Digital and Strategy Director
Startup
Total years of experience :16 years, 2 Months
Managing concept-to-launch for both mobile application and website:
o Leading a team of professionals (marketing, sales, product design) from the creation of the product solutions till the implementation phases
o Implementing marketing and branding strategy to ensure conversions
o Building digital strategy for the mobile application and the website
o Conducting market and competition study
o Pricing strategy development: formulating hypotheses, testing their impact and adjustments during implementation
o Collaborating with IT developers to recommend appropriate technologies to be used in the creation of the application
( Digital Marketing and E-commerce department)
Responsible for the global digital strategy and operations
o Developing and managing digital marketing campaigns
o Launching optimized online advertisements to increase brand awareness
o Setting a new strategy for Search Engine Optimization by creating destination pages within the website in three
languages (Arabic, French and English)
o Implementing and managing the company’s email marketing campaign and making sure that it will lead to
conversions
o Planning the ongoing company presence on social media
o Creating online banner adverts and oversee pay per click (PPC) ad management
o Using Google Analytics to monitor digital performance Analyze and report on digital effectiveness
o Recognizing new trends in digital marketing, assessing new technologies and ensuring that MEA brand is
at the front position of airline industry development.
o Verifying that the three platforms across MEA website ( Arabic, French and English) are performing according to the established strategy
Responsible for global digital strategy and operations:
o Handling day-to-day Search Engine Marketing (SEM) activities including campaign planning, implementation, budget management, performance review and optimization of paid search campaigns
o Managing all digital media channels (e.g.: website, blogs, emails and social media) to ensure brand consistency
o Campaigns reporting with in-depth analysis on performance of keywords, ad copies, bounce and rates
o Formulating digital strategy for delivering best ROI for advertising campaigns
o Supervising and directly implementing SEO practices within organic search
o Creating and engaging social media strategies and execution plans to cultivate audiences, increase web presence and enhance brand awareness
▪ Leading on editorial content creation by recruiting and managing a team of 8 journalists:
o Sets the daily articles planning, reviews the content before publishing
o Leads on branded content and native advertisement development with the agency
o Directly handles high profile relations and personally conducts celebrity interviews such as Salma Hayek and Charles Aznavour
▪ Relaunched and managed An-Nahar website multiplying traffic of unique visitors by 10 in 2 years (2014 - 2016):
o Set the strategy for the website re-launch after having conducted analysis on regional and global websites
o Created new sections that became among the most visited ones such as social (hayatouna), health and fashion
o Constantly reviewing website and sections performance based on tools such as Chartbeat, Google Analytics and NewsWhip
o Set the social media strategy that led to more than 1.5M organic followers on Facebook and 400K on Twitter
o Finalized the website design and user journey with the development agency prior to launch
o Overviewed the application development for iOS and Android
▪ Launched An-Nahar English and French websites
Naharouk, lifestyle and social weekly supplement of An-Nahar Newspaper (Beirut): Project Developer and Sub-Editor
Successfully launched Naharouk:
o Developed the Naharouk concept based on market, consumers and trends studies
o Designed the team structure, recruited the appropriate talents and ensured suitable trainings
o Led the pre-launch testing including pilot issues that met success criteria in a record time of 4 months
o Organised campaigns targeting advertisers, internal stakeholders and potential customer base
Handled topic selection, articles review and oversight of design and layout
Identified and approached key partners for special issues and finalised sponsorship deals
for “Alf Hadiya wa Hadiya”
A special 75-page publication related to Christmas gifts and holidays.
for “Al Kalimat”
A special 120-page publication in tribute to HE Ghassan Tueni.
Designed and implemented the MP’s successful electoral campaign including communication concept, creative
execution, media interviews, meetings, press and events
Planned and managed media appearances and academic interventions including conferences in Harvard University
(USA) and Hyderabad (India)
Developed and drafted weekly press interviews briefings as well as various communications pieces.
Represented the MP in different events and conferences in Lebanon and abroad.
Managed the MP social media presence (Website, Facebook page & Twitter)
▪ Led the creative development with the communication agency ▪ Launched the corporate communication plan and presented the concept to key clients ▪ Developed and executed a strategic plan for training Arab and foreign journalists at An-Nahar premises ▪ Planned and coordinated press conferences and seminars to enhance An-Nahar’s corporate image
Coordinated meetings between international members and followed up on pending actions
Planned and attended annual organization meetings and ensured coordination with the media:
o Project in Tunisia: 1st Summit Meeting between the “Arab Cities Organization” and the AIMF
- Prepared and organized the Summit
- Drafted the press releases
o Developed the talking points of the intervention of the AIMF in the “Cities Diplomacy Summit” held in La Haye
Representative of the AIMF at the “International Organization of la Francophonie”
o Attending and representing the AIMF at the general meetings
o Preparing the agenda of the 12th Francophonie Summit held in Quebec
London School of Economics & Political Science (LSE) - (London) Summer School Programme - Certificate in International Relations, Government and Society.
Master’s in International Relations (with distinction)
Master's in international relations
Bachelor in Political Science
French and Lebanese Baccalaureate