Mohamad Mourad
Dubai,UAE
Summary
A strategic leader with expertise in task management and relationship building, creative strategy development, and brand and event management. Demonstrates proficiency in corporate branding and partnership development, driving KPI execution strategies to achieve organisational goals. Skilled in leadership and people management, aiming to leverage these competencies to foster growth and innovation within dynamic environments.
Overview
11
11
years of professional experience
1
1
Certification
Work history
Consultant
A Normal Day Bistro - Dar Al Wasl
Dubai, UAE
2024.03 - Current
- Directed concept development and brand positioning for the restaurant, shaping its identity as an elevated home-style bistro.
- Designed and evolved signature brand experiences such as AND Test Kitchen, Bellissimo collaborative dinners, and thematic pop-up nights that extend the brand’s “housewarming” ethos.
- Owned comprehensive marketing and social strategy, including channel architecture, tone of voice, and multi-platform campaign calendars.
- Developed integrated campaigns and content narratives collaboratively with internal teams, chefs, and external creative partners to ensure cohesive execution.
- Executed content from ideation through publishing and performance analysis, maintaining consistent brand storytelling across all channels.
- Consulted on guest experience, menu storytelling, and event identity to align creative direction with hospitality goals.
Consultant
FLICK Cameras
Dubai, United Arab Emirates
2021.11 - Current
- Partnered with a lifestyle photography brand to reimagine how disposable cameras could exist in modern culture, focusing on experiential placement rather than conventional retail selling.
- Directed brand strategy, visual identity, and product positioning, aligning creative direction with youth culture, nostalgia, and accessibility.
- Led the development of vending machine activations and custom camera programs, creating new channels in an otherwise stagnant industry.
- Drove the brand to a valuation of AED 1M within its first year, through innovative distribution, strong storytelling, and community-driven campaigns.
- Established key partnerships with cultural and retail spaces including Gulf Photo Plus and independent concept stores.
- Oversaw operational optimization and brand scalability, ensuring cost-effectiveness and automation across production and fulfillment.
- Continuously researched global analog trends and competitive landscapes, adapting insights into new product lines and collaborative opportunities.
Art Director
Ykone Middle East Creative
Dubai, United Arab Emirates
2023.02 - 2024.03
- Developed tailored creative strategies and execution plans for leading brands across the travel, hospitality, and fashion sectors in the MENA region.
- Collaborated with entities such as DCT Abu Dhabi on large-scale citywide collaborations and tourism masterplans, integrating digital storytelling with destination branding.
- Partnered with international creative and strategy teams to align regional insights with global brand direction for clients across Europe, Asia, and the Middle East.
- Delivered 40+ strategic proposals under tight deadlines, ensuring timely and impactful pitches for regional and international campaigns.
- Presented complex creative strategies to clients with clarity and conviction, fostering strong long-term relationships and trust in execution.
Client Coverage Manager
Standard Chartered Bank
Dubai, United Arab Emirates
2015.05 - 2017.05
- Work closely with Large cooperates on local and international scale.
- Assisting in processing the client's transaction from initiation until delivery of final
product.
- Understanding the client's financial needs to guide them to the correct instrument.
- Successfully managing client's expectations in accordance with internal TAT.
- Being able to manage high pressure situations along with the BAU items.
- Generate financial ratios, using computer programs, to evaluate customers' financial status. (MRA) Moody's Risk Analyst.
Education
CFA - Passed level 1
CFA Institute
DubaiBachelor of Science - International Business
Al Ghurair University
DubaiSkills
- Task management and relationship building
- Creative strategy development
- Brand and event management
- Corporate branding
- Partnership development
- KPI execution strategies
- Leadership and people management
Personal Information
Languages
English
Fluent
Arabic
Native
Certification
CFA Institute - CFA Level 1
Timeline
Consultant
A Normal Day Bistro - Dar Al Wasl
2024.03 - Current
Art Director
Ykone Middle East Creative
2023.02 - 2024.03
Consultant
FLICK Cameras
2021.11 - Current
Client Coverage Manager
Standard Chartered Bank
2015.05 - 2017.05
CFA - Passed level 1
CFA Institute
Bachelor of Science - International Business
Al Ghurair University