LANA TABBA’A

+962-79-5322-200                                 ltabbaa74@gmail.com                            skype: lana.tabbaa

MARKETING & COMMUNICATIONS EXPERT

“An experienced marketeer, skilled in strategic planning, public relations and communication, with a passion for writing and public speaking.  A professional who possess strong analytical and technical skills, based on an engineering academic foundation.”

EXPERIENCE & SKILLS

Skilled in brand development, strategic planning, marketing strategy implementation, new business development, number analysis, public speaking coaching & mentoring, creative writing, speech & business writing.

The International Academy – Amman – Public Relations & Communications Manager (2016-present)

Manages the school’s events, trips, social media, all written external & internal communication and the annual calendar. Leads a team of 4. Initiated a Wellness Programme and implemented the Toastmasters Youth Program among Grade 9-11. Also assisting in fund-raising and building naming rights for the entire school. The department also handles guest speakers and speech-writing.

Public Speaking Academy, Jordan – Public Speaking Coach (2014-present)

Attended a ToT at the Public Speaking Academy in the UK and officially became a Trainer for verbal & non-verbal communications. Coaching one-on-one and groups on a 3-level approach in public speaking including ‘Art of Speaking’, ‘Body Language’, ‘Talk Like Ted’ and ‘Youth Leadership Speaking’.   Organized public training workshops and planned media campaigns through social media and targeted corporate sales presentations.

Fine Taste Company, Amman – Jordan – Communications Consultant (2007-2014)

Fine Taste owns the franchise for the Canadian cafe chain java u, Zoka and Bennigan’s. I spearheaded all strategic marketing activities, advertising and PR events for all 3 brands since inception. Performed weekly sales and promotions analyses and business reviews presented to top management and headquarters.

Ipsos , Amman – Jordan – Part-Time Qualitative Consultant (2005-2007)

Qualitative Research department: involved in proposal writing, discussion guide design, report writing, groups moderation, project management & supervision, client-servicing and presentation of research results.

The Royal Court, Office of His Majesty King Abdullah – Assistant to The Chief of Royal Protocol of HM King Abdullah’s Office (2003-2004)

Scheduling HM’s daily calendar as well as being part of the advance team in charge of protocol arrangements during HM’s trips abroad. Lead a nation-wide opinion poll for HM and used the findings to strategically plan HM’s annual activity calendar.

Afkar Promoseven Advertising, Amman – Jordan – Strategic Planning Director (1997-2003)

Lead a team of planners to identify and unlock insights that create value between the consumer and the brand through market and consumer research. Results were construed into a value proposition and a creative brief that was designed to inspire the creative team, who finally executed the advertising campaign.

Also, launched ‘Pulse’ -an in-house proprietary tool, qualitative in nature that categorizes consumers into different segments according to psychographic and demographic criteria. Through moderating such discussions, I developed deeper insights into our various target audiences, and helped my department develop a sound roadmap including a brand footprint and a selling strategy.

I was involved in all new business pitches and presentations, designed marketing strategies as well as annual planning reviews based on market and consumer insights, market trends and client brief/vision.  Brands included the likes of McDonald’s, Coca-Cola, Royal Jordanian, Cairo Amman Bank, Fastlink, Siniora, alo, McMagic, Al Nisr Insurance. Helped set up the Ramallah office and supported the launch of Paltel Telecommunication and Arab Bank schemes.

Associated Press, Amman – Jordan – Wire writer (1997)

News correspondent covering political, economic, social and sports news.

MEMBERSHIPS:

§  Toastmasters International: CC & ALB award.

§  Jordanian Engineers Union, Chemical Engineering Department.

CERTIFICATES & HONOURS:

§  1st place winner in International Speech at Division N Toastmasters (April 2016)

§  Certified Public Speaker Trainer, The Public Speaking Academy, UK (2014)

§  HM King Abdullah’s Independence Order of the Fourth Degree, the Hashemite Kingdom of Jordan (2003)

§  The Roadmap by McCann-Erickson, France (1999)

§  Presentations workshop by McCann-Erickson, Bahrain (1998)

EDUCATION:

§  University of Jordan (1997), B.Sc. Chemical Engineering

§  Dulaney High School (1991), High School Diploma, Maryland, USA