Director
ASDA'A Burson-Marsteller
Total des années d'expérience :21 years, 6 Mois
Director of the Abu Dhabi practice, leading a team of eight on a dozen client accounts including: Raytheon, Accenture, the World Future Energy Summit, Etisalat Group, the Volvo Ocean Race and the Abu Dhabi Systems and Information Centre.
Oversee client accounts representing one tenth of the company’s annual revenue (1.5 million dollars per annum). Responsible for leading all new business pitches and presentations in Abu Dhabi. Frequently managed multiple agencies to provide integrated pitch concepts.
Project managed and provided client servicing for the integrated marketing launch of Onwani - the Abu Dhabi Municipality’s street naming campaign. Led a team of agencies (including: branding, PR, advertising and media buying) to deliver the roll out of phase 1.
Responsible for resourcing and the professional development of the Abu Dhabi team.
Provide frequent crisis consultation services and strategic communications direction for the Etisalat Group across the 19 markets in which it operates.
Responsible for financial results communications planning with Investor Relations at Etisalat, reporting quarterly and annual results, prepping the CFO for media calls and devising communications strategies around the Group’s frequent mergers and acquisitions.
Associate Director, Dubai and Abu Dhabi corporate practice. Clients include international brands like Barclays and JP Morgan; regional brands Al Barari, Great Properties, Tanmiyat, Septech and Emirates Aluminium; and government clients including the Abu Dhabi Government Restructuring Committee, the Regulatory Services Bureau, the Technology Development Committee and the Statistics Centre of Abu Dhabi.
Led the strategic planning process for the Statistics Centre of Abu Dhabi, Technology Development Committee and the Regulatory Services Bureau. Steps included stakeholder identification and prioritisation, selection of multi-medium tactics to achieve the objectives of the clients and the use of focus groups and independent research to obtain insights, validate the communications approach and allow for the tracking of KPI’s throughout the campaigns.
Spearheaded executive visibility program for Al Barari, resulting in coverage across the BBC, Al Jazeera English, The National, Gulf News, Business 24/7, Arabian Business, CEO Middle East and other trade publications.
Round the clock event management for two Barclays Dubai Tennis Championships. Headed media outreach campaign that resulted in seven interviews, seven media hospitality meetings and 71 pieces of coverage in 2008.
Seconded for nine months to the Abu Dhabi Government Restructuring Committee (ADGRC), an effort that encompassed the restructuring of 20 governmental departments within the Emirate.
Developed the campaign project sheets, timeline and key messages from research findings, media training of three Emirati public relations officers in the Program Management office of the ADGRC, and implemented a mini-Masters program with George Washington University for a group of 100 government middle managers who were identified for leadership and change management training.
Retained as a specialist consultant by IPN while pursuing Masters Degree at the University of Chicago. Responsible for new business presentation development and staff trainings (advanced English writing for feature stories, media relations, strategic communications campaign planning, etc.)
Press advance for President Obama’s Campaign for Change Indiana headquarters during a two month sabbatical from Porter Novelli. Worked with in state media to schedule surrogate interviews, handled strategic scheduling of surrogate media trips across the state and served as press lead for the Vice President Biden and Russell Simmons events in Evansville and Indianapolis, respectively.
Project Manager on the Doha Asian Games Organizing Committee (DAGOC) account. Team lead for the visiting journalist program - a program that oversaw all aspects of media relations surrounding international journalist visits including venue tours, interview scheduling and hospitality.
Head of business development for a boutique PR agency with a large international partner. Responsible for creating credentials packet, pitch documents and website content. Involved in numerous pitches for potential clients of varying size and areas of operation. Account manager on key consumer and health care accounts.
Site and press advance for surrogate events in support of the Kerry/Edwards presidential ticket. Site lead for the America Can do Better tour events in Richmond, VA; Wheeling, WV; Pittsburgh, PA; Philadelphia, PA. Site and motor pool lead for the NYC counter-message events during the Republican National Convention. Site lead for the Homeland Security Tour event in Las Vegas, NV. Site lead for the Women on the Move flyaround in Mason City, IA. Site lead for the Congressional Black Caucus event in Orlando, FL. Site and press lead for the Congressional Hispanic Caucus event in Las Cruses, NM.
Involved in the advance preparation for the June presidential visit and USO show. Editor of the Desert Mesh, an Army internal publication. Organized the Host Family Program with members of the expatriate community in Doha. Drafted and designed all promotional work for the military installation. Hold a secret security clearance.
Intensive work in press and site advance for Gov. Howard Dean during the New Hampshire presidential primaries.
Specialized in concerns regarding Afghanistan and the Persian Gulf region. Al Jazeera’s liaison with the American military during the recent war with Iraq.
Core courses have included game theory, statistics, microeconomics, politics of political institutions, cost benefit analysis and program evaluation. Special focus in nuclear policy, transportation policy and food security
Journalism, News and Editorial major with an emphasis in Public Relations/Advertising.