Christine El Cheikh

• Develop external communication strategies that support business objectives, contributing to a 23% increase in enrollments and retention over 4 years.
• Lead media and PR efforts to promote 46 schools across the UAE, KSA, and Qatar, driving substantial growth in media coverage. Cumulative Media Coverage (AY23-24): 2,690 clippings (31% Arabic), with a reach of 2.9 billion and a media value of $55 million. Achieved 67% Share of Voice, with a sentiment breakdown of 94% positive, 5% neutral, and 1% negative.
• Spearhead complex projects during transition periods, including acquisitions, billion-dollar transactions, and opening of new schools.
• Build strategic relations with government entities including Dubai Police, Prime Minister Office, Ministry of Education, Ministry of Interior, Ministry of Community Development, and Dubai Media Office, as well as non-government entities such as Expo City Dubai, Zayed Award for Human Fraternity, Dubai South, Masdar, and Masdar City.
• Manage PR agency relations, including drafting RFPs, coordinating onboarding, overseeing daily operations, and monitoring reports to ensure effective media coverage.
• Conduct communications workshops for senior leaders teams on strategic messaging development, crisis management, and content creation.
• Oversee editorial direction for corporate communications, thought leadership articles, op-eds, integrated storytelling, C-suite communications, scripts, marketing collaterals, website and social media content.
• Manage high-profile events, awards, media roundtables, and conferences to enhance brand positioning.
• Develop internal communications strategies that increased employee engagement and strengthened organizational culture.
• Work closely with cross-functional teams and heads of schools to ensure alignment on communications initiatives and leverage data-driven insights for decision-making.
• Develop crisis communications plans that include response to emergencies and communication with media and various stakeholders.

Awards

• In-House Team of the Year, Best Campaign in UAE, Best Campaign Demonstrating DE&I Initiatives, Best Integrated Campaign, Best Use of Digital Communications (2023 MEPRA Awards).
• Best Sustainability, Social Responsibility or ESG campaign, Best Use of Content, and Best Use of Limited Budget (2022 MEPRA Awards).

• Lead editorial strategies to enhance content quality in financial markets and macroeconomics.
• Spearhead coverage of finance, economy, investment, emerging markets, energy and other segments news in KSA and GCC markets, including Saudi Vision 2030 and all resulting economic, political and social transformations.
• Build relations with PR and media agencies, government entities, C-level executives of Saudi-listed firms, GCC leading firms, giga projects, startups and entrepreneurs.
• Cover financial conferences, high-profile forums, and media roundtables in KSA and UAE.
• Manage a team of 8 across Dubai and Cairo, improving editorial productivity and quality.

• Develop integrated communication strategies driving brand awareness through media relations and digital marketing.
• Manage digital marketing strategies across multiple platforms, including websites, social media, mobile apps, and CRM system.
• Lead high-profile annual events, conferences, seminars and workshops in partnership with UAE and Saudi governments, as well as leading institutions in Qatar, Bahrain, Egypt, Jordan, Lebanon and Paris such as ESCWA and Institut du Monde Arabe.
• Manage a new website and mobile app development, overseeing both content and design.
• Build strong partnerships with local, regional and international media.
• Collaborate with external stakeholders, including PR agencies, digital marketing firms, photography agencies, and event management companies.
• Cultivate relationships with key decision-makers, partners, sponsors, governmental and non-governmental organizations, and think tanks.
• Oversee different types of content including press releases, brochures, documentaries, videos, creative promotional campaigns, presentations, media coverage reports, printing materials, program guides, speakers' profiles and RFPs.
• Maximize the efficiency of the annual communications budget.
• Manage a team of 5 including editors, media and social media specialists, and designers.

2013–2016 | Communications, Creative Content and Social Media Strategist | Corporations and Civil Society entities

Provided public relations and partnerships consultancy, developed internal and external communications strategies, and supervised web content writing and design across various industries including automotive, healthcare, construction, IT solutions, NGOs, and biographies. I wrote, edited, and proofread materials for both mainstream and digital media in English and Arabic. I also built and maintained media and stakeholder relations, and managed press conferences, online and offline campaigns, seminars, workshops, and training sessions.

2014–2016 | Senior Event Manager | Arabcom Group | Event management company in FinTech and telecom

Managed events in the financial and technology sectors. I developed and implemented quarterly communications strategies, selected high-caliber speakers, and created event agendas. I wrote website content, supervised web development, and crafted effective marketing strategies for social media platforms. I also maintained media relations, produced a wide range of media and marketing materials, and managed relationships with clients, exhibitors, and sponsors. Additionally, I coordinated logistics with stakeholders, including partners, contractors, and suppliers.

2009–2013 | Senior Editor – Head of Beirut Office, Co-Founder | Alsumaria News | Iraqi news agency

Responsible for writing, editing, and publishing articles across various sections, including politics, economy, security, and international affairs. I managed the international affairs section, covering regions like the US, UK, Russia, and the Middle East, and conducted interviews with high-profile officials and analysts. I also led social media engagement strategies and oversaw a team of 25 correspondents and editors across bureaus in Beirut, Baghdad, and Erbil.

2008–2009 | Supervisor of English News Desk | NOW Lebanon | Lebanese news website

Led editorial strategy, content curation, and newsroom operations for the English news desk, overseeing a team of journalists covering Middle Eastern political, economic, and security affairs.

2009 | Consultant | Institute for War and Peace Reporting | NGO that works with media in conflict zones

Provided strategic guidance on conflict reporting, media ethics, and investigative journalism, contributing to initiatives that enhanced press freedom and journalistic integrity.

2007 | Reporter, Political Talk Show | LBCI TV Channel | Lebanese TV station founded in 1992

Conducted in-depth political analysis and on-air reporting, engaging with high-profile figures and policymakers on national and regional issues.

2006–2007 | Journalist and Reporter | An-Nahar Newspaper | Lebanese newspaper founded in 1933

Reported on key political and social developments, delivering investigative stories and in-depth coverage on Lebanon and the wider Middle East.