Bio

Senior strategic and creative communications professional with a decade of experience in: - PR & Communications Strategy & Planning - External Communications - Internal and Employee Communications - Corporate Communications - Crisis - Messaging I joined Impact Porter Novelli, part of BBDO, to head up its largest piece of business, Huawei Consumer Business Group and was responsible for the regional launch of the brand’s latest flagship series, the Mate 20, which was the most successful launch the company has seen to date. In the last year I have led major campaigns and launches for clients including IKEA and Toyota, as well as leading the milestone brand transformation of SOUQ to Amazon.ae in May. I joined Edelman DABO as an Account Director in 2016 to head up the Corporate Practice, leading a team of eight that covers industries including automotive, financial services and corporate, representing brands such as BMW, LinkedIn and National Bank of Fujairah. I have over ten years’ experience in corporate, financial, technology and consumer public relations and have led international integrated communications campaigns across the EMEA and MENA regions for some of the most exciting brands including LinkedIn, BlackBerry, Sony, Nokia, Meraas, DIFC and Masdar. My responsibilities have included leading, creating and driving PR programmes focusing on the consistent delivery of effective campaigns that drive results in-line with business objectives and to continuously provide fresh thinking on behalf of my clients. Prior to joining Edelman DABO, I was responsible for overseeing communication programs throughout the Middle East & Africa at APCO Worldwide in Dubai where I worked for over three years. I moved to the region from London where I worked at global PR agency Text100 for three and a half years, leading international integrated communications campaigns across the EMEA region for consumer technology and b2c brands including SanDisk, Lenovo and AMD.