ABDULLATIF SARABI
Social Media & Digital | Marketing & Communications | Branding
Dubai
Summary
Versatile marketing, communications, and social media professional with 10+ years of experience leading digital strategy, content creation, and brand development across public and private sectors.
Skilled in social media strategy, cross-channel campaigns, and brand positioning — with a strong record of aligning creative execution with business goals. Proven success in hospitality, government, and lifestyle industries.
Overview
11
11
years of professional experience
4024
4024
years of post-secondary education
1
1
Language
Work History
SOCIAL MEDIA DIRECTOR
MISBAR Communications
07.2020 - Current
- Lead the agency’s social media department, establishing the foundational structure, workflows, and team recruitment to support full-scale digital operations.
- Currently lead and oversee a cross-functional team of 10+ professionals across social media, design, content, and production — including strategists, creatives, videographers, editors, and writers.
- Drive high-level strategy development, end-to-end campaign planning, and performance optimization for a diverse portfolio of government entities, hospitality brands, real estate firms, sports organizations, and lifestyle clients.
- Lead the development and submission of RFPs and large-scale digital proposals, securing long-term retainer and project-based contracts.
- Manage client relationships at a strategic level, ensuring alignment between brand objectives and campaign deliverables while maintaining high satisfaction and retention rates.
- Played a key role in growing agency revenue by leading successful pitches, expanding service offerings, and identifying new business opportunities.
HEAD OF SOCIAL MEDIA
Sahara Communications
11.2014 - 06.2020
- Built and developed the first social media department for the agency, set up the frameworks and recruited all the team Members.
- Recruited and managed all the members of the social media department consisting of a total headcount of 10. This included social media strategists, executives, photographers, videographers, graphic designers, content writers and translators.
- Grew the revenue pipeline by directing new business development, pitching and closing contract negotiations with prospects.
- Develop end-to-end social media strategies to fit each clients objectives.
- Worked with over 75 unique clients that operated in a wide variety of sectors including: financial services, healthcare, real estate, hospitality & tourism.
- Major clients include: Azizi Developments, Al Mazaya Holding, RAK Properties, Sharjah Investment & Development Authority (Shurooq), Sharjah Islamic Bank, Dubai Bone and Joint Center, CosmoSurge, Emirates Hospital, Palazzo Versace Hotel.
- Major event participation includes: Sharjah International Bookfair, CityScape Global, Gitex Technology Week, World Future Energy Summit.
SOCIAL MEDIA EXECUTIVE
Sharjah International Book Fair
11.2014 - 11.2014
- Live coverage of the event in English and Arabic on all Social Media platforms.
- Community management on Twitter, Instagram, Facebook in English and Arabic.
- Official English and Arabic hashtag used for SIBF gained a combined viewership of 613 million.
- Increased the organic number of followers on the Facebook page by 30% during a 2 week period.
ACCOUNT EXECUTIVE
Lava Brands
06.2014 - 10.2014
- Managed existing relationship with clients and collaborated with the creative team on client requirements.
- Conducted social media research on clients targeted markets.
- Translated content from English to Arabic and vice versa.
Education
Bachelor of Science - Marketing
George Mason University
Fairfax, VirginiaHigh School Diploma -
International School of Choueifat
Sharjah, United Arab EmiratesSkills
- Social Media Strategy & Planning
- Digital Marketing Campaigns
- Social Media Ads Management
- RFP & Proposal Development
Strategic & Leadership
- Content Production Oversight
- Campaign Messaging & Brand Positioning
- Creative Direction
Creative & Content
Affiliations
- Member in Social Media Club chapters in the UAE and USA
- American Marketing Association (AMA)
Timeline
SOCIAL MEDIA DIRECTOR
MISBAR Communications
07.2020 - Current
HEAD OF SOCIAL MEDIA
Sahara Communications
11.2014 - 06.2020
SOCIAL MEDIA EXECUTIVE
Sharjah International Book Fair
11.2014 - 11.2014
ACCOUNT EXECUTIVE
Lava Brands
06.2014 - 10.2014
Bachelor of Science - Marketing
George Mason University
High School Diploma -
International School of Choueifat
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