Executive Director, Communications
twofour54
Total years of experience :12 years, 9 Months
I joined twofour54 shortly after helping launch the brand to establish the communications function and team. In this role, which oversees PR, events and sponsorship, I plan, develop and implement company-wide communications strategies across brand and event communications, media relations, corporate and public affairs, public relations, sponsorship, event management and all staff communications. My position reports to the Deputy CEO.
I provide strategic support and specialist communications advice to the c-suite and work closely with the senior management team on regional and international stakeholder engagement, reputation management and event participation.
I manage a team of 7 direct reports, including two agency secondees, supported by a number of agency partners with an annual budget of US$4m. A recent addition to my responsibilities saw the Abu Dhabi Media Summit and Abu Dhabi Film Festival move under the management of twofour54.
Career highlights:
* Built international brand awareness and supported business development teams in efforts to major secure international partners through strategic event participation and marketing support
* Developed and executed a measureable local, regional and international media relations programme that has resulted in increased in quantity and quality of coverage YOY for the last 3 years
* Designed, developed and launched an integrated IC programme from on-boarding to creating staff brand ambassadors and IC champions
* Launched Tropfest Arabia in the region and built the short film festival from a totally unknown event to securing more than 100 films from 8 countries with 12, 000 attendees in the first year and 240 films from more than 20 countries and 10, 000 attendees in the second year
*Delivered 2012 and 2013 Abu Dhabi Media Summit (opened by Bill Gates and Sir Tim Berners-Lee) and 2012 Abu Dhabi Film Festival (opened by Richard Gere) with increased attendance and profile with savings of more than 20% YOY for both events
Prior to joining twofour54, I spent almost 8 years at Hill & Knowlton with a number of roles across the GCC. My last position was
General Manager, Abu Dhabi & Client Service Director, UAE which I held from April till December 2008.
In this role, I was jointly responsible for the management of H&K operations in the UAE, managing a team of 50 servicing a mixture of local and regional accounts. I had overall responsibility for regional client service, establishing and maintaining systems, processes and standards. At the same time I was tasked with formalising the office in Abu Dhabi. This remit included identifying office premises; staffing requirements and recruitment of the team; and driving new business.
As senior leader of the UAE team, I played the role of communications strategist, head of fiscal planning and mentor of account professionals, ensuring client satisfaction at the highest level, serving as the point of strategic integration and counsel, and managing the accounts on a daily basis.