My experience is diverse and spans several sectors and markets, working with large and small consumer and corporate businesses across the world
Consumer Packaged Goods
General Mills
Oversaw the strategy for General Mill’s brands in the Middle East, including Haagen-Dazs and Nature valley, working with global agency partners to streamline execution across markets
- Developed strategy to launch the “House of Haagen-Dazs” campaign in GCC by cementing its premium positioning across touch-points (on shelf, shops, online); campaign received global client praise and led to growing scope of work
- Transitioned Nature Valley’s brand purpose in ME following extensive consumer research exercises and category analysis
Reckitt Benckiser
Oversaw development of Reckitt Benckiser’s power brands (Dettol, Veet, Clearasil, Durex) across the RUMEA markets (Middle East, Russia, and South Africa), with the agency acting as a central hub for the region, providing full planning / creative services
- Strengthened Dettol’s equity with day-to-day support for 8 SKUs across TV, Print and online. Analysed brand trackers and oversaw idea generation, content development and execution, including the rollout of the brand’s first brand campaign in the region
- Supported the expansion of Dettol into personal care by creating a positioning for new SKUs such as Shampoo after studying the category and identifying a strategic white space for the brand’s new proposition
- Repositioned Veet in the ME as part of its evolution to become a beauty brand away from the functionality of the category and supervised the brand’s celebrity endorsement deals after careful consideration for fit and ROI
- Led an ethnographic study for Durex in multiple cities of Saudi Arabia to investigate behavior and attitude towards contraception methods. Insights led to new approaches in POS, packaging and messaging
Mondelez
Acted as strategy lead on two of Mondelez’s brands in the Middle East (Belvita and Barni)
Investigated the eating habits of consumers in the GCC and uncovered local insights to create synergy between the global strategy and the regional one; positioned Belvita and its multiple SKUs in preparation for its introduction into the ME markets
Sainsbury’s Home
Created a new sub-brand Sainsbury’s Home to drive business growth after articulating clear brand architecture recommendations, a distinct positioning and a 5-year strategy to bring it to life across channels and audiences; provided oversight for VI development to reflect product features and drive prominence on shelf
Souroti
Developed brad strategy to take the leading Greek sparkling water brand into European markets to compete with Perrier and San Pellegrino
- Conducted an in-depth quantitative study covering 7 markets (Greece, (US, Germany, Spain, Italy, Poland, Russia), investigating brand perceptions and category drivers across sparkling and flavoured water
- Uncovered a strategic white space for the brand to help differentiate from local and global players, setting up the brand for success in new markets while reinvigorating its heritage positioning in its home market
- Developed a simple architecture map recommending investment for existing SKUs while creating value propositions for flavored drinks
Nestle
Redefining the role of the Nestlé Masterbrand and connecting its portfolio, engaging senior leads from Zone directors and CEOs all the way to the global CMO and EVP of Marketing.
Al-Jameel Foods
Launching two new challenger brands in the booming Saudi market – CSD + energy. Both witnessing immense success on shelf. Naming, audience definition, positioning, visual expression.
Retail / Luxury
Sainsbury’s
Provided strategic counsel to the British household retailer, helping it diversify beyond food into a self-sustaining ecosystem of services; enabled its general merchandise and clothing brands to achieve continuous growth and consistently outperform competitors in challenging market conditions
Tu
Helped Sainsbury’s clothing arm Tu become a high-street fashion destination by simplifying its relationship with Sainsbury’s and building independence into its own brand; providing a partnership framework and a product arch strategy to aid in future decision-making across teams
Faces / Wojooh
Reconstructed the 80-store Faces / Wojooh beauty retail brand in the GCC to strengthen its existing equity and solidify its market leadership. Analyzed brand differentiators and category codes to reposition and shift its communication focus
Level Shoes
Built the Chalhoub Group-owned luxury retail brand, Level Shoes, defining its personality and positioning. Drafted a five-year strategy (ATL, PR, Digital, In-store) to launch brand in Dubai and cultivate brand equity within local and int’l markets
Aramco: King Abdulaziz Center for World Culture (Ithra)
Defined the brand experience of a one-of-a-kind center by Aramco: brand story, architecture framework, nomenclature and voice trainings; in addition to innovation workshops to define the CX and create new services for its multiple audiences
As a result of a clearly articulated brand and communications strategy, Ithra was chosen by TIME magazine among the world's top 100 must-visit sites one year after its launch, receiving more than 250,000 visitors; center expected to welcome almost 2.5 million more by 2020
Galleria Mall
Created the Galleria Mall’s brand identity after evaluating its assets, perception, and target audience motivations. Repositioned brand and developed a channel strategy after conducting qualitative research with stakeholders (retailers/consumers/developers).
HearUSA /HearCanada (North America)
Strategy lead on the rebrand of one of America’s longstanding hearing aid retailer HearUSA, with 400 stores and a network of 4000 outlets: research, positioning, naming, messaging and oversight on retail and digital experience.
Automotive / Industrial
Porsche
Redefined the customer experience of the iconic German car manufacturer as it drives towards a more sustainable and digitally-led ecosystem, drawing implications on its positioning, communications and end-to-end service proposition. Managed a global mystery shopping exercise between London, Shanghai and LA in a span of 3 weeks, including a full audit of its digital assets to identify gaps and opportunities in the customer experience
Lexus
Strategic client lead for Lexus with its line-up of 9 sub-models. Research, planning and execution of its communications plan (TV/Press/Events) in GCC in coordination with Toyota Motor Corporation in USA
Peugeot
Developed positioning and strategy for the ME launch of Peugeot 408; analysed brand trackers in core markets and distilled insights into an integrated communications plan to target a new audience in the region. Strategy endorsed by Peugeot Paris
Maersk
Helped the global transport and logistics giant focus its purpose as it consolidated its businesses into two entities while leading the activation phase to engage its employees around the new vision of the company and set the foundations for a culture of innovation
Clear sense of purpose has guided decision-making and investment, with Maersk launching new digital products and services that simplify and connect the global supply chain: blockchain-based shipping tool TradeLens (JV with IBM), online buying tool Maersk Spot
Total
Acted as the strategic lead for Total in the Middle East, coordinating with its Paris teams to consolidate and centralise communication
- Managed the product portfolio of Total lubricants in the GCC to bring more relevance to its products within a commoditized market.
- Developed an SKU mapping that clarifies product messaging hierarchy in relation to category and mother brand
Capgemini, Automotive
Identified the unique opportunity for differentiation for Capgemini Automotive; positioning and content sharpened the team’s pitching POV and assisted in winning multiple new business briefs
Helped developed a naming system for its business units, bringing more differentiation to its go-to-market offerings, while guiding internal teams with future governance
Aston Martin
Strategy lead on the repositioning of the iconic British luxury sports car brand: customer profiling, positioning experience.
Professional Services / Finance
Jacobs Engineering
Helped the $12b US-based engineering, design and tech firm elevate its positioning towards a high-growth high-margin space, redefining the way it engages its employees, customers, and partners following an extensive global research exercise across 11 markets and 10 sectors
- Led a team of 16 on the Jacobs account, from research, strategy, content development, design and project management
- Conducted 18 global focus groups across US, Europe and Asia alongside 45 one-to-one qualitative in-depth interviews with senior executives
Capgemini
Helped the Paris-based global tech consultant elevate its positioning in the market, sharpening its point of view on digital transformation after rationalising its portfolio and developing the go-to-market strategy for its premium offering in the market
Led complex stakeholder management exercise between SF, NYC, Paris and London for Capgemini to streamline POVs & build consensus
Developed the brand strategy for new sub-brand Capgemini Invent, which recorded a 29.7% increase in total revenues one year after launch due to increased customer demand for the Group’s digital transformation services
GAM
Redefined the positioning of the London/Zurich-based asset management firm as it consolidated its portfolio while expanding geographically into USA/Asia and diversifying into new asset classes;
Rebrand has helped GAM in a series of acquisitions to diversify its business (THS / Cantab) and continues to protect its reputation amidst difficult asset management market conditions
- Defining brand identity and developing a messaging toolkit to aid communication with local and global audiences
- Developing a brand architecture system coupled with a migration strategy as it dissolves the Swiss & Global brand and builds equity for itself
- Designing the UX and content of its website alongside internal communications
Stock Exchange (Tadawul)
Repositioned the Saudi Stock Exchange at a critical moment in its history as it opened up to foreign investors, highlighting both its national and international roles as its remit and audiences widen
- Defined brand (Purpose / Promise / Values / Voice) and developing distinct Key Messages for global and local audiences
- Developed a simple brand architecture system to aid in optimizing current and future brand expansion and extension
- Developed a content strategy for the brand’s digital platforms along with a three-year communication as it expands
Emirates NBD (UAE + MENA)
Lead the brand evolution of UAE’s second biggest network bank, looking at the portfolio, messaging, expression and TOV of its masterbrand and its segments, with a particular focus on Private.
Raiffeisen Bank (Austria + Europe)
Led a massive brand transformation project for CEE’s leading bank – from positioning, brand architecture, brand experience, messaging and TOV, and sub-brand development.
Technology / SaaS / Statup
HERE Technologies
Repositioning the Chicago-based location-intelligence technology firm for growth as it took on Google to establish itself as the premium location data platform in the world, while addressing its brand architecture and naming needs following extensive research across markets
- Investigated, qualitatively and qualitatively, the new category of location intelligence or digital mapping to uncover primary drivers of preference amongst decision-makers and IT consultants; studied future product launches and business strategy
- Synthesized drivers of highest business impact into a simple, powerful narrative and positioning that gave everyone at HERE a sense of purpose and gave heightened relevance for the organisation’s offerings
- Simplified the company’s portfolio after investigating hierarchy, naming and relationships to then create a streamlined go-to-market strategy for sub-brands, products and services - including HERE Mobility
- Conducted agile rounds of naming that enabled the marketing and sales teams to be ready for launch with an optimised time-to-market
Fadata
Repositioning the London-headquartered insurance Fintech brand as it channels its Eastern European heritage into a purposeful innovation space to build further relevance and drive short and long term growth
Conducted a rigorous discovery phase bolstered with bespoke research into its client portfolio and partners
Redefined of its brand purpose and overarching promise after reconciling its reliance on its flagship product INSIS
Organised its portfolio to widen the remit of the brand and attract specific audiences in new markets across Europe
Red Deer
Created a bespoke positioning brand platform for the software development firm as it expands its offering following successful adoption of its products and continuous new product developments
Pharma / Healthcare
Danone Baby Nutrition
Provided strategic support for Danone’s baby milk in the Middle East in coordination with Paris HQ
- Conducted thorough brand and NeedScope research analysis to localise Aptamil’s global strategy in the region
- Led strategic thinking on an unbranded campaign to raise awareness on Iron benefits and consumption in Egypt. Utilized NeedScope research findings and analyzed barriers for consumption to develop platform and channel strategy
LEO Pharma
Repositioned the reputable Danish company as it transitions into a global organization focusing on medical dermatology, helping it in its organizational and brand transformation, following an extensive qual / quant research across 7 markets (UK, US, Denmark, Germany, China, Saudi Arabia), covering HCPs, consumers and partners
Placemaking / Travel / Corporate
Alshaya Group
Repositioned the $6.5b Kuwait-based retail developer and world’s biggest franchising partner as it diversifies and expands beyond its core operations into new sectors and markets
- Provided a clear definition of its category to help amplify and sustain its success story
- Developed a strategic platform (Purpose / Promise / Voice / Values) capitalising on its identified growth areas
- Developed a future-focused brand architecture model to organize offerings across markets and sectors
Oxagon, NEOM (MENA / Global)
Leading the brand development of NEOM’s reimagined industrial city. Developing positioning, messaging and tone of voice, brand architecture and nomenclature, visual identity in addition to liaising with comms and PR agencies to streamline marketing initiatives and create a destination for business in the region.
NEOM Nature Reserve (MENA / Global)
Looking after the brand development of one of the most innovative nature reserves in the region and the world. Creating a destination for the conservation community and high value travellers. Positioning, naming, visual expression, tone of voice and experience.
Riyadh Air (KSA + Global)
Defining the brand from scratch of a new, disruptive airline. Overseeing multiple disciplines from brand strategy to design, sonic and scent, all the way to new sub-brand development
IAG
Defining a new ecosytem for loyalty for the British Airways owner