My Portfolio
During 10+ years in marketing & communications, I have produced a wide range of content. Below is a selection of assets I created independently or together with some of the marketing and research agencies I managed in the past.
COPYWRITING
Executive Communications
I have worked with several directors and executives on their PR & comms
Click below to read one of my opinion pieces ghost written for British Council’s Regional Director, Adrian Chadwick: “Why culture is an important pillar for socioeconomic development in Saudi Arabia.” I’d be happy to help you craft engaging and thought-provoking pieces for your organisation’s leadership.
Business Content
I can help you develop simple and concise content for web, print, social and events
I also have experience working on long-form content such as whitepapers and annual reports. I have written or co-written many articles for MyNZTE - an exporter education platform for New Zealand exporters. These cover a wide range of markets, topics and industries, including technical content such as business models, tax, intellectual property and trade regulations.
Stakeholder Comms
Let me help you refresh your newsletters and mail outs
I have produced several corporate newsletters for internal and external audiences, covering topics in international business, education, F&B, art, sustainability and more. I can help you produce a standout weekly or monthly newsletter that helps you hit your KPIs.
Image by Matthew Guay.
CAMPAIGNS
Made with Care (UAE)
Transforming UAE shopper perceptions of New Zealand’s premium F&B
Our New Zealand Made with Care UAE campaign increased both awareness and purchase consideration of New Zealand’s F&B in the United Arab Emirates by 14% during the six months of Expo 2020 Dubai. Following this success, the campaign was launched in Saudi and Bahrain. See Arabian Business coverage here.
Youth Sports Leadership
Positioning the UK as a leader in sports, science and the arts
I led the PR strategy for the British Council’s Culture & Sports programme which ran for three years in six Gulf countries. Watch an interview with the project stakeholders here. I also led a campaign called #Championsofscience featuring female leaders in STEM from across the Gulf region.
Image credit Valentin Balan.
Contemporary Collective
Leading the PR strategy for Saudi Arabia’s first international art curating programme
The Contemproary Collective programme, designed by the British Council for six young Saudi female art curators, was the first of its kind in the kingdom. It culminated in the “You Are Not Alone” exhibition at Athr gallery in Jeddah. In another first for Saudi, it included works by artists such as Anish Kapoor and Yinka Shonibare. Explore some of the coverage: The National (UAE), Al Arabiya (MENA) and The Art Newspaper (UK).
VIDEOS
Expert Interviews
I have planned, written and produced many interviews with experts from across the private and public sectors. One of my key skills is helping experts communicate their insights simply and concisely for a lay audience.
Campaign Videos
I have collaborated with agencies on dozens of regional bilingual Arabic - English campaigns. Together, we have produced memorable digital content promoting everything from UK education, sports and arts through to New Zealand’s food & beverage, healthcare, agritech and fintech. Several campaigns I led won industry awards in the Middle East. The New Zealand Made with Care campaign in the UAE increased both awareness and purchase consideration of New Zealand’s F&B by 14% during the six months of Expo 2020 Dubai.
Career Highlight
During Expo 2020 Dubai, I was lucky enough to write a video script for Jacinda Ardern, the former Prime Minister of New Zealand, welcoming kiwi businesses and their Emirati partners to the New Zealand pavilion at Expo 2020 Dubai.