Executive Leadership & Transformation: Directed a critical departmental transformation, recruiting, training, and onboarding a new, full marketing team in record time after a major staff turnover. Managed high-level stakeholder relations and reporting, ensuring marketing strategies and tactics aligned with CEO priorities. Led a multi-site global communications function from Dubai, establishing a new brand identity and communications structure for Sheraa's programs and partnerships, including COVID-19 reports for the Jameel Institute - RISE.

Senior Manager - Social Media Specialist at ASDA'A BCW

March 1, 2013 - November 20, 2018

Led digital service expansion and revenue generation, generating over AED 30 million in new revenue over five years by identifying strategic market opportunities and expanding a digital subsidiary. Built and pitched a new client portfolio including Ford, Turkish Airlines, DEWA, OSN, Gems Education, and Kit Kat. Directed high-volume content lifecycle, rapid-response content creation during live events, and the adoption of HubSpot, community management, and asset coordination to streamline operations.

Head of Social Media and Digital Communications at Community Jameel

April 20, 2019 - January 20, 2023

Established and led a multi-site, global communications function based in Dubai, managing a portfolio of 15+ international projects, including partnerships with MIT, WHO, and Imperial College London. Directed high-stakes global communications for the Jameel Institute - RISE COVID-19 reports with multilingual data distribution for policymakers and researchers. Orchestrated end-to-end management of the MIT Enterprise Forum (Saudi & Pan Arab Chapters), covering annual rebranding, media buying strategy, content execution, and full 5-day event marketing (digital and on-site). Spearheaded the strategic division and brand restructuring of Community Jameel in Saudi, developing a new brand identity and architecture to clarify services and boost local engagement.