Executive Creative Director / Brand & Campaign Strategist / Communication expert / Art Director at heart
My journey in developing creative campaigns goes hand in hand with crafting strategic solutions. With a unique strategy as the foundation, each campaign becomes a captivating exploration of ideation and storytelling. This hybrid role of creative and strategist defines my career as an award-winning Executive Creative Director and campaign strategist. I specialize in leading creative teams to deliver groundbreaking work, from large-scale tech-led experiential projects for Samsung to national vaccination campaigns for UNICEF. I'm passionate about consumer behavior and storytelling, aiming to engage audiences with transformative ideas across digital platforms and real-world experiences.
With 18 years of experience in advertising and communication across diverse sectors such as, Automotive, Events, Fashion, Finance, FMCG, Health, Luxury, NGOs, Pharma, Retail, Sports Apparel, Tech, and Telecom in CEEMEA, I excel in solving complex problems and driving effective strategies. I leverage data analysis to develop creative campaigns that enhance brand equity and drive sales growth. My approach is centered on empathy and a deep understanding of consumer behavior, ensuring that strategies build meaningful connections between brands and their audiences, enriching people's lives.
----------
Current Role Recap
`• Led a 30-member creative team to develop strategic solutions, campaign strategies, and creative platforms based on insights derived from data and consumer behavior.
• Aligned brands to fit regional needs, based on regional understanding, insights, and analyzing brand health studies.
• Conceptualized and executed successful 360° integrated marketing campaigns, led by digital and key media per market.
• Contributed to growing the agency business by winning pitches for global brands such as Volkswagen, New Balance, Virgin Mobile, and others, and expanding the scope of existing clients like Samsung.
• Developed creative and social media strategy and oversaw its implementation.
• Created social-led and creator-led campaigns and content tailored to the platform, occasion, creator persona, and target.
• Set up the motion design, animation, and editing team, and grew the creative team by winning new business.
• Created transformative ideas online (and offline) that engage the user and consumer along their purchase decision journey.
• Localized global communications, and created locally and regionally relevant campaigns to complement and address gaps, and sustain the marketing plans.
• Created campaigns where AI is central to their concepts, production and user engagement.
• Adopted AI tools into the creative team’s work process to support and enhance ideation and execution.
• Served as part of the Cheil Global Creative Council, supporting and pushing ideas from Cheil offices around the globe.
Clients: Samsung, Volkswagen, New Balance, Energizer, Nespresso, Seddiqi, Dubai Watch Week, Virgin Mobile and others
----------
Awards:
The One Show • 2024 – 2 Finalists (pending)
Dubai Lynx • 2017, 2021, 2024 – 2 Silver, 2 Bronze
Spikes Asia • 2024 – Gold, 2x Silver, Bronze
Adfest • 2024 – 2 Bronze
Red Dot • 2023
Effie MENA • 2015, 2019, 2020, 2021 – Silver, 4x Bronze
----------