Head of Creative Excellence at tactical.
Led creative direction and strategy across the agency, 40 creatives through four discipline leads in motion, design, strategy, and video. Coached first-time leaders into the role, ran the creative reviews that pushed the work from technically clean to genuinely strategic, and led the teams that won new business. Tactical was named Independent Agency of the Year, Campaign Middle East 2024.
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Benefit Cosmetics, YouTube Ramadan Series, 2024.
tactical., 2023 — 2024, LEADERSHIP
Head of Creative Excellence, tactical.
The decision
The four discipline leads in motion, design, strategy and video were already in place, about 40 creatives between them. They were also first-time managers. So my job ran past the work and into the room: sat next to someone having a hard conversation for the first time. The creative reviews were the gate. The coaching is what made the gate hold.
Proof
- Benefit Cosmetics Ramadan series: picked the strategy and concept, pitched it, led production. 150+ pieces, five episodes, 18 bespoke TikTok concepts.
- Episode one, 1.6M organic views in a week. Episode two, 1.1M. Episode three, #2 trending in the UAE and #4 in Saudi within 24 hours.
- Coached first-time leaders into the role and led the teams that won new business.
- Led the agency rebrand and PR launch. The site is still live and in use today.