Available to hire
Hi, I’m Sumit Augustine, a Marketing Communications and PR professional based in Dubai with 12 years of experience helping brands tell their story across healthcare, hospitality, luxury, finance, and technology. I specialize in corporate communications, media relations, and brand messaging, and I manage end-to-end PR campaigns from planning to execution.
I’ve led strategies that boosted brand visibility and secured 150+ media placements in tier-1 outlets annually, while coaching C-level leaders for high-profile media engagements. I build consistent external communications across the UAE and GCC, elevating reputation and stakeholder trust.
Language
English
Fluent
Work Experience
Assistant PR Manager at Aster DM Healthcare (Medcare Hospitals and Medical Centers)
October 1, 2023 - PresentHandled corporate communications for Medcare Hospitals and Medical Centers; secured 150+ media placements annually across tier-1 publications and digital platforms; oversaw all PR activities, coordinated media inquiries, and managed interview requests; prepped C-level executives for media engagements; crafted press releases, byline articles, and expert opinions; organized high-profile media press conferences hosting 50+ UAE media representatives; managed PR agencies to meet share of voice targets; analyzed PR metrics to optimize campaigns; evaluated partnerships and sponsorships; led PR campaigns that elevated brand visibility.
Media Relations Executive at Ewings LLC (Mahzooz)
September 1, 2023 - September 9, 2025Increased media presence from 20% to 60% through human-interest stories, CSR press news, and winner announcements; developed compelling press materials and pitched feature stories; acted as primary liaison for journalists; facilitated interviews and editorial meetings; monitored coverage and provided strategic recommendations to improve PR outcomes.
PR Account Executive at Yardstick Marketing
July 1, 2022 - September 9, 2025Managed PR campaigns for lifestyle clients including Ajmal Perfumes, Landmark Group, The Little Things, and Big Bad Wolf; drafted press releases and content pieces; improved brand perception through strategic messaging; strengthened media relationships; facilitated interviews and editorial meetings to broaden brand reach.
PR Executive at Misonika
November 1, 2021 - September 9, 2025Developed PR and personal branding strategies for tourism and finance clients; created press releases for finance and technology clients; ensured smooth execution of PR activities and built strong media relationships; positioned clients as industry thought leaders.
Marketing & PR Coordinator at Fairmont
February 1, 2020 - September 9, 2025Led public relations efforts to elevate brand visibility through multi-channel outreach and targeted media campaigns; coordinated press conferences, media events, and content creation; managed executive media training; tracked and analyzed media coverage to refine strategies and maximize PR ROI.
Marketing & PR Associate at Kerzner International
September 1, 2014 - September 9, 2025Supported senior leadership in developing marketing performance reports and campaign evaluations for luxury hospitality brands; managed creative assets and product collateral; conducted media monitoring to identify PR opportunities and improve brand positioning in the luxury hospitality market.
Assistant PR Manager at Aster DM Healthcare
October 1, 2023 - PresentOversees corporate communications for Medcare Hospitals and Medical Centers, ensuring messaging consistency across print, broadcast and digital platforms. Secures high-level medical expert placements in UAE healthcare outlets; coordinates high-profile press conferences and media engagements; manages PR campaigns and agency partnerships; preps C-level executives for media interactions. Delivers PR metrics and ensures SoV targets are met, contributing to a 40% rise in brand visibility.
Media Relations Executive at Ewings LLC (Mahzooz)
September 30, 2023 - September 9, 2025Expanded media presence from 20% to 60% through human-interest stories, CSR press initiatives, and winner press conferences. Developed press materials and pitched feature stories to national, regional, and trade outlets; acted as primary liaison for journalists; monitored coverage and provided strategic PR recommendations.
PR Account Executive at Yardstick Marketing
July 31, 2022 - September 9, 2025Managed PR campaigns for lifestyle clients including Ajmal Perfumes and Landmark Group; increased positive media coverage by 20%. Drafted press releases and content pieces, improving brand perception. Strengthened media relationships, facilitated interviews, and ensured timely responses to inquiries.
PR Executive at Misonika
November 30, 2021 - September 9, 2025Developed PR and personal branding strategies for tourism and finance clients; created press releases for Fincasa Capital, Paymentology, and MENALAC that garnered substantial media attention. Executed PR activities to maximize exposure and built strong media relationships.
Marketing & PR Coordinator at Fairmont
February 29, 2020 - September 9, 2025Led public relations efforts to elevate brand visibility through multi-channel outreach, coordinated press conferences and events, and conducted executive media training. Tracked media coverage and refined strategies to maximize ROI, maintaining brand voice consistency across campaigns.
Marketing & PR Associate at Kerzner International
September 30, 2014 - September 9, 2025Supported senior leadership in developing marketing performance reports and campaign evaluations for luxury hospitality brands. Managed creative assets and marketing collateral distribution, conducted media monitoring to identify PR opportunities and strengthen brand positioning.
Assistant PR Manager at Aster DM Healthcare
October 1, 2023 - PresentHandled corporate communications for Aster's premium healthcare group - Medcare Hospitals and Medical Centers, ensuring consistent and impactful messaging. Secured 150+ media placements annually across tier-1 publications and digital platforms, enhancing brand presence for Medcare Hospitals and Medical Centers. Oversaw all public relations activities, coordinated media inquiries, and managed interview requests to improve brand visibility. Prepped C-level executives for media engagements and roundtable discussions, ensuring impactful brand representation. Crafted press releases, byline articles, and expert opinions, aligning content with brand messaging and audience expectations. Organized high-profile media press conferences, hosting 50+ UAE media representatives to drive strategic communication efforts. Managed PR agencies to meet share of voice targets and delivered on monthly PR plans. Analyzed PR metrics and delivered performance reports to optimize future PR campaigns. Evaluated p
Media Relations Executive at Ewings LLC (Mahzooz)
September 1, 2023 - September 9, 2025Increased the media presence from 20% to 60% through human interest, success stories, CSR press story initiatives, and winner press conference announcements. Developed compelling press materials and pitched feature stories to national, regional, and trade journalists, achieving widespread media coverage. Acted as the primary liaison for journalists, facilitating interviews and editorial meetings to strengthen media relationships. Monitored media coverage, tracked key performance metrics, and provided strategic recommendations for enhancing PR outcomes.
PR Account Executive at Yardstick Marketing
July 1, 2022 - September 9, 2025Managed PR campaigns for lifestyle clients including Ajmal Perfumes, Landmark Group, The Little Things, and Big Bad Wolf, increasing positive media coverage by 20%. Drafted press releases and content pieces, improving brand perception by 10% through strategic messaging and story angles. Strengthened relationships with media outlets, ensuring timely responses to inquiries and maximizing coverage opportunities. Facilitated interviews and editorial meetings, amplifying brand storytelling efforts and broadening brand reach across target publications.
PR Executive at Misonika
November 1, 2021 - September 9, 2025Developed and executed innovative PR and personal branding strategies for tourism and finance clients to enhance brand reputation. Created press releases for finance and technology clients including Fincasa Capital, Paymentology, and MENALAC that garnered substantial media attention. Ensured the smooth execution of PR activities to maximize brand exposure in relevant industry publications and media channels. Built strong media relationships to secure valuable coverage and position clients as industry thought leaders.
Marketing & PR Coordinator at Fairmont
February 1, 2020 - September 9, 2025Led public relations efforts to elevate brand visibility through multi-channel outreach strategies and targeted media campaigns. Coordinated press conferences, media events, and content creation, ensuring alignment with brand voice and marketing objectives. Managed executive media training sessions, equipping senior leaders with the skills to navigate press interactions confidently. Tracked and analyzed media coverage, refining strategies to maximize impact and optimize public relations return on investment.
Marketing & PR Associate at Kerzner International
September 1, 2014 - September 9, 2025Supported senior leadership in developing marketing performance reports and campaign evaluations for luxury hospitality brands. Managed creative assets, coordinated marketing collateral distribution, and maintained brand consistency across international campaigns. Conducted media monitoring to identify PR opportunities and improve brand positioning in the competitive luxury hospitality market.
Assistant PR Manager at Aster DM Healthcare
October 1, 2023 - PresentLed corporate communications for Aster's premium healthcare group (Medcare Hospitals and Medical Centers), delivering consistent and impactful messaging across internal and external channels. Directed media relations to secure high-level medical expert placements across print, broadcast, and digital platforms in the healthcare sector. Secured 150+ media placements annually across tier-1 outlets and digital platforms, enhancing Medcare's brand presence. Oversaw PR activities, managed media inquiries and interview requests, and prepared C-level executives for media engagements and roundtable discussions. Wrote press releases, byline articles, and expert opinions aligned with brand messaging. Organized high-profile media press conferences with 50+ UAE journalists to drive strategic communication. Managed PR agencies to meet share-of-voice targets and delivered monthly PR plans; analyzed PR metrics to optimize future campaigns. Evaluated partnerships and sponsorship opportunities to amplif
Media Relations Executive at Ewings LLC (Mahzooz)
September 1, 2023 - October 14, 2025Expanded media presence by leveraging human-interest stories, CSR initiatives, success stories, and winner announcements, increasing coverage from 20% to 60%. Developed compelling press materials and pitched features to national, regional, and trade journalists, resulting in broad media coverage. Served as primary liaison for journalists, coordinating interviews and editorial meetings. Monitored coverage and KPIs, providing strategic PR recommendations to improve outcomes.
PR Account Executive at Yardstick Marketing
July 1, 2022 - October 14, 2025Managed PR campaigns for lifestyle clients (Ajmal Perfumes, Landmark Group, The Little Things, Big Bad Wolf), increasing positive media coverage by 20%. Drafted press releases and content pieces, improving brand perception by 10% through strategic messaging and story angles. Strengthened relationships with media outlets, ensuring timely responses to inquiries and maximizing coverage opportunities. Facilitated interviews and editorial meetings, amplifying brand storytelling efforts and broadening brand reach across target publications.
PR Executive at Misonika
November 1, 2021 - October 14, 2025Developed and executed innovative PR and personal branding strategies for tourism and finance clients to enhance brand reputation. Created press releases for finance and technology clients (Fincasa Capital, Paymentology, MENALAC) that attracted substantial media attention. Ensured smooth execution of PR activities to maximize brand exposure in relevant industry publications and media channels. Built strong media relationships to secure valuable coverage and position clients as industry thought leaders.
Marketing & PR Coordinator at Fairmont
February 1, 2020 - October 14, 2025Led public relations to elevate brand visibility through multi-channel outreach strategies and targeted media campaigns. Coordinated press conferences, media events, and content creation, ensuring alignment with brand voice and marketing objectives. Managed executive media training sessions, equipping senior leaders with the skills to navigate press interactions confidently. Tracked and analyzed media coverage, refining strategies to maximize PR ROI.
Marketing & PR Associate at Kerzner International
September 1, 2014 - October 14, 2025Supported senior leadership in developing marketing performance reports and campaign evaluations for luxury hospitality brands. Managed creative assets, coordinated marketing collateral distribution, and maintained brand consistency across international campaigns. Conducted media monitoring to identify PR opportunities and improve brand positioning in the competitive luxury hospitality market.
Assistant PR Manager at Aster DM Healthcare
October 1, 2023 - PresentHandled corporate communications for Aster's premium healthcare group—Medcare Hospitals and Medical Centers—ensuring consistent and impactful messaging. Secured 150+ media placements annually across tier-1 publications and digital platforms. Prepped C-level executives for media engagements, organized high-profile media conferences, and managed PR agencies to deliver monthly plans. Analyzed PR metrics to optimize campaigns and supported partnerships to amplify brand reach.
Media Relations Executive at Ewings LLC (Mahzooz)
September 1, 2023 - October 14, 2025Increased media presence from 20% to 60% through human-interest stories, CSR press initiatives, and winner press conference announcements. Developed press materials, pitched feature stories to national/regional/trade outlets, acted as primary liaison for journalists, and monitored coverage to provide strategic PR recommendations.
PR Account Executive at Yardstick Marketing
July 1, 2022 - October 14, 2025Managed PR campaigns for lifestyle clients including Ajmal Perfumes, Landmark Group, The Little Things, and Big Bad Wolf; drafted press releases and content pieces; strengthened media relationships; facilitated interviews and editorial meetings to amplify brand storytelling.
PR Executive at Misonika
November 1, 2021 - October 14, 2025Developed PR and personal branding strategies for tourism and finance clients; created press releases for Fincasa Capital, Paymentology, and MENALAC; secured substantial media attention and built strong media relationships.
Marketing & PR Coordinator at Fairmont
February 1, 2020 - October 14, 2025Led PR efforts to elevate brand visibility through multi-channel outreach and targeted media campaigns; coordinated press conferences, media events, and content creation; managed executive media training and tracked media coverage to optimize PR ROI.
Marketing & PR Associate at Kerzner International
September 1, 2014 - October 14, 2025Supported senior leadership in developing marketing performance reports and campaign evaluations for luxury hospitality brands; managed creative assets and ensured brand consistency; conducted media monitoring to identify PR opportunities.
Education
MBA - Finance at Middlesex University
January 11, 2030 - September 9, 2025MA - Marketing Communications at Middlesex University
January 11, 2030 - September 9, 2025BA (Hons) - International Tourism Management and Marketing at Middlesex University
January 11, 2030 - September 9, 2025MBA - Finance at Middlesex University
January 11, 2030 - September 9, 2025MA - Marketing Communications at Middlesex University
January 11, 2030 - September 9, 2025BA (Hons) - International Tourism Management and Marketing at Middlesex University
January 11, 2030 - September 9, 2025MBA - Finance at Middlesex University
January 11, 2030 - September 9, 2025MA - Marketing Communications at Middlesex University
January 11, 2030 - September 9, 2025BA (Hons) - International Tourism Management and Marketing at Middlesex University
January 11, 2030 - September 9, 2025MBA - Finance at Middlesex University
January 11, 2030 - October 14, 2025MA - Marketing Communications at Middlesex University
January 11, 2030 - October 14, 2025BA (Hons) - International Tourism Management and Marketing at Middlesex University
January 11, 2030 - October 14, 2025MBA - Finance at Middlesex University
January 11, 2030 - October 14, 2025MA - Marketing Communications at Middlesex University
January 11, 2030 - October 14, 2025BA (Hons) - International Tourism Management and Marketing at Middlesex University
January 11, 2030 - October 14, 2025Qualifications
Industry Experience
Healthcare, Travel & Hospitality, Financial Services, Media & Entertainment, Professional Services, Software & Internet
Hire a Writer
We have the best writer experts on Twine. Hire a writer in Dubai today.