Multicultural and innovative senior executive in the entertainment industry with over 18 years of experience in creative storytelling, content development, and content strategy implementation.
Overview
20
20
years of professional experience
5
5
Languages
Work History
Head of Unscripted
Genomedia Studios
Dubai , UAE
05.2021 - 01.2022
Led the in-house SVOD unscripted development department: Conceived, generated, developed and implemented innovative IP formats across Factual, Entertainment, and Documentary genres (including docu-series, docu-dramas, and reality shows).
Managed cash flow, budgets, and timeline for the content slate of upcoming streaming platform.
Built, developed and implemented original programming strategy (including launch strategy).
Defined departmental organizational structure, set up internal development process, and optimized overall workflow.
Provided stakeholders with evidence-led opportunities to develop and own strategic IPs.
Worked cross-functionally with internal departments including Scripted, Business & Legal Affairs, Marketing, Research, Press, and Social/Digital.
Drove cross-industry collaborations and attended showcases and festivals to source new talents and creatives for prospective projects.
Tracked the competitive media landscape across broadcast, cable, and streaming and stayed up-to-date on latest creative trends.
As Commissioner: Identified and selected relevant formats and unique concepts in line with local and international trends and strategic goals and that connected with our diverse audience.
Developed and strengthened relationships with studio executives, production companies, service providers, producers and managers.
Guided show creators and showrunners through concept development and production process.
Oversaw and managed pre-production, production, and post-production for projects from ideation to series delivery, including paper development, outlines, budgets, timelines, staffing, scripts, creative bibles, casting and noting cuts.
Attended and acted as Creative Executive at production tapings, shoots, and post-production.
Head of Creative, Content and Casting
ITV Studios Middle East / Talpa ME
Beirut - Dubai
01.2015 - 04.2021
Led the Creative, Content, and Casting departments in the Middle East, spanning 20+ countries & 400+ million viewers across a plethora of cultures, sub-cultures, and sensibilities.
Supervised the creative process from brainstorming and ideation to pitching, bible production, and execution on 100+ Original formats and Scripted Series.
Adapted and executed international formats for Pan-Arab and local markets, from pre-production to final edit, resulting in 375+ episodes on air.
Created and developed Original Scripted stories for series and movies.
Defined, rolled out, and optimized creative methods to build teams of storytellers, content creators, and developers around the culture of innovation, inclusion and agility.
Oversaw the Casting process, from casting call to final selection.
Helped define vision, branding, and ethos of ITV (formerly Talpa) in MENA region.
Assigned workflow and managed day-to-day operations of Creative, Content, and Casting departments for the productions at hand.
Designed and implemented recruitment strategies to ensure that Talpa / ITV attracts and retains the industry’s best talents.
Main Productions: "The Voice" S3, 4 & 5, "The Voice Kids" S1, 2 & 3, "The Voice Senior" S1 For MBC | "Come Dine With Me" S1 | "The Desert" (Original Format.)
Head of Creative
Sony Pictures Television Arabia
Beirut - Dubai
11.2010 - 09.2014
Adapted and executed successful international formats from Pre to post-production.
Developed recruitment strategies for Sony's in-house as well as freelance workforce.
Promoted Sony Pictures to clients and external decision makers to cultivate creative excellence, and to grow loyal collaborative partnerships.
Main Projects: "The Voice" S1 & 2 | Who Wants to be a Millionaire | Jeopardy.
Head of Content
Endemol Middle East
Beirut - Dubai
09.2007 - 09.2010
Supervised recruitment of writers, story producers, developers, directors, and editors to ensure quality of product.
In charge of overall concept design, development and execution of original shows and adapted formats.
Main Projects: Seinfeld's "The Marriage Ref", "Ton of Cash" S1 & 2 | "The Manager" (Original Format.)
Education
Scripted Series Development, Showrunning -
University of Southern California
Los Angeles
06.2022 - 10.2022
Bachelor of Arts - Cinematography & Film Studies
Saint Joseph University of Beirut (USJ)
Beirut
09.1998 - 07.2003
French Baccalaureate - Economics And Social Sciences
Collège Mariste Champville
Beirut
10.1983 - 06.1998
Skills
Creative Strategy, Problem Solving
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Work Availability
monday
tuesday
wednesday
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friday
saturday
sunday
morning
afternoon
evening
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Quote
"If I had asked people what they wanted, they would have said faster horses.”
Henry Ford
Timeline
Scripted Series Development, Showrunning -
University of Southern California
06.2022 - 10.2022
Head of Unscripted
Genomedia Studios
05.2021 - 01.2022
Head of Creative, Content and Casting
ITV Studios Middle East / Talpa ME
01.2015 - 04.2021
Head of Creative
Sony Pictures Television Arabia
11.2010 - 09.2014
Head of Content
Endemol Middle East
09.2007 - 09.2010
Bachelor of Arts - Cinematography & Film Studies
Saint Joseph University of Beirut (USJ)
09.1998 - 07.2003
French Baccalaureate - Economics And Social Sciences
Collège Mariste Champville
10.1983 - 06.1998
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