Giving free access to investments for Middle Eastern millennials

Overview
- Objective & Context**: Developed a comprehensive brand positioning strategy for a challenging brand in a growing, busy market.

Your Role & Skills
- Position: Brand Marketing Lead
- Key Skills: User interview, Research & Insights, Workshop Facilitation, Collaboration, Positioning, Casting, Concept, PR campaign, brand strategy, team leadership.

Strategy & Results
- Approach: Interviewed millennials in the MENA region to define a resonating brand strategy, then coordinated a PR campaign to announce a Series A fund.
- Outcomes: Enhanced brand perception amongst the target demographic, reflected in increased media mentions (nominated Top 10 LinkedIn Startup of the year) and increased website visits by 35%, app download to 25%.

Reflection
- Gained insights into aligning brand story with consumer values and preferences for organic brand consideration and awareness.