Riyadh, Saudi Arabia

I help brands figure out
what to say and why
it matters.

Nine years across agencies and corporates, working with brands like Lipton, Emirates NBD, and etisalat by e&. I've run campaigns that moved sales, built internal comms systems for 6,000+ people, and repositioned heritage brands for new audiences. The common thread? I always start with the strategy before touching the output.

9+

Years

50+

Campaigns

15+

Brands

13

Countries
Lipton Full-funnel campaign & influencer strategy • Emirates NBD Premium card launch & PR event • etisalat by e& Internal comms for 6,000+ employees • Carina Heritage brand repositioning • Pepsi Influencer coordination & activations • Levi's Brand strategy & creative direction • Vans Social media strategy • Timberland Brand positioning • Knorr Campaign strategy • Sunsilk Digital video & activation • New Balance Social media content • Daniel Wellington Influencer partnerships • Vezeeta Brand communications • Lipton Full-funnel campaign & influencer strategy • Emirates NBD Premium card launch & PR event • etisalat by e& Internal comms for 6,000+ employees • Carina Heritage brand repositioning • Pepsi Influencer coordination & activations • Levi's Brand strategy & creative direction • Vans Social media strategy • Timberland Brand positioning • Knorr Campaign strategy • Sunsilk Digital video & activation • New Balance Social media content • Daniel Wellington Influencer partnerships • Vezeeta Brand communications •
Case Studies

The work I own,
start to finish.

Four projects where I wasn't just a contributor — I was the one in the room from the brief to the results. Each one is different. Each one changed how I approach the next.

12+ Years in practice
4 Markets worked in
30+ Brands handled
Carina campaign photoshoot
Brand Repositioning

Repositioning a Heritage Brand for a New Generation

Carina was Egypt's legacy lingerie brand — but younger women saw it as their mother's brand. We rebuilt the whole positioning around celebrating who Egyptian women actually are, not who a brand thinks they should be.

+30%Sales growth
+25%Awareness lift
Read case study →
etisalat internal communications campaign materials
Internal Communications

Building a Workplace Culture That Actually Works

When COVID hit, 6,000+ employees at etisalat by e& Egypt went remote overnight. I built the multi-channel comms system that kept people connected — and then tackled the harder stuff: mental health, workplace bullying, and the conversations nobody was having.

6,000+Employees reached
+30%Open rate lift
Read case study →
Emirates NBD World Swift Card launch event
PR & Events

Launching a Premium Card to the UAE's Elite

Emirates NBD needed to launch a premium payment card — but in a way that made high-net-worth individuals actually care. We built a teaser campaign, engineered an exclusive launch event, and turned a banking product into something people wanted to talk about.

96K+Impressions
20+Media outlets
Read case study →
Lipton herbal tea influencer content
Integrated Campaign

Launching Herbal Tea Into a Market That Didn't Want It

Egypt runs on traditional black tea. We didn't try to change that — we created a completely new moment in people's day. End-to-end campaign from consumer insight to influencer strategy, turning herbal tea from a niche health product into a lifestyle thing.

#ارجع_للطبيعيCampaign hashtag
Full-funnelOwnership
Read case study →

I don't start with the
output. I start with
the problem.

Most people in marketing jump straight to making things — the post, the event, the deck. I've learned that the best work happens when you take a step back first. Understand the real problem. Map out the audience. Then build a plan that makes every decision obvious instead of a guess.

01 — Listen

Understand what's actually going on

Before I touch anything, I want to know what the real challenge is — not just what someone thinks it is. That means talking to stakeholders, looking at the data, and mapping out where things are falling apart.

02 — Frame

Build the strategic backbone

Once I understand the problem, I put together the framework: who we're talking to, what we need them to feel, which channels actually matter, and what success looks like in real numbers.

03 — Execute

Make it happen across every touchpoint

This is where strategy turns into actual work — campaigns, content, events, internal comms, whatever the brief needs. But because the thinking is solid, execution isn't a scramble. It's a rollout.

What People Say

From the people I've
worked with.

"His unique ability to think and engage at strategic and conceptual level while also driving impact through a zoom in on details and executing sets him apart from most communication professionals I work with."
Peter Holmark
Executive Coach & Leadership Development Consultant
"What really impressed me the most was his ability to manage his internal stakeholders, provide us with clear briefs, brainstorm ideas when needed and be a real partner to us. His skills will be a huge plus to anyone that hires him."
Karim Abdel Majid
Managing Partner & Creative Director, CRINEL
"He consistently impressed me with his creativity, strong organizational skills and strategic approach to challenges. He is a valuable asset to any team, and I highly recommend him."
Khaled Hegazy
Chief Operations Officer, e& International
"I have more than 25 years of experience in media, advertising & communications. Abdelrheem is one individual I have worked with who uniquely stands out. Not only because of his skills set but for his great and positive attitude."
Noha Serageldin
Integrated Comms & Media Strategist, Weber Shandwick for e&
About

Strategy first,
then everything else.

Based in Riyadh. Previously Cairo and Dubai. Always thinking about the gap between what organizations say and what people actually hear.

I've spent most of my career at the intersection of brand strategy, corporate communications, and creative direction. The kind of work where you need to understand business goals, audience behavior, and creative craft at the same time.

At etisalat by e& Egypt, I built the internal communications function from the ground up — everything from crisis comms during COVID to cultural campaigns that got people talking about mental health and workplace bullying. That's 6,000+ employees across offices, retail, and factories, all consuming information differently.

Before that, at agencies like Nineteen84 and O!Solutions, I ran integrated campaigns for Lipton, Carina, Emirates NBD, Pepsi, Levi's, Vans — managing everything from strategy through creative through media. The kind of work where you own the whole thing end-to-end.

Currently, I lead Internal Communications and Employer Branding at Al Jomaih Consumer Division in Riyadh.

2023 — Now IC & Employer Branding Head Al Jomaih, Riyadh
2020 — 2023 Senior Internal Comms Specialist etisalat by e&, Cairo
2018 — 2020 Senior PR Account Manager O!Solutions, Cairo
2016 — 2018 Marketing Account Executive Nineteen84, Cairo
Let's Talk

Have something in mind?
I'd like to hear about it.

Start a conversation →
antivirusabdo@gmail.com LinkedIn Behance Riyadh, Saudi Arabia