Portfolio doubled, team built alongside it
Senior Marketing & Brand Leader · Dubai
Rianca
Hepburn
I build brands, teams and commercial growth
Thirteen years connecting brand strategy and creative direction with the commercial discipline required to lead a complete marketing function.
Leadership & commercial impact
Creativity with
commercial accountability
One year across brand and performance
E-commerce and product launch
Cross-platform growth, not paid alone
KPI-led, continuous optimisation
Partnerships and GCC media
Built and led end to end
Social and email brought in-house
Budgets, P&L, forecasts and resourcing
Selected partnerships
Brands I've worked with
Leadership in action
The work behind the growth
Flagship creative work
Strategy made visible
Three campaigns showing how a business challenge became an idea, a customer journey and an integrated rollout.
Bedashing Beauty Lounge · 2022
Golden Hour
A premium beauty ritual created for the Eid glow
The launch translated a new 24-karat gold facial's antioxidant and anti-inflammatory benefits into a warm, luxurious world of radiance. Bilingual product education, treatment imagery and booking messages moved the story from intrigue to ritual.
View campaign source ↗- The opportunity
- Introduce a premium facial treatment before Eid.
- The idea
- Chase the Golden Hour glow.
- Ownership
- Launch strategy, campaign concept, creative direction and rollout.
Tips & Toes · 2021
The Advent Calendar
Thirty-one days, thirty-one reasons to return
A digital beauty advent calendar turned December into a daily engagement ritual. Stories teased the next reveal, while a new limited-time offer connected social discovery with website redemption and in-salon activity every day.
View campaign source ↗- The opportunity
- Sustain attention throughout the festive period.
- The idea
- A daily surprise that builds anticipation and urgency.
- Ownership
- The concept was repeated for the following two years.
The Secret Society · 2025
The Heist
A rebrand presented as entertainment
To reveal The Secret Society's new identity, its peacock symbol became the object of a six-part cinematic heist. The story moved across cities, building suspense through escalating clues before revealing that the Peacock had been protected for the brand's next era.
View campaign source ↗- The opportunity
- Launch a new identity without a conventional logo reveal.
- The idea
- The Peacock has been stolen.
- Ownership
- Campaign strategy, concept, creative direction and rollout.
Campaign library
More ideas,
less scrolling
A concise view of seasonal, retail and hospitality work. Each tile holds one idea and one clear role for the brand.
Tips & Toes · 2022
Spin the Wheel
Tips & Toes · 2021
Ramadan & Eid
Tips & Toes · 2021
Valentine's
Tips & Toes · 2019
Kela & Youth
Fairmont The Palm · UAE
Hospitality & Content
Director-level scope
One function, four responsibilities
Brand strategy
I turn a clear market opportunity into a brand people can choose
Commercial growth
I connect the creative plan to revenue, leads, conversion and ROI
Team leadership
I build the team, rhythm and accountability that keep work moving
Customer journeys
I join every touchpoint into one coherent experience