Cymbiotika UAE — Fractional Marketing Director
Cymbiotika UAE — Fractional Marketing Director
Marketing Leadership · Brand Partnerships · Event Strategy & Execution · Team Build-Out · Affiliate & Influencer Management · PR Strategy ·
Overview:
In February 2026, Cymbiotika brought me on as Fractional Marketing Director for the Middle East region — a pivot from my background as Head of Social. Shortly after, the region entered a period of conflict, and a significant part of the role became navigating marketing and PR strategy through that disruption — maintaining brand presence and customer trust while adjusting pace, tone, and activity to the moment. Once the situation stabilised, the work moved into building out the brand's marketing function from the ground up: launches, partnerships, community events, paid media oversight, and the infrastructure to support all of it.
My Role:
I led marketing strategy and execution end-to-end for the Middle East region, building the function as I ran it.
Scope of responsibility
Content strategy and social content planning
Comms strategy during regional disruption
Brand partnership development and execution
Event strategy, planning, and on-the-day delivery
Team recruitment and management
Affiliate program management
Paid media agency strategy and oversight
Full-funnel social management, including influencer and community management
Results
In four months, the regional marketing function moved from a standing start to a fully operational, multi-channel marketing engine.
Highlights
Two in-person brand activations delivered, including a full-day event with 40+ attendees spanning media, influencers, and top customers
Regional product launch (Liquid Colostrum) delivered end-to-end, from PR to creator content to a custom brand collaboration
Affiliate program optimisation — codes, tracking, and reconciliation
Social media manager recruited and onboarded
Dubai summer strategy developed and presented to leadership
The Approach
The work moved through three connected phases over four months.
Phase 1: Foundation
Building the infrastructure that didn't yet exist — recruiting a social media manager, optimising the affiliate program, and establishing relationships with paid media partners.
Phase 2: Launch & Partnerships
Leading the regional launch of Liquid Colostrum, including UGC creator briefs, press release, and a multi-touchpoint PR gifting strategy with a custom brand collaboration merch. Building brand partnerships including a sampling collaboration with Tease & Villa Boost, and collaborations with Biotherma x Sephora and Emirates Platinum.
Phase 3: Community & Strategy
Bringing the brand into physical community spaces with two full-scale events — including a 40+ attendee, full-day activation spanning media, influencers, and top customers. In parallel, developing a Dubai summer strategy — built around a sponsored podcast, a product-led bundle experience, and a community initiative.
