Ghina Abdallah

As the brand marketing manager of 2 of the biggest FTA channels in the region, my role was to develop and execute on the brand strategy that will deliver key customer and financial objectives for both of my channels.


- Define and lead the brand strategy and positioning with go to market that ensures sustained growth
- Analyze audience data and insights to understand viewing habits, content need gaps and promotional opportunities
- Develop, brief and supervise the execution of all content marketing material for all program and brand lead campaigns across different platforms including TV, radio, online, social media and print which drive audience loyalty, viewership and engagement
- Manage and lead the relationship with the external sales agent to ensure revenue targets are met and that the right advertising solution or branded content opportunity meets advertisers’ needs
- Develop a monetization strategy for each brand through non-conventional revenue streams like merchandizing, applications and activations
- Work closely within a cluster unit; which includes a programming and a promotions manager, to ensure that each brand meets its customer and financial objectives as a business unit

HyperMedia is one of the leading regional Out-of-Home media specialists; whose advertising concessions included in-store media, in-mall advertising, outdoor and even airports.

- Develop, manage and sustain the brand image & marketing strategy
- Manage the legal set up, marketing strategy and monetization strategy of all new business projects
- Develop the marketing and sales collateral for all third party’s material with respect to their brand guidelines
- Manage the PR and events within the business; including new project launches and annual galas for partners and advertisers
- Develop business plans, tender documents (technical, legal, financial and operational) for all new business projects
- Lead the competitive analysis of the regional retail markets to identify growth opportunities and build their media portfolio
- Integrate and supervise the implementation of the IT infrastructure (SIGNZ) sourced as an inventory management software

Aura Media was one of the few Media Buying Units that focuses on the Iraqi market during that time. Aura Media managed the portfolio for leading clients across the region and had solid ties with leading newspapers, radio stations and TV stations among others.

My role was to lead and manage and monitor all client campaigns across all media touchpoints.

Virgin was the first international retailer to open in Lebanon. I joined the preopening team as part of the treasury team ( cash controller) in the Downtown branch. Two years later was promoted to store manager to open the 2nd branch. In the role, I Managed the dad to day operation of the ABC Achrafieh branch including staff schedules, inventory, client experience.

Virgin Megastores was one of the first international retailers to open in Lebanon. In its first 2 years of operation, Virgin was the only center of entertainment in Beirut. Traffic was unprecedented and sales were impressive for such a market. Virgin in Lebanon operates under Megastores of Lebanon.