Mina Takla
Midland,ON
Summary
With 17 years' experience in areas of qualitative and quantitative research, media strategy and localization, I've helped some of the Middle East's top film and media organizations devise better content and targeting strategies and strongly improve their audience outreach inspired by research findings.
Overview
17
17
years of professional experience
Work History
Managing Director and Founder
Taghreedat
Abu Dhabi, UAE
03.2013 - Current
- Leading all research, marketing and strategy operations for Taghreedat, an online business offering film marketing, localization and research services established in 2013.
- Reviewing all qualitative and quantitative research instruments prepared for clients as well as conducting focus groups and administering questionnaires, both in-person and online
Head of Audience Research
Abu Dhabi Media (Majid TV)
Abu Dhabi, UAE
03.2019 - 06.2022
- Led a 4-year extensive audience research study for Abu Dhabi Media's Majid TV to examine and understand children's media consumption habits and preferences
- Study took place across 3 countries (Egypt, UAE and Saudi Arabia) and included qualitative and quantitative components
- Led all focus group sessions with children aged 6-14
- Prepared extensive findings and recommendations reports for management including a recommended new TV content strategy to match the study findings
Research Consultant
Rendez Vous Dating App
Toronto, ON
10.2018 - 03.2019
- Led a qualitative and quantitative study for a Canadian dating app (Rendez Vous, app is now off the market) to understand user preferences and perceptions about dating app usage
- Study included a minor quantitative component (door-to-door surveys) to support qualitative findings
Audience Testing Consultant
Image Nation Abu Dhabi
Abu Dhabi
03.2017 - 06.2017
- Led and conducted a number of film test screenings for Image Nation Abu Dhabi, one of the leading film production companies in the Middle East.
- Study included pre- and post-test screening questionnaires as well as post-screening focus group with a subset of the participants
Social Media Manager
Twofour54 Abu Dhabi
Abu Dhabi
05.2013 - 06.2014
- Managed twofour54’s official social media channels and created a comprehensive,
engagement-driven social media strategy for creative lab, twofour54’s youth initiative
aimed at driving Arabic content creation.
Social Media Specialist
IctQATAR
Doha, Qatar
11.2008 - 05.2013
- Led the Council’s social media efforts and developed white papers, social media and
content strategies to ensure engagement. - Trained the social media team on how to create crisis management response mechanisms,
audience engagement tactics and social media reporting.
Teaching Assistant
Misr International University, MIU
Cairo
10.2007 - 04.2008
- Assisting Mass Communication lectures in the Faculty of Mass Communication
- Quality Assurance work: preparing subject outlines & aligning faculty objectives with
course study objectives - Assisting in University Control: correcting exam papers, computing GPAs & generating records of course grades
Junior Research Executive
Synovate
Cairo
08.2007 - 10.2007
- Acting as a liaison between client & research agency
- Preparation of research briefs for clients
- Preparation of questionnaires (administered) for quantitative research
- Translating questionnaires to colloquial Arabic language
- Assisting in fieldwork questionnaire distribution & briefing of field researchers
- Preparing discussion guides for qualitative research studies
Education
Master of Science - Strategic Marketing
University of Wollongong in Dubai
Dubai08.2009
Bachelor of Arts - Mass Communication
Misr International University
Cairo04.2007
Skills
- Qualitative and Quantitative Research Management
- Staff Management
- Quality Assurance
- Team Collaboration
- Client Relationships
- Mentoring and training
- Strategic Planning
Languages
English
Native or Bilingual
Arabic
Native or Bilingual
French
Limited Working
Timeline
Head of Audience Research
Abu Dhabi Media (Majid TV)
03.2019 - 06.2022
Research Consultant
Rendez Vous Dating App
10.2018 - 03.2019
Audience Testing Consultant
Image Nation Abu Dhabi
03.2017 - 06.2017
Social Media Manager
Twofour54 Abu Dhabi
05.2013 - 06.2014
Managing Director and Founder
Taghreedat
03.2013 - Current
Social Media Specialist
IctQATAR
11.2008 - 05.2013
Teaching Assistant
Misr International University, MIU
10.2007 - 04.2008
Junior Research Executive
Synovate
08.2007 - 10.2007
Master of Science - Strategic Marketing
University of Wollongong in Dubai
Bachelor of Arts - Mass Communication
Misr International University