Senior PR Communications Manager
BPG Group
Total years of experience :12 years, 6 Months
Strategic Account Management: Leading comprehensive account management strategies across diverse industries including corporate communication, construction, technology, and entertainment. Tailoring PR deliverables to each account's specific scope of work, managing monthly retainers, and upselling initiatives while demonstrating strategic budget allocation and resource optimization.
Elevated Media Relations: Establishing and nurturing robust media relationships tailored to each client's profile, leveraging bilingual expertise to refine Arabic content and optimize interactions with Arabic media outlets, resulting in significant brand impact.
Strategic Data Analytics and Business Wins: Utilizing tools like TalkWalker to analyze market data and evaluate program effectiveness for various campaigns and influencer activations, instrumental in securing three new business opportunities and collaborating with team leaders to develop highly effective communication strategies.
Guidance and Mentorship: Offering strategic guidance and mentorship across PR practices, media relations, and account management, fostering professional growth and excellence among team members.
Key Accomplishments:
Strategic Leadership for Amazon Alexa: Led end-to-end conceptualization, development, and management of Arabic content pillars, strategies, and messaging across UAE and KSA markets. Shaped publishing decisions and strategic approaches for Arabic content, resulting in amplified brand messaging and enhanced brand presence over 2 years.
Strategic Data Analytics and Business Wins: Demonstrated strategic acumen and analytical prowess using tools like TalkWalker, securing three new business opportunities for the agency and positioning it for notable successes.
My responsibilities included:
• Developing brand strategy roadmaps, creative briefs, and communication architectures, identifying white-space opportunities for brands
• Establishing strategic direction for project deliverables, conducting qualitative research, and analyzing performance metrics to guide brand development
• Collaborating with planning and analytics teams to generate insightful campaign reports and develop strategic ideas for creative concepts
• Planning integrated campaigns and executive communications, customizing plans with audience segmentation, goal-setting, and competitive positioning Key Accomplishments:
• I worked closely with CEOs, Chairmen, Chairwomen, and high-ranking government officials, providing a range of media training and developing key messaging for public speaking engagements.
• Led the conceptualization of eco-tourism articles for Sharjah and Shurooq, resulting in significant coverage and engagement metrics
• Spearheaded the growth of the Arab Women Sports Tournament brand, achieving annual PR values crossing $80 million and a 12% average PR value growth
• Managed high-level workshops with government entities focused on "Unifying the Sharjah Message at GITEX 2017, " enhancing collaboration and communication efforts
• Developed PR and comms strategies for 13 clients and projects, exceeding KPI results by 80% on average and achieving over 100% growth in PR results
• Supported Shurooq's inaugural hosting of the Spartan Race, securing global coverage on CNN, marking a milestone for Shurooq's media presence.
My responsibilities included:
• Developed the PR department and demonstrated advanced understanding of clients' businesses and sectors, ensuring client requests were developed into internal briefs using specified documentation and procedures.
• Conceptualized and brainstormed social and digital content, campaigns, and initiatives, managing clients' Arabic and English PR activities, PR planning and strategy, media relations development, and content/copywriting in both languages.
• Built digital elements into strategies, mentored teams, advised clients on community management and creative strategy, and developed integrated campaigns across all channels (earned, owned, shared, and paid).
• Briefed and supported teams in delivering creative content across media, developed media, influencer, and stakeholder relationships, and led the Arabization of communications content.
• Fronted creative briefing meetings, provided value to the creative process with ideas, and supported overcoming possible obstacles while leading the account planning process, including periodic account reviews and project proposals. Key Accomplishments:
• Secured the client a total of AED 80 million in PR Value, the most significant PR value recorded since the client began operating in the UAE and the region.
• Appointed as lead manager for Applebee's Middle East's Facebook engagement, created the social media Ramadan campaign "Applebee's 12 Ramadan Tips, " resulting in a 20% organic growth in followers and a 15% increase in user engagement.
• Generated over $8 million in PR value for the Ascott Limited brand, boosting their engagement profile across UAE and GCC markets, and awarded their regional CEO as one of the top Industry CEOs by a top-tier publication in the region.
My responsibilities included:
• Built and managed a developing list of relevant leads of potential exhibiting companies, increased revenue through selling exhibition space and sponsorship, and handled the sale of top-level sponsorship packages with major global companies.
• Developed and maintained long-term relationships with new/existing national and global clients, identified and capitalized on new opportunities to generate revenue, and networked with existing and prospective clients at international events.
• Generated revenue to meet agreed-on targets, identified new clients from relevant sources, and demonstrated an understanding of clients' market structure and trading conditions, products/services, and customer base.
• Established a 360-degree marketing, PR, and sales strategy, including budgeting and sales forecasts, long-term business growth, and development strategy covering the current and subsequent three editions of the show's performance and sales success.
• Monitored sales figures, submitted periodical reports to management, organized distribution of sales communications, followed up on initial payments, and promoted excellent customer service through all internal and external communication. Key Accomplishments:
• Attracted 6, 755 organic followers on the Sharjah International Automobile Show Facebook page through social media content strategy, planning, and creating and running social media competitions.
• Generated more than $8 million in PR value ($2.6 million in Ad Value) through PR, communications, and media relations strategy, contributing to 10 new brands securing their sales for the show.
• Secured AED 2.6 million in exhibitor and sponsorship revenues, representing a 20% growth from the previous two editions of the show, and contributed to recording a 74% increase in visitor turnout compared to the last three editions. Additionally, facilitated more than 12 new automotive brands into the show.