Team Overview
| Name | Role | Location | Function |
|---|---|---|---|
| Noura | Founder / 360° Oversight | Canada | Strategy + execution visibility, final approval across all lanes |
| Emily | Creative Strategy Lead | Canada | Creative strategy lead, directs Racha on strategy, creative approval |
| Hanna | Influencer Marketing Manager | Canada | Influencer strategy + relationships |
| Omar | Influencer Marketing Coordinator | Canada | Influencer outreach + execution |
| Yusup | PR & Brand Partnerships | Canada | Press, partnerships, brand collabs |
| Racha | Senior Account Manager | Dubai | Client lead, cross-team glue, approvals |
| SMM | Social Media Manager | Dubai · hire | Content calendar owner, social execution |
| Producer | Production Coordinator | Dubai · hire | Shoot production, logistics, vendors |
How the Team Works
Strategy & Creative
Emily, Hanna, Omar, and Yusup set the direction — creative strategy, influencer approach, PR, brand narrative.
Execution & Client
Racha, SMM, and Producer translate strategy into execution, holding the client relationship and local market knowledge.
Racha
Bridges both teams and both time zones. All approvals, feedback loops, and client comms flow through her.
Reporting Structure
Emily — Creative Strategy Lead
└── Racha — Senior Account Manager (Dubai lead + cross-team connector)
├── SMM — reports to Racha
└── Producer — reports to Racha
Hanna — Influencer Marketing Manager (Canada)
├── Omar — Influencer Coordinator
└── Yusup — PR & Partnerships
Hanna ↔ Racha — influencer strategy aligned to brand goals + local ecosystem
Content Calendar Ownership
Role Scopes
Racha — Senior Account Manager
Dubai- Primary point of contact for TGM
- Lead weekly status calls with client and internal team
- Own master project tracker and approval workflow
- Ensure Canada strategy is localized and culturally relevant for UAE/GCC
- Manage all feedback loops: collect client notes, route to right team member, confirm action
- Oversee Dubai team day-to-day (SMM + Producer)
- Coordinate cross-team syncs (Canada ↔ Dubai weekly)
- Review content calendar from local and client lens before approval
- Oversee influencer and PR activations for regional accuracy
- Manage onboarding of Dubai hires; connect them with Canada counterparts
- Flag blockers early — don't let issues sit
Emily — Creative Strategist
Canada- Develop and maintain the brand creative strategy for TGM
- Write and own creative briefs for all major campaigns and shoots
- Set the visual and tonal direction for content
- Approve content calendar from a strategic and creative lens
- Give directional feedback to SMM on content quality and alignment
- Collaborate with Racha on strategy localization for GCC
- Support onboarding and training of Dubai SMM (creative direction)
- Ensure influencer and PR activity aligns with brand positioning
- Provide references, mood boards, and creative context to the team
SMM — Social Media Manager
Dubai · hire- Own and manage the master content calendar
- Build content plans based on Emily's creative strategy and Racha's local/client direction
- Submit content calendar for review: Emily (creative) → Racha (local + client)
- Design and produce social content — graphics, captions, formats
- Manage day-to-day publishing across Instagram + TikTok via Planable
- Monitor engagement, respond to community, flag notable moments
- Track performance metrics; report monthly via Sprout Social
- Implement client and team feedback efficiently
- Collaborate with Producer on shoot asset delivery timelines
- Participate in weekly sync with Racha + Emily
Producer — Production Coordinator
Dubai · hire- Build and manage shoot schedules, call sheets, shot lists, and run-of-show
- Source and book crew, talent, vendors (photographers, videographers, HMUA, stylists, etc.)
- Negotiate contracts and rates; manage production budgets
- Coordinate with creative team on storyboards and art direction needs
- Manage all vendor and talent relationships
- Liaise with SMM on asset handoff and post-production timelines
- Support Racha on budget tracking and approvals
- Maintain and grow the creative contractor database
- Ensure smooth on-set execution; troubleshoot in real time
- Manage post-production workflow: editing, color, delivery
Hanna — Influencer Marketing Manager
Canada- Develop influencer strategy aligned with TGM brand positioning
- Identify and vet talent tiers (hero, mid, micro) for campaigns
- Manage senior influencer relationships and negotiations
- Build campaign briefs for influencer activations
- Oversee Omar's outreach and coordination
- Loop Racha in on all UAE-facing activations for regional accuracy
- Report on influencer performance and provide optimization recommendations
Omar — Influencer Marketing Coordinator
Canada- Build and maintain influencer database
- Handle day-to-day outreach, follow-ups, and relationship management
- Coordinate gifting, deliverables, and content submission timelines
- Track influencer content performance
- Support Hanna on campaign execution
Yusup — PR & Brand Partnerships
Canada- Identify and develop press opportunities for TGM in the GCC
- Build and manage media relationships
- Develop brand partnership strategy and sourcing
- Negotiate and manage partnership agreements
- Coordinate with Racha on regional press angles and timing
- Maintain and grow the creative/vendor database in Notion
Team Charter
One source of truth
All briefs, calendars, and status updates live in one place. If it's not in the project tool, it doesn't exist.
Racha is the approval router
All client feedback and approvals go through Racha. Don't route around her — it creates noise and missed context.
Content calendar ownership
SMM builds → Emily approves creative → Racha approves local/client → weekly sync. No content goes live without both approvals.
Weekly sync is non-negotiable
Racha + Emily + SMM every week. Blockers surface here, next week gets aligned. Others join when relevant.
Canada → Dubai via brief
Creative direction travels as a written brief — not ad hoc Slack messages. Clear, referenced, actionable.
Racha localizes everything
Before anything goes to client or goes live, Racha reviews it for cultural and commercial fit in the GCC. Non-optional.
Influencer + PR loop Racha in
Any UAE-facing outreach or activation needs Racha's eyes before it goes out — no exceptions.
Flag early, not late
Something off track? Say it in the weekly sync or Slack immediately. Racha solves problems — but only if she knows.
Respect the lanes
Creative direction comes from Emily. Production logistics are the Producer's domain. Don't blur the lines.
Treat TGM as a partner
Bring them in on strategy, not just approvals. They have context and a point of view — use it.
Call Cadence
Client Status Call
Racha + TGM client. All work is presented, aligned on, and signed off. This is the official client touchpoint.
Internal Team Sync
No client on this call. Internal alignment — content calendar review, blockers, next week planning.
Full Team Strategy Call
All hands. Strategy, learnings, progress, and planning. A space for both teams to connect beyond weekly check-ins and calendar updates — big picture thinking, shared context, team alignment.
Communication Stack
| Tool | Purpose |
|---|---|
| Slack | Day-to-day team comms, fast feedback |
| Planable | Content calendar management + approvals |
| Notion | Briefs, SOWs, vendor database, project docs |
| Sprout Social | Social analytics + reporting |
| Formal client comms only |