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Projects

Delivered, not described

Destination campaigns, luxury brand activations, launches, festivals, pageants and pitches across the UAE and beyond. Private client work is not listed, by agreement.

Selected flagship work

Ten that are publicly documented

The projects below are the most visible of the portfolio, with published case studies, press coverage or client documentation behind them.

  1. 01LIWA Festival 2022
  2. 02Abu Dhabi Retail Winter Shopping Season
  3. 03Zero Degrees
  4. 04Charlotte Tilbury x Society UAE
  5. 05FENDI x Tashas
  6. 06Diptyque x Ethr
  7. 07GAGGENAU The Blank Canvas
  8. 08GAGGENAU Limitless Imagination
  9. 09Tariq Lamptey x adidas
  10. 10du Dubai Hills Mall Concept Store Launch

01

Government, destination and large-scale campaigns

Destination marketing for Abu Dhabi: festivals, retail seasons, culinary platforms and year-round campaigns.

LIWA Festival 2022

Festival Integrated marketing strategy, influencer management and partnerships

  • Developed and supported the integrated marketing strategy for LIWA Festival 2022.
  • Managed influencer strategy, coordination and relationships.
  • Supported campaign amplification across digital, social and experiential channels.
  • Coordinated partnerships and promotional opportunities around the festival.
  • Contributed to audience development and positioning the festival as a destination experience.

Publicly documentedThe LIWA Village campaign was delivered for the Department of Culture and Tourism, Abu Dhabi with AVANTGARDE Middle East. Public case studies document omni-channel marketing, media buying, B2B partnerships and regional and international influencer activity, including 178 influencers, 25.3 million social reach, 148,000 social clicks and 78,511 visitors.

Abu Dhabi Events

Destination platform Year-round marketing campaigns

  • Supported year-round campaigns and promotional activity for Abu Dhabi's events ecosystem.
  • Contributed to campaign strategy, communications, audience engagement and event promotion.
  • Supported coordination across stakeholders, partners, brands and experiential touchpoints.

Abu Dhabi Culinary

Destination platform Year-round campaigns, marketing and events

  • Supported year-round marketing campaigns for Abu Dhabi's culinary and dining ecosystem.
  • Contributed to campaign strategy, restaurant and hospitality engagement, event promotion and audience development.
  • Supported culinary experiences, partnerships and experiential activations.

Abu Dhabi Retail

Destination retail platform Year-round campaigns, integrated marketing and activations

  • Supported year-round retail marketing campaigns across Abu Dhabi.
  • Contributed to integrated campaign strategy, influencer marketing, social media, OOH, mall communications and activations.
  • Supported partnerships between retail destinations, brands and experiential platforms.
  • Worked across seasonal retail campaigns and brand activations.

Publicly documentedThe Abu Dhabi Winter Shopping Season campaign covered 23 malls with influencer strategy, social media, OOH, POS, radio, partnerships and activations, generating substantial visitor traffic, social reach, PR value and consumer spend.

02

Luxury, beauty, fashion and retail activations

Brand activations and partnerships for luxury houses across retail, beauty and fashion, much of it inside Layali Ramadan.

Charlotte Tilbury x Society UAE

Brand activation and partnership Luxury beauty, Layali Ramadan

  • Supported the Charlotte Tilbury x Society UAE activation.
  • Contributed to the partnership between Charlotte Tilbury, Society and the wider retail campaign.
  • Supported luxury beauty activation, influencer engagement and experiential execution.
  • Contributed to campaign communications, social amplification and audience engagement.
  • Supported the execution of the luxury Majlis experience.

Publicly documentedDocumented as part of the Layali Ramadan campaign for Retail Abu Dhabi, including OOH, mall screens, influencer acquisition, social media, beauty activations, F&B experiences and influencer and celebrity management.

FENDI x Tashas

Luxury brand activation and partnership Layali Ramadan

  • Supported the FENDI x Tashas activation.
  • Contributed to the partnership between FENDI and Tashas.
  • Supported the UAE's first FENDI Majlis experience.
  • Contributed to luxury brand activation, influencer engagement, communications and experiential execution.
  • Supported audience engagement and campaign amplification.

Publicly documentedCase studies document the FENDI Majlis and FENDI CAFE London experience at Tashas Al Bateen, with significant visitor traffic, social reach and PR value.

Diptyque x Ethr

Luxury beauty and fragrance activation Partnership and product launch

  • Supported the Diptyque x Ethr activation and experiential takeover.
  • Supported the introduction and promotion of the Eau Nabati fragrance collection.
  • Contributed to product discovery, workshops and consumer engagement.
  • Supported the activation's positioning within the Layali Ramadan campaign.

Publicly documentedThe Department of Culture and Tourism Abu Dhabi documented the Diptyque x Ethr takeover at Mamsha Saadiyat, including the fragrance collection, creative workshops and a 14-day activation.

Bath and Body Works

Dark Velvet Oud Product launch and brand activation

  • Supported the launch of the Dark Velvet Oud fragrance collection.
  • Contributed to product launch strategy and activation.
  • Supported brand experience, audience engagement and promotional activity.
  • Contributed to positioning the fragrance as a distinctive luxury product experience.

Layali Ramadan

Ramadan campaign Integrated marketing, luxury activations and partnerships

  • Supported the Layali Ramadan campaign and its luxury retail, beauty, fashion, culinary and lifestyle activations.
  • Coordinated and supported luxury brand partnerships and experiential activations.
  • Worked across influencer, celebrity, retail and event touchpoints.
  • Supported the execution of high-profile brand experiences across Abu Dhabi.

KVD Sunset Party

Brand activation Event, influencer and experiential marketing

  • Supported the KVD Sunset Party activation.
  • Contributed to event and influencer coordination.
  • Supported the creation of an engaging beauty and lifestyle experience.
  • Coordinated brand and retail touchpoints for audience engagement.

03

Luxury automotive, design and experiences

Lifestyle programmes where automotive, design, culinary and art audiences meet.

Al-Futtaim, INTERSECT BY LEXUS

Marketing and events management Luxury lifestyle experiences

  • Supported marketing and events management for INTERSECT BY LEXUS.
  • Contributed to the development and execution of luxury lifestyle experiences.
  • Supported event coordination, brand experience and stakeholder management.
  • Worked across automotive, design, culture, lifestyle, dining and experiential touchpoints.

An Evening With...

Luxury experience Event management

  • Supported the planning and execution of the An Evening With... experience.
  • Coordinated event requirements, stakeholders and guest experience.
  • Supported the delivery of an elevated luxury brand environment.

GAGGENAU

Global luxury kitchen appliances Marketing and events management

  • Supported marketing and events management for GAGGENAU.
  • Contributed to luxury brand positioning through culinary, design, art and experiential events.
  • Supported event strategy, production, stakeholder coordination and guest experience.
  • Worked across luxury hospitality, culinary talent, designers, artists and high-value audiences.

GAGGENAU, The Blank Canvas

Luxury experiential event Marketing and events management

  • Supported the marketing and event management of The Blank Canvas experience.
  • Contributed to an immersive intersection of culinary arts, design and visual art.
  • Supported event coordination, guest experience, talent and stakeholder management.

GAGGENAU, Limitless Imagination

Luxury experiential event Marketing and events management

  • Supported the marketing and events management of the Limitless Imagination experience.
  • Contributed to an immersive experience combining architecture, design, culinary arts and digital creativity.
  • Supported event execution, guest experience and stakeholder coordination.

GAGGENAU Connoisseur Awards

Luxury culinary awards Marketing and events management

  • Supported marketing and event management for the Connoisseur Awards.
  • Contributed to a high-profile culinary awards experience celebrating excellence in the UAE's culinary industry.
  • Supported guest management, event coordination and luxury brand experience.

04

Telecommunications and retail launches

Store openings where technology, retail design and customer experience have to land on the same day.

du, Dubai Hills Mall

Concept store launch Marketing and events management

  • Supported the launch of du's new concept store at Dubai Hills Mall.
  • Contributed to launch planning, event execution and customer experience.
  • Supported communications, stakeholder coordination and activation requirements.
  • Contributed to a technology-driven retail experience with digital signage, self-service and interactive customer touchpoints.

05

Sports, athletes and community marketing

Athlete brand work and community platforms, from grassroots football to women in motorsport.

Formula Woman

Motorsport community for women Marketing strategy, sponsorship and events

  • Developed and supported marketing strategy for the Formula Woman motorsport community.
  • Supported sponsorship and partnership development.
  • Contributed to community building and audience engagement.
  • Supported event strategy, activation planning and stakeholder management.
  • Worked on positioning motorsport as an accessible and empowering community for women.

Tariq Lamptey

International football player Brand and marketing strategy

  • Supported brand and marketing strategy for international footballer Tariq Lamptey.
  • Contributed to partnership and brand positioning strategy.
  • Supported content, communications and campaign development.
  • Worked across sports marketing, brand partnerships, PR and audience engagement.

Publicly documentedThe Tariq Lamptey x adidas campaign, Dream. Pray. Overcome. Win, involved partnership management, content creation, PR, TV commercials, digital content, POS and website development, with international media exposure and grassroots football impact.

WOOFSTOCK

Festival, November 2023 Marketing strategy and partnerships

  • Supported marketing strategy for WOOFSTOCK.
  • Contributed to partnership development and stakeholder engagement.
  • Supported festival promotion, audience development and experiential marketing.
  • Contributed to positioning WOOFSTOCK as a lifestyle and community-led festival.

06

Fashion, pageants and creative production

Sponsorship direction, model management, styling and stage direction across fashion and pageantry.

Philippines Top Model

International pageant Sponsorship and Partnership Director, model management

  • Directed sponsorship and partnership development.
  • Managed relationships with brands, sponsors and strategic partners.
  • Supported model management and talent coordination.
  • Contributed to pageant positioning, commercial partnerships and event execution.

International Top Model

International pageant Sponsorship and Partnership Director, model management

  • Led sponsorship and partnership initiatives.
  • Managed brand and commercial relationships.
  • Supported model and talent management.
  • Contributed to strategic partnerships and event execution.

Ageless Collection

Fashion show Fashion creative stylist

  • Supported the creative direction and styling of the show.
  • Developed and coordinated fashion presentation concepts.
  • Supported model styling, visual storytelling and overall show aesthetics.
  • Worked across creative, production and event requirements.

AE COUTURE

Operations Manager Fashion house operations

  • Managed operational activity and day-to-day business requirements.
  • Coordinated administrative, commercial and operational workflows.
  • Supported business development, client relationships and team coordination.
  • Managed execution across fashion and business operations.

Khatoon International

Marketing Director Brand and business development

  • Led marketing strategy and communications.
  • Developed brand positioning and promotional initiatives.
  • Supported business development, partnerships and audience engagement.
  • Managed marketing activity and strategic stakeholder relationships.

Malaysia Truly Asia

Annual UAE event Stage director

  • Directed stage operations for the annual Malaysia Truly Asia event in the UAE.
  • Coordinated stage programming, performers, speakers and production requirements.
  • Managed timing, show flow and backstage coordination.
  • Worked with production teams, stakeholders and talent to keep execution seamless.

Graphite Studio

Client acquisition New business

  • Supported the acquisition of one of the largest festivals in the UAE as a client.

07

Pitches and business development

Strategic concepts developed for brands, destinations and launches.

BAT Vuse

Strategic pitch Marketing and brand activation

  • Developed and contributed to strategic pitch concepts for BAT Vuse.
  • Supported marketing strategy, activation concepts and commercial positioning.

Cartier

Luxury brand pitch Marketing and experiential strategy

  • Developed strategic concepts for Cartier.
  • Supported luxury brand positioning, experiential marketing and partnership opportunities.

City Walk

Destination and retail pitch Marketing strategy

  • Developed marketing and activation concepts for City Walk.
  • Supported destination positioning, audience engagement and experiential strategy.

DAMAC, 20 Years

Corporate and brand campaign pitch Milestone campaign

  • Developed strategic campaign concepts for the 20-year milestone.
  • Supported brand storytelling, marketing strategy and experiential opportunities.

B8

Strategic marketing pitch Marketing and business concepts

  • Developed marketing and business concepts for B8.
  • Supported strategic positioning, campaign development and partnership opportunities.

ONE Life

Strategic marketing and brand pitch Brand and experience strategy

  • Developed strategic concepts for ONE Life.
  • Supported brand positioning, marketing strategy, audience engagement and experiential opportunities.

Vuse Vape Launch

Product launch Marketing and experiential activation

  • Supported the launch of Vuse.
  • Contributed to launch strategy, activation planning and audience engagement.
  • Supported brand experience and event execution.

08

Hospitality and lifestyle

Marketing strategy and events across leading hospitality brands, delivered with MAGNA HOSPITALITY.

Advance Taste

Marketing strategy and events Hospitality

  • Supported marketing strategy and event initiatives.
  • Contributed to brand positioning, audience engagement and experiential execution.

Cipriani

Luxury hospitality Marketing strategy and events

  • Supported marketing strategy and events.
  • Contributed to luxury hospitality positioning, audience engagement and experiential initiatives.

Bagatelle

Luxury hospitality Marketing strategy and events

  • Supported marketing strategy and event initiatives.
  • Contributed to brand experience, audience engagement and event execution.

Sumosan

Luxury hospitality Marketing strategy and events

  • Supported marketing strategy and event initiatives.
  • Contributed to experiential marketing, audience engagement and event execution.

NOOA

Hospitality and lifestyle Marketing strategy and events

  • Supported marketing strategy and events.
  • Contributed to brand activation, audience engagement and experiential execution.

MNKY HSE

Luxury hospitality Marketing strategy and events

  • Supported marketing strategy and event initiatives.
  • Contributed to brand experience, audience engagement and experiential marketing.

Santini

Luxury hospitality Marketing strategy and events

  • Supported marketing strategy and events.
  • Contributed to hospitality positioning, audience engagement and experiential initiatives.
Interview set prepared for a ONE by AVA recording

Featured programme

ONE by AVA

ONE by AVA is an interview series built around famous and important people: founders, couturiers, cultural leaders and executives who rarely sit down for a long conversation. Ailene plays a crucial part in the making of it.

Her role runs from securing the guest to signing off the final cut: identifying and approaching high-profile names through relationships she already holds, briefing them, shaping the questions, then producing the shoot itself. Location, crew, run of show, protocol, hospitality and the discretion these guests expect.

  • Guest sourcing, outreach and confidential negotiation of appearances
  • Editorial direction: research, question lines and story framing
  • Production management: location, crew, schedule and run of show
  • VVIP handling, protocol and on-set hospitality
  • Post-production coordination, approvals and release planning

Michael Cinco

International fashion designer Fashion, luxury and the creative industry

  • Interviewed the internationally renowned Filipino designer on his creative journey and design philosophy.
  • Explored his international fashion career and evolution as a global luxury designer.
  • Contributed to the development and presentation of the interview content.
Watch the interview

Philip Bucknell

Brand experience professional The future of brand experiences

  • Explored experiential marketing, consumer engagement and innovation in live and immersive brand experiences.
  • Discussed the move from traditional marketing towards meaningful experiences and audience connection.
  • Contributed to the development and presentation of the interview content.
Watch the interview

Marc Schumacher

Brand and marketing executive The power of brand communities

  • Explored community building, consumer engagement, brand loyalty and the role of communities in brand strategy.
  • Discussed how brands build stronger relationships around shared values, experiences and interests.
  • Contributed to the development and presentation of the interview content.
Watch the interview

The Prayer Room

Podcast and media project

  • Contributed to the development and production of The Prayer Room.
  • Supported content, conversations and audience engagement around the project.

Industry experience

Where the work has been

Luxury and fashion

FENDI, Charlotte Tilbury, Diptyque, GAGGENAU, Cartier, AE Couture, The Luxury Closet, Khatoon International, Ageless Collection

Beauty and lifestyle

KVD, Bath and Body Works, Vuse, Ethr, Society

Hospitality and F&B

Cipriani, Bagatelle, Sumosan, NOOA, MNKY HSE, Santini, Advance Taste, Tashas

Automotive and luxury mobility

INTERSECT BY LEXUS, Al-Futtaim Lexus

Sports and motorsport

Formula Woman, Tariq Lamptey, adidas

Government and destination

Department of Culture and Tourism Abu Dhabi, Abu Dhabi Retail, Abu Dhabi Culinary, Abu Dhabi Events, LIWA Festival, Layali Ramadan

Retail and telecommunications

du, Dubai Hills Mall

Festivals and community

WOOFSTOCK, LIWA Festival, Philippines Top Model, International Top Model

Media and content

ONE by AVA, The Prayer Room

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