Sumit Augustine

• Direct strategic corporate communications for Medcare Hospitals and Medical Centers, ensuring consistent brand positioning and high-impact messaging across media and stakeholder channels. • Develop and execute targeted media relations strategies that secure expert commentary placements for medical specialists across leading print, broadcast, and digital healthcare platforms. • Generate 150+ tier-1 media placements annually, significantly strengthening brand visibility and reinforcing Medcare’s authority within the UAE healthcare sector. • Manage end-to-end public relations operations, including media inquiries, interview coordination, and press engagement to maintain strong journalist relationships and maximize coverage opportunities. • Prepare senior leadership and C-suite executives for media interviews, panel discussions, and roundtables, enhancing message delivery and executive thought-leadership positioning. • Produce high-impact communication materials including press releases, thought-leadership articles, expert commentary, and media kits aligned with corporate messaging and audience expectations. • Plan and execute large-scale press conferences and media briefings hosting 50+ UAE journalists, strengthening media partnerships and supporting key corporate announcements. • Monitor campaign performance, analyze PR metrics and Share of Voice (SoV) benchmarks against competitors, optimizing PR strategies that contributed to a 40% increase in brand visibility and audience engagement.

• Expanded brand media presence from 20% to 60% (+200% growth) by executing strategic storytelling initiatives including human-interest features, CSR campaigns, winner announcements, and high-visibility press conferences. • Produced and distributed targeted press materials, securing widespread coverage across national, regional, and trade publications and increasing positive media mentions by 40%. • Strengthened relationships with journalists, editors, and media outlets, acting as the primary media contact and increasing successful interview placements and editorial features by 35%. • Coordinated executive and campaign media engagements, facilitating interviews and editorial briefings that improved brand exposure across UAE media platforms by 30%. • Monitored daily media coverage and competitor activity, ensuring message alignment and improving response time to media opportunities by 25%. • Analyzed PR performance indicators including reach, sentiment, and engagement, supporting data-driven campaign adjustments that improved campaign efficiency by 20%. • Delivered strategic media insights and performance reports to senior leadership, contributing to 30% stronger campaign outcomes and more effective PR planning.

• Led integrated PR campaigns for lifestyle and retail clients including Ajmal Perfumes, Landmark Group, The Little Things, and Big Bad Wolf, increasing positive media coverage by 20% across regional publications. • Developed strategic press materials, media pitches, and editorial content that strengthened brand positioning and improved public perception by 10–15%. • Cultivated strong relationships with journalists, editors, and digital media outlets, improving response efficiency and expanding media engagement opportunities by 25%. • Coordinated interviews, editorial briefings, and brand storytelling opportunities that expanded brand reach across target publications and lifestyle media platforms by 20%. • Monitored media activity and competitor coverage to identify timely story angles and proactive media opportunities that increased campaign visibility by 15%. • Reported PR performance metrics, including coverage quality, reach, and sentiment, delivering insights that improved campaign effectiveness and media engagement outcomes by 15–20%.

• Designed and implemented strategic public relations and personal branding initiatives for clients across the tourism and financial services sectors, strengthening brand reputation and improving brand positioning by 15% across targeted media channels. • Produced targeted press releases, thought-leadership content, and media pitches for finance and technology clients, including Fincasa Capital, Paymentology, and MENALAC, generating consistent industry media exposure. • Coordinated and executed PR activities across digital, print, and trade publications, ensuring accurate brand messaging and expanding brand visibility within key sector media outlets by 20%. • Established and maintained strong working relationships with journalists, editors, and industry media outlets, increasing successful media placements by 20%. • Positioned client executives as industry authorities by securing interviews, expert commentary opportunities, and feature coverage in relevant business and technology publications.

• Executed integrated public relations initiatives and media outreach campaigns that strengthened brand visibility and increased positive media exposure by 25% across hospitality and lifestyle publications. • Coordinated high-profile press conferences, media events, and promotional activations, ensuring alignment with brand messaging, marketing objectives, and luxury hospitality standards. • Organized executive media training sessions and prepared senior leadership for press engagements, improving spokesperson confidence and message delivery during media interactions. • Monitored and evaluated media coverage, analyzing reach and engagement metrics to refine PR strategies and improve campaign effectiveness and communication ROI.

• Supported senior marketing leadership in preparing campaign performance analyses and strategic marketing reports, contributing insights that improved campaign effectiveness by 15%. • Coordinated the management and distribution of marketing collateral and creative assets across international campaigns, ensuring consistent brand presentation for luxury hospitality properties. • Conducted systematic media monitoring and competitor tracking to identify emerging PR opportunities, strengthening brand positioning within the luxury hospitality market.