Kassim Legal

Project Executive - Private Equity & VC

QT Consulting

Quinoa Tabouleh is a creative cloud consultancy that helps SME’s develop and meet cohesive and productive goals for their enterprises through versatile growth strategies with a focus on business strategy, Design Thinking, MarCom, and branding. Starting at the very core of the business and leading with creative representation guided by analytical research and strategy.   

Simultaneously, QT acts as a blended community platform with a mission to upscale and up-skill creative freelancers to create socially and economically viable enterprises by removing barriers to creative and professional development and providing resources for interpersonal growth.

Founder — Strategy Design Lead

Twelve Degrees

Strategy Design Responsibilities:
- Client needs assessment
- Research and analysis
- Applying design thinking methodologies to generate innovative ideas, concepts, and solutions that align with the project's strategic goals.
- User-centered design
- Collaborating with multidisciplinary teams to translate research findings into actionable design concepts.
- Developing comprehensive design strategies that encompass branding, user experience, product design, and more
- Ensuring alignment with the client's overall business strategy.
- Effectively communicating design strategies to clients, stakeholders, and team members through presentations and written documentation.
- Continuously iterating and refine design strategies based on feedback from stakeholders and ongoing research, adapting to changing project requirements.

Project Management Responsibilities:
- Developing detailed project plans, including scope, timelines, resource allocation, and milestones, to ensure smooth project execution.
- Allocating and managing resources
- Creating and managing project budgets
- Risk assessment and mitigation.
- Acting as the primary point of contact between clients, design teams, and stakeholders, providing regular updates on project status, milestones, and any changes.
- Fostering collaboration among cross-functional teams, ensuring that team members work cohesively toward project goals.
- Implementing quality control processes.
- Monitoring project timelines and adjusting schedules as needed.
- Maintaining strong relationships with clients, addressing their concerns, managing expectations, and ensuring their satisfaction with project outcomes.

Design Strategist & Project Lead

Mindset - Middle East and Africa

Technical Project Coordinator

Ipsos

Market Research Analyst — Customer Understanding (MENA)

Wallzy

Funded by Oasis500, Wallzy is a startup platform for digital art that links rising artists to art lovers in UAE, Jordan, and Egypt.

Main Responsibilities: 

Management Front:
- Managed fundraising outreach, designed pitch decks, and pitching strategies. Conducted pitches.
- Collaborated with key department leads to optimize business model. 
- Conducted strategic handovers and overlooked new departments upon company’s growth.  

Product Marketing & Market Research Front:
- Analyzed user personas, functional and emotional pain points, behaviors and developed marketing funnels accordingly. 
- Drove research and user testing efforts to understand customer needs, inform priorities and provide insights to the user and product roadmaps. 
- Conducted competitive and market positioning analysis.
- Collaborated with cross-functional teams to enhance product development and plan targeting campaigns. 
- Analyzed and oversaw key data and KPI’s to drive constant improvements to marketing and sales funnels. 
- Collaborated with UI/UX designers to curate new flows and features in the aim of improving product offering and user experience. 

Campaign Management
- Brainstormed with leadership in setting up marketing campaigns
- Worked with finance and operations teams to plan budgets and logistics of campaigns
- Lead the execution of marketing campaigns from start to finish
- Directed dynamic groups of creatives
- Supervised outsourced efforts 
- Planned and executed PR events and campaigns 

Social Media Management Front:
- Implementing content strategies
-  Analyzing engagement data, identifying trends in customer interactions and planning digital campaigns.

Talent Acquisition Front:
- On-boarded artists to the platform and launched their booths 
- Held introductory calls for artists 
- Drafted explanatory decks 
- Built an artists database for internal purposes 
- Moderated communication function for artists
- Mentored artists to elevate their sales performance

Co-Founder — MarkCom & Talent Acquisition Lead

Amazon

This project was a partnership between Amazon.Sa and the Parsons Strategic Design and Management BBA Program.

Main Responsibilities:
- Matched Amazon.Sa online presence & offering to the behavior of target audience through UI/UX. 
- Conducted qualitative & mystery shopping research to understand Amazon.Sa target audience’s purchasing behavior.
- Built a growth strategy that captures the
young target consumer.
- Analyzed the biggest challenges faced by online shopping.
- Conducted competitive analysis for E-commerce platforms in the market.
- Analyzed consumers’ trust assets in the local Amazon and project behaviors.
- Created an understanding of barriers to match
unmet needs and create opportunities: what to sell, how to communicate, how to retain customers, engage new ones and strengthen the local delivery model. 
- Evaluated brand penetration in the market.

Student Strategy Analyst

Borbonese S.p.A.

This project is a partnership between Borbonese and Parsons Strategic Design and Management BBA Program.

Main Responsibilities:
- Create a branding and marketing campaign for the revival of the brand and launch of the capsule collection.
-Develop a strategic plan for the implementation of the brand in new international markets. 
- Collaborate with fashion design students to plan the launch of a capsule collection soon to be presented in Milan Fashion Week and design a global marketing strategy for it.

Student Marketing Strategy Specialist

AB Accelerator

The Arab Bank Innovation Hub and Accelerator program are two strategic pillars that drive innovation inside the Arab Bank. The AB Accelerator was launched to boost the Arab Bank's innovation by identifying early-stage technology startups and collaborating with them through funding, mentoring and testing their solutions with customers and markets through a proof-of-concept.

Main Responsibilities:

- Sourcing: Researching startups in different fields and gathering information on them to potentially contact those of exceptional performance. Some of the verticals I researched include Wealth Management, Customer Loyalty, and Cyber Security.  

- Market Research: In depth market research entailed looking into an industry’s overall market size and growth rates, major trends driving the market, technological impacts, market impacts, forecasts, market activity, and market data. I researched the PFM (Personal Financial Management) market.

- In Depth Competitive Analysis: Creating comprehensive competitive landscapes by looking into startups’ services, solutions, technologies, key features, traction, funding, and target customers. I learned how to identify direct and indirect competitors while mapping out their mission, vision, core values, niche market, strengths and weaknesses. I conducted competitive analysis for self-checkout and in-store financing startups.

- Creating Customer Profiles: Drafting personas of bullseye target audience to better understand the needs of customers and adjust potential solutions accordingly.

- Communication: Conducting meetings with representatives and entrepreneurs from different startups that the Arab Bank is looking to potentially invest in. These meetings include discussions about the startups’ performance and how they would benefit from joining the Arab Bank Accelerator program.

- Pitch Decks: Learning how to create a comprehensive pitch deck and understanding what investors and incubators look for in a pitch.

General Management Intern

International Academy of Television Arts & Sciences

The Academy was chartered with a mission to recognize excellence in television programming produced outside of the United States, and it presents the International Emmy® Award to programs in twenty categories.

Main Responsibilities:
- Content creation and design for the International Academy’s new website and social media platforms. - Videography, digital design via creative cloud, and collateral marketing designs.
- Full access to social media platforms to innovate content, find new strategies to maximize reach and engage audience and strategically market competitions.
-  Planning and executing the social media coverage for the 46th International Emmy Awards festivities.
-  Wore different hats while being the content creator, photographer, media executive, and event facilitator all at the same time throughout the festival, red carpet, and awards ceremony. 

This experience taught me how to manage to work under pressure in a busy environment and communicate professionally with celebrities and talents in the industry.

E-Marketing Intern

Internationally-experienced design and strategy thinker with a background working on three continents. Constantly seeking collaborative opportunities in the MENA region. Graduated with first class honors in BBA Strategic Design & Management + Minor Degree in Communication Studies from Parsons School of Design NYC/Paris.

Passionate about human-centric solutions, sustainability and the ongoing process, business decisions, and strategies that enable innovation and create effectively designed products, services, and environments that enhance the quality of life and provide sustainable systems: Socially, environmentally, & economically.

Tayma continuously explores assets of creative entrepreneurship and disruptive innovation while considering her role as a design thinker and strategist to be an agent of change.

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