Hello
Transformation
Transformation
Meet the
Fantasticator
Meet the Fantasticator
That is me on the right, and I am dedicated to developing innovative approaches that attract customers to your brand in the short and long term. I constantly search for insightful ideas that help stakeholders remember what truly matters, building resilience to withstand the challenges of time.
Drawing on my 15 years of expertise in boosting business and brand performance, overseeing interdisciplinary teams, and handling fortune 500 brands, my mission is to create The Brand Fantasticator. I am excited to finally share this passion with the world.
Awards
5
4
5
3
2
8
Success Stories
1. Orchestrated and led the implementation of cultural change strategies, operational models, team upskilling, and restructuring for Digitect, which led to an increase in productivity by 40%, customer satisfaction by 60%, and business and employee retention by 75%.
2. Authored the development of an innovative product range, built its identity, pricing, marketing, and communication strategy, and developed its roll-out plan for DIFCO, a leading FMCG company, launching in LEVANT in 2022.
3. Formulated the business model, value proposition, and communication strategy for a disruptive startup platform catering to key global markets, launching in Q4 2021.
4. Oversaw the transition of IKEA’s seasonal marketing calendar into integrated planning, resulting in a remarkable accumulation of SOV. IKEA Saudi Arabia was awarded the best-selling store in the world, and the opening of IKEA Bahrain was the most anticipated event in Bahrain.
5. Enforced a 60:40 model for IKEA that achieved a double-digit increase in penetration and increased the intent of purchase by 54%.
6. Launched NCBC’s newest traders’ platform, which successfully migrated 200,000 traders while protecting their market position.
7. Built multi-channel communications strategies for BUPA SMEs that decreased the cost per lead by 70%.
8. Transformed the internal flow of communication within NAHDI to achieve an 80% increase in engagement with sales tools and coaching programmes. It resulted in a substantial increase in customer satisfaction and in ROI, driven by pharmacists’ assistance.
9. Orchestrated the launch of IKEA Friends (the retail and loyalty app), which exceeded the signup target by 76% and usage by 40%.
10. Cultivated a content-first approach for Marina Home Interiors, which increased awareness by 65%, engagement by 65%, and sales by 100%.
11. Oversaw the strategic approach and communication implementation of the new business models for IKEA (in-mall, order, and pick-up), which exceeded set targets and established IKEA as a leading retailer in Saudi Arabia.
12. Improved the B2B communication model for Castrol customers (puncture shop owners and employees), which resulted in increasing life-time value by 55% and annual sales by 67%.
13. Restructured and consolidated the marketing plans of Castrol across the GCC and within internal teams to maximise efficiencies. Year on year, the business achieved double-digit market growth and +10 points in relevance.
14. Localised brand stories and created programme ideas for Kleenex that have achieved 15.1% YoY sales, +6% brand loyalty, and +3 points in market share.
15. Adopted and adapted global communications, remodelled the media strategy, and boosted on-ground presence for Kotex, which resulted in a double-digit increase in profit and +2 points in market share.
16. Re-launched Hempel in the region, resulting in increased annual sales with ROMI 11.1 and a big idea fit for considerable growth.
17. Pioneered the implementation of business and behavioural measures across a SMM portfolio, which increased work efficiencies and planning effectiveness.
18. Created and coached an integrated servicing model (first in the region) with multi-disciplinary teams. It unified communications objectives and resolved inefficiencies. Exemplary for cross-team or cross-company collaboration
7. Built multi-channel communications strategies for BUPA SMEs that decreased the cost per lead by 70%.
8. Transformed the internal flow of communication within NAHDI to achieve an 80% increase in engagement with sales tools and coaching programmes. It resulted in a substantial increase in customer satisfaction and in ROI, driven by pharmacists’ assistance.
9. Orchestrated the launch of IKEA Friends (the retail and loyalty app), which exceeded the signup target by 76% and usage by 40%.
10. Cultivated a content-first approach for Marina Home Interiors, which increased awareness by 65%, engagement by 65%, and sales by 100%.
11. Oversaw the strategic approach and communication implementation of the new business models for IKEA (in-mall, order, and pick-up), which exceeded set targets and established IKEA as a leading retailer in Saudi Arabia.
12. Improved the B2B communication model for Castrol customers (puncture shop owners and employees), which resulted in increasing life-time value by 55% and annual sales by 67%.
13. Restructured and consolidated the marketing plans of Castrol across the GCC and within internal teams to maximise efficiencies. Year on year, the business achieved double-digit market growth and +10 points in relevance.
14. Localised brand stories and created programme ideas for Kleenex that have achieved 15.1% YoY sales, +6% brand loyalty, and +3 points in market share.
15. Adopted and adapted global communications, remodelled the media strategy, and boosted on-ground presence for Kotex, which resulted in a double-digit increase in profit and +2 points in market share.
16. Re-launched Hempel in the region, resulting in increased annual sales with ROMI 11.1 and a big idea fit for considerable growth.
17. Pioneered the implementation of business and behavioural measures across a SMM portfolio, which increased work efficiencies and planning effectiveness.
18. Created and coached an integrated servicing model (first in the region) with multi-disciplinary teams. It unified communications objectives and resolved inefficiencies. Exemplary for cross-team or cross-company collaboration
Insightful
Education
• Social Media Strategy: Creating
Engagement, Insight, and Action,
MIT Sloan School of Management – 2023
• The IPA Advanced Certificate,
The Institute of Practitioners in Advertising – 2020
• Artificial Intelligence, MIT Sloan School of Management – 2020
• Digital Strategies for Business,
Columbia Business School – 2020
• Digital Marketing Analytics, MIT Sloan School of Management – 2019
• Circus Street’s Digital “Level Up” Certificate – 2018
• Bachelor’s in Business Administration – American University of Beirut, Lebanon – 2007
Specialized
Training
• Executive Coaching
• WPP Trainings
• Media Training and Messaging
• Creative Messaging Workshop
• Brand House Workshop
• Creative Leadership
• ROI Optimization
• Negotiation Skills Workshop
• Behavioral Skills Workshop
• European Advertising Certificate
Areas of Expertise
Strategic Tools
Customer network behaviors
Data value templates
Platform business strategy
Competitive value train
Data strategy
Organizational challenges road-
map
Value proposition roadmap
Disruptive business model map
and response planner
Multichannel comms strategy
and planning
Big Ideal TM
Fusion TM
Leadership
Coaching
Team Management
Cross-functional team leadership
and building
Entrepreneurship
Change management
Budgeting
P&L management
Portfolio financial planning and budgeting
Performance measurement and forecasting
Analytical
Digital marketing
Web analytics
Marketing analytics
Predictive modeling and analytics
Collaborating On
Brand
consulting
Communication
Strategy
Brand
Audit
Brand
positioning
Identify the unique selling proposition and position the brand in a way that attracts the strategic target audience
Brand
Story
Brand Messaging &
Communication Pillars
Messaging strategy that allows effective communication of the value propositions – across stakeholders
Social Content
Strategy
Building the roadmap to maximize on hard and behavioral objectives through engaging and relevant content
Program
Idea
Tailored communication to drive behavioral change and increase profit margins
Workshop
And Trainings
Business
Ambition
Setting and aligning the path for business growth across disciplines -through a delve into key brand parameters.
Business
Canvas
Creating the blueprint that encapsulates and pans out the key variables to create the business model
Power of
the Brief
Equips you with the right mindset and knowhow to write compelling and strategic briefs
Campaign
Development
Understanding the methodology through real examples and hands-on exercises to equip you to create your own
Mastering Social Content
Learn how to create meaningful content that is true to the brand and relevant to the target audience
Looking to
Fantasticate
Start-ups
Help develop a unique brand identity, refine the messaging and create a cohesive brand strategy that aligns with the business’s goals and values.
Agencies
Lead on pitches and projects with their internal teams or through my SWAT team.
Trainings
Provide the knowledge and skills needed to build strong brands and make more informed decisions.
Brands
Can help in a wide range of capacities from developing a comprehensive brand strategy, managing the brand over time, lead on recruiting and training an internal team to managing thei r external agencies.
Fantasticated
Brands
Ranging from startups and non-governmental organizations (NGOs) to established companies and Fortune 500 brands, across diverse sectors such as automotive and mobility, commercial real estate, consumer products, energy, financial services, retail, manufacturing, and healthcare.
