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Yasser Masood, Senior Officer Social Media

Yasser Masood

Senior Officer Social Media·Qatar Airways

United States

Bachelor's degree, Information Systems

Work experience

Total years of experience: 13 years, 1 months

Senior Officer Social Media

May 2013 - July 2024

Qatar Airways

Doha, Qatar

May 2013 - July 2024

Summarising my tenure at an industry heavyweight, having won World's Best Airline for the 8th time.
- Launched the airline's official presence on Instagram, Tumblr, Snapchat, and TikTok; generated more activity for the current presence on Facebook/Twitter/YouTube/LinkedIn/Pinterest.
- Monitoring/listening on social media for any brand-related crises and marketing opportunities, along with competitor activities using SaaS apps (Emplifi, Sprinklr, and Meltwater).
- Leveraging platform-level analytics to highlight best-performing content and/or trends for marketing opportunities
- Strategising and executing paid media advertising on Facebook, Instagram, Twitter/X, LinkedIn, YouTube and TikTok with a monthly spend of $400K+ across Meta Ads Manager, Google Ads, LinkedIn Campaign Manager, Snap, and TikTok.
- Working closely with the Corporate Communications side on crisis responses and PR opportunities
- Supporting content production work: photo/video editing for content creation, onsite filming/photography, and briefing production companies for more specialised work (i.e. aerial cinematography for new destinations).
- Led as channel manager for the airline's presence on LinkedIn
- Collaborated with external commercial partners on joint social activities: FIFA, F1, Formula E, FC Barcelona, Inter Milan, Paris Saint-Germain, AS Roma, CONMEBOL, CONCACAF, Brooklyn Nets, and more.

Results:
- Grew the audience on Facebook, YouTube and TikTok to position the airline as #1 by subscribers/followers. Awarded YouTube Play Button for 1M subscribers among airlines worldwide, then grew by an additional 2M in the following FY.
- Generated over 2 million website page views each FY, yielding $400, 000+ in ticket bookings via published social content and unpublished direct response content.
- Raised and maintained LinkedIn post engagement rates at 3% and higher

Company industry:
Airlines

Founder & Curator

July 2011 - June 2016

TEDxEducationCity

Doha, Qatar

July 2011 - June 2016

Every TEDx event in a university is branded uniquely to that university. Im currently organizing a unique TEDx event that will bring together more than 6 universities into one event that spans 2 different countries in different time zones.

Carnegie Mellon, Georgetown, Weill Cornell, Virginia Commonwealth, Texas A&M, and Northwestern are some of the U.S universities who have set up branch campuses in Qatar. Some have already held TEDx events in their home campuses, and TEDxEducationCity will unite their campuses together into one event that will explore numerous breakthroughs and contributions.

Company industry:
Non-profit Organization
Job role:
Management

Social Media Specialist

January 2012 - May 2013

iLoveQatar.net

Doha, Qatar

January 2012 - May 2013

Working to develop and advance the online social presence and community across ILoveQatars social media platform.
Supporting and building up clients social presence from beginning

Company industry:
Marketing
Job role:
Marketing and PR

Founder & Curator

August 2011 - November 2012

TEDxYouth@Doha

Doha, Qatar

August 2011 - November 2012

Organized first TEDxYouthDay event in Qatar on November 19, 2011 coinciding with UN Universal Childrens Day. The event was part of more than 100+ events held worldwide, and was also one of 9 cities in the Arab World to host one. I worked with a core team of 15 and many volunteers to organize a TEDx event under the theme of Just Press Play.

As part of my goal to help educate and inform the youth about TED and TEDx, we hosted over 300+ young students spanning the ages of 15 - 18 years that represented more than 10 high schools in Qatar. It was also webcast live to the world, generating 3, 000+ viewers from all over the globe across 50+ countries, with ~50% coming from Qatar.

2 TEDxTalks from the event have already been featured on the official TEDxYouthDay website.

Company industry:
Non-profit Organization
Job role:
Management

Education

Carnegie Mellon University in Qatar

December 2010

December 2010

Bachelor's degree, Information Systems

Qatar

Energetic, self-motivated and enthusiastic about challenges and opportunities. I adore performing community service. Willing to lead and also foster team building and sustainable leadership. Very creative in the field of multimedia and visual design (video and audio editing).

Skills

Event Photography
Expert
Event Photography
Expert
Social Media Marketing
Expert
Social Media Marketing
Expert
social listening/monitoring
Expert
social listening/monitoring
Expert
social media insights
Expert
social media insights
Expert
Adobe Creative Suite
Intermediate
Adobe Creative Suite
Intermediate
Wordpress
Intermediate
Wordpress
Intermediate
Blogging
Expert
Blogging
Expert
Video Editing
Video Editing
Final Cut Pro
Final Cut Pro
Photography
Photography
Social Media Marketing
Expert
Social Media Marketing
Expert
Writing
Writing
Google Analytics
Google Analytics
paid social advertising
Expert
paid social advertising
Expert
content production
Expert
content production
Expert
Event Photography
Expert
Event Photography
Expert

Languages

English

Expert

French

Beginner

Spanish

Beginner

Hindi

Expert

Urdu

Expert