Digital Marketing Consultant
California, USA – 2016-Present

Advising companies on leveraging the Internet, the best way to reach their customers online, and helping grow revenues. I utilize a combination of search engine optimization, content marketing, social media marketing, analytics and conversion optimization to increase online traffic and conversion. I evaluate current branding and marketing efforts and make suggestions for improvements, plan and implement social media or other marketing campaigns, train other marketers on best practices and suggest new content, workflows or methods for reaching consumers. Then, I help them track the success of their marketing strategies using analytical tools.

Director, Digital Marketing
Solution21 | California, USA – 2013-2018

This is a leadership role as an experienced cross-channel digital marketer. I oversee a team of specialists across verticals including paid search, search engine optimization, analytics, lead generation, user experience and marketing automation for clients.  The role involves reviewing, revising and approving channel performance, project plans and strategies, as well as managing budget and forecasting. I serve as a central point of contact for stakeholders in the business.

Marketing & Creative Director
Snap Media Studio | Dubai, UAE and California, USA – 2009-2013

I was a key leader within the marketing leadership team owning creative/concept direction and development of talent overseeing all creative functions including custom design, editorial, advertising, and content for real estate, luxury hotels, IT, media, international sporting events and trade shows. Helped build the creative team from the ground-up, utilized and improved all branding assets and guidelines, buyer personas, as well as business strategies.

Creative Director
Emirate Neon Group | Dubai, UAE – 2008-2009

Lead the design team and manage workflow. Developed visual concepts for publications and events and oversaw the creation of layouts that accompany magazine and newspaper stories, supervised design efforts, including styling and photography. Helped determine visual signatures and feel of all finished products prior to implementation.

Director of Photography
Information Technology Publishing | Dubai, UAE – 2002-2008

This position included mentoring, recruiting and training of industry-leading multi-skilled photojournalists on digital technology. I have set the example for the rest of the staff by producing creative and powerful photography content on multiple publications. I worked seamlessly with other managers in the editorial and sales teams. Organized and covered major events and trade shows, such as GITEX, Dubai World Cup, Dubai Rugby Sevens, etc.

News & Picture Editor
Dabbagh Information Technology | Dubai, UAE – 2001-2002

Pulled together complex photo assignments, communicate with PR companies and travel-related agencies. My strong passion for photography, journalism, visual storytelling, and love for travel helped me succeed in this role. Worked closely with editors, designers and production staff.

Senior Photojournalist
Gulf News | Dubai, UAE – 1996-2001

Pioneered as first female photojournalist to work for an English daily newspaper in Dubai. Covered news, local issues, expatriate communities, lifestyle, fashion and documentaries.  One of the early adopter of digital photography, editing tools and publication software. Developed expertise in lighting, setting up for best exposure, and picture quality as they are critical for professional level imagery.

Photojournalist
Associated Press | Manila, Philippines – 1995-1996

Joined the global news agency and tasks included gathering, producing and delivering stories that make a difference within a 24-hour news environment. The goal was to engage viewers with relevant and timely news that is important to the local and international communities. Timing is everything for a photojournalist, and this is where I developed an eye for set up and the reflexes to grab split-second opportunities.

Education & Certifications

Digital Marketing Professional Certificate
The Wharton School, University of Pennsylvania
Pennsylvania, USA – Ongoing

Certificate in Conversion Optimization and Social Media
Digital Summit
California, USA – 2018

Project Management Certification
North Orange County Continuing Education
California, USA – 2014

Bachelor of Arts in Journalism
University of Santo Tomas
Manila, Philippines – 1988-1992

Countries Visited

Canada, Cyprus, Egypt, Germany, India, Indonesia, Iran, Japan, Jordan, Kuwait, Lebanon, Malaysia, Maldives, Mexico, Nepal, Oman, Philippines, Scotland, Sri Lanka, Switzerland, Syria, Taiwan, Thailand, UAE, UK, USA