Mega-events and brand experiences that drive commercial impact.
From Expo 2020 to luxury brand activations, event and experiential strategy that moves footfall, spend and brand equity, led at a scale few have operated.
An event is a commercial asset, not a cost line
Done well, events build brand prestige, drive footfall and spend, and create partnerships that pay for themselves. Done badly, they burn budget on logistics with no measurable return. I lead events the way I lead marketing, to a commercial outcome, with the seniority to direct global brand teams, sponsors and suppliers, and the scale to deliver flawlessly at the highest level.
What I lead
- Mega-event strategy and destination-led activations
- Brand activation design that drives footfall, dwell and spend
- End-to-end delivery, stakeholders, global brand teams, suppliers
- Sponsorship strategy and partnership development
- Commercial measurement, ROI, brand equity, partnership value
Best fit when
- You're planning a flagship launch, anniversary or activation
- A mega-event needs senior commercial direction, not just logistics
- You want sponsorship to offset cost and extend reach
- Brand prestige needs to translate into measurable commercial value
- You need one accountable leader across global stakeholders
Delivered at the highest level
Director of Events & Entertainment at Expo 2020 Dubai, and event leadership for some of the world's most prestigious brands.
Global engagement at unprecedented scale
The largest global event ever hosted in the region, 24M visitors, world-class entertainment and ceremonies.
Dubai Racing Season
Elevating brand prestige into a measurable commercial asset in high-performance automotive retail.
10th Anniversary, a decade of retail leadership
A strategic reinforcement of the world's top retail destination's status as the "Center of Now".
Fashion Avenue showcase
An iconic launch in ultra-luxury retail, a physical space as memorable as the brands it houses.
Project-based or embedded
Event and experiential work runs as a defined-scope project, or as part of a broader Fractional CMO engagement. Scope and investment are confirmed at proposal.
- Format: project-based, or within a retainer
- Scope: strategy, activation, delivery or sponsorship
- Markets: UAE, GCC and international
- Measured on: footfall, spend, brand equity, partnership value
Next step
Planning a flagship event or activation?
A 30-minute discovery call to pressure-test the opportunity and the commercial case, no obligation.