Regional Marketing Director
Sylvan Learning
Total years of experience :25 years, 6 Months
• Led team to 45% average growth to LY, with 61% growth to LY in Q1 of 2012
• Coordinate strategic marketing & branding, increasing phone and web inquiry rates by 75% to LY
• Develop corporate, government, and community partnerships, including multinational CSR commitments
• Standardize purchasing and development of regional marketing collateral in Arabic and English
• Organize community events and identify and obtain corporate sponsorships, increasing participation by 100% to LY
• Identify PR opportunities & engage local media, including radio coverage by Dubai Today (103.8)
Communication Skills Trainer
• Provided practical communication skills training for middle and C-level management (Morgan International, Lebanese League for Women in Business), as well as entry level employees (American University of Technology, AUB Career & Placement Services). Trainings consistently appraised as “excellent in all areas” by participants.
Repeat American University of Beirut Guest Lecturer in International Public Relations
• Engaged business students with major international PR issues and trends, presenting, examining, and discussing up to date examples of crisis communications, PR mishaps, and nation branding in the Arab world and beyond. Paid particular attention to the role of social media in 21st century PR, as well as the international use of English.
Directed Toastmasters International branding in Lebanon, resulting in 900% growth
• Oversaw Toastmasters International branding strategy in Lebanon. Developed strategic plan to grow organization for multiple demographic markets. Recruited and trained executives to share in the vision & implementation. During first 12 months of execution, founded two new branches, growing organization by 900%.
Managed Beirut & Tripoli Public Relations
• Responsible for producing and supervising weekly web press releases. Identified and developed relationships with strategic partners. Organized promotional events & presentations for the public. Identified potential clients and implemented direct advertising strategies.
Oversaw Communications Material Production & Usage
• Ensured production and usage of Power Points, brochures, fliers, and other materials maintained brand consistency while maximizing bottom line effectiveness.
Led Public Speaking Engagements
• Delivered engaging multimedia presentations to diverse audiences of various sizes.
Chaired development of Davis International Life’s Vision, Mission, & Strategy
• Founded organization, recruited board of directors, guided strategy development, and raised operations capital.
Designed and Promoted International Community Events, Conferences, and Seminars
• Regularly recruited participants among the international and national community for events attended by up to 500 people, including promotion of the Islamic Center ‘s annual “Fast for a Day” during Ramadan.
Designed Materials, Led Seminars and Workshops for Cross-cultural Understanding
• Trained volunteers for culturally appropriate work in Turkey, Pakistan, and China. Led and presented "Arab World 101" and "Understanding Islam" community seminars.
• Twice won district award for best creative idea during peak holiday period PR event
• Ensured effective execution of corporate brand values and identity
• Recruited, trained, and oversaw staff in customer service, product knowledge, and sales
• Measured and achieved sales targets
Sales (1991-1995), Supervisor (1995-1997), Assistant Manager (1997-1998)
• Represented the United States in youth-focused, Ministry of Education public relations role
• Developed touristic city's first English language tourism pamphlets
• Organized & participated in community cultural exchange events
• Maintained b2c and b2b relationship database for residential mortgages
• Networked with real estate association and open houses in exclusive neighborhoods
• Developed promotional materials and delivery systems, increasing efficiency by 300%
• Developed Innovative Measurement Tool to Assess Global Place Brand Perceptions (Thesis) • Designed New Market Entry Strategy for Abu Dhabi Tourism Authority & Etihad Airways • Assessed GCC Place Brands, Comparing Indices to Global Media Coverage • Developed 7-year PR Plan to Build Arab World Brand Equity Globally • Evaluated US Public Diplomacy at the American University of Beirut
Graduated Phi Beta Phi • Examined MENA communications' effectiveness in global media (Thesis) • Analyzed speech act usage in English language Arab media • Assessed diverse audiences' perceptions of Arab portrayals in Hollywood & Arab Cinema • Explored Arab Identity through Naguib Mahfouz's literary characters
Graduated Golden Key Community Service Award