From Retailer to Premium Brand

Dubai Phone needed to move from being seen as a distributor to a destination brand people trust — and prove it commercially during the two biggest retail moments of the year.

Run a full 360° brand and performance campaign across the Anniversary and Black Friday windows, repositioned around a new brand message — "اللي بينّا ثقة" ("The one who tells you trust") — while pursuing authorized reseller status with Apple to anchor the retailer's premium credibility.

As Brand Manager, led end-to-end brand strategy, positioning and campaign execution for Dubai Phone from 2023–2025 — spanning brand messaging, retail activation, and the Motorola and HMD relaunches. For Motorola specifically, personally authored the full re-launch plan — a phased preheating, launch, and post-launch social media campaign, scripted post-by-post — combined with paid social, in-store merchandising and 0% installment financing (Valu) across the Moto G series.

Repositioned Dubai Phone as a premium multi-brand retailer, achieving Apple Authorized Reseller status and delivering the campaign's commercial target during the Anniversary and Black Friday periods.

A retailer needs its own brand equity, not just distributor economics — the trust message had to be earned in-store and in media at the same time.