"My approach is rooted in understanding your unique objectives and challenges. Your business interests are the foundation of my actions, and whether it’s through ensuring efficient spending or establishing strategic communications and upskilling teams, my experience will help drive impactful, measurable results."
Farida Shakhshir
Spend Optimization
Maximizing Value and Efficiency in Your Communications Investments
Amid challenging economic conditions, businesses often question whether their communications budgets are utilized efficiently. Ensuring that every dollar spent delivers maximum value is essential. Through a strategic, data-driven approach that includes benchmarking your expenditures against industry standards, I help businesses identify cost-saving opportunities and uncover synergies that enhance collaboration and efficiency. By streamlining processes and negotiating better terms with partners, we can enhance overall productivity and impact, not only ensuring that the quality of partner services is maintained but also increasing the overall value generated. By optimizing spend and increasing efficiency, you can free up budgets, allowing your organization to achieve more with the same resources.
Why Me: With decades of experience in advertising agencies, managing budgets and leading negotiations for global brands, I specialize in identifying inefficiencies and implementing strategies that optimize spending without compromising quality. My experience in market benchmarking, coupled with a deep understanding of vendor relationships and cost structures, ensures that your communications investments are productive and cost-effective.
Case Study (download PDF): How I delivered $40+ million in productivity for PepsiCo AMENA
Communications Planning
Creating Integrated Communication Strategies for Impact and Business Growth
In a dynamic business environment, companies face multiple challenges in their communications efforts. The rapidly evolving media landscape makes it difficult to determine which channels will be most effective and where to allocate budgets. Some organizations have substantial budgets but are unsure if their spending drives the best results; others have limited resources and struggle to maximize impact. I work closely with organizations to develop tailored communication strategies that align with their business goals, resonate with target audiences, adapt to the changing media landscape, and make the most out of their budgets.
Why Me: I bring a unique combination of strategic insight and practical experience from leading global teams and campaigns. My approach is rooted in understanding your unique objectives and challenges. Whether through high-level planning, campaign oversight, or capacity building, I help brands achieve impactful communication that supports growth and business objectives.
Case Study (download PDF): Delivering Strategic Communications Integration for Orange Jordan
What I Bring to the Table
With over 25 years of experience as a communications and brand strategist, I have worked with some of the world’s leading brands across a range of industries and markets. From North America to the Middle East and Asia, my career has been defined by a deep understanding of diverse audiences and an ability to craft impactful strategies that drive business growth.
Proven Track Record: I have led teams in top global agencies and managed communications for major brands, delivering results in complex, multicultural environments.
Strategic Insight: My approach is both data-driven and human-centered, ensuring that every communication strategy aligns with business goals and resonates with target audiences.
Efficiency and Impact: Combining strategic oversight with a focus on optimized spending, I help organizations maximize their communication investments for sustainable growth.
Professional Profile (download PDF): 25+ Years of Communications Leadership
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Brands
I have crafted and executed strategic communication campaigns for some of the most recognized brands in the region and globally.
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Agencies
With senior roles in top-tier global agencies, I have shaped brand strategies, led high-performing teams, and delivered impactful campaigns for diverse clients.
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Clients
As a consultant, I’ve partnered with a range of organizations to refine their communication strategies, optimize spend, and strengthen their brands.
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Start Ups
Inspired by my Palestinian-Syrian heritage and purposeful enterprise, I founded SimSim Recipes and Free The Hummus to build brands that connect with communities and celebrate unique narratives.
Who Can Benefit From My Services
Tailored Solutions for Diverse Organizations
My services are designed to support a wide range of organizations - local, regional, or global - that seek to strategically leverage their communications to achieve their objectives and targets, enhance their messaging, and optimize spending:
Startups and Emerging Businesses: I understand that startups operate in rapidly changing environments and may need to pivot as they grow and learn. I offer flexible strategies that can adapt to evolving goals, helping you alter plans and activities to keep pace with your startup's development.
Established Companies: Organizations at any stage of growth looking to expand into new markets, reach new stakeholders and consumers, or refine their communication strategies. Whether you're seeking to reposition your brand, rebrand entirely, or launch new products or services, I provide strategic guidance to help you effectively communicate your value proposition and support your business objectives.
Organizations in Transition: Companies undergoing change - such as restructuring, scaling up, or streamlining - that are looking to revamp their communications. I offer expertise in optimizing marketing structures and teams, developing communication strategies, conducting gap analyses, and managing partnerships.
Investment Firms and Venture Capitalists: Investors seeking centralized support services to enhance the communication strategies and optimize spending across their portfolio companies. I collaborate directly with your investment firm and engage with your portfolio companies so they can benefit from improved communication strategies and spend optimization, enhancing overall value and performance.
No matter the size of your organization, your geographic footprint, or your stage of growth, my tailored approach ensures your unique needs are met and your objectives are achieved.
Let’s Connect
I appreciate that selecting the right consultant goes beyond expertise and experience. It’s equally important to find someone who aligns with your vision and the dynamics of your team. If you’re looking for a partner who can share your values and bring fresh perspectives, let’s set up some time to connect and explore how I can help drive your business forward.