Today we’d like to introduce you to Yazan Kakish.
Hi Yazan, please kick things off for us with an introduction to yourself and your story.
In 2007, I graduated from the New York Institute of Technology with a Bachelor of Science in Business Administration with a focus in marketing. Since then, I have built my career to become a seasoned Public Relationships and Communication specialist focusing on developing marketing and communication strategies with some of the industry’s largest institutions across numerous sectors such as finance and banking, hospitality and tourism, aviation and automotive, education, and tech as well as NGOs.
Through the incorporation of extensive market research and data analytics, I inject creativity, passion, and storytelling to build brands, create content, grow influence/revenue, build reputation, develop issue/crisis communication, provide executive media profiling/trainings, and execute high profile event planning/project launches. Throughout my career, I have worked with budgets as little as $20K USD up to $500M USD. No matter the budget, I strive to empower brands to express their individuality by establishing holistic marketing strategies that enable them to narrate their stories and engage efficiently, effectively, and creatively with their target audiences ensuring brand influence and perception. This has enabled me to serve on several executive committees are on a local, regional and international level earning titles such as the Youngest Director of Marketing for one of the largest hotel chains globally.
I began my career working in the Oil and Gas sector and quickly realized my passion lay elsewhere. From there I worked with some of the world’s most creative and sought-after PR and Communication Agencies including both Ogilvy and BBDO, where I personally handled a portfolio of over a dozen clients. After that I worked as the Director of Marketing and Communications with Marriott International for W Amman, I was entrusted to utilize the company’s global vision to develop a marketing and communication strategy. This included creating brand marketing campaigns and partnerships, brand activation and events, culture growth, management programs, and initiatives for online/offline implementation. From developing press releases and conducting interviews and writing articles, hosting events with partners, and creating content including photos, videos, and graphic material for various platform use. My processes were so effective that Marriott International has adapted some of the tactical strategies that I developed as “Best in Class” practices that are now implemented globally.
During the pandemic, all industries took a hit, particularly the hotel industry. As such, I took the decision to pause my career and pursue a higher education degree. So, back in January 2021, I enrolled in Texas A&M University-Commerce to get an MBA with a minor in Marketing Analytics, and in just a few months I look forward to graduating.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Rare is it when you find a road that is smooth plus it doesn’t make for a scenic drive. Firstly, and personally speaking, as an ex-pat that has lived and worked overseas away from home, it is always difficult leaving family, friends, and what you are accustomed to behind. But at the same time, it provides ample opportunity for growth, discovery, and more importantly adventure. Professionally speaking, when I started my career, I was always surprised that even though Clients hired us for our expertise as consultants, they still dictated what they wanted to see and have things done their way or frankly had no idea what they wanted. This would usually result in their money wasted not to mention my time, energy, and countless sleepless hours which was frustrating. Eventually, however, one master the ‘scientific’ art of building client relationships, and the road is certainly smoother afterward.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
As a young professional, I genuinely pride myself on my creativity and passion. No matter what the task at hand or the firm that I am working for I always ensure that we are thinking outside the box, looking for creative solutions while we paint beautiful tapestries and telling stories that will live on forever. Brands are real. They are alive and people connect with them as such we need to engage and connect back with audiences.
Currently, at Texas A&M University-Commerce in addition to studying, I am working as a GA for The Centre for Excellence and the College of Business. I am assisting them on social media to ensure we create a plan that is engaging not just with students (current, alumni, and perspective) but also with our faculty, staff, and our community. This holistic marketing approach has me and the team working on developing social media content calendars and pillars to creating content through designing and filming our own content.
My personal social media account, for all who know me is something I prize. When I created it, I thought long and hard about the name and finally choose @TheModernBedouin. A ‘Bedouin’ is the native Arab or nomadic Arab. Modern, well, because many would not presume that I am. I wanted to use the social media platforms to bring a collision of the worlds to showcase a different side of Arab people to my western friends and vice versa. This landed me an interview with non-other than one of CNN’s highest profile anchors.
During my tenure as the Director of Marketing and Communications, I launched a campaign on social media that was so effective that Marriott International has adapted its tactic that I developed as a “Best in Class” practice. The campaign resulted in over a 300% increase in followers, a roughly 2,700% increase in engagement, an increase in revenue not to mention became the talk of the town.
Before we go, is there anything else you can share with us?
I love to network so do not be afraid to reach out, share ideas, collaborate, etc. Let’s make content that leaves lasting impressions.
Contact Info:
- Email: yazzankakish@gmail.com
- LinkedIn: https://www.
linkedin.com/in/yazzankakish/ - Instagram: @TheModernBedouin
