Fractional
leadership
For organisations that need senior communications direction without building a full-time function around it.
- Regular leadership counsel
- Clear priorities and a working plan
- Support across teams and partners
Strategic communications · UAE
A clearer story.
A stronger voice.
More visibility.
I help organisations sharpen their story, strengthen their executive voice and build meaningful media visibility.
01 / How I can help
Good thinking.
Put to work.
I help you decide what needs to be said, who needs to hear it and how to make it land.
That can mean senior counsel at a turning point, hands-on support for a specific brief, or fractional leadership for the longer term.
Find the right way to work01Corporate narrative
A clear account of who you are and why it matters.
Bring the business story into focus. Build a narrative and message framework that gives leadership, communications and commercial teams a consistent starting point.
Positioning · Core narrative · Message architecture
02Executive positioning
A credible voice, grounded in a real point of view.
Turn leadership expertise into clear, relevant communication. Shape the ideas, language and opportunities that help executives show up with substance.
Thought leadership · Speeches & op-eds · Interview preparation
03Media relations
The right story, with a reason to be heard.
Find the news value, sharpen the angle and prepare for the conversation. Connect media activity to your communications priorities, from ongoing engagement to launches and major events.
Media strategy · Story development · Press materials & briefings
04Crisis & issues readiness
Better prepared when the pressure is on.
Work through the questions before they become urgent. Develop clear response principles, responsibilities and practical materials that help teams communicate with care under pressure.
Issues mapping · Response frameworks · Q&As & holding statements
05Fractional communications leadership
Senior direction, at the scale your team needs.
Bring an experienced communications perspective into the business on a flexible basis. Set priorities, support leadership and connect your internal team and agency partners around a practical plan.
Communications planning · Leadership counsel · Team & agency coordination
06Practical AI enablement
More useful workflows. Human judgement throughout.
Explore where AI can genuinely help your communications team. Develop practical ways to research, draft and organise work, with human review, source checking and confidentiality built into the process.
Workflow reviews · Team guidance · Responsible-use practices
02 / Career experience
Selected clients
I’ve worked with.
Different sectors bring different challenges. The constant is finding the story that matters.
Selected client experience from agency roles and secondments at Edelman Middle East, ASDA’A BCW (now Burson), Seven Media, and The PRactice Strategic Communications. These relationships are not presented as clients of my independent practice.
Explore the wider client list 29 organisations shown
Technology & AI
- Presight
- MBZUAI
- e& / Etisalat Group
- BPL Techno Vision
- ADC Krone
- Nubia RedMagic
Logistics & maritime
- DP World
- Drydocks World
Automotive & mobility
- Hyundai Motor Company MEA
- REVA Electric Car Company
- Al Fahim Group
Industrial & infrastructure
- Yokogawa Electric
- UL
- Corodex Industries
Aviation
- Bangalore International Airport Limited (BIAL)
Financial services
- Aberdeen Standard Investments
- Trade Bank of Iraq
- Holborn Assets
Hospitality & retail
- Rosewood Abu Dhabi
- St. Regis Saadiyat Island
- Marina Mall Abu Dhabi
Sport and gaming
- Al Jazira Football Club
- Garena Free Fire
- Riot Games
- BOUNCE Middle East
- Zero Latency Riyadh
Property & construction
- Tamouh Properties
- Trojan Contracting
- Hydra
Names reflect the brands at the time of the work.
Technology & AILogistics & maritimeAutomotive & mobilityIndustrial & infrastructureAviationFinancial servicesHospitality & retailSport and gamingProperty & construction
03 / Working together
The right support.
At the right scale.
Start with the business need.
Build the engagement around it.
Fractional
Focused
projects
For a launch, a new narrative, a leadership platform or an important moment that deserves dedicated attention.
- A clearly scoped brief
- Strategy and hands-on delivery
- Useful tools for what comes next
Strategic
counsel
For leaders and communications teams who need to test an idea, work through a challenge or make a decision.
- An independent perspective
- Constructive challenge
- Clear, practical next steps
04 / A little about me
Clear thinking.
Practical counsel.
I’m a communications professional with around nine years of UAE experience across agency and in-house roles, and an earlier chapter as a hospitality entrepreneur.
Agency-side, my experience includes DP World and Drydocks World, Presight and MBZUAI, alongside a secondment to e&. In-house, I worked with Abu Dhabi’s Department of Municipalities and Transport.
Running a hospitality business brought a different kind of perspective: the reality of building something, serving customers and making decisions with consequences.
I bring those experiences together in work that connects the business, its people and the story it needs to tell.
Have something in mind?
Let’s talk.
A story to sharpen. A change to navigate.
A communications challenge to work through.
Tell me a little about your organisation and what you need.