Headline

Marketing, Communication & Brand strategy| Public Relations| Creative Thinker| Digital & Social Media expert| Content & Influencer Marketer|Team Leader| 20+ years of eperience

About

Head of Marketing, Communications & Partnership at Musafir.com I transform marketing functions into revenue drivers. With 20+ years building marcomms strategies across agency and brands in the Middle East. I bring on board a dual perspective that accelerates execution, sharpens strategy, and eliminates the friction between creative vision and commercial reality.I specialize in creating marketing capabilities from the ground up, scaling customer acquisition, and delivering measurable business growth. My approach is simple: align strategy with commercial outcomes, leverage AI and marketing technology to scale impact, build high-performing teams, and execute with precision. I've led digital transformations that increased market share, and consistently delivered ROI through data-driven campaigns and strategic partnerships. At Musafir.com, I lead all marketing efforts from brand positioning and performance marketing to customer retention and regional growth strategies. My expertise spans B2C and B2B marketing across Tourism, Retail, Finance, Hospitality, and Automotive sectors. What I bring: - P&L impact through growth marketing and customer acquisition strategies. - AI integration in marketing: automation, predictive analytics, personalization at scale, and campaign optimization. - Agency + Brand experience: I speak both languages, manage vendors like a partner, and execute like an operator. - End-to-end brand building: from launch to market leadership. - Cross-functional leadership that drives alignment and efficiency. - Digital transformation expertise: SEO, performance marketing, marketing automation, martech stack optimization. - Stakeholder management across C-suite, agencies, and regional partners. My agency background means I understand creative process, production realities, and how to extract maximum value from partnerships. My brand-side experience ensures every initiative ladders to business outcomes. This combination delivers faster turnarounds, leaner budgets, and stronger creative that actually converts. I mentor teams, challenge conventional thinking, and build partnerships that create competitive advantage. Leadership teams value my commercial acumen and ability to translate marketing into business results.

Location

Dubai

Work experience

Sr. Marketing Manager at Musafir.com, Jun 2022 - Present · 4 yrs 1 mo, United Arab Emirates, Strategic Marketing & Growth -Integrated Marketing Communications (IMC) Planning -Growth Marketing & Customer Acquisition Strategy -Marketing ROI & Performance Analytics Market Penetration & Expansion Strategy Brand Positioning & Architecture -Go-to-Market (GTM) Strategy Marketing Budget Management & P&L Ownership AI & Marketing Technology -AI-Powered Marketing Automation Predictive Analytics & Customer Intelligence -Marketing Attribution & Data Analytics -Martech Stack Management & Optimization CRM & Marketing Cloud Platforms -Personalization Engines & Dynamic Content AI-Driven Campaign Optimization Digital & Performance Marketing -Performance Marketing & Paid Media Strategy -SEO & SEM Strategy -Conversion Rate Optimization (CRO) -Multi-Channel Marketing & Orchestration E-commerce Marketing -Marketing Analytics & Dashboarding -A/B Testing & Experimentation Brand & Content Strategy -Brand Strategy & Equity Development -Creative Strategy & Campaign Development -Content Marketing & Storytelling -Influencer Marketing & Partnership Management -Social Media Strategy & Community Building -Strategic Brand Partnerships & Alliances -Video Marketing & Production Leadership & Stakeholder Management -Cross-Functional Team Leadership -Agency & Vendor Management -C-Suite Stakeholder Engagement -Marketing Team Development & Mentorship Change Management & Organizational Transformation -Executive Communication & Presentation -Inter-Department Collaboration & Alignment Corporate & Strategic Communications -Corporate Communications Strategy -Internal Communications & Employee Engagement -Crisis Communication & Reputation Management -Executive Positioning & Thought Leadership -Media Relations & PR Strategy -B2B & B2C Communications

Manager (PR, Marketing, Events & Partnerships) - Middle East at Singapore Tourism Board, Apr 2020 - Jun 2022 · 2 yrs 3 mos, Dubai, United Arab Emirates, • Direct all Covid related communication strategies and steered destination marketing, branding, strategic partnerships, and relevant communication through Social Media pages and media relations. • Plan and execute post-pandemic market recovery campaigns to strengthen destination awareness. • Ensure proper media monitoring and reporting. Create KPIs and ensure tools and systems are in place for consistent measurement, evaluation and proof of value-driven by PR. • Due to the success of the strategic communications plans created and executed in this tenure for the regional board alongside the marketing activities planned, an article was released by ‘The National’ stating Singapore is the 2nd most sought after place to travel from the Middle East/ UAE. This was based on a research agency report YouGov, showing improved scores and the greatest change since 2021. • Managed content strategy in collaboration with appointed agency during the pandemic, winning Bronze for "Best Creative Approach During COVID-19" at Middle East PR Awards (MEPRA) in 2022 for adopting a unique and reimagined Social Media strategy to keep Singapore at the forefront of the mind. • Conceptualised and executed large scale comprehensive digital and face to face consumer events post-COVID, resulting in an increase in mall footfall. • Developed strategic plans to ensure an annual increment of followers and engagement on STB's Social Media pages. • Successfully drove media engagement strategy leading to a growth of IMV in 2022 . This included magazine covers, proactively seeking story placement opportunities, managing spokesperson interviews and comments. • Identified and negotiated a commercial proposal to drive awareness through a non-trade partnership between the Singapore Tourism Board and UAE based meal kit brand Naksha to create the brand's first country-specific collection for Singapore in the UAE.

Full-time parenting at Career Break, Jun 2018 - Mar 2020 · 1 yr 10 mos

Associate Account Director at BPG Group, Feb 2015 - Apr 2018 · 3 yrs 3 mos, Dubai, Client Portfolio: Philip Morris International, British American Tobacco, Emirates Airlines Festival of Literature, Dubai International Writer's Centre, Masafi, Al Shaya (Shake Shack, River Island, American Eagle, and Dean & Deluca), RIMOWA, Emirates Literature Foundation, Alcon, Dubai First, Mahiki, Ramusake, Copperdog, Nakheel Malls (Ibn Battuta, Dragon Mart (1&2), Club Vista Mare, Golden Mile Galleria, and other upcoming malls – The Pointe & Nakheel Mall), Curtin University. A member of the consumer business team responsible for developing and driving business, applying processes to drive effective communication campaigns across the GCC region. Led integrated agency campaigns, mentored, and supervised a team, managed commercial negotiations, crisis management, client billing and internal accounts' financials. • Created and implemented innovative and effective consumer targeted projects, managing all aspects of project management from inception to completion. • Developed key Social Media and influencer engagement strategies for clients such as Alcon to launch a range of coloured lenses in GCC for all Nakheel Mall properties and their restaurants. • Played a lead role in an ad film by hotel.com for a 'Ramadan' campaign to promote regional bookings.

BrandIndex Executive at YouGov MENA, Oct 2012 - Dec 2014 · 2 yrs 3 mos, Dubai, Spearheaded business development for one of YouGov's key product divisions (BrandIndex). Created and implemented marketing plans, analysed research data, and developed press release content, articles, and newsletter for YouGov product BrandIndex. • Developed and maintained commercially productive relationships with clients for long term sustainability. • Effectively managed media engagements and media house barter deals, developing Social Media strategy for products, handling LinkedIn page and event & industry speakers' opportunities for YouGov spokespeople.

Education

Master of Business Administration - MBA, Augment.org

Master's degree, Mass Communication/Media Studies, Panjab university