Communications Lead - Department of Science, Technology, and Research
Ministry of Education
Total years of experience :20 years, 4 Months
My main objective was to increase public awareness of and engagement with academic R&D in the UAE and region. In this regard, I
developed and directed a quarterly research publication called Innovation@UAE Magazine that served to highlight high-impact
research taking place in accredited UAE universities. I also oversaw the development of communication and engagement strategies
for research-related ministry projects. I provided expert guidance for the development of press releases, scripts, and media responses and planning, budgeting, vendor evaluation, and liaising with contracted consultants for delivery of comms projects.
Following Masdar Institute’s merger with two other universities to form the Khalifa University of Science and Technology (KU), I was given this role to oversee the development of the merged university’s internal communications content and manage the development and production of all publications and platforms, which include all university newsletters, books, brochures, websites, and portals. I also supported in the development of social media content, marketing content, announcements, events content, and strategic communications.
In charge of ensuring high-quality, effective and engaging communication of MI’s research, scientific, and strategic activities and interests through internal and external communications, branding, marketing, public and media relations, thought-leadership, events collaterals, and social/digital media content. I also developed marketing and communications policies and initiatives and support with crisis management, change management, stakeholder engagement. Specific achievements/ responsibilities included:
Developed communications strategies for MI’s participation in key international and local events including Abu Dhabi Sustainability Week, World Future Energy Summit, Innovation Summit, COP21 and COP22.
In-charge of communication with industry and government partners and collaborators, including the UAE Ruler’s Office, UAE Ministry of Energy, UAE Ministry of Climate Change and Environment, Bill Gates, Sir Richard Branson, and US Secretary of Energy Dr. Ernest Moniz.
Editor of Masdar Institute News website and INNOVATION FORWARD monthly newsletter.
Developed and reviewed ATL and BTL marketing campaigns and material.
Co-wrote and published book “Masdar Institute - Ten Years in the Making” .
Tasked with leading strategic, scientific and marketing content planning, management and creation to position Masdar Institute as the Gulf region's premier research institution.
• Developed content strategies for MI’s participation in key international and local events including Abu Dhabi Sustainability Week, World Future Energy Summit, Innovation Summit, COP21, and UAE Innovation Week.
• In-charge of internal and external communications, managing a team of writers, translators and creatives.
• Managed press releases, media pitches, media responses, senior management speeches and scripts, and op-eds.
• Developed strategic and brand messaging for MI overall.
Tasked with translating MI’s strategic, scientific and economic material and concepts into content that is interesting, relevant and aligned with both the general public and UAE leadership, by providing effective editorial guidance, project management, and quality control
• Managed team of writers to ensure correct and effective brand messaging and management.
• Responsible for quality control and oversight of all English marketing and communications material. Content curated included: press releases, op-eds, features, newsletters, websites, apps, media briefs, social media posts, advertisements, whitepapers, speeches, books, supplements, reports, brochures, and communiqués.
• Provided support to translators, communication officers, creatives and media relations team.
• Provided input for development of media and communication strategies.
Lone in-house writer at Masdar Institute, specifically tasked with translating its complex research into articles of relevance to the wider public.
• Responsible for developing weekly research-based op-eds and features for print in English media, which required regular self-teaching of cutting-edge scientific topics and development of positive information networks with faculty and researchers.
• Developed press releases and corporate communications material including brochures, website copy, advertisements, newsletters and internal communiqués.
Planned and managed what was then the Gulf’s most-widely circulated business monthly. In charge of team management, editorial direction, commissioning, design instruction, art instruction, flat planning & content editing. Oversaw redesign of magazine cover and style. Liaised with sales team to ensure alignment of editorial with sales targets. Developed supplements and special reports. Represented Gulf Business and Motivate Publishing at corporate events, and traveled extensively for conferences and networking.
First Middle East-based journalist and among the youngest ever to be awarded fellowship of this program, which then had less than 250 fellows worldwide. Attended classes at MIT and Harvard, and participated in biweekly seminars led by intellectual leaders like Noam Chomsky and Nancy Kanwisher. Completed research project on desalination technologies. Presented research and led discussions on biotechnology, pharmaceuticals and genetic testing. Studied Costa Rican rain forest conservation, and socialized medical system.
Hired as part of launch team for first Dubai-government owned newspaper. Began as environment reporter and was promoted to senior reporter. Responsibilities included: managing the news desk on weekends and fulfilling the responsibilities of news editor, developing a rolling stock of self-generated stories on assigned beat, maintaining relationships with contact/source network; and sub-editing of other reporters' work. Also wrote for features and business section, and was given a weekly humor column and daily Ramadan diary.
• Won Best Column Award 2005 for weekly column.
• Top performing reporter in regards to articles published and print space given
Went from trainee editor to acting editor-in-chief within months at Islamabad-based news agency, covering all of Pakistan. Managed staff, administrative duties, and served as last-line of defense for editing and value-adding of stories. Interacted with host of contributing staff around Pakistan. Edited daily news submission for Middle East-based subscribers. Responsibilities included: task management, duty allocation, content procurement, adding of necessary information and editing articles to meet the international quality standard.
Served as associate editor for small independent Pakistani news magazine. Led editorial and design team to produce high quality monthly magazine on tiny budget with small staff. Responsibilities included: editorial planning, content assignment, layout planning, photo procurement, writing, editing all submitted works, conducting interviews, maintaining rapport with contributors and maintaining quality standards.
Year-long fellowship experience with courses at MIT and Harvard, for science communication focused on renewable energy, healthcare, oil and gas, biotechnology, pharmaceuticals, IT, green construction and desalination.