Zahraa is Chief Operating Officer at Edelman UAE.
Zahraa is a dynamic leader with a strong digital and social media background and over 15 years of experience in the UAE market. Born and raised in London with Iraqi roots, Zahraa is fully bilingual in Arabic and holds a degree in Biomedical Engineering. With a proven ability to lead complex operations and drive new business development, Zahraa has built and managed integrated communications strategies for some of the world’s most renowned brands.
Throughout her career, Zahraa has successfully launched and managed digital and social media divisions across multiple organizations, gaining deep expertise in operational efficiency and client advisory. Her ability to integrate strategies across disciplines has been a key factor in her success, enabling seamless collaboration and execution across diverse teams. Zahraa has led high-profile pitches and crafted integrated strategies for regional and global campaigns, working with clients such as HRH The Crown Prince of Dubai, Bentley Motors, Under Armor, McLaren Automotive, Boehringer Ingelheim, the Abu Dhabi Department of Culture and Tourism, and Dubai Culture.
Recently, her focus has been on expanding operations in the Saudi market, where she has spearheaded advisory for high-profile clients such as the Public Investment Fund (PIF), AS Watson, and Google, driving strategic communications and business growth. At Edelman, Zahraa leverages her extensive experience to optimize operations, drive new business, and deliver strategic growth, ensuring the agency’s continued success in an ever-evolving landscape.