about charbel el khouri
As a recognized freelance branding, marketing and communications consultant in Dubai, I bring over 20 years of regional expertise. My approach blends traditional marketing with innovative digital and media communication strategies, tailored to the unique landscape of Dubai’s dynamic market.
Key Highlights
Educational Background
My solid educational foundation has been pivotal in shaping my approach to modern marketing challenges.
Master of Science in International Business - High Tech entrepreneurship
September 2001 - September 2002
SEKMA, Sophia Antipolis, France
Bachelor of Arts, Business Administration
September 1998 - June 2001
American University of Beirut, Lebanon
Master Digital Marketing
June 2022 - August 2022
LinkedIn Learning, Online
Multilingual Proficiency
Interpersonal Skills
Branding, Marketing and Communications Expertise
- Online Marketing
- E-commerce
- Marketing Communications
- Marketing Strategy
- Business Development
- Sales Management
- Budgets
- Social Media Marketing
- Online Advertising
- Corporate Branding
- Project Management
- Digital Marketing
- Search Engine Marketing (SEM)
- Integrated Marketing
- Marketing Management
- International Marketing
- B2B Marketing
- B2C Marketing
- Internal Communications
- Crisis Communications
- Digital Media
- Digital Strategy
- Digital Publishing
- Business Strategy
- Public Relations
- Market Research
- Product Marketing
- Strategic Partnerships
- Strategic Leadership
- Strategic Negotiations
- Online Video Marketing
- New Business Development
- Strategic Public Relations Planning
- Content Strategy
- Content Planning
- Social Media Optimization (SMO)
- Twitter Marketing
- Facebook Marketing
- Instagram Advertising
- YouTube Marketing
- Social Media ROI
- Search Engine Optimization (SEO)
- Link Building
- Keyword Advertising
Notable Projects
Transforming the Emirates Soil Legacy
Entrusted with the monumental task of shaping the Emirates Soil Museum’s future, my role as a freelance marketing consultant in Dubai was pivotal from conceptualization to implementation.
- Strategic Planning: As a seasoned freelance marketing consultant in Dubai, I devised the overarching business strategy and operational plan to align the museum’s vision with its objectives.
- Brand Evolution: My expertise in brand development, honed through my experience in the diverse Dubai market, led the brand development phase, producing robust brand guidelines that echoed the museum’s ethos.
- Marketing & Outreach: Utilizing my skills gained as a freelance marketing consultant in Dubai, I created and implemented a comprehensive marketing and communications strategy to position the museum as a leader in its field.
- Partnerships & Collaborations: Building on my extensive network in Dubai and the UAE, I formed key alliances, notably with the Abu Dhabi Fund for Development, ensuring a smooth operational flow and the museum’s successful launch.
- Digital Presence: Leveraging my understanding of the digital landscape in Dubai, I designed and populated the museum’s website and social media platforms, capturing its essence in the digital realm.
- AR Integration: My collaboration with specialist agencies to integrate augmented reality, a testament to my innovative approach as a freelance marketing consultant in Dubai, significantly enhanced the visitor experience.
Through strategic planning, branding expertise, and tech innovation, the Emirates Soil Museum emerged as an emblem of commitment and forward-thinking in its domain, a project enriched by my comprehensive experience in marketing consultancy in Dubai.
Here's a Dozen More!
Revolutionizing Banking in the UAE: ABN AMRO's E-Branch Initiative
In the face of regulatory constraints in the UAE, we innovatively navigated the challenges by spearheading the launch of 25 state-of-the-art e-branches for ABN AMRO. This move transformed the traditional banking paradigm, offering a unique blend of digital convenience and personal touch.
• Addressed regulatory challenges, by bypassing the limitation of only 10 physical branches.
• Swift digital transformation, having completed the rollout of 25 e-branches in just three months.
• Blended experience, where I merged online banking convenience with traditional personalized services.
• Business strategy prowess, portrayed by crafting and presented a comprehensive business and marketing plan ensuring effective implementation.
This strategic digital pivot not only positioned ABN AMRO at the forefront of the UAE's digital banking transformation but also showcased the bank's adaptability and forward-thinking approach.
Sheikh Zayed Polo Stadium Launch in UAE
At the heart of Ghantoot Racing and Polo Club, I led the successful launch of the Sheikh Zayed Polo Stadium, seamlessly merging luxury, sportsmanship, and entertainment.
• Marketing & Communications: Crafted and executed the full marketing and communications plan, drawing in a sizable audience.
• Event Conceptualization: Conceived the overarching event theme, marrying polo's elegance with grand entertainment.
• Entertainment Management: Organized diverse activities and capped the evening with a live concert.
• VIP Management: Efficiently managed exclusive guest invitations, ensuring an elite guest experience.
• Media Relations: Spearheaded both pre and post-event press conferences, amplifying event reach.
• Attendance Success: Surpassed client's attendance expectations threefold, hosting over 5,000 attendees.
Through strategic planning and impeccable execution, the event stands as a hallmark of excellence in the UAE's luxury sports events domain.
Matajer Malls: Sharjah's Retail Transformation
Working closely with the Matajer Malls marketing team over four years, I played a pivotal role in refining and executing innovative retail marketing strategies that turned these malls into standout destinations.
• Collaborative Strategy: Alongside a dedicated team, shaped a multi-faceted marketing approach for sustained growth.
• Unique Activations: Launched digital activations that garnered significant footfall and engagement, solidifying their community-centric retail approach.
• Promotional Mastery: Spearheaded promotional events that captured the essence of Sharjah's retail culture.
• Sustained Impact: Regularly reviewed and optimized strategies, ensuring Matajer Malls stayed ahead in a competitive landscape.
Through this comprehensive approach, Matajer Malls not only transformed the retail scene in Sharjah but also established themselves as the heart of their communities.
Empowering Al Zahia's Real Estate Vision in Sharjah
At the heart of Al Zahia's transformative real estate journey in Sharjah, I was instrumental in guiding the marketing team through a series of strategic decisions over a 12-month period.
• Refined Marketing Approach: Collaboratively tailored Al Zahia’s marketing and communications strategies, ensuring a blend of traditional and modern outreach methods.
• Activation and Promotional Events: Orchestrated impactful activation events that heightened brand visibility and engagement.
• Exhibition Tactics: Devised innovative exhibition strategies that effectively showcased Al Zahia's unique property offerings.
• Remarkable Outcome: Our holistic marketing efforts were pivotal in turning Al Zahia into a notable success in Sharjah's competitive real estate market.
The culmination of these strategic efforts positioned Al Zahia not just as another real estate venture, but as a landmark community in Sharjah's evolving urban landscape.
Elevating the AWA Water Leaders Forum
The AWA Water Leaders Forum transformed into an international sensation, connecting attendees from over 45 countries.
• Strategic Event Management: Played a pivotal role in orchestrating a seamless event, resulting in a 20% increase in attendance compared to similar industry forums.
• Branding Brilliance: Contributed to crafting a compelling brand narrative, emphasizing the urgency of water challenges and the promise of regional collaboration.
• Media Relations Mastery: My proactive approach garnered extensive media coverage, broadening the forum's reach and influence.
• Clear Communications: Strategized and implemented communication initiatives that effectively conveyed the forum's core messages, sparking insightful discussions and actionable outcomes.
The forum's success is a reflection of meticulous planning, compelling communication, and impactful branding.
EastNets Global Expansion: Revolutionizing Marketing & Amplifying Revenue
During EastNets' pivotal phase of international growth, I played a crucial role in transforming the marketing department and crafting strategies that saw not only a rejuvenation of brand presence but also a remarkable four-fold increase in annual revenue.
• Departmental Revamp: Restructured and refocused the marketing team to align with global outreach goals.
• Internal Marketing Communication: Rolled out a comprehensive internal marketing communication strategy, fostering synergy and ensuring alignment with EastNets' broader vision.
• Targeted Outreach Campaigns: Designed and executed campaigns that resonated with international audiences, enhancing EastNets' brand footprint across multiple regions.
• Revenue Surge: These concerted efforts directly translated to a historic quadrupling of annual revenue.
With these strategic initiatives, we not only met but often surpassed our ambitious sales targets, solidifying EastNets' position on the global stage.
ICBA's Brand Transformation: Elevating Agricultural Impact in Marginal Lands
In collaboration with the dedicated team at the International Center for Biosaline Agriculture (ICBA), I was instrumental in leading a comprehensive rebranding campaign.
• Holistic Rebranding: Led a multi-faceted initiative to modernize ICBA's image and branding strategy.
• Biosalinity Magazine Relaunch: Enhanced content and design, resulting in a significant boost in readership and engagement.
• Website Revamp: Introduced a cutting-edge digital platform that showcased ICBA's pioneering work.
• Internal Communications Boost: Implemented strategies that fostered greater interdepartmental cohesion and clarity.
• Public Perception: Crafted targeted campaigns to enhance public image, particularly among prospective donors and stakeholders.
The collective efforts paid off, with ICBA witnessing a marked surge in stakeholder engagement and positioning itself as a modern, forward-thinking entity in the agricultural domain.
"Made in Lebanon" Initiative: Elevating National Industry to Global Heights
Spearheading a landmark initiative in collaboration with the Lebanese Ministry of Industry, I conceived and led a project aimed at celebrating the richness of our local industries. Here's how I unfolded the vision:
• Conceptualization: Imagined and shaped the idea from scratch, turning vision into actionable plans.
• Partnerships: Secured pivotal collaborations with key stakeholders, including the Lebanese Ministry of Industry, Central Bank, the Association of Lebanese Industrialists, and several private sector institutions. These partnerships were instrumental in bringing the vision to life.
• Strategic Documentation: Developed a robust business plan, crafting a compelling proposal that gained the endorsement of the Lebanese government and influential NGOs.
• Media Spotlight: Conceived and oversaw the production of a documentary-style TV program titled "Made in Lebanon". This series cast a spotlight on diverse Lebanese industries, serving both as an educational and promotional tool.
• Digital Extension: Envisioned and brought to life an online platform, further amplifying our message and reaching a broader audience.
• International Outreach: Extended the campaign's footprint internationally through touring exhibitions. This not only showcased Lebanese ingenuity but also resonated with the vast Lebanese diaspora worldwide, creating a sense of pride and connection.
• Marketing and Communications: Devised and managed an extensive marketing and communications plan, ensuring our message was consistent, impactful, and reached the intended audience seamlessly.
Through this comprehensive approach, we not only celebrated local achievements but also fostered global connections, highlighting the brilliance and potential of Lebanese industries.
Tejari.com's E-commerce Mastery: Pan-Global Success
At Tejari.com, I conceptualized and launched ten online e-commerce platforms tailored for diverse markets, from Shanghai to Milan. Under my leadership:
• Crafted unique business strategies for each platform.
• Oversaw all operations, from marketing to forging global partnerships.
• Consistently surpassed set targets, setting new performance benchmarks.
• Efficient management techniques led to 90% of Tejari's profits from just 40% of its revenue.
A testament to strategic acumen and operational excellence in the e-commerce domain.
HRA Abu Dhabi: Elevating Communication & Strategy
Working alongside the Human Resources Authority (HRA) in Abu Dhabi, I undertook a pivotal role in reshaping their communication approach. In just two months:
• Formulated and rolled out an all-encompassing marketing and communications plan.
• Crafted a strategic proposal for the Town Hall meeting.
• Overhauled HRA's website content in dual languages.
• Authored and released timely press statements, amplifying HRA's voice.
• Innovated HRA's social media engagement strategy.
• Managed crisis communications, safeguarding HRA's reputation.
The subsequent two months saw me oversee the successful realization of these strategies, solidifying HRA's market stature.
Elevating the International Quinoa Conversation in Dubai
At the heart of the prestigious International Quinoa Conference held at Zayed University, my contributions were instrumental in shaping the event's outreach and resonance.
• Strategic Planning: Spearheaded the comprehensive marketing and communications strategy, ensuring the event captured global attention.
• Media Engagement: Orchestrated robust media relations, resulting in broad coverage and amplifying the conference's impact.
• Conference Management: Seamlessly managed the intricate logistics of the conference and exhibition, guaranteeing a smooth experience for attendees.
• Elite Participation: Through meticulous outreach, attracted world-class speakers and a high-level audience, enhancing the caliber of discussions.
• Esteemed Patronage: The event was graced with the patronage of H.E. Sheikha Lubna bint Khalid Al Qasimi, a testament to its significance in the UAE's academic and diplomatic spheres.
With the synergy of focused marketing efforts and elite participation, the International Quinoa Conference emerged as a landmark event, underscoring Dubai's role as a hub for groundbreaking discussions.
Tanurin Bakery's Ascendancy in Central Asia
In my pivotal role at Tanurin Bakery, Bishkek, Kyrgyzstan, I was at the forefront of transforming its business strategy, driving its brand, and steering two significant fundraising rounds.
• Strategic Development: Drafted the foundational business and operational plans that set the trajectory for Tanurin's growth.
• Branding Excellence: Championed a complete brand guideline initiative, capturing the essence and identity of the bakery, which resulted in a marked 20% increase in customer footfall post-rebranding.
• Investor Relations: Prepared a compelling investor deck that successfully secured an initial $1 Million in the first funding round.
• Marketing and Communication: Orchestrated a holistic marketing strategy, employing both traditional and innovative tactics tailored to the Central Asian market.
• Expansion Vision: Currently navigating a second funding round with an ambitious target of $25 Million, aiming to extend Tanurin's footprint across Central Asia.
With a successful first funding round and a promising future, Tanurin Bakery is poised to become a bakery beacon in Central Asia, with me steering its marketing and strategic endeavors.
Client Portfolio
Throughout my career, I’ve partnered with over 100 esteemed clients across diverse sectors:
- PR & Communications
- Banking & Finance
- Retail & Real Estate
- Events Management
- Telecommunications
- Government
- E-Commerce
- NGOs
