Available to hire
I am a trilingual strategic communications leader with 17 years of experience shaping corporate reputation, brand positioning, and executive communications across global markets. I specialize in integrated communication strategy, storytelling, employer branding, ESG, and crisis management, delivering purpose-driven narratives that elevate reputation, engagement, and organisational performance across manufacturing, retail, energy, and luxury sectors. Trusted advisor to C-suite leaders, I navigate complex organisational cultures and diverse markets to align communications with business priorities. I have led regional and global programs across MEIA, Geneva, and Dubai, building high-impact teams and guiding senior leadership on communications strategy, stakeholder engagement, and thought leadership.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Language
French
Fluent
Arabic
Fluent
English
Fluent
German
Advanced
Work Experience
Regional Communication Manager, MEIA (17 countries) at Jotun MEIA Regional Office - Dubai, UAE
May 1, 2025 - November 1, 2025Developed regional communications and marketing strategies aligned with sales and business priorities across 17 markets. Strengthened brand positioning and visual identity, ensuring consistent execution across all customer touchpoints. Redesigned customer journeys and introduced KPI/ROI frameworks to improve marketing effectiveness. Led digital marketing and content strategy, elevating brand storytelling and social media presence. Directed crisis communications and reshaped the regional narrative across all internal and external channels.
Communication Consultant at Majid Al Futtaim Retail - Dubai, UAE
August 1, 2024 - March 1, 2025Led crisis communications across 15 countries, reducing negative media by 30%. Built and rolled out a group-wide communication strategy for 34,000+ employees. Strengthened employer branding by refreshing EVP and talent messaging. Increased positive media coverage by 25% via strategic media relations. Improved engagement by 15% through leadership and employee programmes. Boosted digital engagement by 40% and improved sentiment by 20%.
Employer Branding Head at Vacheron Constantin - Geneva, Switzerland
March 1, 2024 - August 1, 2024Played a key strategic role in shaping and rolling out the global employer branding strategy to strengthen Vacheron Constantin’s talent positioning. Led internal communication initiatives that enhanced employee engagement through value-driven messaging frameworks and impactful content. Collaborated with HR, Brand, and corporate teams to ensure consistent employer brand storytelling and alignment across all internal channels.
Global Head Employer Branding (7 countries) at LEM International - Geneva, Switzerland
September 1, 2022 - June 1, 2024Led the global employer brand strategy to attract top talent, overseeing EVP frameworks and branding initiatives across multiple regions. Coordinated global events that showcased LEM’s commitment to ESG and sustainability, strengthening the company’s position as a responsible employer. Integrated ESG messaging into employer branding, building a narrative that attracted candidates passionate about sustainability and responsible corporate practices. Drove internal and external communications, optimizing intranet engagement and executing large-scale global events, including a 1,700-employee town hall, R&D summits, and annual leadership meetings. Coached senior leadership on communication strategies to enhance engagement and alignment. Designed and launched the employer brand across 7 countries (China, Malaysia, Bulgaria, Japan, USA, Switzerland, and France), developing visuals, videos, and digital campaigns. Built and lead an editorial team for LEM’s intranet, managing content and g
Group Communication Manager at Green Coast Enterprises - Dubai, UAE
May 1, 2012 - August 1, 2022Established the Group’s Communications function and led the end-to-end corporate rebrand, creating a unified brand and governance framework. Built a strategic employer branding program, including recruitment campaigns, EVP development, and Emiratisation initiatives — strengthening talent attraction and retention. Drove culture and internal communications, rolling out corporate values and launching the Great Place to Work® program (98% participation). Developed and launched the SirajPower brand, leading PR, digital, and content strategy to support award-winning growth. Accelerated digital visibility with major organic social growth (+770% LinkedIn, +293% Instagram). Led CSR, sustainability communication, and wellness strategies that enhanced corporate reputation and employee experience.
Regional Communication Manager, MEIA (17 countries) at Jotun MEIA Regional Office
May 1, 2025 - November 1, 2025Developed regional communications and marketing strategies aligned with sales and business priorities across 17 markets. Strengthened brand positioning and visual identity, ensuring consistent execution across all customer touchpoints. Redesigned customer journeys and introduced KPI/ROI frameworks to improve marketing effectiveness. Led digital marketing and content strategy, elevating brand storytelling and social media presence. Directed crisis communications and reshaped the regional narrative across all internal and external channels.
Communication Consultant at Majid Al Futtaim Retail
August 1, 2024 - March 1, 2025Led crisis communications across 15 countries, reducing negative media by 30%. Built and rolled out a group-wide communication strategy for 34,000+ employees. Strengthened employer branding by refreshing EVP and talent messaging. Increased positive media coverage by 25% via strategic media relations. Improved engagement by 15% through leadership and employee programmes. Boosted digital engagement by 40% and improved sentiment by 20%.
Employer Branding Head at Vacheron Constantin
March 1, 2024 - August 1, 2024Key strategic role in shaping and rolling out the global employer branding strategy to strengthen talent positioning. Led internal communication initiatives that enhanced employee engagement through value-driven messaging frameworks and impactful content. Collaborated with HR, Brand, and corporate teams to ensure consistent employer brand storytelling and alignment across internal channels.
Global Head Employer Branding (7 countries) at LEM International
September 1, 2022 - June 1, 2024Led global employer brand strategy to attract top talent, overseeing EVP frameworks and branding initiatives across multiple regions. Coordinated global events showcasing ESG and sustainability, strengthening the company’s position as a responsible employer. Integrated ESG messaging into employer branding, building a narrative that attracted candidates passionate about sustainability and responsible corporate practices. Drove internal and external communications, optimizing intranet engagement and executing large-scale global events, including a 1,700-employee town hall, R&D summits, and annual leadership meetings. Coached senior leadership on communication strategies to enhance engagement and alignment. Designed and launched the employer brand across 7 countries (China, Malaysia, Bulgaria, Japan, USA, Switzerland, and France), developing visuals, videos, and digital campaigns. Built and lead an editorial team for LEM’s intranet, managing content and governance for country-specific
Group Communication Manager at Green Coast Enterprises
May 1, 2012 - August 1, 2022Established the Group’s Communications function and led the end-to-end corporate rebrand, creating a unified brand and governance framework. Built a strategic employer branding program, including recruitment campaigns, EVP development, and Emiratisation initiatives — strengthening talent attraction and retention. Drove culture and internal communications, rolling out corporate values and launching the Great Place to Work® program (98% participation). Developed and launched the SirajPower brand, leading PR, digital, and content strategy to support award-winning growth. Accelerated digital visibility with major organic social growth.
Education
Master of International Communications and International Relations at Strasbourg University (University of Strasbourg), France
January 11, 2030 - January 3, 2026Master of European Foreign Languages and International Relations at Strasbourg University (University of Strasbourg), France
January 11, 2030 - January 3, 2026Master of International Communications and International Relations at Strasbourg University (France)
January 11, 2030 - January 3, 2026Master of European Foreign Languages and International Relations at Strasbourg University (France)
January 11, 2030 - January 3, 2026Qualifications
Masters communications
January 3, 2026 - January 3, 2026Industry Experience
Manufacturing, Retail, Energy & Utilities, Media & Entertainment, Professional Services, Real Estate & Construction
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
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