Beyond Content:
Strategic Narrative
for Integrated Impact.
I help brands figure out what to say.
Nine years across agencies, consultancies, and in-house teams. I've worked on both sides of the table — building brands from the outside and shaping how organizations talk to their own people from the inside. Digital campaigns, content strategy, employer branding, internal comms, PR, experiential marketing. The common thread is simple: figure out what actually needs to be said, then make sure every channel says it right.
9+
Years60+
Campaigns40+
Brands
Where strategy meets
execution.
Four projects I led from the brief all the way through to results. Different problems, different audiences, different constraints. But the same approach every time: start with the strategy, build the creative around it, measure what happened.
Selling herbal tea in a market where Lipton meant one thing and one thing only: black tea in a yellow box
Lipton had zero herbal credibility in Egypt. We launched the herbal infusion line into a category owned by organic specialists, using five influencers in a three-act content sequence that reached 2.8 million people and moved product off shelves in under eight weeks.
Read case study →
How we broke Carina out of the “basic bodywear” perception and repositioned it as everyday essentials for every Egyptian woman
Everyone in Egypt knew the name Carina. That was the problem. The brand had been making everyday essentials since 1996, but consumers saw it as their mother's undershirt brand. We ran a multi-year repositioning program that used cultural moments like the World Cup and consistent messaging across every touchpoint to change what people felt when they heard the name.
Read case study →
evolv e&: engineering behavioral change across a 6,000-person workforce
Nobody at etisalat by e& was talking about workplace bullying. Not because it didn't exist — because the cultural norms around hierarchy and conflict avoidance kept it silent. We built an integrated campaign that turned a taboo subject into a company-wide movement, shifting both attitudes and actual reporting behavior in under six months.
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How we launched the first switch card in the MENA region by turning a banking event into a night no one wanted to miss
Emirates NBD Egypt and Mastercard needed to introduce a card that had no existing category in the market. We built a launch event in Cairo around controlled access and a live Amr Diab performance, then let the guest list do the media work for us.
Read case study →A systematic orchestration of nine years
across the communications spectrum.
Beyond the case studies — a broader view of the disciplines I operate across and the breadth of work that hasn't been covered above.
Campaign strategy, content creation, and digital marketing
The full cycle from brief to deployment. Social media strategy, copywriting, creative direction, digital advertising, content calendars, and short-form video. I've managed this across FMCG, fashion, retail, real estate, and F&B — both at agencies handling multiple clients and in-house running the show for a single brand.
Internal communications, employer branding, and culture campaigns
Internal comms strategy, employer branding, executive positioning, change management, and culture campaigns. The kind of work where you need to make a 6,000-person organization speak with one voice across corporate offices, retail floors, and field operations. I've done this at etisalat by e& and PepsiCo Arabia.
Event management, PR strategy, and media relations
I've launched cards, opened stores, sponsored marathons, and run conferences. Product launches, brand activations, influencer coordination, press releases, and media coverage. Real rooms, real people, and the kind of earned media that outlasts the event itself.
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Trusted by the people who've
seen the work.
"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. An asset for any organization who understands that effective communication is part of high performance."
"Abdelrheem consistently demonstrated a deep understanding of the principles of effective communication. What impressed me most was his ability to balance creative thinking with a keen attention to detail. I would not hesitate to recommend him for any project or position that requires a passionate and strong leader."
"He consistently impressed me with his creativity, strong organizational skills and strategic approach to challenges. A valuable asset to any team, and I highly recommend him."
"I have more than 25 years of experience in media, advertising & communications and have seen many young professionals come and go. Abdelrheem is one individual who uniquely stands out. Not only because of his skills set but for his great and positive attitude."
The work begins long
before the brief —
and ends long after
the campaign.
Most communication failures are not creative failures — they are diagnostic ones. A brand that cannot articulate where it stands in its market, what problem its audience actually needs solved, and which communication effect it is trying to produce will generate work that is technically competent and strategically inert. Marketing communication sits at the intersection of art and science: the art of persuasion — rational argument, emotional appeal, dramatic presentation — anchored in the science of audience mapping, channel architecture, and behavioral measurement.
Where the brand stands in relation to its market
Before any creative work begins, the foundational layer: positioning, consumer target definition, and competitive landscape mapping. A good positioning is one that is not compromised by outer factors or competitors. The Rossiter-Percy Grid enters here — mapping whether the communication task requires informational or transformational messaging, and at what involvement level. The brand insight — the specific problem that needs to be solved — drives everything downstream. Without it, you are advertising; with it, you are communicating.
The single-minded proposition that makes the idea worth presenting
From positioning to concept: defining the campaign objective, the message architecture, and the line that summarizes the entire strategic intent. A good concept can be explained in one sentence. It must be single-layered, on-brief, and fledgeable — big enough to deploy across every medium without losing its structure. The concept holds both the rational argument and the emotional appeal in the same frame. If it needs a paragraph to explain, the strategy is not finished.
Every message, every medium, every sequence — planned
The detailed rollout across touchpoints. Online and offline channels selected not by availability but by objective: consumer target, timeline, budget, and behavioral goal. Each medium carries a version of the message calibrated to its audience and context. Integrated Marketing Communications is not about being present on every channel — it is about ensuring that every channel reinforces the same strategic narrative in the language its specific audience expects to hear.
Strategy first,
then everything else.
The only AI-generated element in this portfolio. The irony — the sole human element is the only synthetic one. Photoshoot pending.
I've spent most of my career at the intersection of brand strategy, corporate communications, and content creation. The kind of work where you need to understand business goals, audience behavior, and creative craft at the same time.
Looking for a specific
strategic outcome?
Every engagement starts with a diagnostic — a structured conversation to identify the real communication challenge before any execution begins. No templates. No assumptions. Just precision.
Initiate a Diagnostic Form →Where does your challenge sit?
The Rossiter-Percy Motivation Grid maps communication strategy to audience involvement and motivation type. Click a quadrant to see how the strategic approach shifts — and consider where your own brief fits.
Research-Heavy Decisions
Insurance, B2B services, financial products
Credibility · Comparison · Risk reduction
Example: Emirates NBD — premium card launch required trust-building through exclusivity and social proof before conversion.
Identity Purchases
Luxury, heritage brands, lifestyle choices
Aspiration · Self-expression · Belonging
Example: Carina — repositioning a heritage brand required transforming how women emotionally identified with the brand.
Trial-Driven Decisions
FMCG, daily products, routine purchases
Simple claims · Trial incentive · Habit formation
Example: Lipton herbal — functional benefits (chamomile for sleep, peppermint for digestion) wrapped in emotional framing to drive trial.
Feel-Good Choices
Snacks, fashion, entertainment, social media
Emotion · Social approval · Sensory appeal
Example: Lipton #ارجع_للطبيعي — herbal tea positioned as an emotional "return to yourself" moment, not a health product.
not a presentation. Let's start one.
