Professional Summary
Paul Arden, in his book "It’s not how good you are, it’s how good you want to be" said “Your vision of where or who you want to be is the greatest asset you have. Without having a goal it’s difficult to score.” And to make sure you do score, you need a clear sense of where you’re heading, the metrics that matter, and the agility and focus to get there.
For the past 13 years, I have gained great experience in advertising and communication at international and local agencies, in Lebanon, Qatar and Dubai - agencies that include Leo Burnett, FP7, C2 Comms and Publicis. I have led teams to engage with consumers at retail stores, connect with them on their mobile phones, and make them experience brands. I have developed effective strategies, crafted campaigns, increased sales, won pitches, taken the initiative to organize work events and better the work environment. All in all, I like to inspire a culture of strong values, learning, delivery and service.
I have worked with people from many different places and backgrounds, which has helped me in approaching a challenge from different points of view and learning something new every day. I have the determination to contribute, the desire to improve, the hunger to learn, the slight “paranoia” that prompts me to continuously consider what might go wrong, and the optimism and hard work to make sure it doesn’t.
I am curious by nature. I observe people and notice changes in their needs and behaviors. I don’t get stuck in routines and try to always fill the well with insights based on my areas of interest or responsibility, and hopefully a little beyond it.
SKILLS
Strategic Thinking, Data-Driven Creative, Conceptualization, Research, Project Management, User Experience, Social and Digital Marketing, Storytelling, Creative Execution, Art Direction.
WORK EXPERIENCE
March 2022 - Present
Consultant Strategist and Creative Director, UAE
After 13+ years of experience with world-renowned creative agencies and client side, I am now Consultant Creative Director and Strategist based in UAE. I handpick an optimized team of skilled creative designers, art directors, animators, editors, retouchers, copywriters, web developers and PR Specialists who enjoy a bespoke work environment. The talents from around the world are carefully chosen based on the project and the requirements of the brief. Some of the services we handle are:
• Research: consumer behavior, consumer insights, market trends, focus groups, competitive analysis
• Audit: brand audit, communication audit, brand insights, brand trends
• Simulation: consumer profiling, future experience scenarios, consumer journey
• Strategy: brand strategy, marketing strategy, communication strategy, social media strategy, channel activation plan, communication guidelines
• Branding: brand identity, naming, brand guidelines, brand architecture, brand environment, signage & way finding, printed collateral, tone of voice, copywriting, packaging
• Digital: social media management, social media content, web design & development, app design & development, digital media campaign, digital activations
• Content: film, film editing, photography, photo editing, sound, sound editing, coloring, graphics
• Production: print ready artwork, print management
• Media: media planning, media buy, media management, event planning & management
• Retail: point of sale design, merchandising, seasonal / promotional material
• Public Relations: press release, media relations & placement, soft launch & hard launch, influencer marketing
___
October 2020 - March 2022
Creative Director at MASAFI LLC, UAE
• Hunted and hired a remote-based creative team to offer a fully integrated in-house marketing communications’ service which resulted in monthly savings of AED 120K compared to previous years spendings on agencies.
• Leading and supervising the development of the new Al Ghurair Holding Group with a third party agency, inclusive of full identity and portfolio architecture.
• Working closely with a US-based team on a new product innovation and launch to implement a new sustainability framework for the organisation.
• Collaborating effectively with the marketing team, sales team and procurement team to produce top-notch work across all Masafi product categories: Water, Juice, Tissues & Antibacterial, with the objective of creating awareness, driving intent, purchase and increasing brand loyalty.
• Creating, reviewing and managing new creative concepts to both existing and new brand categories - inclusive of packaging, POSM, social & digital content, to name a few.
• Creating the brand look & feel and tone of voice to appeal to a younger target audience.
• Leading on all SM content from ideation to creation and production.
• Effectively organizing and prioritizing workload based on short and long term needs.
• Assisting the HR team to build an internal positive culture and help change the brand reputation.
• Reporting directly to the Chief Commercial Officer.
• Leading and supervising the development of the new Al Ghurair Holding Group with a third party agency, inclusive of full identity and portfolio architecture.
• Working closely with a US-based team on a new product innovation and launch to implement a new sustainability framework for the organisation.
• Collaborating effectively with the marketing team, sales team and procurement team to produce top-notch work across all Masafi product categories: Water, Juice, Tissues & Antibacterial, with the objective of creating awareness, driving intent, purchase and increasing brand loyalty.
• Creating, reviewing and managing new creative concepts to both existing and new brand categories - inclusive of packaging, POSM, social & digital content, to name a few.
• Creating the brand look & feel and tone of voice to appeal to a younger target audience.
• Leading on all SM content from ideation to creation and production.
• Effectively organizing and prioritizing workload based on short and long term needs.
• Assisting the HR team to build an internal positive culture and help change the brand reputation.
• Reporting directly to the Chief Commercial Officer.
___
August 2020 - October 2020
Creative Director at ACORN STRATEGY, UAE
• Helped transform the agency from a PR led agency to an Integrated agency.
• Created the SM template for Kalima and Esdarat and managed all the design collaterals developed for several brands such as Qasr Al Watan, Maktaba, Poetry Encyclopedia, Prominence and Bab Al Noujoum.
• Created the 2021 brand guidelines for the Abu Dhabi International Book Fair.
• Hired creative freelancers to assist with two pitches: Abu Dhabi School of Government and Al Hosn Festival. Worked on the strategic approach, developed the communication plan and created the campaign idea for each of the RFPs. Demonstrated how the campaign idea works across multiple channels and touchpoints while ensuring that all manifestations of the idea stay true to the brand.
• Organized weekly creative sessions to ensure that the creative team is up-to-date with the latest trends and to improve their design thinking process.
• Created the new ACORN’S STRATEGY brand identity.
• Reported directly to the MD.
___
September 2018 - March 2020
Associate Creative Director at PUBLICIS, UAE
• Inspired, managed and worked closely with the assigned creative team to produce holistic, innovative and effective campaigns across multiple channels (social and digital, showroom, POSM, OOH, TV) for the MENA region. Key brands included: Alfa Romeo, Fiat, Abarth, Renault, NIDO, Fitness Toasties, Del Monte and Garnier.
• Developed the “Renault Drive The Difference” campaign which got shortlisted in the Effies under the data-driven category.
• Handled and won the Enoc and Del Monte pitches.
• Developed the Alfa Romeo 2019 Ramadan campaign which has achieved a VTR that is 2.1 times higher than the industry benchmark.
• Created the NIDO 2019 Mother's Day song which was launched across multiple platforms. The song achieved great results, went viral, gained earned PR, and reached top 3 on Anghami in no time.
• Created the awareness campaign of Fitness Toasties for Egypt, Saudi Arabia and Greece.
• Collaborated with project managers to meet our clients' various business and marketing needs, manage deadlines and balance workload with priorities.
• Partnered with the planner to ensure that strategies are insightful and will stimulate good work.
• Led and directed the production staff with the pre-production, production and post-production to maintain high quality deliveries on time and within budget.
• Worked within tight deadlines in a fast-paced environment and provided the direction and supervision on multiple projects on a daily basis.
• Evaluated team members based on their performance, potential and knowledge in latest trends, and identified their developmental needs.
• Created and presented to clients polished communication plans and presentations, which are on brand, on target and in line with overall business KPIs.
• Interviewed potential recruits.
• Reported directly to the ECD.
___
October 2015 - August 2018
Senior Art Director at C2 COMMS, UAE (Acting as Associate Creative Director)
• Grew the Maserati business from adapting brand collaterals to developing campaigns and test drive experiences for the IMEA region.
• Acquired Lurpak and handled several assignments including product launches and seasonal campaigns.
• Created the in-store material of Coca Cola Life at relevant communication points of the retail shopper journey with different CTAs.
• Lead on projects, developed strategies and campaign ideas for other assigned brands like Betty Crocker, Enoc and DP World.
September 2018 - March 2020
Associate Creative Director at PUBLICIS, UAE
• Inspired, managed and worked closely with the assigned creative team to produce holistic, innovative and effective campaigns across multiple channels (social and digital, showroom, POSM, OOH, TV) for the MENA region. Key brands included: Alfa Romeo, Fiat, Abarth, Renault, NIDO, Fitness Toasties, Del Monte and Garnier.
• Developed the “Renault Drive The Difference” campaign which got shortlisted in the Effies under the data-driven category.
• Handled and won the Enoc and Del Monte pitches.
• Developed the Alfa Romeo 2019 Ramadan campaign which has achieved a VTR that is 2.1 times higher than the industry benchmark.
• Created the NIDO 2019 Mother's Day song which was launched across multiple platforms. The song achieved great results, went viral, gained earned PR, and reached top 3 on Anghami in no time.
• Created the awareness campaign of Fitness Toasties for Egypt, Saudi Arabia and Greece.
• Collaborated with project managers to meet our clients' various business and marketing needs, manage deadlines and balance workload with priorities.
• Partnered with the planner to ensure that strategies are insightful and will stimulate good work.
• Led and directed the production staff with the pre-production, production and post-production to maintain high quality deliveries on time and within budget.
• Worked within tight deadlines in a fast-paced environment and provided the direction and supervision on multiple projects on a daily basis.
• Evaluated team members based on their performance, potential and knowledge in latest trends, and identified their developmental needs.
• Created and presented to clients polished communication plans and presentations, which are on brand, on target and in line with overall business KPIs.
• Interviewed potential recruits.
• Reported directly to the ECD.
___
October 2015 - August 2018
Senior Art Director at C2 COMMS, UAE (Acting as Associate Creative Director)
• Grew the Maserati business from adapting brand collaterals to developing campaigns and test drive experiences for the IMEA region.
• Acquired Lurpak and handled several assignments including product launches and seasonal campaigns.
• Created the in-store material of Coca Cola Life at relevant communication points of the retail shopper journey with different CTAs.
• Lead on projects, developed strategies and campaign ideas for other assigned brands like Betty Crocker, Enoc and DP World.
• Recommended and assigned the required third party resources needed to execute given tasks.
• Interviewed potential recruits.
• Contributed to developing a better work environment alongside management by creating team building activities.
• Interviewed potential recruits.
• Contributed to developing a better work environment alongside management by creating team building activities.
• Reported directly to the Executive Director.
___
April 2014 - July 2015
Art Director at FP7, QATAR
• Created the brand identity of High Heels which won a Silver at the Transform Magazine Awards 2015 for the Best Visual Identity, under the Travel and Leisure section.
• Created the brand identity of Qatar Finland International School.
• Designed the office branding of Qatar Football Association and Manateq Economic Zones.
• Designed collaterals for Aspire Zone Foundation, Qatar Gas and Qatar Olympic.
• Worked with the ACD on pitches which included ATL and BTL advertising. Key brands included: City Center Doha, The Pearl Doha, Bahrain Tourism, Bahrain Events, McDonald's.
___
March 2010 - January 2014
Art Director at LEO BURNETT, LEBANON
• Led the art direction of more than 15 TVCs in Russia, Romania and Turkey, and was responsible for all the photoshoot sessions.
• Created offline and online marketing materials (Key visuals, POSM, packaging, digital banners, websites, product demos, ambient ideas, activations) for P&G products, with a focus on hair, soap and beauty care. Key brands included: Shamtu, Blendax, Wash & Go, Pert, Koleston, Herbal Essences, Camay and Max Factor.
• Developed brand identities and outdoor advertising for Hajj Concept, Lightbox, Patchi and Exotica.
• Worked independently and also as part of a team of creatives.
• Supervised the work of retouchers, illustrators, editors and junior art directors.
April 2014 - July 2015
Art Director at FP7, QATAR
• Created the brand identity of High Heels which won a Silver at the Transform Magazine Awards 2015 for the Best Visual Identity, under the Travel and Leisure section.
• Created the brand identity of Qatar Finland International School.
• Designed the office branding of Qatar Football Association and Manateq Economic Zones.
• Designed collaterals for Aspire Zone Foundation, Qatar Gas and Qatar Olympic.
• Worked with the ACD on pitches which included ATL and BTL advertising. Key brands included: City Center Doha, The Pearl Doha, Bahrain Tourism, Bahrain Events, McDonald's.
___
March 2010 - January 2014
Art Director at LEO BURNETT, LEBANON
• Led the art direction of more than 15 TVCs in Russia, Romania and Turkey, and was responsible for all the photoshoot sessions.
• Created offline and online marketing materials (Key visuals, POSM, packaging, digital banners, websites, product demos, ambient ideas, activations) for P&G products, with a focus on hair, soap and beauty care. Key brands included: Shamtu, Blendax, Wash & Go, Pert, Koleston, Herbal Essences, Camay and Max Factor.
• Developed brand identities and outdoor advertising for Hajj Concept, Lightbox, Patchi and Exotica.
• Worked independently and also as part of a team of creatives.
• Supervised the work of retouchers, illustrators, editors and junior art directors.
SOME BRANDS I'VE WORKED ON
EDUCATION
2004 - 2009
Masters of Arts in Graphic Design at Holy Spirit University of Kaslik, USEK, Lebanon.
2004
Lebanese Baccalaureate at SSCC Kfarhbab, Lebanon.
LANGUAGES
Fluent in Arabic, French, English (Written and Spoken).
EXTRACURRICULAR ACTIVITIES
Volunteered for international work camps in social and rural development of underprivileged streets and prisons.
Became member of Desmeem - created by the MENA Design Research Center - a three-month collaborative project between 40 Arab and European designers aimed at creating solutions to social and environmental issues in the Middle East.
INTERESTS
As an early morning riser, I enjoy running, reading and crowd watching. I am intrigued by curious facts such as that a giraffe only sleeps 5 minutes every 24 hours and that 8% of the population is left handed. I am extremely competitive when it comes to gaming. Hiking boots and a guitar have been acquired and are in the process of being overly used. As a food lover, I make sure to carry my lunch box wherever I go with my own homemade cooking and baking.
Please do keep it casual when you reach out and call me Manu :)