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Sari Bou Karroum, General Manager

Sari Bou Karroum

General Manager·Black Frog Studio (Under Clan Investment)

United Arab Emirates

Bachelor's degree, Business Administration/

Work experience

Total years of experience: 21 years, 8 months

General Manager

January 2024 - Present

Black Frog Studio (Under Clan Investment)

Dubai, United Arab Emirates

January 2024 - Present

• Strategic Leadership - Shaping the agencys direction, ensuring Black Frog evolves into a leading AI-powered
marketing partner in the region.
• Business Development - Building strong client relationships, exploring new opportunities, and expanding our
portfolio across creative, media, digital, and experiential platforms.
• AI & Innovation Transformation - Leading the integration of AI tools and data-driven strategies into our
creative and media processes to deliver smarter, more impactful campaigns.
• Team Growth & Culture - Managing and mentoring a multidisciplinary team, fostering a culture of
collaboration, creativity, and performance.
• Operational Excellence - Driving profitability, streamlining processes, and aligning operations with our long
term vision for scalability.
• Client Partnerships - Working closely with regional and global brands to deliver integrated 360° marketing
solutions that resonate in todays fast-changing landscape.
• Successfully partnered with and delivered impactful campaigns for leading regional and global brands: BYD,
Sephora, Jotun Paints (KSA), Dubai Police, Dorco, Etihad WE, Joud Mall

Company industry:
Marketing

Head Of Media – Hyundai Group

January 2017 - January 2024

Innocean

Dubai, United Arab Emirates

January 2017 - January 2024

• Oversee the conception and implementation of comprehensive media campaigns and digital initiatives
tailored to meet the strategic goals of Hyundai, Kia, and Genesis motors throughout the MENA region,
managing multimillion-dollar budgets.
• Oversee all digital campaigns including model launch, branding and promotional across +40 countries.

Company industry:
Advertising

Account Director

December 2016 - January 2017

Memories Events Management

Dubai, United Arab Emirates

December 2016 - January 2017

• Lead a team of account managers, providing guidance, support, and mentorship to help them achieve their
goals and deliver exceptional client service.
• Conduct regular performance evaluations and provide constructive feedback to team members, identifying
areas for improvement and opportunities for growth.
• Foster a collaborative and inclusive team culture, encouraging creativity, innovation, and continuous learning.
• Oversee the planning, execution, and delivery of events, ensuring they are completed on time, within budget,
and to the highest standards.
• Work closely with internal teams, including event planners, designers, and logistics coordinators, to coordinate
all aspects of event logistics and production.
• Develop and maintain project timelines, budgets, and resource plans, ensuring all milestones are met and any
deviations are addressed promptly.
• Worked on major clients such as: General Motors, Dubai TV, Rak Tourism, Damac properties, MAF

Company industry:
Events Management

Sr. Media Manager – Strategic Marketing

January 2011 - November 2016

Cheil Worldwide (Samsung),

Dubai, United Arab Emirates

January 2011 - November 2016

• Creating a solid and reliable marketing message for both B2B and B2C segments and delivering it through the
most appropriate media channels.
• Managing the media division for Samsung Gulf Electronics in the MENA region, across all products ( Mobiles,
TV, HA, IT, and Corporate brand)
• Managing the participation at major regional exhibitions, events and roadshows.
• Participates in development and management of effective integrated digital and traditional media campaigns
• In charge of MediaCube, the programmatic trading tool within the agency to Plan, Execute, and Optimize RTB
campaigns across Multiple Channels for various clients.
• Excellent understanding of digital media planning, implementation and optimizations
• Experience of using digital tools: listening tools, OOX monitor, Media Cube (RTB Programmatic buying),
effective measure.
• Handling strategic partnership for Samsung with Emaar malls and Dubai Airport.

Company industry:
Marketing

Media Manager - Media Planning & Buying

January 2007 - December 2010

GMW (Global Media Works),

Dubai, United Arab Emirates

January 2007 - December 2010

• Identifying and evaluating market trends, researching new market opportunities, and preparing specifications,
advertisements/ publication schedules for the organization
• Spearheading the smooth running and execution of the clients marketing campaigns, informing/ updating them
at every stage while ensuring compliance with corporate strategies
• Interpreting marketing briefs into creative briefs in accordance to business objectives, target audience, supportive
elements and other marketing/ creative specifications
• Analyzing competitive media expenditure and developing strategically appropriate media plans that utilize
emerging technology to support client objectives
• Supervising and managing purchases of media space, negotiating appropriate advertising rates with the clients,
adjusting media schedules on behalf of the clients, managing budgets and monitoring effectiveness of media
campaigns through analyzing media coverage
• Strong and effective relation with media suppliers in all advertising mediums in GCC and some international main
media
• Keeping abreast of current media trends (i.e. best practices, emerging mediums) and innovative means of
achieving client objectives in the interactive space
• Experience in Using Statex (Monitoring), Neyosis (booking) and Z plan (Planning)
• Worked on clients like : Qatar Airways (global recruitment project), Grand Stores, Ajman Bank, Sharjah Bank
Finance House, Mazaya Real Estate, Al Qudra Holding, Tanmiyat Group, Ajman university, Asteco, Swiss Watch
Group.

Company industry:
Advertising

Media & Marketing Executive (Online Media Planner) - Media Planning

October 2004 - January 2007

BE International (MENA),

Dubai, United Arab Emirates

October 2004 - January 2007

• Planned media campaigns from commencement till conclusion inclusive of analyzing proposals, acquiring
campaign sites and preparing schedules for successful completion within the scheduled deadline
• Scheduled meeting with clients/ other agency staff and prepared regular status reports in order to keep them
informed of the about progress of advertising campaigns
• Drafted media proposals prepared budgets and spreadsheets, coordinated with clients to discuss project brief and
estimate costs. Worked closely with the clients throughout the campaign and maintained high service standards.
• Reviewed existing ideas and concepts, revised and modified them as per clients requirements and ascertained
compliance with clients advertising requirements
• Liaised with media employees for obtaining appropriate media spaces at best rates thus increasing profitability of
media campaigns
• Analyzing audience figures and sales data for reviewing effectiveness of media campaigns/ ROI
• Fostered clear channels of communication between the clients and the advertising agencies for improving work
processes thus enhancing efficiency of media campaigns
• Worked on clients like: Sheraton, Carpet land, RAK properties, Alcatel, LG, Casio, Living legends, Sahara
investment, Al Reef Real Estate, Damac Properties, WWA.

Company industry:
Advertising

Education

Middle East Canadian University

June 2004

June 2004

Bachelor's degree, Business Administration/

Lebanon

Middle East candian

April 2004

April 2004

Bachelor's degree, Business and Management

Lebanon

Skills

Social Media Marketing
Expert
Social Media Marketing
Expert
Digital Marketing
Expert
Digital Marketing
Expert
Marketing
Expert
Marketing
Expert
BRANDING
Intermediate
BRANDING
Intermediate
COMPUTER LITERACY
Intermediate
COMPUTER LITERACY
Intermediate
CORPORATE STRATEGY
Intermediate
CORPORATE STRATEGY
Intermediate
CREATIVITY
Intermediate
CREATIVITY
Intermediate
LEADERSHIP
Intermediate
LEADERSHIP
Intermediate
MEDIA MANAGEMENT
Intermediate
MEDIA MANAGEMENT
Intermediate
MEDIA PLANNING
Intermediate
MEDIA PLANNING
Intermediate
MEDIA STRATEGY
Intermediate
MEDIA STRATEGY
Intermediate
PURCHASING
Intermediate
PURCHASING
Intermediate
SOCIAL MEDIA STRATEGY
Intermediate
SOCIAL MEDIA STRATEGY
Intermediate

Languages

Arabic

Native Speaker

English

Expert

Training and Certifications

Certifications
Marketing Strategy: Competitive Intelligence
LinkedIn
Feb 2026
Create a Go-To-Market Plan
LinkedIn
Feb 2026
Digital Markerting Certified
Hubspot
Feb 2026
Google Analytics Certificate
Google
Jan 2026
Artificial Intelligence and Business Strategy
LinkedIn
Feb 2026

Hobbies and interests

Padel and Reading