2021 – Present

2023 – Present

Appointed as a new member of the board of director for the IGDA, playing a crucial role in guiding the IGDA’s strategic direction over the coming years. The International Game Developers Association (IGDA) is the world’s largest nonprofit membership organization serving all individuals who create games. Member of the IGDA Game Credit Special Interest Group to work on modern reforms that promote diversity, best practices for how credits are attributed, and how this affects career and awards chances in the industry. More details on the official IGDA staff and board page

2020 – Present

The International Game Developers Association (IGDA) is the world’s largest nonprofit membership organization serving all individuals who create games. Member of the IGDA Game Credit Special Interest Group to work on modern reforms that promote diversity, best practices for how credits are attributed, and how this affects career and awards chances in the industry. More details on the official IGDA Game Credits SIG page

2022 – Present

Part of the advisory board for the 2023 edition of the Game Quality Forum Global, the only event to bring together QA, Localisation and Player Community professionals in one unique forum

2018 – 2021

Responsible for driving the consumer and corporate communications strategy across the developing region for Blizzard Entertainment as well as Activision, specifically for the RIMEA territory (Russia & CIS Countries, India, Middle East, and Africa), working closely with regional publishing leaders, global publishing, and the franchise development team to support franchises priorities and goals. This includes social media, owned media communication, PR and community management with around 12 internal and outsourced reports.

Responsible for localization efforts in Arabic and Turkish (with my direct report) for Blizzard Entertainment products for in-game and out-of-game content such as marketing, paid media, owned media and other public-facing messaging. This also includes relationships with local rating board in getting games approved for distribution in the RIMEA region.

2014 – 2018

Manage the Marketing and Public Relations activity in regards to publishers such as Activision Blizzard, Warner Bros, Ubisoft, EA Sports and 12 more. Delivering monthly Marketing and PR activities in multiple channels offline and in digital.

– Third Party Brands management: Contracted deliverables for third party brand partners Coca-Cola, Red Bull, Pepsi, Chevrolet, Ford, Nvidia, Adidas, McDonalds, Asus, Kingston HyperX, Samsung, Nokia, AMD, Intel and Burger King. Liaising with agency representatives and suppliers to ensure deliverables are achieved, brand guardianship, IP and guidelines are adhered to.

– Content management: Exclusive partnership with broadcast channel, working alongside Community Manager, Director and Production Team. Lead creative director for content produced in English and Arabic, highlighting studio and broadcast activity in 5 languages. Develop proposition for 3 unique innovative streaming platforms, launching exclusively with key partners.

– eSports: Supporting US, European and Korean partners, achieving targeted objectives for 2014 and 2015 each quarter with integration of white label events and first party activity for 4 new sports platforms across the MENA region.

– Teams: Handle team PR and hospitality at live events for international team and clans. Arrange press visits and timings, monitoring and auditing the related press activity and recommending actions where necessary to either amplify or take action to remove activity.

– Media: Oversee and coordinate press interviews and exclusives with all major networks print and online media, as well as TV such as OSN, MBC and Al Jazira.

– Budget: Manage a joint responsibility for a budget of 10 million AED portfolio of activity directly and indirectly split across multiple channels. Making recommendations quarterly on appropriate
use of this budget.

– Brand / Design: Along with Partnership Director set objectives for the Brand and Design team in London.

2016 – 2018

Part of the founding leadership team of the esports organization, including the naming, and supported the creative and communications strategy and execution of all content for Nasr Esports.

Alongside other leadership members, we established how the brand shows off its values, directs cross-disciplinary development and execution of short term and long-term creative strategies. This expanded role also oversees all communications efforts, including media relations, original content, social media and more.

2012 – 2014

Pluto Games was the largest distributor of digital gaming hardware, software and related products across the MENA region. 

My job consisted of handling Madcatz, Xbox, Bethesda, 505 Games, NCSoft, Capcom, Konami, Disney Interactive, Tecmo Koei and numerous other publisher’s acting PR strategies for the Middle East region,  social media strategy for these companies as well as Pluto Games corporate for the region.