruited to pick up and lead a global project for a fintech leader and provide strategic counsel and deliverables for a FMCG titan. Finastra - I helped secure a two-phase project to raise the alarm about the threat of algorithmic bias in consumer finance lending. I played a key role in creating the overall narrative and supporting documents for the 360-degree international campaign, working with key stakeholders inside the business to refine the story.Coca-Cola European Partners – I provided strategic counsel on their sustainability strategy, drafted materials for EU policy maker audiences and advised on reputational matters.

I headed issues and crisis communications strategy and execution for industry giants, providing senior strategic counsel and authoring extensive documentation, including reactive statements, positioning and Q&A, as well as delivering media and spokesperson training, overseeing a global team. This included COVID-19 response strategy across a number of clients.• adidas: protected global reputation across a wide range of sports, sponsorships, global event presence, and launch events, neutralising impacts of complex political, social and contractual issues. Trained global executive teams on message delivery, including major new revenue opportunities and technology strategy. Consulted on global COVID-19 response strategy and positioning.• intu Properties: safeguarded brand at both corporate and centre level, advising on response strategies to local, regional and national issues, including COVID-19. Prepared executives for interaction with key regulatory stakeholders.• Wondfo Biotech: provided communications strategies which preserved brand reputation of biomedical company across multiple international markets during COVID-19, including government messaging. • Hiscox: led crisis communications which protected insured clients that were victims of cyber-attacks, including positioning and messaging to end-user customers.• Ford: led major media training engagements for Ford spokespeople.

I provided corporate affairs consultancy and communications projects to major multinational corporates, philanthropic foundations and global sustainability initiatives.• Dell EMC & Atos: created sales messaging for high-profile new partnership between Dell EMC and Atos, activating nine-figure pipeline of business opportunities for the Enhanced Alliance Agreement.• Smith & Nephew: opened new revenue possibilities across >15 markets for Smith & Nephew by positioning ‘Made in China’ as a new global quality standard in orthopaedic products for Asia and MENA.• ESET Cyber Security: Led international crisis response to a global cyber-attack, and subsequently updated ESET’s Global Crisis Response Manual for use by all international employees.• Bureau of International Recycling: created a global conversation about recycling (Reduce, Reuse, Recycle) by promoting the inaugural Global Recycling Day on 21st March 2018 through events in 20 international cities.• Other clients: ADP, Blake Kuwahara, Steelcase / Microsoft, The Five Deeps Expedition and Compassion in World Farming’s Extinction Conference.

JK58 runs some of the Middle East’s largest corporate, arts and culture, music, sport and film events, and I oversaw large teams in the design and delivery.• Dubai Festival City Mall: secured 100% of retail leases for $400M shopping mall development through targeted strategies to drive customer footfall.• Nike Middle East: led race management, logistics and security for 14,000 runners competing in WeRunDubai 10K race.

Joining the Middle East business of one of the world’s leading communications agencies, I worked on major B2C and B2B brands across sectors.• Infiniti: leveraged Formula 1 sponsorship to deliver double-digit year-on-year growth in new car sales.• Sanofi: advised C-suite and drafted content for internal communications to 20,000 employees.• Other clients: Airbus, AW Rostamani (Nissan UAE Dealer), Kia Motors.

I was headhunted to lead major PR campaigns for the world’s biggest brands at this global purpose communications agency.• Mercedes-Benz: broke annual new car regional sales records and contributed to 15 months of consecutive double-digit car sales growth, enabled by best-in-class new car launches and track driving events, and sales-driving Motor Show presence, underpinned by a proactive press office. • Procter & Gamble: led 2012 Olympic Games ‘Thank you, Mom’ sponsorship, driving product sales through early use of influencers, and social media.• Gillette: exceeded sales targets by 20%, formulating a creative launch event and campaign for ProGlide razor in partnership with sports celebrities.• Hewlett Packard: beat sales targets by 18% at GITEX consumer electronics show.• Château Margaux: won Drinks International ‘Best Launch’ award, generating millions of dollars of coverage globally for the world’s most expensive bottle of wine launch. Led to significant new contracts with Emirates Leisure Retail / Costa Coffee. • PepsiCo: secured $150K in new agency revenue through a business development campaign which introduced wholly new PR offering to the brand. • Other clients: MED-EL.

I joined this award-winning integrated creative network, working on flagship accounts across eight MENA markets.• General Motors Middle East: led full regional issues management for US Chapter 11 bankruptcy across eight regional markets and 19 dealer groups, and managed launch of eight new cars which achieved record sales.• Chevrolet: won regional market awards (MENA Effies) for Chevrolet in Automotive and CSR categories with innovative campaigns on safety, including partnerships with schools.• Coca-Cola: led local activation of Sprite Cricket Stars building on brand promise of refreshing authenticity and bringing together people of all backgrounds.• Other clients: Unilever (Dove, Ponds, Sunsilk), Samsung.

As a freelance PR consultant, I worked with top-tier agencies on a range of high-profile clients.• Agencies: Eulogy!, Flagship Consulting, Good Relations, Hill & Knowlton, Ogilvy.***• HSBC UK: drove partnership with HSBC which attracted >500 new Business Account customers through technology offer for entrepreneurs.• VISA: boosted Chip & PIN usage, educating UK business community on benefits of the new technology.• GE Commercial Finance: redefined the proposition to customers through total website copy rewrite.• Other clients: Akzo Nobel, Castrol, Nestlé, Qatar Financial Centre, Royal Mail.

My formative career was spent with a leading global PR and integrated communications agency, where I led major engagements for Global 500 brands. Highlights:• General Motors Acceptance Corporation International Operations (GMACIO): led targeted, high-level media relations in the UK, Europe and Australia which put GM’s global finance arm on the international stage.• Rolex: launched and managed philanthropic campaigns including biennial Rolex Awards for Enterprise campaigns and first-of-its-kind Rolex Mentor and Protégé Arts Initiative.• Port of London Authority (PLA): created reputation management strategy that protected PLA throughout Marchioness disaster inquiry, and ran a series of community education campaigns and activations.• Hewitt, Bacon & Woodrow (Hewitt Associates): positioned HB&W as expert commentator amidst UK pensions crisis.• Roland Berger Strategy Consultants: secured major coverage, creating headlines by publicising key client report findings.• Embraer: ran press office at Farnborough Air Show, publicising $500M of new jet orders.