Explore Our work
ALULA Global Brand Campaign | Forever Revitalising
Delivered AlUla's flagship global destination campaign across six markets, ensuring alignment between content, creative and customer experience.
Beyond the global campaign, I led content strategy and campaign execution across AlUla's seasonal calendar, from “Summer Untold” and “Winter at Tantora” to “AZIMUTH”, “Wellness Festival” and “Ancient Kingdoms”.
"Lamia played a key role in elevating the quality, consistency and effectiveness of our marketing output. She successfully led complex multi-market campaigns across six languages, improved cross-functional collaboration, and consistently translated strategy into measurable results. Her ability to balance strategic thinking with flawless execution made her a trusted partner across the organisation."
Marketing Director, AlUla
more work we are proud of
Esports world cup riyadh 2023
A highly complex global brand launch with significant visibility, investment and expectations around ROI. The campaign spanned multiple markets, channels and audiences, from creator-led content and paid media to iconic city-wide activations across Times Square, Piccadilly Circus and the Burj Khalifa.
My focus was on overseeing the content production, campaign assets and stakeholder alignment, ensuring every touchpoint was connected to the same core story.
The project was a powerful reminder that no matter how global, ambitious or high-profile a campaign becomes, the narrative should remain consistent.
District 2020 brand launch
Following Expo 2020, Expo City Dubai was born (District 2020 back then), helped establish a new brand identity and narrative for one of the region's most ambitious destination projects.
Worked across content, brand and campaign initiatives, my focus was ensuring every touchpoint reflected a clear and cohesive story during a critical period of transformation.
ENOWA brand launch 2022/2023
Supported the launch of ENOWA's digital presence, helping shape its social and content strategy during a critical phase of brand development.
At a time when sustainability claims were facing increased scrutiny, our focus was on building credibility through education, transparency and thought leadership rather than promotional messaging.
The project reinforced an important lesson: trust isn't built through marketing claims, it is earned through consistent storytelling and meaningful proof points.