Marketing Manager

Sami Alshorafa

**** - *** ******** **** ****, Mississauga, ON L5B 0C8

Mobile: 647-***-****, Email: ****.*********@*****.***

LinkedIn: http://www.linkedin.com/in/samialshorafa

CAREER HIGHLIGHTS

• An honour university graduate specialized in marketing with nine years of experience working at

multinational PR and integrated communication agencies.

• Increased media engagement for some of the best global brands including BlackBerry, Starbucks

Coffee and Facebook, and international events such as the World Future Energy Summit.

• Produced compelling written pieces and skillfully adapted them to suit diverse media online & offline.

• Proven ability to successfully manage multiple projects and develop strong messages that positively

resonate with and engage a variety of stakeholders.

• Fluent in written and spoken English and Arabic with a conversational knowledge of French.

COMMUNICATION AND MARKETING EXPERIENCE

Group Manager

StrategicAmpersand Inc. (Toronto, Canada) 2013 – 2014

• Handled the local launch of BlackBerry’s multiplatform BBM and pitched seven briefings with top tier

print and online media around BBM monetization strategy, securing coverage across the board.

• Directed BlackBerry’s Mobile World Congress 2014 bi-lingual announcements pitching in Canada,

secured coverage in target media outlets and monitored coverage.

• Delivered crisis and issues management support for BlackBerry layoffs and real estate sale.

• Oversaw the joint announcement of BlackBerry and Free The Children ‘Build A Village’ program

including developing the PR plan, drafting the press release and preparing a targeted media list.

Senior Consultant

APCO Worldwide (Dubai, UAE) 2011 – 2012

• Led corporate and business unit communications for the client Masdar, a quasi-government multi-

billion dollar organization focused on advancing renewable energy and sustainable technologies.

• Provided editorial support on marketing collateral development including messaging and design.

• Mentored technical writers to hone their style, messaging and focus in releases, features and op-eds.

• Delivered crisis management on Masdar HQ restructuring, delayed projects and downsizing.

• Doubled media coverage of the “World Future Energy Summit” Masdar’s flagship annual event in

top tier media – boosted media hits from 2,419 in 2011 to 4,951 in 2012, an increase of 105%.

Account Director

FleishmanHillard (Dubai, UAE) 2010 – 2011

• Directed the Facebook regional announcement, drafted press kit content and secured 23 positive

articles and regional broadcast coverage.

• Spearheaded media relations outreach on behalf of AT&T Middle East and profiled its leader in tier 1

industry publication, in coordination with global teams in the UK and the USA.

• Managed the bilingual press office for British Airways in the region and provided 24/7 crisis

communications support during the December 2010 Heathrow snowfall emergency.

• Delivered strategic counsel and onsite support to the “ World Economic Forum” 2010 Dubai summit,

tripling its media coverage in comparison to 2009 summit with 655 mentions.

Sami Alshorafa

1611 - 335 Rathburn Road West, Mississauga, ON L5B 0C8

Mobile: 647-***-****, Email: ****.*********@*****.***

LinkedIn: http://www.linkedin.com/in/samialshorafa

Account Director

Zed Communications (Dubai, UAE) 2009

• Managed Al Gharbia Watersports Festival marketing and communications campaign, including

onsite support, grass root marketing activities, collateral development and post event production of

promotional video and book. Festival campaign was nominated to receive a Middle East Public

Relations Association (MEPRA) award for the best Multi-disciplinary campaign in November 2009.

• Developed concept for Commercial Bank of Qatar print advertisement announcing mobile banking.

• Delivered messaging and developed marketing and communication collateral for Care By Air

initiative announcement at Dubai Air Show.

Associate Account Director

Burson-Marsteller (Dubai, UAE) 2005 – 2008

• Developed ongoing, proactive, strategic and tactical recommendations for Starbucks Coffee

regarding brand positioning, media outreach, issues management, and CSR across nine markets.

• Generated media interest in the Boots UK brand via media outreach activities including sending

samples for review by industry media, new store openings, product launches and exclusives with

Boots UK experts.

• Directed CB Richard Ellis communications. Secured speaking opportunities and coached Managing

Director on his media interview skills.

• Planned DHL’s CSR initiative launch and coordinated regional media’s visit to their Bahrain

headquarters.

PROFESSIONAL TRAINING & ACHIEVEMENTS

• Leadership in Project Management, Ryerson University, Toronto, Canada 2013

• Sales & Marketing Program, Humber College, Toronto, Canada 2013

• French language - Levels 3 & 4, Alliance Francaise, Mississauga, Canada 2012

• Introduction to Internal Communications, CIPR, London, UK

2010

EDUCATION

Bachelor of Arts (Honours), Business Administration/Marketing, American University in Cairo 2000

PROFESSIONAL REFERENCES

Available upon request

Contact this candidate