Kareem Koubar

Social media strategist with 12 years across MENA, translating brand direction into multi-platform content systems and executing always-on calendars at scale. Experienced managing social accounts for major tourism and consumer brands, briefing and aligning with creative, analytics, and client services teams, and optimising content performance based on audience data. Bilingual in Arabic and English, with a strong intuition for platform-native formats, cadence, and storytelling that resonates in the GCC market.

Brand Development Manager at Asharq Bloomberg (2024-01 – Present)

Owns social strategy and execution standards across the Asharq Network, a multi-brand ecosystem spanning news, business, radio, documentary, discovery, sports, and podcasts.

• Defines brand voice and platform tone in partnership with leadership, building scalable playbooks, content governance frameworks, and repeatable format libraries that allow internal teams and agency partners to publish consistently without losing quality.
• Manages the briefing and quality assurance process for all social and digital content output, coordinating cross-functionally across editorial, creative, production, and commercial teams.
• Launched digital brand tools including the Asharq Network brand site and QR ecosystem, enabling faster, more consistent content rollout across teams and external partners.
• Partners with executive leadership on social opportunity, brand positioning, and content direction across all platforms.

Digital Marketing Manager at Asharq Bloomberg (2021-01 – 2024-01)

• Built Radio Asharq's social media presence from launch, developing brand voice, Instagram strategy, content formats, and always-on publishing workflows for a bilingual MENA audience.
• Managed multi-platform content calendars across Instagram, web, and digital touchpoints, maintaining publishing cadence and adjusting content mix based on performance data and audience behaviour.
• Owned social media performance reporting and optimisation, analysing analytics to refine formats, cadence, and channel strategy on an ongoing basis.
• Recruited and led a digital team, providing strategic direction and coaching on social best practices, content creation workflows, and platform-native storytelling.
• Partnered with design, editorial, and commercial teams to align social campaigns with brand priorities and audience growth targets.

Head of Digital at Pulse 95 Radio / Sharjah Broadcasting Authority (2018-01 – 2021-01)

Built the social media and content operation for a newly launched Arabic-language radio station from zero, including Instagram strategy, brand voice, content creation systems, publishing workflows, and community management.

• Led a team of five across content creation, social publishing, community management, and cross-functional coordination with presenters, producers, and the marketing team.
• Developed platform-specific content formats across Instagram, Facebook, YouTube, and TikTok, running influencer and creator partnerships that drove audience growth across the UAE.
• Created always-on campaign activity tied to on-air programming and live events, driving brand visibility through consistent storytelling and cohesive content output.
• Tracked performance and adjusted content formats, publishing cadence, and platform strategy based on audience analytics and engagement data.

Senior Account Manager at Impact BBDO (2014-01 – 2018-01)

• Led social media strategy and content planning for Dubai Department of Tourism (DTCM), managing @dubaifestivals across Dubai Shopping Festival (DSF), Dubai Food Festival (DFF), and Dubai Summer Surprises (DSS), coordinating real-time content, influencer coverage, and campaign calendars under tight production timelines.
• Owned social accounts and content delivery for Absolut, Bupa Arabia, ACDelco Arabia, and Dubai Maritime City Authority, developing content plans, managing approvals, and optimising performance across each account.
• Managed a portfolio of 8 to 10 client accounts with combined campaign budgets exceeding $1M, overseeing content creation, approvals, analytics, and campaign performance from brief to reporting.
• Directed a team of 2 to 3 account executives through cross-functional campaign delivery across design, strategy, and production teams.
• Managed digital accounts for BMW and MINI, delivering integrated campaign briefs from strategy through production and performance tracking across major UAE market moments.