2021 – Present

Dubai, UAE

Scaling the exponential global growth of Magilatech through market expansion, product diversification, capacity alignment, operational compliance, delivery excellence, customer experience and overall brand credibility.

Contribution Highlights:

• Built the brand and segmented the market to be fit for global expansion while perfecting our areas of technical and operational core competencies.

• Leading the strategic business growth for Magilatech into EMEA markets in software development and cybersecurity via an established state of the art research and development centre based in Dubai and serving our identified global markets.

• Led the efforts in identifying and winning 3 major partnerships delivering hardware, software, and cybersecurity contracts to government bodies across our region.

2019 – 2021

Milano, Italy

Conceptualized and executed a global brand positioning strategy to institute GHIDINI1961 as a premium Italian furniture design name driving retail and wholesale growth.

Contribution Highlights:

• Directed a series of integrated marketing launch campaigns of the 2020 and 2021 collections and created a solid content strategy that resulted in a 35% increase in global sales and a steady growth of community engagement.

• Refreshed the digital and e-commerce presence to build brand credibility with top-notch industry figures resulting in collaboration with world renowned designers to place GHIDINI1961 products in bespoke homes and projects all over Europe and North America including Drake’s “The Embassy” home in Toronto.

• Worked with the GHIDINI1961 global community of retailers to support sales efforts through digital and traditional campaigning to create brand awareness in markets like China, South Korea, Japan, USA, UK, and Germany.

2014 – 2019

Richmond Hill, ON, Canada

Established an integrated marketing function including research, strategic communications, community engagement, education, and policy & public affairs practices.

Contribution Highlights:

• Doubled company member engagement by Introducing metric-driven engagement strategies, and revamping traditional campaigning, digital delivery, social media engagement, and online presence, instituting SEIU as top of mind within its niche.

• Generated 26% increase in member satisfaction by re-mapping the member journey, providing targeted services, improving touch points and enhancing the member experience.

• Grew brand equity through a customer-centric alignment of stakeholders and values.

• Launched SEIU’s educational Leadership Academy, creating a pool of over 3,000 volunteers and developing staff as brand ambassadors.

• Conceptualized and executed successful corporate campaigns, generating 25% growth in membership and a 30% increase in member retention within only 12 months.

Previous Positions with SEIU Healthcare

Director of Strategic Communications and Senior Growth Strategist.

2013 – 2014

Newmarket, ON, Canada

Supported Commissioner and The Human Services Planning Board with all aspects of communications, employee engagement, issues management, strategic reporting, training, and event management.

Contribution Highlights:

• Restructured business continuity planning, issues and crisis management by enhancing procedures and communications strategies, and driving process improvement.

2012 – 2013

Toronto, ON, Canada

Delivered brand, marketing, and communications advice to clients.

Contribution Highlights:

• Key contributor to acquiring 2 major new clients on retainer through providing sound strategic advice within the brand and communications verticals.

2008 – 2011

Abu Dhabi, UAE

Led the executive team through a full brand revamp to drive growth, market share, and geographical expansion. Built, managed and coached regional and international teams of corporate communicators and marketers.

Contribution Highlights:

• Built the brand communications strategy to position ADIB as a leader within its customer segments and defined ADIB’s value-centric brand communications and marketing strategy.

• Conceptualized brand and communications service standards with focus on customer touch points, customer experience and internal branding which led to winning several regional banking awards elevating ADIB from number 23 to number 1 on the national service quality list.

• Conceptualized and executed Marcom and Corp-Com campaigns to create awareness and drive business results with a market share increase of 58% within a span of a year.

• Identified and implemented growth partnership opportunities with corporate partners.

• Established the function of Investor Relations, reporting to the Abu Dhabi Stock Exchange, and nurturing relationships with institutional investors, analysts, rating agencies, and media platforms.

2005 – 2008

Dubai, UAE

Restructured the brand communications architecture, to position RAKBANK as an undisputed leader in service quality, exceptional customer experience and impeccable governance.

Contribution Highlights:

• Humanized the RAKBANK brand through revamping their voice, tone and messaging and injecting an element of storytelling and community engagement that placed them on top of the service quality scale in the UAE.

1999 – 2005

Dubai, UAE

Swarovski wanted to establish its brand presnece in the Middle East through a regional office based in Dubai.

I led the brand building, growth, and expansion in the MENA region.

Contribution Highlights:

Built an amazing team of professionals, market managers, and designers and formulated and managed all aspects of the marketing communications mix for the region.

Established the Dubai Chapter of the Creative Service Centre (CSC) which was Swarovski's design and innovation hub and had equivalents in New York, London, Paris, Delhi, and Shanghai

An important part of my journey with Swarovski, was being a part of the Swarovski global think tank that expanded the brand beyond the traditional figurine business into the fashion, architecture and interior design business worldwide.