Regional Communications Manager, Middle East, Türkiye & Africa at EVONIK INDUSTRIES AG (2021-04 – 2025-06)
Led regional communications across MEA, advising senior leadership and aligning brand, internal and external communications with business priorities.
- Conceptualized and executed Evonik's CSR campaign with Borussia Dortmund in Ghana, directing a documentary showcasing the football talent of youth from underserved communities, securing prominent TV and media coverage across West Africa.
- Media-trained senior leaders and secured high-profile media and speaking opportunities, including a panel for Evonik's Regional President at Expo 2020 Dubai, elevating executive visibility and thought leadership.
- Managed end-to-end participation across major industry trade shows, including ADIPEC, the world's largest oil and gas exhibition, overseeing logistics, stakeholder coordination and booth briefing materials.
- Developed executive communications including thought-leadership articles, speeches, scripts, briefing documents, press releases and media materials.
- Established a regional crisis response team with senior stakeholders, and maintained the crisis communications manual, including response protocols, holding statements and media briefing materials.
- Led employee engagement initiatives, creating an employee podcast series, launching monthly newsletters and introducing a Spotlight feature to recognize contributions and boost morale.
- Organized and delivered the Evonik MEA Townhall for 120 employees, managing communications, stakeholder coordination, logistics and post-event reporting.
- Supported executive social media communications and content development for regional leadership.
- Organized and delivered a virtual 'Writing Like a Journalist' training for 26 APAC communications colleagues, sharing practical techniques to strengthen regional communications.
- Created and launched SMILE (Sharing Moments in Loop with Evonik), inspiring offices across MEA to drive employee-led CSR initiatives, with initiatives including support for a children's cancer hospital in Egypt, and providing essential supplies for blue-collar workers in the UAE.
- Led 360-degree campaigns from concept to launch, developing social media calendars, creative assets, briefing documents, and post-campaign reporting.
- Increased MEA owned-channel impressions by 26% YoY on LinkedIn and 71% on X through content planning and channel optimization.
- Increased Marketing Qualified Leads by 43% through website redesign, content optimization and customer-journey improvements.
PR & Communications Manager at PROTENDERS INC. (2019-01 – 2020-03)
- Managed and updated SaaS platform content, ensuring accurate and timely information.
- Developed B2B PR, corporate communications and integrated marketing campaigns across GCC markets.
- Generated $6M ROI and 6% average conversion through targeted campaigns.
- Secured high-profile radio coverage for the CEO and Founder with the UAE's largest radio broadcaster.
Assistant PR & Communications Manager at JUMEIRAH GROUP (2016-07 – 2018-12)
Awarded 'Inspirational Manager – 2018' for exceptional initiative, leadership and team support.
- Led internal and external PR, crisis communications, issues management and annual communications planning.
- Built MENA and international media and government relationships to strengthen brand reputation and visibility.
- Directed filming and photoshoots from pre- to post-production, including art direction and production coordination.
- Developed social media calendars and campaigns, using performance insights to drive engagement.
- Produced editorial content and reports for the in-house magazine and managed media & influencer familiarization visits.
- Initiated and executed an F&B campaign that achieved viral social media reach and engagement.
PR Account Executive at KETCHUM-RAAD MIDDLE EAST (2013-05 – 2016-07)
- Managed PR and communications for corporate, consumer and technology clients, including CNN, Philips, Emirates Literature Festival, Airbus, Maserati and Kia Motors.
- Developed PR plans, communications materials and client campaigns across multiple sectors.
- Coordinated client events, media outreach and press office activities.
- Managed social media content and channels aligned with client objectives.
