Marketing & Communications manager
Etihad Rail DB
Total years of experience :17 years, 11 Months
During my 8-year work at Etihad Rail DB and overall 12 of experience within the Etihad Rail group,
the company responsible for the Development, Operations and Maintenance of the UAE National
Railway Network, I led and was responsible for corporate, internal, and external communications.
My reporting line was the CEO's office.
Corporate Communications
• Development of the overall Communications plan strategy and alignment with the Business
plan and overall company objectives
• Development of company’s key messages and Q&As for the company’s spokespeople.
• Planning and execution of key executive/leadership communications events, such as internal
CEO forums
• Planning and execution of key corporate events, such as the company’s anniversary and
annual awards ceremony
• Work on company’s rebranding exercise
• Development of company’s corporate videos, image library, safety awareness videos
CEO Office
• Strategic media training and key messages development for the CEO’s speeches,
presentations, and interviews
• Worked closely with CEO’s office to organize press interviews and CEO speeches for
conferences and events
Internal and External Communications
• Development of Crisis Communications Plan (Part of the Crisis Management Team and head
of the Crisis Communications Team)
• Establishment of “Rewards and Recognition Program” from concept to execution in line with
best practice, including the yearly “Annual Awards” yearly ceremony
• Strategic planning and completion of the company’s corporate internal and external events
(Team building events, Annual awards events, Middle East Rail, Innotrans, etc...)
• Management of internal communications and relevant content development (including
operational features, Q&As and articles, as well as Annual Report, internal newsletter,
initiating an internal “weekly highlights” publication from concept to execution)
• Track and manage departmental KPIs and progress, and develop and track departmental
budget
• Ideation and execution of key internal and external campaigns and relevant video content
(health, safety and environmental campaigns, Business plan campaigns, Annual Awards
campaigns, etc.)
• Ideation, and execution of customized giveaways reflecting the industry and the company
Other
• Worked on flagship railway “Viewpoint “project in Mirfa, that is first-of-its-kind in the region
(starting from procurement process and design concept to implementation)
• Developed the “Rewards and Recognition” entire scheme with details and was responsible
for the implementation of it and was part of the “employee awards committee”
• Developed the idea and content structure of the company’s “Weekly Highlights”
• 2018 - Received the “CEO award” during the company’s “Annual Awards” ceremony for my
contribution and dedication to the company
• I was seconded for one year with Etihad Rail’s Marketing team to assist the Director of
Marketing with all her duties such as Events (Middle East Rail, F1 Paddock, CEO Forum, team
building among others), site branding, VIP visits, corporate video development, review of
speeches, press releases, social media calendars among others.
Corporate, internal and external communications
• Planned and implemented the launch
Account executive on “PATCHI”, and “Banque Libano- Francaise”
• Coordinating and meeting with the client daily to get a clear understand of the briefs
(objectives, target, requirements etc…)
• Working closely with the Account Manager and Account Director to set strategy for the
client’s campaigns and meet requirements
• Coordinating daily with the creative department and production department to ensure
smooth delivery of client’s requirements
• Preparing media coverage reports
• Point of contact between the creative team and the servicing team to ensure deadlines
are met
in