Master's of Strategic Marketing

2014 - 2015

University of Wollongong in Dubai

Bachelor of Business Administration

2009 - 2013

The American University in Cairo

Regional Digital Marketing Manager - Benefit Cosmetics

2024 - Present

LVMH - Benefit Cosmetics, UAE

• Designed and executed a comprehensive content strategy, driving year-round brand voice consistency and exceeding KPIs across digital platforms.
• Launched the “Benefit Kitchen Ramadan YouTube Show,” achieving record-breaking engagement and organic views in GCC through innovative influencer partnerships.
• Led and developed a high-performing team of two, fostering innovation and delivering high-impact marketing campaigns aligned with Benefit's vision.
• Elevated audience engagement by optimizing content with algorithm-driven strategies and keyword best practices, enhancing discoverability.

Regional Creative Product Marketing Manager

2023

TikTok, UAE

• Drove product adoption and partner value by managing 160+ creative campaigns across industries, surpassing revenue targets.
• Conceptualized and executed creator and influencer campaigns for 10+ major brands, unlocking business growth opportunities in the METAP region.
• Conducted in-depth market analysis to adapt products to regional needs and led the development of GTM strategies, driving customer acquisition and retention.

Regional Senior Brand Manager - Neutrogena

2021 - 2023

Johnson & Johnson, UAE

• Spearheaded Neutrogena’s brand strategy across Africa, the Middle East, and Turkey, delivering above-industry benchmark video view-through rates (VTRs) through the award-winning "Neutrogena Your Skin" Ramadan campaign.
• Created and launched “Neutrogena Your Skin” with Google, a Ramadan educational show with celebrity and influencers, increasing Neutrogena brand awareness amongst Arab consumers, and had the highest VTR (in J&J) and above industry benchmark. Won best practice case study & presented globally in YouTube festival
• Led the 5+ year pipeline strategy, optimizing the product portfolio and developing long-term winning bets for market growth.
• Orchestrated PR activations and coordinated regional launches, ensuring seamless brand execution across markets.

Regional Portfolio Manager - Haircare & Skincare

2020 - 2021

Johnson & Johnson, UAE

• Achieved 30% portfolio growth for haircare, skincare, and derma brands across the region by aligning strategies with market insights and sales objectives.
• Developed and led OGX and Maui PR launch with over 120+ influencer attendance, relaunch for Aveeno skincare brand in Middle East by creating cross functional squad and leading workshops with retailers & distributor partners.
• Created & launched OGX Meta best practice campaign that 3X sales during COVID19 on e-commerce channels, becoming a global best practice across Johnson & Johnson and published with Meta.

Regional Brand Manager - Haircare & Skincare

2017 - 2020

Johnson & Johnson, UAE

• Delivered 135% sales growth for OGX, securing its position as a market leader.
• Negotiated high-value contracts with key influencers like Dalal Aldoub, enhancing brand credibility and reach.
• Developed and implemented a digital and influencer strategy that became a standard across all J&J brands.

Regional Brand Manager - Maybelline New York & Garnier Skincare

2016 - 2017

L'Oréal, UAE

• Built tailored customer plans, ensuring seamless execution across retail channels.
• Orchestrated campaigns with celebrities like Haya Abdulsalam, boosting market share and brand affinity.
• Increased Maybelline NY and Garnier Face Care's regional engagement rates to 8% and grew the social media following by 65%.

Regional Brand Manager - Garnier Skincare

2015 - 2016

L'Oréal, UAE

• Propelled Garnier Face Care to rank #3 in GCC markets, achieving the fastest growth rate in the region (Nielsen)
• Developed campaigns like #NoFilterJustBB and #DoneInABlink, driving high engagement and brand love.
• Partnered with influencers to create compelling, localized campaigns that resonated with target audiences.