SANDRA HAGE
Dubai,UAE
Summary
Brand Strategy Director with 15+ years leading growth and market expansion across the Middle East and beyond. I've managed some of the world's most iconic brands through consumer insight, retail strategy, and partnerships. I'm a lifelong toy lover at heart, motivated by brands that spark imagination and emotional connection.
Overview
17
17
years of professional experience
5
5
years of post-secondary education
Work history
Brand Strategy Director
Coca-Cola Middle East
Dubai, UAE
05.2016 - 01.2026
- Led regional growth strategy for billion dollar brand Fuze Tea, driving market share gains and establishing category leadership in Eurasia & Middle East Region.
- Led IP driven franchise and licensing initiatives for TripAdvisor and GoPro within global campaign regional expansion, across consumer products, partnerships, and brand experiences;
- Developed and executed long-term business plans, ensuring cross-functional alignment and delivery of commercial objectives across the Middle East.
- Oversaw the launch of global brand Smartwater in the UAE, adapting global positioning for local market success.
- Directed the global Zero Sugar project, delivering scalable product solutions and supporting market rollouts.
- Established and nurture strategic partnerships with key retail and licensing partners to optimize distribution and commercial performance.
- Lead cross-functional teams through organizational change, improving collaboration and execution efficiency.
Marketing Manager, Middle East & Africa – Fine Fragrances and FMCG
Givaudan
Dubai
12.2015 - 04.2016
- Developed and implemented marketing strategies for major regional clients including Coty, Estée Lauder Companies, Unilever, and Reckitt Benckiser.
- Delivered market insights and tailored brand plans addressing diverse consumer needs across MEA.
- Adapted brand messaging to cultural nuances using in-depth consumer insight.
Juices Category Marketing Manager
RG Brands
Almaty
09.2014 - 06.2015
- Managed marketing strategy and product development for a $100M juice portfolio across Kazakhstan, Kyrgyzstan, and Russia.
- Led cross-functional launches of new flavors and packaging across premium, mid, and mass segments.
Brand Manager, HAIR CARE (MEAP)
Procter & Gamble
Dubai, UAE
07.2009 - 08.2013
- Directed the largest regional Pantene brand restage in a decade, coordinating with global design teams.
- Managed the launch of a premium haircare brand across the Arabian Peninsula, localizing global strategies.
Education
Master of Business Administration - Management and Communications
École Supérieure des Affaires (ESA)
Lebanon & France 09.2004 - 06.2006
Bachelor's - Economics
American University of Beirut
Lebanon 09.2001 - 06.2004
Skills
- Brand strategy and market analysis
- Consumer insights and trend analysis
- Campaign management and advertising
- Product development and innovation
- Franchising and sponsorships
- Commercial strategy and excellence
- Retail strategy and market expansion
- Negotiation and stakeholder management
- Creative thinking and strategic planning
- Multilingual communication: English, French, Arabic, Spanish
Languages
English
Fluent
French
Native
Arabic
Native
Spanish
Intermediate
Affiliations
- Triathlete
- Music Lover
Timeline
Brand Strategy Director
Coca-Cola Middle East
05.2016 - 01.2026
Marketing Manager, Middle East & Africa – Fine Fragrances and FMCG
Givaudan
12.2015 - 04.2016
Juices Category Marketing Manager
RG Brands
09.2014 - 06.2015
Brand Manager, HAIR CARE (MEAP)
Procter & Gamble
07.2009 - 08.2013
Master of Business Administration - Management and Communications
École Supérieure des Affaires (ESA)
09.2004 - 06.2006
Bachelor's - Economics
American University of Beirut
09.2001 - 06.2004