Dean Trueman

Sidra is a USD$9B hospital and medical research center and one of the most challenging and sophisticated greenfield medical projects ever undertaken.
Implementing a ‘turn-around’ of Communications and directing the “go to” market plan and strategy during the critical pre-launch phase.
Driving strategy and implementation change management, branding, creative, public relations, information management, internal communication, advertising, community consultation, events and stakeholder engagement and communications.

Brazil-based short-term consulting assignment to develop communication strategies, evaluate business opportunities and submit proposals (RFP's) in emerging markets. Focus on Sports (Olympic Games and World Cup) and Oil & Gas sectors.

Spearheaded development and implementation of full cycle marketing and communications strategies for MASDAR, the US$22 billion Sustainable City and the US$3 billion Strategic Tunnel Enhancement Program (STEP). Key member of the leadership inner-circle, influencing all decisions on corporate strategy, brand and key messages. Led stakeholder management, designing and positioning corporate messages both internal and externally at the highest levels of seniority. Oversaw planning and execution of the annual World Future Energy Summit (WFES) and the winning bid to host the 148 nation International Renewable Energy Agency (IRENA). Forged relationships with strategic partners, alliances, and sponsors. Directed messaging and contingency plans during emergency situations.

MASDAR Highlights:
• Instrumental in the winning bid to establish the 141 countries of the International Renewable Energy Agency (IRENA) in the United Arab Emirates.
• Conceptualized an exhibit strategy for WFES that attracted over 60,000 viewers.
• Conducting media interviews with the New York Times, Wired magazine, the Economist, and Time.
• Safeguarded MASDAR’s public image by introducing a strategic crisis communications protocol.
• Planned and managed the partner and media rollout of the Personal Rapid Transport (PRT) and the 9th largest solar energy field in the world.

STEP Highlights:
• Widened global recognition of STEP by redesigning communications, media strategy and PR.
• Gave keynote speeches and presentations to VIP audiences, including the UAE Royal Family.
• Won incremental media coverage by launching a highly visible conference strategy.
• Aligned all business units under a single risk management and business continuity framework.
• Facilitated program launch through effective leadership of the permitting and planning team.

Consulting assignment to direct communication strategies for World Cup (Qatar 2022), Qatar Olympic Games (Doha 2016) and Oil & Gas projects (Shell Oil). Achieved new sales, market share, and brand identity through branding, PR, ad campaigns and project management.

Directed all marketing communication and branding of the 15th Asian Games, “Doha 2006”. Managed hundreds of communication campaigns, including retail, merchandising, clothing, ticketing, sponsorship, volunteers, transportation, environment and FMCG. Oversaw diverse multimedia outlets including above- and below-the-line advertising, print, outdoor, point of sale, internet, interactive kiosks, cinema, radio and television commercials. Implemented a skillful media buying strategy that forged relationships with CNN, Discovery, CCTV, ESPN, BBC, Al Jazeera and ensured prime time coverage, live broadcasts and interviews. Created specialized Doha 2006 TV programming and web site to enhance media spending and ensured maximum audience reach.

Senior Marketing Communication Advisor
Managed strategic marketing communication of retail items, public relations, crisis communications, corporate social responsibility and communications. Initiated and developed PR division. Provided strategic counsel to senior managers on significant initiatives impacting reputation and corporate identity. Directed proactive solutions to trouble areas. Identified opportunities to reach company stakeholders through communicative action plans. Reorganized separate cells into integrated marketing operations and implemented optimal business practices, including ISO and Balanced Scorecard. Developed strategies for transition from government-owned into a publicly listed organization. Directed retail signage, including identifying products and partners, created content and standards, established marketing and pricing models. Negotiated win-win contracts with diverse range of vendors.

Orchestrated global marketing, promotion, and advertising programs for the company’s leading geographic information system product, handling more than 100 partners and resellers and over 50 annual trade events. Defined and spread awareness of the core brand identity within various media, including print, broadcast, and internet.
Highlights:
• Grew the brand globally by tripling advertising placements in international web and print media.
• Secured partnerships with Bell South, Microsoft, and Autodesk.
• Introduced uniform brand messaging across all media and communications.

Led a cross-functional team in the development of marketing and communications strategy. Directed brand positioning, media relations, PR, and investor relations.
Highlights:
• Demonstrated the company’s management team as cutting-edge in the area of VoiP innovation.
• Drove consistency in communications and messaging for several mergers and acquisitions.