Projects

Throughout my career I have played an instrumental role in leading and developing key projects for clients throughout a range of industries of which 3+ Fortune 500 brands.

Here are just a few of my favorites!

Subway - Halloumi

Content Manager

In a region where work stress scores at 88%, triggers such as traffic, extreme heat and long working hours are difficult to avoid. With very little time in the day to do day, people in the UAE often find themselves in positions where quality of food is sacrificed for a quick fix. But Subway's fresh perspective on things had another way to tackle this.

The Halloumi cheese has one of the highest melting points, to us that sounded like the most meltproof product perfect for those can resist meltdowns.

Challenge: How do we introduce a new hero Sub and position is alongside Subway all-time favorites such as the BLT and Steak & Cheese

We needed to communicate that this is not only a new product but one that is so fresh yet so resiliant in its meltproof properties and here to stay.

McDonald's - McSpicy

Content Manager

For the longest time, one of our fan favorite spicier offerings was The Asian. In a country so rich in culture, without knowing it, we were positioning a universal taste (spice) as a culture specific taste (the Asian).

We were alienating a wide spectrum of different nationalities that each have their own interpretations of spicy food.

Challenge: How do we move from an LTO that was directly associated with one portion of the population, to an LTO that speaks to all the UAE’s spice lovers?

We needed to move from spice for one to spice for all.

And with the name of The Asian having changed globally, this was our golden opportunity: Introducing the new McSpicy.

McDonald's - TikTok Superstar Employees

Content Manager

Knowing that we were dealing with a niche audience that wants to be communicated to in a way that makes them feel special, we could not treat TikTok as just another social media platform that we could club under our overall social media strategy.

TikTok was no media channel. TikTok was a native content hub.

People come to TikTok to be entertained. It’s often dubbed “the last sunny corner of the internet”. It’s the only place on the internet where people are celebrated for who they truly are.

That’s why we had to make sure to connect with them as people, because on TikTok, it’s people that make or break the content you’re churning out. It’s people’s views, likes, shares, and attention that dictates the platform’s content.

And with no local QSR predecessor, there were no previous instances to learn from. We were the first to experiment with TikTok. It was do or die for McDonald’s UAE on TikTok, and in perfect McDonald’s fashion, we had to set the bar for others to follow.

Knowing that TikTok is driven by people and human connections, How do we connect McDonald’s UAE with users in a manner that’s native to the platform?

McDonald's - Clip & Dip

Content Manager

McDonald’s merchandise and toys tend to follow a very short life cycle within our market, following a “craze then crash” lifespan that typically lasts 2-3 weeks. We wanted to achieve optimal reach and awareness for the Clip & Dip sauce holder, while unlocking recall and actual conversations and UGC stream of the holder being utilized. Knowing these objectives and the market landscape, the challenge as hand was threefold:

Present the Clip & Dip in a manner that cuts through the clutter and relates to consumers as more than just another McDonald’s utility, rather a collectible that can become a fun fan favorite.
Create a scalable digital campaign journey that creates an impact across social channels for our campaign.

Generate social-first content that can deliver on our engagement and talkability goals out of a stationary product that doesn’t have high-functionality.