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Barbara Essam

@barbaraessam

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Creative Art Director at SG Group For Aesthetics, shaping integrated brand campaigns with AI-powered creative tools.

Egypt

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At SG Group For Aesthetics, I lead creative direction for branding, marketing, and communications, guiding design across digital, print, social media, events, and experiential work. I also integrate AI-powered creative tools into the process.

For EDEX 2025 with Orchestra Media, I drove a 2,595% increase in organic engagement through a 34-post content strategy. I also aligned online content with event touchpoints for more than 450 exhibitors.

At Elenor Marketing Agency, I directed creative strategies for brands including Coca-Cola, Dell, Pfizer, and Merck, and produced and directed industrial documentaries for Coca-Cola and Global Napi Pharmaceuticals. Earlier, I designed luxury residential and commercial spaces and helped align the Renaissance Hotel renovation with Renaissance/Marriott brand standards.

Experience

Work history, roles, and key accomplishments

Current

Creative Art Director

Current

SG Group For Aesthetics

Feb 2026 - Present (7 months)

Lead creative direction for branding, marketing, and communication projects, developing innovative concepts and visual strategies aligned with business goals. Manage and mentor creative teams, oversee design execution across digital, print, social media, events, and experiential marketing.

Creative Direction Branding Marketing Design Strategy Team Management Art Direction AI Creative Tools Project Management

Marketing Executive – EDEX 2025 (Project-Based)

Orchestra Media

Sep 2025 - Dec 2025 (3 months)

Drove a 2,595% increase in organic engagement and expanded organic page reach by 18% through a data-driven content strategy. Architected omni-channel alignment and led global client integration for international delegations.

Content Strategy Social Media Marketing Omni Channel Marketing Data Analysis Client Management Event Marketing Brand Consistency

Head of Design

And Agency

Mar 2025 - Jul 2025 (4 months)

Directed a multidisciplinary design squad, orchestrating the full design lifecycle for 2D/3D environmental graphics. Accelerated business development by presenting high-conversion creative concepts to C-suite clients and enforced strict quality control and budget adherence.

Design Leadership 2D 3D Design Environmental Graphics Business Development Quality Control Budget Management Project Management Sustainable Design

Creative Director

Elenor Marketing Agency

Jan 2023 - Jan 2025 (2 years)

Directed end-to-end creative strategies for global corporations including Coca-Cola, Dell, Pfizer, and Merck. Produced and directed industrial documentaries and engineered product launches that delivered a 79% increase in lead generation for startups.

Creative Strategy Brand Management Film Direction Production Script Writing Voice Over Multichannel Campaign Management Lead Generation Budget Management Team Leadership

Content Creator

Elenor Marketing Agency

Dec 2020 - Dec 2022 (2 years)

Engineered 360-degree content ecosystems across Instagram, LinkedIn, YouTube, and offline initiatives, increasing total audience reach by 52.8%. Directed end-to-end production of high-conversion multimedia assets and utilized Adobe Creative Suite for visual design.

Content Strategy Social Media Video Production Photography Copywriting Adobe Creative Suite Photoshop Illustrator Canva Analytics Audience Research

Interior Designer

Self-Employed

Nov 2018 - Aug 2019 (9 months)

Directed architectural and interior design for luxury residential compounds in the USA, managing full project lifecycles remotely. Spearheaded the renovation of the Renaissance Hotel and designed high-end spatial environments for multinational corporations.

Interior Design Architecture Project Management Luxury Design Hospitality Design Brand Standards Corporate Design

Education

Degrees, certifications, and relevant coursework

Thebes Academy For Engineering

Bachelor, Architecture Engineering

2013 - 2018

Grade: 3.11

Bachelor degree in Architecture Engineering from Thebes Academy For Engineering, Cairo, Egypt, with a GPA of 3.11.

Almentor

Digital Strategy 4.0, Digital Strategy

Completed Digital Strategy 4.0 certification from Almentor.

Ministry Of Communications & Innovation technology-Egypt FWD

Digital Marketing Professional nano Diploma, Digital Marketing

Earned a Digital Marketing Professional nano Diploma from the Ministry of Communications & Innovation Technology (Egypt FWD) in partnership with Udacity.