Our People - The Muse

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Lauren Fryer

CEO

Lauren Fryer, CEO for Muse, enjoys more than 22 years of experience across multiple facets of communications including PR, Media Relations, Marketing, Crisis Communications, Strategy Development and Event Marketing. Throughout her career, Lauren has worked with the leaders in media including BBC, Time Warner, Network Ten and ITP Publishing while based in Melbourne, London, Dubai, Doha and now in Monaco.

Establishing Muse, Lauren and her team have quickly grown the agency to a full-service marketing and communications agency, working across a variety of sectors, offering a diverse list of services, and delivering the best in strategic planning and implementation of creative and impactful marketing and communication campaigns.

Ahmed El Alfie

Creative Director

Ahmed El Alfie is Muse’s Creative Director. With over 15 years in the advertising and creative industry in Cairo and the Gulf region, Ahmed enjoys a proven track record of innovative campaigns across various industries at agencies like Intermark, Promoters, FP7 and Fox. His unique blend of technical and leadership skills, combined with his creative flair, have helped many clients such as Toyota, Nestle, Etisalat and Astrazeneca achieve their brand targets, accumulate brand equity, and differentiate their positioning from competition.

Alongside his career in advertising, Ahmed has worked as a teacher of Character Design, Digital Arts, and Branding at the Modern Sciences and Arts University, where he is focused on motivating his students to adopt creative thinking. Ahmed’s creative philosophy emanates from his beliefs that artists need to see beyond the obvious and thinking in an untraditional way to push the boundaries of what’s possible in the world of advertising.

Alfie holds a bachelor’s degree in applied arts: Advertising and Graphics, from 6th of October University, Cairo, Egypt. As a testament to his creative talents, he has won several awards from around the world, including but not limited to, the “Women Power” exhibition in Egypt for Best Painting Artwork award in 2021, and the Best Painting award for his piece “Improvisation” at the Galleria Myralda exhibition in Belo Horizonte, Brazil, in 2014.

Omneya Kilany

General Manager

Omneya Kilany is a Communications professional with a diverse experience on both agency and client sides. Her 20+ years of communications expertise in the MENA region, generally, and in Qatar and Egypt, specifically, has enabled her to have a wide network of contacts and stakeholders among private and public sectors.

Omneya is an expert in corporate communication covering a wide variety of sectors. Some of the organizations she has worked with include, Google Egypt, P&G, LG, Danone, British Embassy in Cairo, Ooredoo, QDB, QIB, QBIC, QFTH, Msheireb Properties, Doha Festival City, Qatar Foundation Research and Development (QF R&D), Qatar Science and Technology Park (QSTP), Microsoft Egypt, and many others.

Davinder Sandhu

Chief Commercial Officer

Davinder, also known as Dee, brings to Muse over 17 years of experience, working in communications across consumer and business in a fully integrated communications capacity. Dee is an expert in major campaign launches as well as in the implementation of strategy through the right communication channels.

Some of her clientele include major brands such as Ooredoo, ILO, Doha Festival City, QBIC, QFC and QFTH. She has worked on several events and engagement activations such as FIFA Arab Cup with Kia (ball boy and influencer program) Ooredoo Marathon, WWE Wrestling event, African Cup of Nations with Guinness.

Dee brings a wealth of hand-on expertise across all marketing facets, and she works with Muse to ensure our clients receive the services they need the most.

Emad Wassef

Senior Video Editor / Head of Media

Emad is a Senior Video Editor/ Head of Media at MUSE. He brings a vast expertise editing creative videos in different fields, including advertisements, documentaries, interviews, TV coverage of events, and digital editing.

Over the course of his career, Emad worked for a variety of companies and TV channels. He’s a creative, multi-skilled editor with experience working in both short- and long-form formats in multiple genres.

Throughout the past nine years, he managed a creative team of editors while guiding and leading the entire media editing production unit from inception to execution. Emad is dynamic and energetic, striving to achieve aspired outcomes in a timely and efficient manner, while being committed to achieving the best quality following the highest standards.

Abdelrahim Farah

Senior Digital Marketing Manager

Abdelrahim is Muse’s Senior Digital Marketing Manager. He specializes in harnessing the power of Digital Marketing to boost businesses’ online presence in innovative, strategic, and tactical methods.

Abdelrahim has experience in social media planning, campaigns execution, media buying, conversion optimization, and data analysis.

Ghina Chabaan

Senior PR Manager

Ghina is Muse’s Senior PR Manager, responsible for managing all content, Press and Media Relations, Press Release Writing, Press Events, Media Invites and Campaign development. Ghina holds a bachelor’s degree in Mass Communication, majoring in Journalism and Public Relations from the Lebanese University, Lebanon.

A communications professional with over 15 years of experience, Ghina has previously worked in media as a journalist, and then moved to assume different roles as a public relations professional and advocacy specialist. She worked across several renowned international and regional brands and in business and lifestyle publishing. She has substantial experience in working with media to achieve communication goals and strengthen community profiles.

Khaled Fares

Marketing Manager

Khaled enjoys strong experience in traditional and online marketing, bringing a 360 view of the marketing communications spectrum.

Prior to joining Muse, Khaled assumed Marketing, Digital Marketing, and Project management roles in local and regional organizations specialized in the fields of, health, finance, and business.
Khaled has previously worked at Qatar Financial Centre, as a Digital Marketing Specialist. Khaled also graduated from Carnegie Mellon University with a bachelor’s degree in Information systems, and a minor in Business Administration.

Ahmed Farghaly

Digital Marketing Specialist

Ahmed has been a passionate digital marketer for more than five years. He possesses extensive knowledge of Digital Marketing, Digital Advertising, and Social Media Management.

Ahmed is responsible for managing and growing social media communities and platforms such as Facebook, Instagram, Twitter, and LinkedIn. He previously worked for Fanara App, Evenwiser, Nile University Advansys ESC, and Wuzzuf, and currently takes care of the digital needs of Muse’s key accounts.

Mahmoud Singer

Digital Marketing Specialist

Mahmoud has more than 4 years of experience in the field of digital marketing. He worked, previously, for major real estate companies in Egypt including Value, Qawafil, Town and Capriole Developments.

He is responsible for maintaining a strong online company voice through social media, managing the digital campaigns across all platforms, create social media marketing strategies, optimize lead-to-customer conversion rate to improve business industry through digital platforms.

Tara Ipe

Social Media Specialist

Tara recently joined Muse as a social media specialist. Her responsibilities include planning, implementing, and monitoring social media strategies, day-to-day community management and developing eye-catching content.

She has spent the better part of her life in the Middle East – Dubai and now in Qatar. Tara’s past roles included working with different industries like automotive, health care, beauty, and online publications. She received her bachelor’s degree in Media and Communication with a specialization in Advertising and Event Management from Manipal Academy of Higher Education, Dubai. She speaks English & Malayalam fluently.

Aakanksha Bakshi

Social Media Specialist

Aakanksha is a social media expert, managing digital activities, events, and communities. Her experience also encompasses photography and styling.

Aakanksha previously managed production for Plush events as part of her previous job responsibilities. In addition, she also participated in the design and execution of several advertising campaigns in fashion, application development, and real estate sectors among others.

Ahmed Salem

Translation & Press Monitoring Manager

Ahmed leads on all English-Arabic translations at Muse. He has more than 18 years of experience in the field of translation and linguistics, and has worked for prominent organizations including Thomason Reuters Foundation, Association for the Prevention of Torture and King Khalid Foundation.

Ahmed is also in charge of all media monitoring at Muse, offering our clients insightful reports on their voice share in media and an assessment of their brand presence.

Meriem Mournagi

PR Manager

Meriem is the Assistant PR Manager at Muse. She holds a master’s degree in Communication from Tunis. She has worked for different international events such as ANOC World Beach Games, Qatar Squash Championship and Qatar ExxonMobil Open 2020 supporting the Media Committee.

Meriem has also worked with Qatar Cultural and Heritage Events Center for National Day as a coordinator. Prior to graduating, Meriem undertook an internship with Portland in Qatar and Universal Media in Tunis.

Sally Williams

Finance Manager

Sally is the Finance Manager at Muse. She provides comprehensive financial analysis to assist in high-level business decision making and adding value to the business.

Sally has been working in Finance for over 18 years, across a range of industries including healthcare, information technology and media. She is a highly accomplished professional in many fields, including commercial management, strategy and planning, and business systems. Before moving to the Middle East, Sally worked in Australia within the media industry at Pacific Magazines and Network Ten.

She played an important role in the acquisition and integration of Time Inc. within Pacific Magazines, among many other contributions. With over 9 years of experience working in Qatar, Sally has developed and enhanced her financial skills.

Hani Soliman

PRO Manager

Hani is MUSE’s PRO. He brings with him 12 years of experience in Qatar. Throughout his career, Hani has garnered extensive experience in HR, Qatari laws and regulations, and governmental delegation, as well as in logistics and administration management. Hani joined MUSE in 2015 as a PRO, in the capacity of government coordinator, logistics coordinator, and admin support. He previously worked with GTG, PRO Global, and Fifteen O Seven dot Media.

Eliza Zsa Zsa Perasol

Office Manager

Zsa Zsa is the Office Manager at MUSE. She has 12 years of extensive experience in Operations Management, Training, Leadership, Hospitality, Procurement, Budget, and Strategic Planning/ Implementation. Zsa Zsa is responsible for managing office duties including accounting support, database management, HR support, preparing quotations, and following up on events’ logistics. Prior to joining MUSE, Zsa Zsa worked at QANZBA, SignIN & Startech Qatar, Hyatt Residences Doha West Bay, Ascott Doha, Qatar, and Somerset Salcedo Makati, Philippines.

Jillian Nicole Dacanay

Accountant

Jillian is an accountant at MUSE. She has 9 years of experience in managing and executing financial activities and reports. Jillian is experienced in preparing payroll invoices, preparing quotation proposals, charging expenses to accounts and cost centers by analyzing invoice/expense reports, recording entries, and maintaining accounting ledgers by verifying and posting account transactions. Jilan Previously worked at Living In Interiors, Alba Iulia Décor and Trading WLL, and Elite Middle East Heavy Industry.

Zoya Farid

Social Media Specialist

Zoya Farid recently joined MUSE as a Social Media Specialist. She is responsible for conducting digital market research and developing engagement strategies for clients.

After earning her Bachelor of Science in Foreign Service from Georgetown University, she launched into the marketing industry to explore her passion for business strategy and public relations. Prior to joining MUSE, Zoya worked as a Marketing and Communications Assistant at Georgetown University in Qatar, where she creatively and innovatively generated content for educational enrichment programs. In the past two years, she has also worked with Education Above All and Qatar Reads.

Selma Aouini

Accounts / Client Servicing Director

Selma is the Accounts/Client Servicing Director at MUSE. Selma is a passionate marketing strategist with over 12 years of work experience. She started her career in account management, gaining experience in retail, telecommunications, tourism, banking, and education. Selma developed growth strategies, concepts, and business development plans for local and global brands such as Ooredoo, Honda, Peugeot, Danone, Tunisia Tourism Ministry, Tunisia Central University, etc.

Her prior experience includes managing Ooredoo’s account for four years. Additionally, she joined Wunderman Thompson agency as a Senior Account Manager to lead the Tunisia telecom account, the country’s largest telecom operator in 2019.

Erroll Paul Abejero

Photographer / Videographer

Paul is currently an in-house photographer and videographer for MUSE. He creatively produces and delivers visually engaging digital photographs and video content that align with the demands of the clients. His creative genius is backed up by innate talent in arts and five-year experience in the field having worked with multiple brands across the state of Qatar. His versatility is evident in the variety of work he has produced, such as those related to the food and beverage industry, cars and motor vehicle industry, and social and professional events, to name a few. One of his most recent works was with the Ministry of Sports and Youth for FIFA 2022 Hayatna Project.

Mohamed Salah

Art Director

Mohamed is a professional Art Director with 8 years of experience in the field of graphic design. Throughout his career, he has collaborated with numerous global clients across a wide range of industries, gaining valuable insights and expertise in visual communication. Mohamed’s main objective is to create an environment that challenges and inspires creativity, fostering a collaborative atmosphere for group work. With his diverse work experience, Mohamed has demonstrated his ability to create visually captivating designs that leave a lasting impact. His passion for pushing creative boundaries and creating engaging visuals sets him apart as an Art Director in the industry.

Ismail Ibrahim Sayed

Motion Graphics Designer & Video Editor

Ismail is a talented Motion Graphics Designer and Video Editor at MUSE. Driven by an appetite for learning and skill enhancement, Ismail is dedicated to exceeding client expectations, delivering outstanding quality, and actively contributing to his team’s success in achieving company goals. His expertise lies in crafting compelling visuals that breathe life into ideas, a talent honed through his notable contributions to campaigns and projects for our clients. Ismail has worked as a content creator for esteemed organizations including the Gulf Strategic Research Centre. He holds a bachelor’s degree in Radio and Television from Helwan University in Egypt, along with multiple certificates in motion graphics.

Sarah Hassan

Content Manager

With a diverse background, Sarah brings expertise in crafting engaging narratives extending beyond writing, including content creation, marketing, and organizing events. As the co-founder and producer of the Ehky Ya Masr Podcast, she loves to explore and report untold stories. Recognized for her achievements, Sarah has received a range of awards from The Broadcast Education Association (BEA) such as the “Best of Competition Award” and “Diversity & Inclusion Creative Award”. Sarah holds a Bachelor of Arts degree in Journalism and Mass Communication with a specialization in Multimedia Journalism from The American University in Cairo.

Beatrice Zemelyte

Assistant PR Manager

Beatrice is an accomplished Assistant PR Manager who excels in managing communications and enhancing brand reputation. Previously, Beatrice served as a Climate Science Reporting Fellow at the Pulitzer Center, where she actively contributed to raising awareness about environmental issues on a global scale. She also gained valuable experience as an Assistant Producer at Al Jazeera Media Network and worked part-time for Northwestern University for over three years where she acquired hands-on experience in journalism and media. Beatrice’s passion for journalism led her to contribute to prestigious organizations such as the International Press Institute (IPI). With her diverse experience and educational background, Beatrice continues to make remarkable contributions to the field of public relations and journalism.

Nermeen Ali

Translation Manager

Nermeen is a dedicated Translation Manager at MUSE, responsible for managing English and Arabic translations across a diverse range of clients. With a focus on maintaining the quality and accuracy of Arabic content, Nermeen ensures that the copy effectively conveys the desired messages and tone of voice. Additionally, she possesses strong content writing skills for social media platforms. With over 9 years of experience in the field, Nermeen has refined her translation expertise while working at esteemed organizations such as Dar al Tarjama, and various newspaper websites. With proficiency in both translation and proofreading, Nermeen’s exceptional writing abilities have been recognized and awarded by the Egyptian Ministry of Culture and the Supreme Council of Culture.

Mostafa Abbas

Digital Marketing Specialist

Mostafa is a Digital Marketing Specialist at MUSE, harnessing three years of diverse experience across Canada, UAE, and Egypt. Holding a degree from the University of Toronto, Mostafa specializes in SEO and PPC, key areas that drive long-term lead generation. Mostafa is adept at designing and implementing SEO strategies that boost online visibility and authority, as well as managing PPC campaigns that target the right audience with the right message.

Mostafa plays a vital role in building a strong online presence and industry leadership for MUSE and its clients. His skills in SEO and PPC go beyond immediate lead generation objectives, and help shape the digital identity of the companies he works with. By combining the best practices of both SEO and PPC, Mostafa ensures that MUSE and its clients stand out and succeed in the competitive digital landscape.

Yahya Hamudat

Public Relations Executive

Yahya is a Public Relations Executive at MUSE, playing an integral role in the agency’s public relations team. Through building and sustaining strong connections with media and social media influencers, Yahya ensures effective communication with clients and stakeholders.

Yahya has a bachelor’s degree in print and online journalism from Qatar University. He contributed to the production of two digital weekly shows, namely ‘Scenes’ and ‘Football Now’.

Mary Ann Kuriyan

Social Media Manager

Mary is a Social Media Manager at MUSE. She creates and implements social media strategies across a portfolio of brands and clients. Drawing from a background in digital, design, and social media at Memac Ogilvy, Mary excels at content production, audience engagement and brand identity enhancement. She also has experience working for Fox Sports and Qatar Foundation. Mary is a skilled communicator, a creative storyteller, and a savvy brand content creator. She leverages her rich and diverse experiences to excel at her role at MUSE, delivering successful outcomes with her social media acumen.

Asmaa Almatar

Social Media Content Creator

Asmaa is a Social Media Content Creator at MUSE. She is in charge of producing engaging content for various platforms, such as Instagram and Snapchat for clients. With five years of content creation and three years dedicated to photography and videography, Asmaa brings a wealth of experience to her role. Having collaborated with influencers like Haneen Alsaify and helped with covering conferences like Aljazeera Forum and Najah Qatari event, Asmaa is adept at capturing and curating compelling visuals, making her an invaluable asset to the MUSE team.

Aliaa Elturkey

Graphic Designer

Aliaa is a Graphic Designer at MUSE. She creates original and customized artwork with a creative flair. With four years of experience in managing individual projects and developing brand identity, she ensures that her designs are aligned with the brand guidelines and the content and marketing strategies of the clients.

She has previously worked with Raye7, Big Bee, Budget Digital Marketing, and Almasrya, where she demonstrated her ability to meet tight deadlines and satisfy client requirements.

Salma Maher

Head of Marketing

Salma serves as the Head of Marketing at MUSE. In her pivotal role, Salma is instrumental in guiding clients to discover how MUSE can add value to their brands as an integrated marketing and communications agency.

With a wealth of experience and knowledge that spans an impressive 30 years across diverse business sectors, Salma has honed her expertise in Marketing and Communications. Her illustrious career has seen her navigate senior positions in telecommunications, real estate, F&B, banking, and startups, granting her a uniquely broad and multifaceted perspective. Salma’s wealth of industry insight positions her as a strategic leader, driving MUSE’s marketing initiatives to new heights and ensuring the agency remains at the forefront of innovation and excellence in the dynamic industry.

Moustafa Ahmed

Studio Manager

Moustafa serves as Studio Manager at MUSE. He oversees the studio’s daily operations and ensures quality standards. With a remarkable 15 years of experience in the field of graphic design, Moustafa brings a wealth of skills in organization and leadership to effectively manage the studio’s dynamic environment. Moustafa’s keen eye for the overall style and aesthetics of a message sets him apart. He has collaborated with various clients and projects and strived to fulfill their needs. In addition to his graphic design expertise, Moustafa has excelled as a professional photographer, capturing stunning images that showcase his artistic vision, ranging from products, models, and landscapes. Moustafa has worked at various reputable companies, such as Sulinda Sole Trader Company, BrandMark Marketing Solution, Daiyra 360 Communications, and Fox Advertising Agency. He has also completed a course on Anti-Counterfeiting, which equipped him with the skills to detect and combat fake medicines and cosmetics.

Natalie van Blerk

Marketing Manager

Natalie is a Marketing Manager at MUSE. With more than two decades of experience, Natalie works across a portfolio of clients developing integrated marketing campaigns that boost brand awareness and business growth, from startups to global corporations.

Natalie is a Chartered Marketer and Chartered Public Relations Practitioner. She has experience working for various companies, such as PelePele Marketing Agency, GEMC, Euphoria Golf Estate & Hydro, and Sun International. She holds a degree in Brand Building & Brand Communications from Vega and a PDM Management from Wits Business School.

Natalie leverages her industry expertise and her dedication to excellence to provide value to MUSE’s clients.

Ghada Tawfik

Senior Graphic

Ghada is a Senior Graphic Designer at MUSE, where she brings her flair and creativity to visual communication. With a keen eye for detail, Ghada crafts creative visuals for both print and digital media, seamlessly integrating her designs into applications and brand identities.

Her collaborative approach involves working closely with clients, ensuring a deep understanding of their needs and goals, to deliver designs that harmoniously align with their brand guidelines, as well as content and marketing strategies.

Ghada holds a bachelor degree in graphic design from the American University in Cairo. Her extensive journey in graphic design has seen her contribute her talents to renowned companies such as Mari International, MAMZI, EMAR, and Rotana Group. Beyond her remarkable professional achievements, Ghada is driven by an insatiable passion for graphic design, constantly embracing opportunities to acquire new skills and explore innovative techniques.

Imane Achebour

Marketing Manager

Imane is a Marketing Manager at MUSE. She is a dynamic and professional marketeer who is responsible for designing and overseeing marketing campaigns across a diverse portfolio of clients. Her experience includes working at SOCAST Marketing Agency, Low Calories Company, and the Ministry of Relations with the Parliament and Civil Society in Morocco, working across a variety of roles including marketing, sales, content, and business development. Imane is also a savvy content creator, delivering highly engaging, on trend content across multiple channels to create memorable brand experiences for our clients and their communities.