Mayas Ayyash

• Developed future-proof brand strategies for global clients grounded in research, designed to drive impactful business results and long-term growth

• Conducted in-depth market and consumer research using quant and qual methods, distilling findings into actionable insights that inform brand positioning

• Delivered strategic presentations to key stakeholders, providing recommendations that shaped key brand transformations

• Collaborated with cross-functional teams to oversee brand execution, crafting compelling briefs and aligning with strategic goals

• Led internal integration of AI into brand strategy workstreams, demonstrating potential to elevate team capabilities

• Created an innovative product brand from concept to pitch, presenting to investors to secure buy-in and drive business growth

• Led brand positioning of government-owned group, including brand architecture, innovative brand strategy, verbal identity, and naming, transitioning them from legacy federal entity to an investment holding group in the logistics sector of the UAE

• Conducted sizable research initiative for luxury watchmaking brand including competitive audits harnessing key actionable insights from data to create differentiation, innovate go-to-market plan, delivering ground-breaking, award-winning work at the Transform awards

• Managed 1 direct report in conducting primary and secondary research, analyzing data and trends to develop a deep understanding of consumer personas, mindsets, attitudes, values and behaviors across products and industries

• Developed brand strategy roadmap of fintech brand ensuring buy-in from internal and external stakeholders

• Hosted engaging, collaborative brand workshops for 20+ entrepreneurs to uncover white space opportunities for new business

• Collaborated with design team on inspiring briefs, overseeing creative direction to reach target audiences and achieve business goals,

ensuring the brand identity is translated across different dimensions including tone of voice, naming, design, media and experience

• Crafted value propositions and messaging frameworks fueled from consumer and cultural insights to build brand equity

• Managed a diverse influencer portfolio of 5 macro-talents across MENA with 4M+ following

• Headed campaigns arm, devising and executing $500K integrated marketing campaign for brand launch of 4 product lines, successfully pitching and negotiating with top 10 influencers across KSA & UAE

• Collaborated with clients in identifying business development opportunities, crafting proposals and negotiating high-value mutually beneficial agreements with profiles that reach target consumers, fostering long-term partnerships that contribute to enhanced brand sentiment

• Managed end-to-end stages of multimedia productions, from ideation to post-production to ensure projects meet milestones, adhering to timelines, budgetary constraints and editorial standards