At REEL Aluminium, I oversaw the full spectrum of global marketing and communications, driving initiatives that connected the brand identity with diverse markets across the Middle East, China, India, North America and Europe. My role blended strategic direction with creative execution, ensuring every campaign, message, social media channel, and visual reflected REEL’s values, innovation, and global expertise.

From conceptualizing safety initiatives like Lift Safe Stay Safe to delivering cultural and national day campaigns, I developed creative strategies that strengthened brand visibility and fostered engagement across multiple audiences. I also managed social media channels and content strategies, shaping narratives that increased digital reach and aligned with REEL’s broader brand objectives.

A significant part of my work was translating complex industrial expertise into compelling, accessible communication. This included crafting website content, social media campaigns, client communications, and internal announcements that were both informative and brand-aligned. I managed and refined visuals, messaging, and creative assets to ensure they resonated consistently across regions and business units.

Equally important was my role as a connector, liaising between leadership, international teams, suppliers, and external partners to ensure seamless delivery of campaigns, events, and sponsorships. By highlighting achievements, milestones, and cultural initiatives, I reinforced REEL International’s commitment to excellence while strengthening cohesion within its global workforce.