Senior Communications Executive
Leo Burnett - MSL Group
Total years of experience :13 years, 11 months
In charge of the PR and social Media campaigns and activities for Coty brands - Gucci, Hugo Boss, Alexander McQueen, Stella McCartney and Lacoste. The most active ones in terms of PR are Gucci, Hugo Boss and Alexander McQueen.
Supports the development and execution of the firm’s flagship campaigns.
Proactively dealing with the English and Arabic press queries and builds relationships with top-tier press relevant for our High-end brands.
Sourcing both paid and non-paid photo shoot opportunities for our new Fragrances and Gucci Makeup launches (Gheir.com, Hia, Laha, Zahrat AlKhaleej…).
Regularly creating plans for each launch including relevant content for Media and social media through influencers engagement to enhance the brands online presence and the immediate coverage for our brands new launches and events, to name a few:
• Gucci Satin Matte Foundation and Guilty Platinum new launches in September 2016 with the Real Fouz and Fatima AlMomen hosting Gucci podium in Dubai Mall.
• The biggest campaign I planned for Gucci was Gucci Bloom, a local Media attendance to the New York big event along with an influencers campaign with local and regional influencers - this campaign helped to achieve a record in the sales for Gucci Beauty this year amongst all the other launches.
Successfully and fully planned Zac Efron’s public Appearance in Dubai in March 2017 at Paris Gallery Dubai Mall as he was selected the new Hugo Man brand ambassador. The celebrity was managed by our team during his stay in Dubai. We were dealing with over 10 suppliers to plan the event (Production, Dubai Mall Marketing and security, Paris Gallery Marketing team, Security agency, design agency of the podium, stylist, transportation agency, Hotel…The event and his visit was a huge success for the Hugo Man campaign and there was a record in the sales for Hugo Iced fragrance. We managed to have Zac Efron in Edgar Magazine cover FOC with a 6 pages interview.
Successfully managed a great opportunity with Hugo Boss again organizing an exclusive photo shoot, 8 pages interview and a cover opportunity with Esquire Middle East and the Hollywood celebrity Chris Hemsworth who was also chosen as the new Boss Bottled brand ambassador. The photo shoot took place in Hugo Boss Headquarter in Stuttgart in Germany in April 2017.
In charge of the monthly and each campaign report for each brand to be shared with the brands global and local teams.
Proofreading the press releases we receive from the global teams and adjust them as per our market requirements and pitch to media.
Brainstorming with the team for each launch on a creative gifting ideas and brief Leo Burnett production team to work on it with the suppliers.
The point of contact with the Global communications team for each brand either in Coty Switzerland or London and the local brand and marketing team.
In charge of managing the celebrity Gucci International Makeup artist Aaron Henrickson who is also Madonna’s personal MUA whenever we invite him to Dubai to organize either Media/influencers events or customer events in the mall.
Searching new opportunities for new projects for each brand, preparing the project plan, the mood board and negotiate the implementation of the project with the brand team.
Managing the budget for each campaign and the payment of the suppliers.
Work on the weekly WIPs to be shared with the clients
Helping MSL other departments to work on new pitches.
Reporting directly to the marketing manager of Tips and Toes Middle East.
Handling the marketing of the Tips and Toes 26 branches all over UAE (Dubai, Abu Dhabi, Sharjah, Al Ain and Ras Al Khaima).
Liaising and networking with a range of stakeholders including PR agency, social media agency, designers, partner organizations, printing suppliers, the different branches…
In direct contact with ITP and Abu Dhabi Media to place monthly adverts
Managing the monthly production of marketing materials, including show cards, flyers, newsletters, e-newsletters, vouchers…
Collaborates with the media and digital agency for the implementation of the brand activities to brand standards
writing and proofreading copy
Organizing photo shoots for Tips and Toes beauty salons, spas and nail heavens
Arranging FOC photo shoots with print media
Arranging the effective distribution of marketing materials to the shops and via email to the clients.
Assisting in Organizing Tips and Toes events (Top Model campaign and press events) and sponsorship events (Ahlan Hot 100, DWC, Comic Con…)
Sourcing and securing sponsorship
Supports the preparation of the presentations of the marketing action plan to the retail marketing, new launches and its marketing tools
Contributing to, and developing, marketing plans and strategies
Develop monthly marketing reports
Managing budgets
Landmark International (New Look, Koton, Lipsy, Reiss, Yours London ) (February 2014 till present)
In charge of all PR campaigns and activities for the Landmark International brands (New Look, Koton, Lipsy, Reiss, Yours London).
Manage the information between the brands and the general public by promoting Landmark International brands to their intended audiences through news items, press releases and product placements in every relevant Arabic lifestyle and fashion magazine, website, Blog…
Arabize and distribute press releases to the relevant fashion and lifestyle media for all Landmark International brands.
Preparing weekly, monthly and press events reports to submit to the business heads of each brand.
Manage all GCC Arabic media and coverage and make sure to select the relevant text and images for each market
Assisting in the development and delivery of a communication strategy for all brands and the Landmark International (big focus on the Arabic target)
Working on a new communication strategy for the new opening of Penny Black brand for the first time in UAE.
Manage all clothing loaning to media for photo shoots and TV programs.
Developing strategic PR campaigns for all the brands; which include the focus on the Arabic market for all the brands.
Assisting, planning and coordinating events, including Press events and important customer events.
Developing a public relations program for all the brands based on their marketing goals.
Editing press releases, articles, and official press statements based on the market, identifying news opportunities from available sources to maximize media coverage for the brands.
Handle the PR aspect of a possible crisis situation (with KSA Media)
Meeting with the key media important to the brand’s business and build better relationships
Handle Lipsy Arabic celebrity engagement project
Manage all Ramadan and Eid PR campaigns (Event, Invite, Venue, Media gifting, photo shoot, and select the right outfits for Ramadan and Eid in the GCC market)
Negotiate the brands media plans with the marketing Executives and the advertising agency
Conduct focus groups with Arabic media about the new UK plus size brand Yours London which was launched for the first time in UAE in April 2014
The Guild PR Agency-Dubai
Researching, Arabizing and distributing press releases to targeted media;
Promoting news stories and features to the media, often via the telephone; collating and analyzing media coverage;
Liaising on an everyday basis with clients and the media, often via telephone and email; relationship building and networking with colleagues, clients and the media;
Working as part of an account team to develop client proposals and implement the PR activity;
Preparing regular client reports and attending client meetings to assess the progress of the PR campaign;
Event management, including press conferences and promotional events;
Attending and promoting client events to the media;
Coordinating studio or location photography;
Undertaking research for new business proposals and presenting to potential new clients;
Make sure we are meeting our clients’ expectations. Our clients are from different industries: Hotels and Resorts (Al Maha Resort and Spa, Le Meridien Al Aqah, Ramada Sharjah), Malls (Arabian Center and Lamcy Plaza), Al Masah Capital, Taste of Dubai Festival, Dine Dubai, Al Shayaa Restaurants (Dean and Deluca, Texas Road House, cheesecake factory, Shake shack, Teavana), Match World Cup, Idea Spice, Right Selection (Jack Canfield, Allan Pease), Sacha Jafri (painter), X2 event, La Perla Boutique, Masala Awards, Sharjah cricket Stadium..
Reporting to the merchandising manager
Implementation of display guidelines to be carried out in the fashion store of Galeries Lafayette and Lafayette Gourmet which opened in September 2010.
Assist in organizing and promoting annual events: fashion shows (Parilicious Fashion
Show) and the promotional campaigns in Galeries Lafayette and the big event the opening of Lafayette Gourmet, set up and coordination in terms of concept of the event, coordination with local suppliers, printers, PR and communication people, designers
Sales windows production and coordination.
Handle budgets for all materials including signage, stands and equipment ordered for Lafayette Gourmet.
Handle all the visual merchandising projects for the opening of Lafayette Gourmet, dealing with all local suppliers, design companies in Italy and London and the Galeries Lafayette headquarter in Paris.
Ordering all materials including signage, stands and equipments for Lafayette Gourmet
In charge of displays and decoration in the fashion section and Lafayette Gourmet.
Supervising the production of the marketing materials which include leaflets, press releases, presentations, newsletters…
Get our retailers to be sponsoring our biggest fashion shows
Organizing photo shoots and coordinating locations photography, pitch and coordinate product loans for photo-shoots to be distributed to the targeted media and to be used in Galeries Lafayette Facebook page.
Participating in national fairs
Formulated and presented brief reports to the administration
conducted qualitative surveys, which involve interviews and focus group assessments
briefing interviewers