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Work experience

Strategic Branding, Communications and Marketing



Conceived/Orchestrated 360-degree through-the-line branding, communication and marketing solutions for introductory brands;  For example:

> Branded National Petroleum Services, creating mega parent by combining strengths of 3 highly specialized, merged, petrochemical and oilfield support companies under consolidated umbrella as one-source solution provider, developing and designing cohesive sub-brand architecture system, making NPS largest service and solutions provider of kind in region

> Launched first ever Formula One Grand Prix event in Middle East with simultaneous brand creation and launch of region's foremost race track - Bahrain International Circuit, as well as generating highly effective corporate and off-racing season campaigns putting Bahrain in global spotlight

> Spearheaded vision, strategy and branding of 29 story, $66 million premium commercial property - Platinum Tower, achieving unprecedented sellout within 4 weeks from launch

> Named/Branded Mercator, in-house IT division within Emirates (Middle East's largest airline), transforming entity into dedicated sub-brand providing outsourced aviation technology solutions to global competitors



Enhanced/Evolved existing brands to renew visibility and image for optimal competitive edge and accelerated growth while changing corporate behavior and culture to reflect new identity and positioning;   For example:

> Reenergized and comprehensively re-branded long-standing institution - Bahrain Islamic Bank, complementing new look with behavioral strategy to guide customer service, recruitment, staff training and product development and nationwide campaigns resulting in acquisition of new younger customer base without surrender of traditional roots, core corporate values and originality

> Revitalized/Reengineered United Networks (leading IT/communications/media provider) creating brand experience starting with naming and brand architecture strategy, capitalizing on quality and innovation of products, exploiting customer confidence and driving market penetration among corporate and consumer audiences to achieve leadership and market domination

> Rebranded Kanoo Holidays (one of region's largest travel consultants) shifting focus from sporadic peak-time provider to "All Year Round" travel advisor appealing to both corporate and consumers to become Middle East's preferred vendor



Led, managed and delivered highly effective and vibrant marketing campaigns;  For example:

> Repositioned premium Audi ‘S' model range across 9 Middle East countries targeting discriminating consumers attracted to mainstay competitors by conceiving campaign's sophisticated, sporty, aggressive tone of voice and eventually growing agency's brand representation to 14 countries

> Elevated/Managed The Ritz-Carlton, Bahrain Hotel & Spa brand by designing highly targeted communication campaigns, creating and introducing "The Villas" sub-brand and developing select food and beverage concepts including naming, interior environments and all customer experience touch-points

> Positioned newly opened Abu Dhabi Mall by introducing "Closer To You" slogan, comprehensive branding and marketing campaigns including interiors, seasonal events and art/music extravaganzas to make mall Abu Dhabi's #1 retail destination for several years running

> Managed strategic planning and implementation of $12 million in Unilever media budgets (TV, print, outdoor and radio) in addition to developing campaigns from strategy and creative to testing and measurement with constant client interaction for FMCG brands including Comfort, Dove, Jif, Lipton, Pond's, Signal, Vaseline and Wall's

Marketing Leadership and Management


Started up Branding/Creative organization for multinational holding company and realized full operation within 45 days.

Devised name, unique positioning, brand attributes and visual identity system; designed/produced marketing collateral; negotiated office lease; purchased equipment; hired/trained in-house staff; established supplementary virtual creative team (Cape Town, Dubai, London, Singapore); implemented policies/procedures; developed quality control, studio systems and client service protocols; marketed aggressively; led all projects from inception to delivery.

Result:   Grew business to $.6 million during inaugural year operating in black; company rapidly gained positive reputation via client referrals; laid sound foundation for promising future growth.


Turned around/Transformed ailing graphic design operation into 360-degree strategic marketing organization.

Spearheaded aggressive expansion into regional markets and new industry sectors; controlled spiraling debt; managed corporate re-naming, re-positioning and evolution process across company operations, portfolio of services, marketing collateral and operational systems; led Client Service and Business Development teams; mentored managers with pitches and account planning; client serviced and led agency's key accounts; directed proposal process, costing, project planning, brand assessment, brand strategy, creative (concept, design, copywriting, production), advertising and media strategies and third-party suppliers.

Result:  Shifted company from red to black; achieved annual revenues of $1.7 million and sustained 16% growth.


Initiated/Headed Media Department of growing brand/marketing agency while also providing full-service client management to key accounts representing $1.3 million.

Directed strategic media planning and implementation of advertising campaigns across Middle East; developed/enhanced relationships with regional media; negotiated contracts securing highly preferential rates; led key client service teams; built business relationships; advised clients on strategy; oversaw critical brand and product launches from concept to final roll-out.

Result:  Grew media side of business to $.5 million in first year with year-on-year growth.


22 years of international experience (Atlanta, Toronto, Dubai, Bahrain); proven ability to start up and productively manage branding, marketing and creative organizations; fiscally astute; demonstrated aptitude for new-business acquisition and growth of client relationships; highly skilled in problem-solving and team/project leadership; experienced in leading and managing multilingual, culturally varied teams;

Strong record of marketing accomplishments in Brand Creation, Brand Development and Brand Management across diverse range of industries; proficient in managing entire communications process from understanding need, analysis and formulating innovative branding, marketing, advertising and media strategies to implementation across all channels and final delivery of solution.


> 360 Marketing & Communications > Brand Creation & Management > Brand Positioning & Values > Brand Guardianship > Product / Service Introductions > Marketing & Advertising Strategy > Creative, Production & Media Strategy

> Client Relationship Management > Account & Project Leadership > Team Direction > Business Development > Forecasting / Budgeting / Cost Control > Negotiations / Proposals > Strategic Alliances

> Company Leadership & Management > Start-up Operations / P & L> Revenue & Profit Optimization> Business Transformation> Multi-Cultural Management> Crisis & Change Management> Revenue Stream Generation


> Architecture> Automotive> Aviation> Consumer> Education> Electronics> Energy & Petrochemical> Finance & Insurance > Government> Healthcare> Hospitality> Human Resources> Information Technology> Nonprofit> Pharmaceutical> Real Estate> Retail> Media & Entertainment> Sport & Event> Travel & Tourism


> Managing Director / Account Director,   EM2 Brand,   Atlanta, GA, USA                                             2010 - 2012

> CEO / Director - Client Services & Brand Strategy,  Idendesign,  Manama, Bahrain                      2007 - 2008

> General Manager / Director of Client Services,   Artobrand,  Manama, Bahrain                              2003 - 2007

> Account Manager / Media Manager,   The Media House,  Dubai, UAE                                               2000 - 2003

> General Manager / Media Director,  Stockdale Landa International,  Dubai, UAE                            1996 - 2000

> Media Brand Manager,  Ogilvy,  Dubai, UAE                                                                                              1995 - 1996

> Media Planner,  Osterads Advertising,   Dubai, UAE                                                                                1994 - 1995

> Media Buyer,  Morris & Fellows Inc.,  Atlanta, GA, USA                                                                            1992 - 1994

> Media Assistant,  Media Canada Inc.,  Toronto, ON, Canada                                                                1990 - 1991

Clients Serviced

> Architecture: Gulf House Engineering

> Automotive:  Audi (Middle East Region), Avenue Car Hire, RUF Porsche

> Aviation:  Emirates Airline, Emirates Sky Cargo, Sharjah Airport Authority

> Consumer:  Comfort, Cussons, Dove, Jif, Lipton, Optima, Pond's, Signal, Sensodyne, Vaseline, Wall's

> Education:  Atlanta International School, Euro University, Georgia Perimeter College, Hope College,   Mount Vernon Presbyterian School, Reed Elsevier, Shorter University

> Electronics:  Samsung Gulf

> Energy & Petrochemical:  Kuwait Petroleum Corporation, Qatar Petrochemical, Natl. Petroleum Services

> Finance & Insurance:  Bahrain Islamic Bank, Credit One, International Investment Bank, Kuwait Projects Co,   National Bank of Dubai, The National Investor, Trust International Insurance

> Government:  All departments of the Federal Government of Canada, Emirates Post

> Healthcare:  Derma One, Sergicare

> Hospitality:  Hilton (Middle East - 15 properties), The Fairmont, Dubai, The Ritz-Carlton, Bahrain Hotel & Spa

> Human Resources:  RMZ

> Information Technology:  Hayat Communications, Hoshan Automation (IBM), Global Direct, Mercator,     PC Help, United Networks

> Nonprofit:  Atlanta Habitat for Humanity, United Nations Development Program

> Pharmaceutical:  Abbott Laboratories, Boehringer Ingelheim, Glaxo Wellcome

> Real Estate:  Abaad Real Estate, Dadabhai Noon, Green City, Pegasus Real Estate, Salhia Real Estate

> Retail:  Abu Dhabi Mall, Homart Inc. (18 malls), Marathon (20 malls), Palm Strip

> Media & Entertainment:  Century Cinemas, MyTV, Showtime, The Woodruff Arts Center

> Sport & Event:  Bahrain Heritage Festival, Bahrain International Circuit, Formula One Bahrain Grand Prix '04

> Travel & Tourism:  Dadabhai Travel, Emirates Holidays, Kanoo Holidays



Bachelor of Business Administration


Associate of Arts


Barbara Obrentz

I have known Zubin Bhesania for approximately two years. He was the account representative on a Creative Design contract with Georgia Perimeter College. His role was to ensure timely delivery of graphic design materials, supervise the strategic planning process, oversee placement of advertising and managing account billing. During his tenure, I found Zubin to be extremely reliable, trustworthy, and very personable. I would highly recommend him in any position which includes the services I described. Please feel free to contact me with additional information as needed.

André Arriaga

As a senior-level Managing Director for EM2 Design, Zubin often served as the primary project management and strategic liaision between myself (a writer contracted by EM2) and the marketing/communications department heads for several accounts I was involved with, including Georgia Perimeter College, Mount Vernon Presbyterian School and Elsevier.

Zubin's ability to juggle multiple needs, personalities, ever-changing client requests and any number of critical logistics in pursuit of a desired creative outcome was instrumental in the success of our work across a wide variety of advertising and marketing needs-including print, web, broadcast and direct mail. With time-sensitive deadlines that could mean the difference between continued growth or stagnation for a business, it's important to have someone like Zubin on your team who can keep a cool head and help navigate all parties towards a successful outcome. I was always thankful for his calm and collected demeanor when tracking down vital information to initiate or complete a project and appreciated his deep knowledge and expertise with branding.

With Zubin, you have a multi-faceted talent working on your behalf and I would recommend him to anyone looking to add a true Marketing and Agency expert (and major asset) to their ranks.