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Digital and social media leader with 14+ years of experience across the GCC and EMEA, combining agency, consultancy and client-side expertise. I lead social strategy, paid advertising, content production, performance reporting and client servicing for government, tourism, retail, financial services, technology and global-event organizations. I direct cross-functional teams, translate performance data into strategic recommendations, and present results to senior stakeholders. I’ve managed a $1.8M paid media budget, delivered 29.25M audience reach, and helped grow a major brand’s social audience by 300% within nine months.…Digital and social media leader with 14+ years of experience across the GCC and EMEA, combining agency, consultancy and client-side expertise. I lead social strategy, paid advertising, content production, performance reporting and client servicing for government, tourism, retail, financial services, technology and global-event organizations. I direct cross-functional teams, translate performance data into strategic recommendations, and present results to senior stakeholders. I’ve managed a $1.8M paid media budget, delivered 29.25M audience reach, and helped grow a major brand’s social audience by 300% within nine months.

Aida Al Barwani

Digital Marketer, Project Manager, Social Media Manager, +3

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Digital and social media leader with 14+ years of experience across the GCC and EMEA, combining agency, consultancy and client-side expertise. I lead social strategy, paid advertising, content production, performance reporting and client servicing for government, tourism, retail, financial services, technology and global-event organizations. I direct cross-functional teams, translate performance data into strategic recommendations, and present results to senior stakeholders. I’ve managed a $1.8M paid media budget, delivered 29.25M audience reach, and helped grow a major brand’s social audience by 300% within nine months.…Digital and social media leader with 14+ years of experience across the GCC and EMEA, combining agency, consultancy and client-side expertise. I lead social strategy, paid advertising, content production, performance reporting and client servicing for government, tourism, retail, financial services, technology and global-event organizations. I direct cross-functional teams, translate performance data into strategic recommendations, and present results to senior stakeholders. I’ve managed a $1.8M paid media budget, delivered 29.25M audience reach, and helped grow a major brand’s social audience by 300% within nine months.

Available to hire

Digital and social media leader with 14+ years of experience across the GCC and EMEA, combining agency, consultancy and client-side expertise. I lead social strategy, paid advertising, content production, performance reporting and client servicing for government, tourism, retail, financial services, technology and global-event organizations.

I direct cross-functional teams, translate performance data into strategic recommendations, and present results to senior stakeholders. I’ve managed a $1.8M paid media budget, delivered 29.25M audience reach, and helped grow a major brand’s social audience by 300% within nine months.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

Work Experience

Account Director - Freelance at MEMAC Ogilvy

April 1, 2024 - November 30, 2024

Serve as a senior point of contact for clients, managing relationships, campaign priorities, timelines, approvals and expectations across multiple workstreams. Direct and mentor a cross-functional team of content creators, producers and account managers, reviewing output for quality, consistency and brand alignment. Oversee multi-channel content calendars and coordinate with media planners, creatives, production teams and vendors to deliver integrated campaigns. Guide content and creative execution to strengthen brand awareness, engagement and relevance across regional audiences.

Social Media Analyst & Paid Media Lead - Contract at Supreme Committee for Delivery & Legacy

February 1, 2022 - July 31, 2023

Led social media analytics and performance reporting for FIFA World Cup Qatar 2022, producing quantitative and qualitative insights that influenced marketing and content strategy. Developed data-driven reporting frameworks and maintained weekly, monthly and quarterly reporting packs reviewed by the Chairman, Executive Council and senior country leadership. Translated performance data into strategic recommendations that guided content planning, paid media decisions and campaign optimization. Managed a $1.8M paid media budget for the Arabic Road to 2022 account, achieving 29.25M audience reach. Directed multimedia content production for paid social, surpassing KPI benchmarks, and led real-time social monitoring during the tournament to support brand safety and crisis management.

Freelance Digital Marketing Consultant at Croud & Independent Clients

October 1, 2021 - Present

Lead integrated marketing strategies across digital, social and traditional channels for clients in hospitality, lifestyle, technology and government. Plan, manage and optimize paid media campaigns using Meta Ads Manager and Google Ads, aligning audience targeting, creative and budget allocation with client objectives. Manage end-to-end campaign delivery from concept and briefing through content development, performance monitoring and post-campaign reporting. Analyze performance and translate results into clear client reports, actionable recommendations and ongoing content and media adjustments. Direct paid media creative and collaborate with designers, copywriters and content creators to deliver cohesive, audience-focused campaigns.

Freelance Digital Marketing Consultant & Growth Strategist at Various Clients

May 1, 2019 - April 30, 2022

Provided 360-degree digital marketing consultancy to startups, e-commerce businesses and service-based organizations, supporting brand growth and market presence. Developed and executed Watermelon.Market’s digital growth strategy, increasing impression share by 47% within two months. Managed SEO, website performance and GA4 migration initiatives to improve organic visibility and analytics capability. Launched and managed social media, email marketing and CRM databases, alongside brand identity and public relations support.

Digital Project Manager - Contract at Dubai Tourism

July 1, 2018 - April 30, 2019

Managed major campaigns and projects including Dubai Shopping Festival, Dubai Fitness Challenge, Eid in Dubai and Summer in Dubai. Led delivery from planning through execution, setting targets, tracking performance and reporting progress to stakeholders. Managed budgets, scope changes, resources, timelines, documentation and project risks across business, creative and technical teams. Oversaw change management and maintained project documentation to keep campaign delivery aligned with approved scope and governance requirements. Conducted post-project evaluations to identify lessons learned and improve future delivery processes.

Digital Marketing Consultant - Contract at National Bank of Abu Dhabi

October 1, 2015 - October 31, 2017

Strengthened community engagement processes and established social media guidelines, contributing to the bank receiving the regional Best Engaged Bank on Social Media award. Managed and developed marketing executives while using analytics insights to inform investment decisions in marketing and technology. Directed financial literacy webinars that attracted more than 500 attendees and positioned the bank as a trusted source of community education.

Social Media Executive at Emaar - The Dubai Mall

June 1, 2013 - June 30, 2014

Developed and executed The Dubai Mall’s social media strategy, growing its fan base by 300% in nine months and positioning it as the most-followed mall worldwide at the time. Delivered social media support and training to more than 1,000 retailers. Developed brand guidelines, crisis planning and business continuity strategies. Planned and delivered The Dubai Mall’s first blogger event and viral social campaigns.