Description

Senior marketing leader with 15+ years of experience building brands and driving customer acquisition. Most recently Head of Marketing & Product at BMW Group Middle East, leading strategy and execution across 11 markets.

I specialise in developing brand-led growth strategies that translate into measurable business impact. My experience spans full-funnel marketing with a strong focus on paid media, go-to-market strategy, and integrated campaigns that drive awareness, consideration, and conversion.

I have led large-scale, multi-channel campaigns across digital, social, media, partnerships, and retail environments, consistently improving engagement, lead generation, and ROI. From repositioning brands to launching new products, I bring a balance of strategic thinking and hands-on execution, ensuring marketing efforts are both creatively strong and commercially effective.

I work closely with leadership, product, and commercial teams to align marketing with growth objectives, bringing clarity, structure, and momentum to fast-moving environments.

I typically support businesses with:

• Brand strategy and positioning

• Paid media and customer acquisition strategy

• Go-to-market planning and product launches

• Integrated campaign development and execution

• Marketing leadership and team structuring

My approach is pragmatic, results-oriented, and tailored to each business, whether building a brand from the ground up or scaling an established one.

Languages

Arabic
Native or bilingual
English
Native or bilingual
French
Conversational

Workplace preferences

Remote only

Primarily works remotely

BMW GROUP MIDDLE EAST
Head of Marketing & Product BMW
June 2024 - Today (2 years)
Dubai, United Arab Emirates
Drive brand and product strategy, delivering integrated marketing programs across digital, social, OOH and experiential activations to position BMW as the benchmark for aspirational lifestyle and innovation.
Conduct market research and competitor analysis to inform strategic planning and align global brand equity with local relevance.
Manage multi-million-dollar marketing budgets, optimizing ROI through performance-driven spend and dealer collaboration.
Lead product launches and lifecycle campaigns, delivering multi-channel activations that increase market share and engagement.
Direct experiential activations, including Art & Design fairs, luxury partnerships and exclusive community events to engage with the community, uplift the brand, and drive sales.
Spearhead cross-functional alignment with sales, CRM, and product teams to deliver unified strategies across markets.
Manage the regional marketing team and external agencies, ensuring creativity, efficiency and delivery against KPIs.
Apply data-driven insights to refine campaign effectiveness, reporting regularly to senior leadership.
branding performance marketing marketing strategy Positioning strategy
BMW GROUP MIDDLE EAST
Marketing Communications Manager BMW
July 2021 - May 2024 (2 years and 10 months)
Dubai, United Arab Emirates
Designed and implemented full-funnel brand strategies, boosting ROI and brand equity through localized storytelling.
Initiated consumer insight programs, translating customer behavior data into actionable brand campaigns.
Implemented performance-driven digital communications, enhancing customer engagement and lead generation.
Developed and executed integrated marketing campaigns across digital, social media, CRM, and OOH, enhancing reach and engagement.
Partnered with regional and global teams to localize messaging for competitive market conditions.
BMW GROUP MIDDLE EAST
Marketing Manager MINI
July 2018 - July 2021 (3 years)
Repositioned MINI across the region through culturally relevant campaigns, full digital transformation, and retail marketing initiatives.
Responsible for shaping brand marketing and rethinking communication in the Middle East and importer markets; covering brand strategy, channel digitalization, eCRM, ATL-BTL, and retail marketing Steering brand monitor study to further understand the cultural and communication landscape for a localized communication approach.
Directed award-winning "MINImalism" campaign, recognized globally and locally (including Cannes Lions). Built omni-channel strategies spanning social, influencer, retail, and print, while managing agency and market collaboration.
Launched MINI's first "always-on" strategy, driving consistency and relevance across channels.