Asma Al Jailani

● Oversaw multiple workstreams of the Dubai Airshow (2019) including organizing the communications and logistics for a Youth Masterclass session with full attendance by university students, managing the first appearance of our portfolio partners Virgin Galactic & Virgin Orbit at the stand to feature the commercial space suits for the first time in the region, as well as providing overall support for the event. ● Oversaw the Aerospace, ICT & Renewables Platform communication needs of the business, including supporting the communications director & the wider team on speaking opportunities, and managing the platform’s media relations activities within Mubadala as well as its subsidiary companies. ● Oversaw the local & international brand perception study (2019) exercise to measure Mubadala’s brand awareness, focusing on a targeted audience segment which required coordinating between multiple teams as well as identify partners and entities whose insights are crucial. ● Led an integrated marketing campaign challenging perceptions and showcasing authentic stories of People of Determination through a short documentary, DetermiNATION, in partnership with Special Olympics Abu Dhabi. The 360 campaign reached 3.5 million viewers through broadcast, and was promoted digitally by UAE leadership and won Gold in the Summit Creative Award in the Public Service TV/Internet/Radio category. ● Led the launch of the newly branded Mubadala Investment Company website, from discovery phase, to content gathering, user experience and design until launch. The new website was awarded the W3 Silver Award for Corporate Communications for Websites in 2017.

As a senior member of the Digital Communications team, I build and promote the brand, manage the company’s corporate reputation online and enhance best practice across the Mubadala Group. I oversee and manage the corporate website from strategy, user experience to content development, which won awards; Interactive Media Award, “Best Web Platform” at the MENA Digital Awards and the iNova Awards. The projects I lead: ● Re-launch of the company careers page into a full-fledged portal that promotes and positions Mubadala as the employer of choice by communicating the company’s value proposition to potential candidates. Managed the portal’s initial research and discovery, strategy, content development, user experience and design, implementation and launch. The portal receives around 10,000 users a month. ● Led the online 2015 Annual Report microsite, an interactive, content-rich experience tailored for international investors and the local community. Managed multiple teams such as the design, development and content teams. The microsite saw an 18% increase in visitation from last year. ● Oversaw the content strategy and content planning of Weyana.ae, which raises awareness around career development opportunities, sheds light on remarkable role models in the community, and topics of wellness, science and technology. ● Launched 2015 Youth Forum microsite. The forum is an annual event that attracted around 350 senior year college students to network and learn from prominent and successful industry leaders in the UAE on career progression. ● Managed the monthly and weekly social media content planning, working closely with the business to identify and create key messaging and execute on the company’s social channels, as well as measuring content effectiveness. ● Worked with a number of Mubadala’s companies, such as Khazna and Nibras Aersospace Park to launch their websites, including research, design and content strategy.

● Oversaw and managed internal communications across the company (600 employees), including drafting, managing the content calendar and distribution ● Launched the quarterly Employee Engagement Pulse Dashboard for Mubadala’s leadership, which includes monitoring of KPI ● Lead and executing the Mubadala Recognition Program, an annual recognition scheme based on living the company’s values. This includes planning for both communications and marketing efforts, improving the online recognition system, and facilitating the evaluation groups within the program

Organized and launched an exhibition in March 2018 at the St Andrews Museum, one of the venues managed by Fife Cultural Trust, Scotland. Paper Trail: shaping our past, present and future explores the journey of paper, and its many uses throughout history and the way it revolutionized industries in Europe. It also focuses on the history of papermaking in the local area of Fife. My role included: • Marketing Strategy: Developed marketing strategy for the exhibition which outlined promotional initiatives leading up to the launch and beyond; this included fundraising and sponsorship opportunities, key messaging, and identifying partnership opportunities within the local community. • PR & Digital: Managed the exhibition’s PR activities, through activating and managing social media platforms and the website, as well as drafting press releases and creating content to promote the exhibition.

During this time, Aberdeen Art Gallery & Museum was undergoing a major £30bn redevelopment as a public space gallery for the residents and tourists in Aberdeen. In my role, I supported the head of marketing in identifying key initiatives to promote the opening of the new Art Gallery and Museum in 2019, including gathering new, informative content, researching possible partnership opportunities within Aberdeen, and preparing marketing collateral and media updates for promotions in 2019.

● Joined the learning and development program designed to enhance managerial soft skills, as well as learning about the aviation business by working closely with departments across the company.

● Interned for 6 weeks at The National, the leading English-language newspaper in the Middle-East; worked closely with journalists to gather sources, and published 13 hard news and a feature story.