Yasmin Azzawi

Driving Brand Growth, Digital Strategy & Customer Engagement Experienced marketing professional specializing in strategic brand management, digital marketing, campaign execution, and business growth. Skilled in leading multi-channel marketing initiatives across social media, paid advertising, content marketing, CRM, partnerships, and brand communications. Proven ability to develop data-driven strategies that increase brand awareness, customer acquisition, and revenue while leading teams and managing cross-functional collaborations. Passionate about innovation, storytelling, and creating impactful marketing campaigns that deliver measurable results.

In BETA is my weekly AI + Marketing newsletter where I break down how AI is reshaping content, performance, customer journeys, and digital decision-making across the GCC. I write for marketers and mid-career professionals who want clarity in today’s fast-paced, rapidly shifting AI-marketing landscape. What you get each week: • One practical insight you can apply immediately • A ready-to-use AI prompt for marketing, content, or ads • Real examples from my work in digital strategy, CRM, and optimisation • Key AI trends that matter so you stay ahead Subscriber perks: Early access via email, one full day before the issue goes public on LinkedIn. Subscribe here:

Led multi-channel paid acquisition and AI search strategy for Urban Hub, a student accommodation brand targeting international students across GCC, Africa, India, China, and South Korea, based in the United Kingdom. Managed Google Ads campaigns (Search, PMax, Display), Meta, TikTok, and LinkedIn with monthly budgets up to £10,000. Optimized campaign segmentation by country, implemented conversion tracking, and managed sitelinks, callouts, and bidding strategies. Researched and developed Generative Engine Optimization (GEO) framework for brand discoverability across ChatGPT, Claude, Gemini, and Perplexity. Built AI-native content strategy and structured data readiness for AI-led search. Created weekly performance reports and recaps for management with lead breakdowns by country and campaign.

Led the digital and offline marketing strategy across GCC, achieving +21% LFL business growth in under 9 months Executed email & WhatsApp CRM campaigns via Club Apparel, boosting customer growth by 38% overall and 55% in KSA (Q1) Managed brand campaigns, influencer marketing, and local content creation (incl. Saudi photoshoots) Oversaw ATL/BTL budgets and multi-channel campaigns with strong ROI Launched stores in Riyadh, Doha, Bahrain, driving footfall and awareness

Drove and supported the development and deployment of a Multi-Channel Marketing (MCM) strategy as part of the annual integrated planning process for delivering brand and commercial objectives for the Hope Consortium, a CSR initiative in the Logistics cluster at AD Ports Group.

Worked with the internal ADNOC Marketing team to develop estimates, budgets and timelines. Monitored and tracked projects, produced and distributed status tracking reports and provided proactive recommendations to ensure projects are delivered on time, within scope and within budget. Identified and secured project resources, including third-party vendors, as needed. Served as a liaison for internal resources (including creative, media, analytics, digital and client services). Developed and implemented sustainability initiatives such as energy efficiency and water saving across all ADNOC properties managing the announcement of the ISO 50001 certification that was awarded to ADNOC Distribution for efficient use of energy in overall operations. Identified and implemented ways to improve project management through process improvements, technology solutions. Worked on major campaigns such as, ADNOC Flex, changing all ADNOC fueling stations across the UAE to self-serve and premium options. Other campaigns included roll out of Premium rewards at all C-store's across the region, running seasonal campaigns across the C-stores, assisting with collateral and internal communication at ADNOC distribution offices. Running of Ads for ADNOC stakeholders. Organizing and assisting with the public listing of ADNOC on the UAE exchange market.