Youssef Idrissi

Selected work

Accounts I have led or supported, grouped by team. Filter by team above, or select any tile for its recap.

Seven selected projects across five teams, from national programmes to global consumer brands.

• Global Think GroupQuality of Life ProgramSaudi national programme+
• Global Think GroupGlobal Cybersecurity ForumCybersecurity forum+
• House of CommsMichelinTyres and mobility+
• House of CommsStarbucksFood and beverage+
• Q CommunicationsRotana HotelsHospitality+
• Oliver Agency at ReckittReckitt brandsDettol, Veet and Gaviscon+
• Red TicZephyr MarrakechHotel+

What I do

The work I am usually asked to take on.

• Social and digital strategy

  Strategy for national and global accounts, from positioning and content plans to new business.

• AI and automation

  I set up AI-assisted workflows and automations that take repetitive work out of digital and social media, so teams spend their time on the work that needs people.

• Paid media

  Designing and delivering paid media strategies, with Facebook and LinkedIn campaigns overseen from early in my career.

• Reputation, risk and crisis intelligence

  Reputation and risk assessments for clients, and crisis intelligence work during regional crises.

• Creative and content leadership

  Leading creative and social teams, multilingual content, and photo and video shoots.

• Influencers and partnerships

  Influencer partnerships, external agencies and business partners, managed toward one set of objectives.

• Listening and reporting

  Social listening, competitor analysis and regular reporting for clients.

Experience

Ten years across agency and advisory teams in the UAE, Saudi Arabia and Morocco.

1. Associate Digital Director

   Global Think GroupDubai and RiyadhApr 2024 to present
   • Define and drive social and digital strategy for high-profile national and global accounts.
   • Conduct client reputation and risk assessments across social and digital channels.
   • Design and implement paid media strategies, from planning through execution.
   • Lead crisis intelligence work during regional crises to protect client communications.
   • Act as senior strategic advisor to clients on digital presence and brand perception.
   • Lead creative and social teams, setting direction and quality standards.
   • Manage external agencies and partners to deliver brand and campaign objectives.

   Key accounts: Quality of Life Program, Global Cybersecurity Forum, Remat Al-Riyadh Development Company

2. Senior Social Media Manager

   House of CommsDubaiDec 2021 to Apr 2024
   • Led multilingual social media content creation for regional and global brands.
   • Led client relationships, ensuring consistently high satisfaction.
   • Built and nurtured influencer partnerships.
   • Developed social media and new business strategies.

   Key accounts: Michelin, Starbucks, GE Aerospace, Gulfood

3. Social Media Manager

   Q CommunicationsDubaiApr 2021 to Dec 2021
   • Created bilingual content across social media platforms.
   • Oversaw Facebook and LinkedIn paid campaigns.
   • Planned and managed photo and video shoots.

   Key accounts: Rotana Hotels, Fitness Time, Mapei

4. Social Media Manager

   Oliver AgencyDubaiMay 2020 to Apr 2021
   • Adapted social media strategies and playbooks for Reckitt’s brands across the MENA region.
   • Established social listening and competitor analysis practices.
   • Managed English and Arabic social media content creation.

   Key accounts: Dettol, Veet, Gaviscon (Seconded at Reckitt)

5. Senior Social Media Executive

   House of CommsDubaiSep 2018 to May 2020
   • Managed Arabic content creation and community management.
   • Delivered monthly social media reporting and contributed to strategy development.

   Key accounts: P.F. Chang’s, Logitech Gaming, Acer

6. Social Media Specialist

   Red TicCasablanca, MoroccoJul 2017 to Jul 2018
   • Created French and Arabic content and managed online communities.
   • Managed paid social media campaigns on Facebook.
   • Delivered weekly and monthly performance reporting.

   Key accounts: Zephyr Marrakech

Toolkit

What I use day to day.