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Having the role as Strategist for the BOND Abu Dhabi studio means that I work on projects from the initial proposal right through until delivery. Whether it is working on a strategy plan and scope of work for a local entrepreneur, or working on developing a pitch for a multimillion-dollar design for a Government project, I play a fundamental role in winning new business, managing existing business and developing BOND’s portfolio. In order to be successful within this role I have to combine my strategic powers, strong business acumen, creativity and growing understanding of the needs and wants of clients in the region, in order to build business-driving ideas that set the bar for the entire industry. I have to leverage my strong storytelling abilities to present ideas to new and existing clients, and work hand-in-hand with the rest of the team to execute these. Since the Abu Dhabi studio is a start-up venture, I need to be passionate about making brands successful in an open and connected world. While Bond specialises in four key disciplines: identity, digital, spatial and product, I always have to think of ways to give clients a holistic solution by combining all of our specialities together. In this role I have also had the secondary responsibility of being the Studio Manager and key Producer where I report directly to the managing directors and owners of the company.
The role of Producer and Studio Manager at BOND Abu Dhabi is a varied role one and means that I often have to wear many hats. Being the only Producer means I have a key role in the agency and driving the quality execution of ideas and concepts. It also means that I have a responsibility to manage the agency’s creative resources and development of BOND’s freelancer network in the Middle East. When I joined BOND Abu Dhabi there was no office in sight, so my main responsibility was to get the office up and running and fully operational.
Alef Magazine was established in July 2013 by editor-in-chief Jack Thomas Taylor and launched at the Serpentine Galleries in London, as part of the Qatar-UK 2013 Year of Culture partnership. Alef concentrates on art and culture topics from the GCC region. The content is generally divided into country-specific and editorial sections: Touch, Speak, Taste, Listen, and See. Alef is a local magazine with an international outreach. Available on the global newsstand and in independent newsagents around the world, it reaches its target audience through retail, subscription, and strategic partnerships. Alef magazine is for anyone who has a vested interest in Middle Eastern culture. Whether you are an artist, a doctor, a journalist or a tourist, Alef aims to educate residents and visitors from all walks of life. Positive and non-political stories of lasting educational value about aspects of the Arab and Muslim worlds, their arts, history, geography, biography, cross-cultural connections, trends, travelogues and "destination" stories, are what readers can read about in each issue.
During my time at Brownbook Magazine, I was responsible for all operations that has a commercial price tag – these were usually sponsored by major clients such as BlackBerry, Burberry, Samsung, Singapore Tourism etc. This meant that I would manage projects such as bound-in booklets, videos, digital activations and social media & marketing from story generation, commissioning writers, photographers, illustrators etc. right through to liaising with the printers on quotations, production schedules and new printing techniques. I was responsible for coordinating the full team across many projects, often at the same time. My main aim in this role was to fully deliver great content-focused projects that were holistic solutions to high paying and major clients' marketing campaigns. As a secondary role, I also supported the main magazine - Brownbook - as a Features Writer, and would also find myself contributing as a Writer and Editor to the said sponsored supplements.