10+ years in Corporate Communications, Marketing and Strategic Planning in functional and multi-national environments in the private, public and non-profit sectors.

Core competencies

▪ Marketing and Corporate Communications – including digital communications, advertising, brand awareness, PR, crisis communications, reputation management, media relations

▪ Strategic Planning – covering situational analysis, business methodology, value chain (USP - unique selling proposition), goals/objectives setting, operational planning, project evaluation

▪ Stakeholder Relationship Engagement (including team leadership development)

▪ Organizational Development – covering organizational structure, governance frameworks, policies/procedures/SOPs setting, budgeting

Award winning track record in developing sustainable strategies and effective plans, undertaking complex projects, meeting tight deadlines and delivering superior performance.

A forward thinker with strong analytical skills, and history of achieving targets and fulfilling goals. Worked for high-profile leaders including Their Majesties the late King Hussein and King Abdullah II of Jordan, as well as His Royal Highness The Prince of Wales at his Canadian charitable office.

I hold an MBA from Rotman School of Management - University of Toronto; an MA in International Communications and Development from City University London, UK; and a BA in Journalism and Mass Communication – with specialization in Journalism, PR and Advertising, and a Minor in Economics from the American University in Cairo, Egypt.

I was awarded the Carol Dickson Memorial Scholarship (for strong global perspective in business and passion for the advancement of women) by Rotman School of Management, University of Toronto, 2012; the Jordanian Decoration for Achievements at the World Economic Forum, Dead Sea by Jordan’s King Abdullah II, 2003; and the British Chevening Scholarship by the UK’s Foreign and Commonwealth Office, 2000.

Passion
I have passion for strategy. My blog “Strategy for non-Strategists” is about how to create a business strategy from scratch by a non-strategist. In this series, my blog posts focus on my personal experience and that of experts in the field. The main aim is to make things simple and doable, for people who are developing strategies from scratch and do not have the necessary background.