Dina Dabbous

– Manage integrated consumer PR and corporate communications strategies for PepsiCo's brand portfolio across Saudi Arabia and UAE — two distinct regulatory, cultural, and media environments — simultaneously.

– Design and execute multi-market campaigns anchored in cultural moments, national occasions, and platform native storytelling, driving measurable earned media coverage and brand visibility.

– Maintain and develop an active network of journalists, editors, influencers, and cultural stakeholders across the Gulf, securing consistent media placements and thought leadership opportunities.

– Lead agency briefing, content oversight, and campaign delivery across consumer and corporate PR workstreams, managing competing priorities across multiple brands and markets.

– Partner with brand and marketing teams to ensure communications strategy is tightly aligned with business objectives, creative direction, and regulatory requirements in each market.

– Develop and execute crisis communications plans in coordination with corporate affairs leads, ensuring rapid, accurate, and reputation-protective responses across markets.

– Led regional social impact communications across multiple Middle Eastern markets, navigating distinct government relations landscapes, cultural sensitivities, and stakeholder expectations in each.

– Designed integrated communications strategies for social programs, spanning earned media, owned content, influencer activation, and internal communications simultaneously.

– Built a strategic stakeholder engagement framework in Saudi Arabia, establishing partnerships with government bodies, NGOs, and private sector organisations to amplify program reach.

– Managed program budgets, delivery timelines, and impact reporting across markets — demonstrating the execution discipline and multi-tasking required in fast-paced regional roles.

– Directed brand and corporate communications across earned, owned, and on-ground channels, managing agency partners, internal stakeholders, and media relationships concurrently.

– Conceived and executed the Arab Youth Hackathon for Climate Action — a five-country regional programme with the Arab Youth Center and Plug and Play, culminating in a live showcase at COP28 in Dubai.

– Led She Works Wonders, a flagship consumer and corporate PR programme, generating significant media coverage while empowering 600 female graduates and integrating 50 into PepsiCo's operations.

– Delivered Chipsy RePlay — Egypt's first sustainable community football pitch made from recycled chip packaging — a campaign combining consumer storytelling, corporate PR, and community impact.

– Executed She Feeds the World across four Egyptian governorates, reaching 65,000 individuals; developed all external communications and media strategy for the programme.

– Represented PepsiCo Egypt at COP27 in Sharm El Sheikh, managing press engagement and communications for the company's sustainability showcase at a major international platform.

– Supported Government Affairs and Public Policy communications work within the Corporate Affairs function, building fluency across B2B, consumer, and regulatory communications.