STRATEGY
LOOKING
FOR
STORY-
TELLING
IDEATION
HERE I AM
From my early university days, I’ve been obsessed with why people care. Why some stories stick while others disappear. What makes people feel, think, or do.
Raised in Riyadh and building my dream in the UAE, I’ve learned to balance tradition with transformation—witnessing nations (and brands) become the biggest, the tallest, the first, and ultimately the people’s choice.
Being part of that creative journey taught me one truth: great positioning begins and ends with the feeling you leave with your audience ... feeling is what they remember, and feeling is what drives them to act. Feeling is what they remember, and feeling is what moves them. Since then, I’ve turned that obsession into a method: story as the spine, strategy as the muscle.
every great story, and by extension,
every great strategy requires
a solid foundation.
a Conflict:
The problem or goal that the brand must overcome.
a Hero:
The customer or audience whose needs and desires drive the story.
a Spark:
The pivotal moment where the brand’s USP meets the customer’s need.
a Resolution:
The BIG IDEA that brings the story — the strategy — to its fulfilling solution.
I DISCOVER
The culture.
The trends.
The truths.
- Cultural and behavioural insight
- Audience segmentation
- Trend mapping
- Market research
- Competitive analysis
- Benchmarking
I DEFINE
I find the thread.
That single line of clarity that connects purpose to people.
- Brand positioning
- Tone of voice & brand development
- Brand world & experience pillars
- Strategic narrative & messaging
- Creative briefs & insight articulation
- Cross-disciplinary strategic alignment
I DEVELOP
I bring it to life.
Through a big idea, journeys and experiences.
- Creative ideation & concept development
- Brand storytelling
- Event journey and experience design
- Activation strategy
WHAT I DO
*inspired by the 4D system created by Mr.Antony Parham. one of the incredible characters I got to work with and learn from.
WHERE I DID IT
2005
AE
2007 - 2008
AM
2008 - 2013
BRAND STRATEGIST
SEp. 2013
PROUD MOTHER OF TWINS
2020
CREATIVE STRATEGIST
2014 - 2018
FOUNDER OF WHIMZIES KIDS
LIFE DETOUR !
2023 - PRESENT
SR. CREATIVE STRATEGIST
2006
SR. AE
Branding
meta advertising
events & place making
HOW IT TURNS OUT
I'd like to believe, I don’t just deliver projects, but narrate stories.
Each brand I’ve partnered with came with its own world: its own people, tensions, truths, and possibilities.
My role? was to find the emotional core that would make a brand resonate, so people don’t just understand it... they feel it!
Have a look through my portfolio! (Click the boxes)
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Hiba is a brilliant strategist, she’s one of those unique planners that is both tuned in on the strategic and creative side of the work. She is incredibly committed and will relentlessly push for turning a good idea into a great piece of work. Her skills and experience have allowed us to land a global campaign with a very challenging client. The work couldn’t have been done without her deep understanding of the client strategic framework and her constant push for better ideas. All this in a matter of days. Thank you Hiba!
Ginevra Capece Galeota
Director & Creative Consultant | Meta
I have had the pleasure of working alongside Hiba at Facebook during her returnship with us. Hiba is one of the most dedicated brilliant planners I have met, her skill set is multidisciplinary, she is both creative and strategic which sets her up for success in any function of communication in this era of blurry lines. She is not afraid to smash doors and build her knowledge, which was impressive to all of us in the team. In little time she drove impact not only on the business here in MENA but also with global projects on global clients. ...
Weera (Shahwir) Saad Hassan
VP| CSO| CEO| CMO| META| A senior executive
In recognition of Hiba’s analytical skills and passion to develop and grow brands, I asked her to join the strategy team in early 2008. Since then, I have watched Hiba grow and become a valued member of the team. Her unique perspective and understanding of the region, inquisitive mind has proved incredibly valuable in helping create and validate brands and ensure relevance for multiple stakeholders. ...
Michael Hughes
Managing Director, Brand Strategist | Brand Union
