Communications Consultant
Independant Communications Consultant
Total years of experience :28 years, 0 Months
Provide branding and communications services to a variety of established organizations and start-ups.
Services include development of: Overall communication strategy including social media and CSR, brand identity, brand values, corporate statements, CRM programs, key KPIs and objectives and corporate comms material.
Elected to take extended leave for personal growth, exploration and travel.
As Country Manager, Y&R
Mandated to transform the organization from a traditional communications agency to provide clients with integrated strategic solutions across all media channels.
• Hands on training of agency teams in online, CRM and social media channels.
• Familiarized clients with new medias and the impact on their brands, business and consumers.
• Developed annual strategic communication plans based on business objectives and budgets, with effective integration of new media. Key clients included Bank of Jordan, Cozmo (retail group), Mr Chips, Nabil, Orange Telecom and Royal Jordanian Airlines (RJ).
• Led the development of a new communication and brand platform for RJ, implemented globally.
• Won the Orange business as a result of strong planning and effective brand and promotional creative.
• Helped re-establish Team Y&R as the leading agency in Jordan, achieving agency growth and expanding the team from 40 to 60 members.
• Financial and operational responsibilities including process development and efficiency enhancement.
As Group Planning Director, MENACOM
• Championed the development of integrated strategies across the Group’s shared clients, working with CRM, digital, social media, PR and media agencies.
• Led new business wins of Al Maabar and IKEA for the Group.
• Reworked the Orange social media strategy to ensure alignment with brand and sales objectives and established measurable KPIs.
• Developed strategic plans and supervised key campaigns for Orange and IKEA across the Group.
• Reviewed media plans to ensure effective allocation based on objectives and targeted consumer profile.
Provided brand, strategy and communication consultancy services to a variety of organizations including:
Schema - Amman, Jordan: An established Corporate Governance and Corporate Social Responsibility advisory practice providing solutions across the MENA region.
• Prepared and held a CSR Communications workshop, working with the CEO & Founder, using global benchmarks to build awareness and provide guidelines for communication among stakeholder groups.
• Developed brand guidelines and revamped corporate communications tools.
Trident Media Group (TMG) - Belgrade, Serbia: A leading media group operating one of the most popular portals, a fast growing radio station, a printed monthly guide to Belgrade and a call center.
• Developed initiatives to increase media property awareness, enhance audience levels and build databases.
• Reviewed and enhanced the portal structure and content, and developed traffic generating strategies.
Leo Burnett - Dubai, U.A.E.: One of the leading advertising agencies in the country.
• Prepared and held a mobile marketing workshop to raise awareness of the opportunities and integration of mobile marketing within communication strategies.
Account Director on L’Oreal Paris skincare category and Channel Planner across multiple brands including all categories of L’Oreal Paris and MasterCard.
As Channel Planner
• Ensured annual plans reflected an integrated communications approach leveraging DM, CRM and online.
• Evaluated online media, creative and website strategies to refine campaigns and deliver on objectives.
• Developed the concept and strategy behind the first two mobile initiatives for L’Oreal Paris Canada.
As Account Director
• Developed the annual strategy and supervised the account’s daily advertising and communication needs.
Reported directly to the CEO and COO. Mandated to evaluate communication needs and appoint an advertising agency; role was extended to manage and establish a foundation for corporate communications.
Corporate Communication / Branding
• Developed the brand architecture to provide strength for the mother brand while creating sub-identities for business divisions.
• Directed the agency in the development of corporate identity and marketing material.
• Developed a direct communication strategy for VHNIs, HNIs, and key corporate clients.
Advertising
• Ran the pitch process, negotiated with and appointed a multi-national agency.
• Developed the overall brand strategy and supervised execution of a regional brand re-launch campaign.
• Developed the strategy and managed implementation of key campaigns for ongoing awareness (regional and international).
Arc is the 1-2-1 Arm of the Leo Burnett Group.
Progressed from Digital Account Manager in 2000 to General Manager, Interactive in 2003 and General Manager of the full service 1-2-1 agency in 2004 focused on strategy, client development and growth.
Key achievements
• Established the agency as a regional leader recognized for strategic thinking and creativity.
• Enhanced the strength of client brands through the strategic use of 1-2-1 mediums.
• Developed the strategy and managed the development of a customer portal for Saudi Telecom Company mobile services. The portal included enhanced personalization features, entertainment downloads to mobile, built-in structures for future revenue-generation advertising by third parties and frameworks to support CRM strategies.
• Won the mandate for Kellogg’s and Showtime online and 1-2-1 communication.
• Successfully integrated two separate divisions (interactive and CRM) in 2005.
• Agency was recognized by the Interactive Media Awards as one of the top 10 agencies of 2006, with Best in Class awards for the Sony High Definition and GMC Yukon websites, and Outstanding Achievement for the Herbal Essences website.
Key responsibilities
• Led the strategy development and implementation of online, DM and CRM (acquisition, retention, cross-selling and up-selling) for all clients including: Diageo, General Motors, Kellogg’s, Nokia, Philip Morris, Procter & Gamble, Showtime, Sony, Wyeth, Dubai Holding, The Executive Office, National Bank of Dubai, Saudi Telecom Company.
• Focused on Customer Experience Touch Points to ensure the brands leveraged relevant opportunities.
• Developed Customer Life Cycles and identified opportunities for targeted messages.
• Trained the Leo Burnett team on the benefits of integration and how to identify new media opportunities.
• Responsible for the agency on a financial and operational level.
Key accounts included: Cantel AT&T, Tim Hortons, Listerine and Salada Tea.
Part of the agency’s new business development team involved in strategy and pitch presentation.
Leading natural mineral water company
Involved in: Sponsorships, product development, packaging, consumer research, and website development.
Completed 3 semesters and then chose to transfer to university in Montreal and switch to Commerce.