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Serena El Haddad
Creative Strategist | Interior Architect | Creative Director
Dubai
Summary
Experienced marketing strategist and creative director with a proven track record in developing and executing successful brand and marketing campaigns across diverse industries. Skilled in leading cross-functional teams, leveraging data-driven insights, and creating compelling brand narratives to drive engagement and achieve business objectives.
Overview
7
7
years of professional experience
17
17
years of post-secondary education
3
3
Languages
Work History
Creative Director
Sira
11.2022 - Current
- Created and implemented robust marketing plans to increase brand awareness, engagement, and community growth.
- Directed all creative projects, ensuring consistency with the brand’s vision and goals.
- Oversee the design and production of marketing materials, including digital content, print collateral, and multimedia presentations.
- Orchestrated brand storytelling & developed compelling narratives to communicate the mission and values of Sira, fostering a strong emotional connection with the audience.
- Consistently exceeded marketing objectives, resulting in increased membership, higher engagement rates, and stronger brand loyalty.
Creative Strategist
Uniplan
04.2024 - Current
- Lead Uniplan's creative division, driving strategic thinking, innovation, and delivering exceptional design solutions.
- Conducted market research to identify customer needs and preferences.
- Championed creativity throughout the organization by advocating for innovative ideas and fostering a culture of collaboration among team members.
Social Associate Director
Memac Ogilvy
10.2023 - 03.2024
- Conducted comprehensive social audits, delivering data-driven insights to guide campaigns
- Orchestrated alignment between social, creative, & strategy departments, ensuring cohesive campaigns
- Led competitor assessments, distilling industry trends for enhanced strategies
- Delivered data-backed guidance, consistently achieving or exceeding client KPIs
- Spearheaded pitch presentations for major accounts, leveraging robust audits & aligned strategies
- Advocated cross-department collaboration for united, data-informed projects
- Prioritized client KPIs, making data-driven adjustments to ensure target achievement.
VP Brand Marketing & Creative
EAT
01.2021 - 10.2023
- Oversaw the recruitment, training, & development of the interior design, marketing, & creative teams
- Established & implemented efficient operational frameworks for the 3 departments, fostering clear communication channels, synergistic collaboration between teams, & cost efficiency
- Developed & enforced comprehensive brand guidelines & communication plans, ensuring consistent brand identity & messaging across all touch points
- Trained & mentored teams to effectively implement these guidelines, resulting in enhanced brand recognition & a more strategic & targeted approach to marketing initiatives
- Created a holistic approach to brand management, resulting in cohesive & immersive customer experiences that reinforced brand values & enhanced customer engagement
- Utilized market research & data analytics to define target consumers, develop the brands' communication strategy, & promote growth
- Developed & executed comprehensive marketing strategies to maximize brand exposure, increase customer engagement, & drive revenue growth.
Experiential, Strategy & Design Manager
XLAB agency
08.2019 - 03.2023
- Spearheaded the design department, overseeing the successful implementation of over 60 ventures across a range of industries and brands (retail, F&B, hospitality etc.)
- Liaised with & present to clients, pinpointing creative marketing solutions & achieving a win rate of 90% from over 250 pitches
- Lead the execution, production, & deployment of the aforementioned solutions in collaboration with the Engineering, Software, Animation, & Art Direction departments
- Created 3D renders & technical drawings for clients & production teams, guiding the user experience, material usage & customer journey
- Orchestrated the COVID-19 transition by adapting service offerings and overhauling SOPs.
Senior Strategic Planner
mink ad agency
02.2019 - 08.2019
- Expanded agency portfolio by securing various pitches such as: Starzplay, La Parrilla, Pluryal
- Worked on & set up over 70 monthly content calendars introducing an exclusive tone of voice to each brand
- Organized regular meetings with clients to present content calendar reports, findings & sales sheet analysis
- Worked closely with clients to secure further ROI and cement agency loyalty
- Designed content marketing strategies following detailed market studies, unfolding unique positioning, audience & tone of voice.
Integrated Marketing & Design Manager
Moodlab hospitality group
06.2017 - 02.2019
- Built the marketing & creative department
- Designed monthly & launch campaigns across multiple channels, boosting inbound sales & awareness
- Developed offline events for clients to expand their reach & increase lead generation, while also collaborating with PR agencies
- Handled all social media platforms & 3rd party services for each brand (Facebook, Instagram, Zomato, etc.)
- Developed the departments into an independent agency, able to take over external clients
- Managed the brands from a holistic point of view, using my background in music & design to ensure a full, sensory customer experience exclusive to the brand in question.
Interior Architect, Design Manager
C-LAB, DORI HITTI ARCHITECTS, Production Factory, EAT.
1 2011 - Current
- Demonstrated excellence in interior architecture with a creative edge across luxury residential, retail, F&B, and event spaces, collaborating with clients to bring visionary concepts to life
- Pioneered design strategies that blend aesthetic innovation with functionality, leading projects from conceptualization to execution, ensuring bespoke experiences that align with clients' unique identities.
Education
Masters in Interior Design -
FIDI, The Florence Institute of Design International
Florence, Italy 01.2012 - 04.2013
BA in Interior Architecture - undefined
ALBA, Academie Libanaise des Beaux-Arts
Beirut, Lebanon 01.2008 - 04.2011
French Baccalaureate, Literature -
College Des Soeurs Des Saints Coeurs
01.1996 - 04.2008
Skills
- Holistic Brand Visionary
- Design-Driven Thinker
- Empathetic Leader
- Innovative Strategy
- Data-Driven Decisions
- Cross-functional Orchestrator
- Client Relationship Architect
- Adaptive Change
- Cultural Sensitivity & Global Perspective
Software
3Ds Max
Vray
Adobe Creative Suite
Figma
Webflow
Timeline
Creative Strategist
Uniplan
04.2024 - Current
Social Associate Director
Memac Ogilvy
10.2023 - 03.2024
Creative Director
Sira
11.2022 - Current
VP Brand Marketing & Creative
EAT
01.2021 - 10.2023
Experiential, Strategy & Design Manager
XLAB agency
08.2019 - 03.2023
Senior Strategic Planner
mink ad agency
02.2019 - 08.2019
Integrated Marketing & Design Manager
Moodlab hospitality group
06.2017 - 02.2019
Masters in Interior Design -
FIDI, The Florence Institute of Design International
01.2012 - 04.2013
BA in Interior Architecture - undefined
ALBA, Academie Libanaise des Beaux-Arts
01.2008 - 04.2011
French Baccalaureate, Literature -
College Des Soeurs Des Saints Coeurs
01.1996 - 04.2008
Interior Architect, Design Manager
C-LAB, DORI HITTI ARCHITECTS, Production Factory, EAT.
1 2011 - Current
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