Headhunted and relocated to Dubai in 2005 and was tasked in 2008 to head promotions for MBC ACTION, a channel for Arab male youth. Building a successful team of award-winners and one of the strongest brands in the region, tasked in 2011 to also head MBC 3, a channel for kids. The 2 channels are now in positive ratings growth - MBC ACTION is now a top 5 channel in its core demographic, while MBC 3 has risen to a top 25 channel for Adults 15+, the only kids channel on that list.
As head, I nurture and lead teams to plan and produce effective and creative campaigns on the back end. On the front end, I strategize and collaborate with the other departments to exploit an expanded role for promotions - working closely with Marketing, Ad Sales, and Programming to produce Branded Promotions for multinational blue chip brands like Nike, Nissan, Burger King, GM, Ford, Hyundai; campaigns for other departments within the company like our VOD, digital, radio and news arm, and also Commercial Services for external regional brands, making the creative team active participants in the bottom line of the network. Promotions through events and experiential marketing is also gaining traction, notably with WWE, Barney, Shaun the Sheep and Actionha Live. As well as keeping Promotions more relevant in the Social Media age by hiring first Social Producer; social and digital collaborations that exceeds the traditional scope of on-air promotional spots, like integrated campaigns for Desert Force, Why Poverty, and WWE @ Burj Khalifa which saw aggregated hits in excess of 5 million.
Personal and team's nominations and winners at various international and regional awards like Promax World/Asia/Arabia, Asian Television Awards, The Shark Awards, Dubai Lynx, MENA Cristal and GEMAS Effie affirms the quality we aspire for. My belief in the future and changing landscape has led me to be invited to guest lecture to students at the American University Sharjah, scheduled for March 2013.