SAMANTHA EMMA WATSON
Strategic Communications & Marketings Expert
Abu Dhabi
Summary
Strategic communications and marketing leader with a proven track record of driving international business growth, brand development and revenue generation. Adept at managing diverse projects and multicultural teams across the GCC. Expertise in developing and implementing comprehensive communication and marketing strategies, cultivating partnerships and delivering measurable results.
Overview
22
22
years of professional experience
2
2
years of post-secondary education
1
1
Language
Work History
International Social Media Strategy Consultant
Royal Commission for AlUla
01.2022 - Current
- Spearheaded the development and execution of international social media strategies tailored to specific markets and platforms, aligning with AlUla's brand vision and business objectives
- Drove significant international social media growth by launching 11 new channels across China and Europe in 6 languages in 2024 as part of a global brand launch
- Expanded reach by 29% (252M), achieved a 472% increase in total engagements (22M), and grew worldwide followers to over 1 million (+250K) on owned social
- Led the creation and execution of engaging content across all relevant platforms, managing agency partners
- Cultivated and managed relationships with international offices, analyzing social performance data, identifying trends and providing actionable insights to optimize content effectiveness
- Collaborated closely with internal digital and PR teams to deliver strategic integrated marketing efforts
- Ensured cultural sensitivity and adapted content strategies to resonate with diverse international audiences
Communications Director (Fixed-term)
Action Global PR
06.2020 - 01.2022
- Directed communication strategies and implementation across a diverse portfolio of multi-sector corporate and consumer accounts, including education, healthcare, and aviation
- Managed a team of English and Arabic copywriters, social media managers, graphic designers, and videographers
- Developed and oversaw the Abu Dhabi Department of Education and Knowledge's (ADEK) external communication and social media strategy
- Amplified ADEK’s strategic positioning and partnerships, promoting initiatives to external stakeholders
- Launched ‘42 Abu Dhabi’, ADEK's disruptive coding school, the first of its kind in the GCC
- Led the team to win two gold MEPRA PR awards for ADEK - Back to School
- Responsible for strategic social media and PR planning and implementation for The Evercare Group and Etihad Cargo
Head of Marketing, Business Development & Admissions
Amity International School Abu Dhabi
04.2019 - 06.2020
- Led marketing and admissions strategy, achieving a 20% year-over-year student number growth and retention
- Conceptualized and executed brand strategy, recognised by Forbes ME for marketing best practice (#ExtraordinaryAmity)
- Managed original copy for all marketing collaterals, including social media, video, radio and online advertising
- Managed external agencies and in-house production team for content creation and videography
- Developed paid strategy and managed agency
- Directed the annual digital budget, ensuring ROI on all spend
Director of Business Development & Marketing Special Projects/Senior Marketing Consultant/Account Director
Acorn Strategy
12.2016 - 03.2019
- Drove business development and revenue growth, ensuring targets were met for each business stream
- Defined annual business goals, implemented strategic plans, and provided market-based intelligence
- Led contract negotiations and managed client relationships
- Managed marketing and communications planning for a variety of clients, including MIRAL, Cleveland Clinic Abu Dhabi, and wagamama
- Provided strategic marketing and communication counsel and oversaw the implementation of marketing special projects
Sales & Marketing Manager
Sea Magic Recreation Services
01.2013 - 02.2017
- Increased visitor numbers by 40% over two years by developing and executing a strategic sales and marketing plan
- Responsible for digital strategy, social media, and content development
- Established and developed key strategic partnerships with airlines, tourist boards, and hotels
- Managed a marketing budget of AED 10 million
Freelance Marketing & Business Development Consultant
08.2015 - 12.2016
- Provided freelance marketing and business development services for various clients, including Etihad Airways, Castaway Hotels & Escapes, and British School Al Khubairat
Sales & Marketing Manager
Al Futtaim Travel
06.2011 - 12.2012
Tourism Marketing Manager
The Dubai Mall, Emaar
05.2010 - 06.2011
Head of Holidays, MICE & Adventure
Al Fahim Group
02.2008 - 04.2010
Sales, Distribution & Marketing Manager UAE/Acting General Manager
Etihad Holidays
06.2006 - 02.2008
Leisure Sales Account Manager
Etihad Airways
06.2004 - 06.2006
- Company Overview: London
- London
Leisure Sales Executive
Emirates Airlines
02.2003 - 06.2004
- Company Overview: UK
- UK
Education
BA (Hons) - European Tourism with Spanish
University of Lincolnshire & Humberside
01.1994 - 01.1996
Skills
Stakeholder management
Customer experience
Value proposition development
Operational efficiency
Leadership development
Strategic development
Strategic planning
Project management
Problem-solving
Team leadership
Timeline
International Social Media Strategy Consultant
Royal Commission for AlUla
01.2022 - Current
Communications Director (Fixed-term)
Action Global PR
06.2020 - 01.2022
Head of Marketing, Business Development & Admissions
Amity International School Abu Dhabi
04.2019 - 06.2020
Director of Business Development & Marketing Special Projects/Senior Marketing Consultant/Account Director
Acorn Strategy
12.2016 - 03.2019
Freelance Marketing & Business Development Consultant
08.2015 - 12.2016
Sales & Marketing Manager
Sea Magic Recreation Services
01.2013 - 02.2017
Sales & Marketing Manager
Al Futtaim Travel
06.2011 - 12.2012
Tourism Marketing Manager
The Dubai Mall, Emaar
05.2010 - 06.2011
Head of Holidays, MICE & Adventure
Al Fahim Group
02.2008 - 04.2010
Sales, Distribution & Marketing Manager UAE/Acting General Manager
Etihad Holidays
06.2006 - 02.2008
Leisure Sales Account Manager
Etihad Airways
06.2004 - 06.2006
Leisure Sales Executive
Emirates Airlines
02.2003 - 06.2004
BA (Hons) - European Tourism with Spanish
University of Lincolnshire & Humberside
01.1994 - 01.1996