Rahma Arafa
Dubai
Summary
Highly accomplished and results-oriented communications professional with 13+ years of experience in the Middle East, specializing in developing and executing strategic employee engagement and communication initiatives. Proven ability to cultivate positive work environments and drive measurable results through impactful communication strategies aligned with organizational objectives. Possesses a strong track record of success in content development and creating engaging experiences that foster a thriving workplace culture.
Overview
15
15
years of professional experience
Work History
Sr. Regional Communication and Engagement Manager
L'Oréal Middle East
01.2019 - Current
- Developed and implemented a comprehensive regional employee engagement strategy resulting in a 7% increase in employee satisfaction scores and a 10% reduction in employee turnover within two years.
- Spearheaded multiple corporate affairs initiatives, including crisis communication strategies and stakeholder management programs, which strengthened L'Oréal's reputation and brand image within the region.
- Led cross-functional teams to execute internal communication campaigns that effectively conveyed key messages to target audiences, contributing to increased employee engagement.
Head of On Air Talents
Ellay.Com
04.2018 - 06.2019
- Developed and executed a comprehensive on-air talent strategy aligned with business objectives, encompassing scouting, casting, contract negotiation, budget management, and performance evaluation for a diverse roster of 26 talents (8 TV hosts, 18 experts, and a pool of models).
- Created and implemented a talent development program that significantly enhanced on-air talent capabilities, including product knowledge, soft skills, presentation skills, and on-air coaching, resulting in improved performance and brand representation.
- Successfully established and managed the on-air talent function within the GCC region, navigating complex logistical and political challenges, ultimately building a strong talent pipeline and shaping a consistent brand image across multiple platforms.
Training Manager- Soft Skills
Samsung Gulf Electronics
08.2016 - 04.2018
- Managed the Soft Skills Training Curriculum for Sales Team across GCC Region which includes: Identifying Training Needs, Designing Training, Facilitating and Outcome Evaluation
Learning & Development Asst. Manager
Marks & Spencer (Al-Futtaim)
01.2014 - 07.2016
- Managed the Product Knowledge and Soft Skills Training needs for Marks and Spencer Brand’s Staff across MENA Region incorporating organization’s Learning Management systems and initiatives
Commercial Department Manager
Marks & Spencer (Al-Futtaim)
01.2012 - 01.2014
- Directed and oversaw Department’s sales Performance, objectives, and initiatives
- Sat short- and long-term sales strategies and evaluate the effectiveness of current products assortment and sales per SQ
In-Store Coach
The Body Shop
01.2010 - 04.2012
Education
Bachelor of Psychology Arts -
Alexandria University
05.2009
Skills
- Content Creation Expert
- Talents Recruiting Expert
- Leadership Expert
- Project Management Expert
- Brands Advocacy Expert
- Employee Engagement Expert
- Communications Strategy Expert
- Stakeholder relations
- Business analysis
- Strategic thinking
LANGUAGES
Arabic Native speaker
French Very good command
English Highly proficient
Timeline
Sr. Regional Communication and Engagement Manager
L'Oréal Middle East
01.2019 - Current
Head of On Air Talents
Ellay.Com
04.2018 - 06.2019
Training Manager- Soft Skills
Samsung Gulf Electronics
08.2016 - 04.2018
Learning & Development Asst. Manager
Marks & Spencer (Al-Futtaim)
01.2014 - 07.2016
Commercial Department Manager
Marks & Spencer (Al-Futtaim)
01.2012 - 01.2014
In-Store Coach
The Body Shop
01.2010 - 04.2012
Bachelor of Psychology Arts -
Alexandria University
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