Yasser Masood

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over 2 million website page views each FY, yielding $400, 000+ in ticket bookings via published social content and unpublished direct response content.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

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.

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

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.