01
Strategic PR & Communications
Corporate narrative, executive positioning, crisis management and earned media, plus government and stakeholder relations across the GCC.
- Media relations
- Crisis comms
- Exec positioning
- Gov & stakeholder
Dubai · MEA, Senior PR, Partnerships & Communications
Turning one moment into a billion impressions.
I’m a communications strategist who translates complex innovations into stories that resonate culturally and move business metrics, across earned-media PR, influencer & creator marketing, experiential events, and AI-assisted content, from the UAE to the wider MEA region.
1.9B+ impressions
$200M+ earned media value
5,000+ media placements
12 flagship launches
Impact at a glance
A decade of measurable reach
The numbers I’ve earned across regional launches, creator programs and live events. All of it earned coverage, none of it paid.
0
Impressions delivered
across the MEA region
$0
Earned media value
100% earned, not paid
0
Media placements
over a decade
0
Tier-1 features
top-tier press
0
Flagship launches
tech, auto & lifestyle
0
Years across MEA
UAE, GCC & beyond
Inside the numbers
The data behind the launches
A look under the hood of a flagship launch: where the reach comes from, and how the results stacked up against target. Figures are earned media metrics; client commercials stay confidential.
Reach by flagship launchImpressions
Nothing
MEA
MEA
Suhoor
3a
3a
Anker
London
HONOR
200
200
Nebula
Sole
DXB
DXB
Impressions per launch across tech, automotive and lifestyle. The Nothing MEA launch alone delivered 900M against a 700M target.
How one launch earned its reachNothing MEA
Product reviews
189M
Social
138M
Live event
123M
Online news
32M
Press releases
30M
Other
17M
Earned coverage by stream, 100% earned with zero paid placements.
Coverage by channel528M tracked
0tracked earned
Product reviews36%
Social26%
Live event23%
Online news6%
Releases6%
Other3%
Target vs deliveredNothing MEA
+28.6% over target · 100% earned
What I do
Communications, end to end
One discipline rarely wins a market alone. I connect strategy, story, creators and production into launches that earn attention and hold it.
02
Events & Experiential
Regional launches from brief to delivery, concept, run-of-show, competitive vendor sourcing, production and flawless on-site execution.
- Product launches
- Production
- Vendor management
- Guest logistics
03
Influencer & Creator Marketing
Creator ecosystems built from the ground up, KOL programs, mega-creator press trips and communities engineered for authentic amplification.
- KOL strategy
- Creator programs
- Press trips
- Community
04
Content & Generative AI
On-site media operations and content development, accelerated with generative-AI design tools for faster, sharper, localized output.
- Content dev
- GenAI design
- Live media walls
- Localization
05
Data & Performance
PR reframed as a performance engine, turning millions of data points into strategy, and every campaign into tracked impressions and EMV.
- Meltwater
- Brandwatch
- Sprout Social
- SEO / GEO
06
Partnerships & Market Entry
Cross-brand collaborations, distributor and retail partnerships, and market-entry playbooks that open new categories and territories.
- Brand partnerships
- Market entry
- Distributor rel.
- Co-branding
Working toolkit
MeltwaterBrandwatchSprout SocialOtter.aiCanva Magic StudioSEO / GEO tracking
Public Relations◆
Influencer Marketing◆
Events & Experiential◆
Content & Generative AI◆
Brand Partnerships◆
Creative Strategy◆
Public Relations◆
Influencer Marketing◆
Events & Experiential◆
Content & Generative AI◆
Brand Partnerships◆
Creative Strategy◆
Nothing◆
HONOR◆
Zeekr◆
Anker◆
soundcore◆
Nebula◆
1.9B Impressions◆
$200M EMV◆
Nothing◆
HONOR◆
Zeekr◆
Anker◆
soundcore◆
Nebula◆
1.9B Impressions◆
$200M EMV◆
Selected work
Twelve launches, one standard
Regional launches and campaigns across tech, automotive, lifestyle and purpose. Tap any project for the story and the results. Client commercials are kept confidential.
Anatomy of a launch
What a flagship launch mobilizes
One evening, coordinated end to end. Here is the Nothing MEA regional launch by the moving parts, from guests flown in to the media walls built on site.
0
Guests hosted
full capacity
full capacity
0
Flown in
hosted end to end
hosted end to end
0
Countries
visas, flights, hotels
visas, flights, hotels
0
GCC media
tier-1 led
tier-1 led
0
Regional creators
on site
on site
0
Media walls
6.5 × 2.4m builds
6.5 × 2.4m builds
0
Markets
GCC to South Asia
GCC to South Asia
0
Media clippings
211 tier-1
211 tier-1
Guests flew in from
Pakistan
Egypt
Qatar
Bahrain
Jordan
Oman
Morocco
How I deliver
From brief to delivery
A repeatable operating system, every supplier competitively sourced, every workstream tracked, so a single evening converts into sustained earned media.
01
Brief & objectives
Objectives, KPIs and scope aligned up front.
02
Concept & design
Creative, experiential design, run-of-show and floor plans.
03
Supplier sourcing
Shortlist specialist vendors for every workstream.
04
Competitive bidding
Invite and compare quotes across suppliers.
05
Evaluation & selection
Assess scope, quality, timeline and track record.
06
Contracting & coordination
Contract, align and manage every vendor and deadline.
07
Production & delivery
Build, crew, logistics and flawless on-site execution.
08
Reporting & learnings
KPIs, coverage, outcomes and learnings.
Organisation & supplier management. Multiple workstreams, dozens of vendors and tight timelines coordinated in parallel, from international guest logistics across seven countries to four-metre media-wall builds. Commercials handled confidentially.
Track record
A decade across the region
From luxury hospitality and healthcare to global tech, a career built on earned trust with media, creators and stakeholders.
2023 to Present
Senior Regional PR & Influencer Marketing Manager, MEA
Nothing Technology
Own the PR, influencer and partnership vision for MEA, delivering hundreds of millions of impressions per launch, bridging PR, product and performance teams, and representing the brand in government and stakeholder forums.
2020 to 2023
Regional Marketing, Influencer & Content Manager
HUAWEI Mobile Services
Drove a data-led influencer and partnership roadmap across the GCC, a 52% lift in brand engagement and 62% CTR uplift, while launching AI services and Arabic voice search tuned to each MEA market.
2018 to 2020
Corporate Communications & Content Acquisition Manager
Al Aan TV
Launched the “Aish Al Aan” app, built a global creator network of 1,000+ contributors from scratch, and scaled the platform past 50,000 monthly active users through content-led growth.
2018 to 2019
Associate Marketing & PR Manager
Burjeel Hospital
Conceptualised and executed two official Guinness World Records campaigns, turning a corporate CSR initiative into a national awareness moment across tier-1 media.
2015 to 2018
Marketing & PR Executive
Rotana
Supported high-visibility campaigns across luxury hospitality and entertainment, media relations, press releases, property launches and localized brand strategy in the UAE.
About
My expertise lives at the intersection of traditional PR and modern creator marketing, translating innovation into stories that resonate culturally and drive tangible outcomes.
Over a decade shaping public narratives for high-growth tech and consumer brands across the UAE and MEA, I’ve led campaigns generating over 1.9 billion impressions and $200M+ in earned media value. Beyond the numbers, I build enduring partnerships with government stakeholders, tier-1 media and creator communities to elevate brand trust and market positioning.
I regularly share industry perspective on the evolving PR and creator economy, with thought leadership published in Inc. Arabia and The Integrator, and I designed a regional internship program to build a pipeline of emerging tech talent.
Based in
Dubai, United Arab Emirates
Languages
ArabicNative / bilingualEnglish & FrenchFull professional proficiency
Education
BSc Economics & ManagementParis-Sorbonne University
Sectors
Tech · Automotive · ConsumerHealthcare · Luxury hospitality
Published in
Inc. Arabia · The Integrator
Direct lines
Let’s build the next launch.
Open to senior communications, partnerships and consulting conversations across the UAE and MEA.