Sooyin Lee
Dubai
Summary
Seasoned marketing and communications leader with over a decade of experience driving strategic marketing, corporate communications, business development, and client relationship management. Renowned for strong interpersonal acumen, high emotional intelligence, and a deep understanding of stakeholder and consumer behavior. Expert in crisis management and operational resilience strategies, with the ability to design and execute robust communication frameworks that safeguard institutional reputation, ensure continuity, and support governance excellence. Maintains strong, trust-based relationships with regulators and government authorities, leading direct engagement to align strategic initiatives with national mandates and sector priorities. Seeking a leadership role within a forward-looking, collaborative organization that values innovation, strategic influence, and meaningful contribution to long-term success.
Overview
15
15
years of professional experience
Work History
Head of PR, Events, Marcom
UAE Banks Federation
04.2022 - Current
- Drive the strategic vision and delivery of comprehensive marketing programs, enhancing UBF’s brand authority while accelerating stakeholder engagement and ensuring full alignment with institutional objectives and sector-wide positioning.
- Provide executive-level leadership in crisis management and operational resilience by developing and implementing proactive communication strategies and escalation frameworks to ensure organizational readiness, protect reputation, and maintain stakeholder trust during high-risk or sensitive events
- Steered strategic engagement with regulators, member banks and key financial stakeholders to harmonize communication initiatives with UBF’s mandate, reinforcing sector-wide alignment and consistent, authoritative messaging.
- Led strategic PR programs, strengthening partnerships with top-tier media to drive impactful visibility and elevate UBF’s reputation, influence, and thought leadership across the financial sector.
- Maintained strong executive-level engagement with regulators and government authorities, fostering strategic collaboration, reinforcing governance alignment, and supporting UBF’s role as a key stakeholder across the financial ecosystem.
- Designed and executed strategic, high-visibility events and professional workshops—including digital banking and ethical selling programs—to elevate industry standards, strengthen stakeholder collaboration, and reinforce the organization’s position as a leading voice in the financial sector.
- Led high-level coordination with regulatory authorities and strategic partners to deliver impactful events that advance financial literacy and fraud awareness, strengthening public engagement and amplifying the visibility of UBF’s advocacy campaigns.
- Led the full lifecycle of a comprehensive fraud awareness campaign, leveraging integrated multi-channel marketing to maximize public outreach, elevate consumer education, and reinforce UBF’s leadership in consumer protection advocacy.
- Oversee the management of all social media platforms, ensuring strategic content alignment, brand consistency, and timely approval processes to optimize audience engagement and amplify digital presence.
Founder
Pacaccino Beauty
01.2022 - Current
- Built the business from scratch and led its full operational and marketing lifecycle. Defined strategic brand direction and created robust brand guidelines to ensure unified, compelling messaging across the organization.”
Head of Business Development and Marketing communications
Vision 3000 Productions
08.2021 - 02.2022
- Led the end-to-end planning and execution of high level events.
- Led the organization and facilitation of investor negotiations, aligning stakeholder interests with business strategy to secure funding and foster long-term strategic partnerships.
- Directed the strategy, execution, and performance optimization of social media marketing campaigns to drive brand engagement, audience growth, and cross-platform visibility.
- Coordinated integrated media outreach by securing event coverage through strategic partnerships with both online and offline news channels, amplifying brand exposure and maximizing audience reach.
- (short term project basis)
Associate Vice President / Employee Banking
First Abu Dhabi Bank FAB
01.2021 - 07.2021
- Developed and executed high-level marketing collateral and internal communication strategies for staff banking initiatives, ensuring message alignment, brand integrity, and strategic engagement across internal stakeholders while supporting governance and operational resilience objectives for staff.
- Managed the department’s crisis management and business continuity framework, ensuring operational readiness, effective risk mitigation, and coordinated communication protocols to support resilient, compliant, and uninterrupted departmental operations
- Partnered closely with Product, Fraud, Marketing, and Compliance departments to design and deliver targeted communication and marketing materials, aligning promotional strategies with product positioning, regulatory expectations, and broader organizational priorities.
- Led quarterly and annual market intelligence efforts, conducting comprehensive analysis to guide strategic decision-making, identify growth opportunities, and align marketing programs with evolving market trends and institutional objectives.
- Designed and facilitated enterprise-level training programs focused on sales excellence and relationship management, strengthening workforce capabilities, driving performance, and cultivating a client-centric culture across the organization.
Senior Business Development & Account Manager
Propertyfinder Group
08.2015 - 06.2018
- Collaborated cross-functionally with the marketing team to conceptualize and execute client-focused campaigns, aligning strategies with brand objectives to drive engagement, visibility, and measurable results.
- Strengthened client relationships by identifying growth opportunities within existing accounts, developing tailored marketing strategies, and delivering value-driven solutions to enhance client satisfaction and business performance.
- Collaborated with the marketing team to plan and execute strategic client-facing social events, enhancing brand engagement, fostering relationship-building, and reinforcing market presence through experiential marketing initiatives.
- Drove revenue growth by maximizing monthly sales through strategic new client acquisition and targeted marketing campaigns, while optimizing account expansion to increase recurring billables from existing clients.
- Developed and delivered high-impact presentations for internal stakeholders and external partners, effectively communicating strategic initiatives, performance insights, and business proposals to drive informed decision-making and stakeholder alignment.
- Provided strategic support to clients in the development of compelling marketing content and visual design, ensuring brand consistency, audience relevance, and alignment with campaign objectives.
- Successfully managed a portfolio of over 97 client accounts, maintaining a 90% retention rate through proactive relationship management, personalized service delivery, and a focus on long-term client value.
Marketing & Business Development manager
Hyundai Engineering and Construction
08.2012 - 08.2014
Brand Marketing
LG Electronics
08.2010 - 08.2012
Education
Bachelor's Degree - Marketing & Business Management
New York Institution of Technology
Amman, Jordan06.2008
Bachelor's Degree - Marketing
New York Institution of Technology
Amman, Jordan01.2008
Certificate - Foundation of Strategic Communication
John Hopkins University
08-2025
Certificate - Crisis Management And Crisis Communication
University of Colorado Boulder
USA 09-2024
Post-Degree Certificate - Crisis Management And Crisis Communication Consul
University of Colorado Boulder
USA08-2025
Certificate - Crisis Management Strategy Consulting
University of Colorado Boulder
USA08-2025
Skills
- Exceptional Communication & Influence
- Strategic Leadership
- Marketing & Brand Strategy Excellence
- High-Pressure Decision-Making
Equestrian, archery, swimming, writing
Equestrian sports, swimming, archery, martial arts, and creative writing
Languages
English
Bilingual or Proficient (C2)
Arabic
Bilingual or Proficient (C2)
Turkish
Upper intermediate (B2)
Korean
Advanced (C1)
French
Intermediate (B1)
Timeline
Head of PR, Events, Marcom
UAE Banks Federation
04.2022 - Current
Founder
Pacaccino Beauty
01.2022 - Current
Head of Business Development and Marketing communications
Vision 3000 Productions
08.2021 - 02.2022
Associate Vice President / Employee Banking
First Abu Dhabi Bank FAB
01.2021 - 07.2021
Senior Business Development & Account Manager
Propertyfinder Group
08.2015 - 06.2018
Marketing & Business Development manager
Hyundai Engineering and Construction
08.2012 - 08.2014
Brand Marketing
LG Electronics
08.2010 - 08.2012
Bachelor's Degree - Marketing
New York Institution of Technology
Bachelor's Degree - Marketing & Business Management
New York Institution of Technology
Certificate - Foundation of Strategic Communication
John Hopkins University
Certificate - Crisis Management And Crisis Communication
University of Colorado Boulder
Post-Degree Certificate - Crisis Management And Crisis Communication Consul
University of Colorado Boulder
Certificate - Crisis Management Strategy Consulting
University of Colorado Boulder