Pierrick Le Bourdiec
CONTENT STRATEGIST | MARKETING & COMMUNICATION S CONSULTANT
Dubai, UAE – Paris, France | --| https://linkedin.com/in/pierricklebourdiec
Professional Profile
An experienced content strategist and marcom consultant, I transform organizations' approach to content planning, development,
management, and measurement, and move them into a future of meaningful, fully connected content experiences, creating new
spaces for communications and conversions across multiple touchpoints. To craft memorable experiences with clear and convincing
messages that resonate with people around the world, I rely on research, data, storytelling, and audience behavior, to shape strong
narratives and develop cross-channel journeys tailored to different personas.
A strong understanding of marcom techniques, proficiency in content management, and knowledge of digital best practices enable
me to leverage cost-effective strategies and compelling content while achieving complex functions with measurable and optimizable
results. I ensure distribution to the right audiences across platforms. With an international career spanning over 20 years, and a
solid background in journalism, copywriting, screenwriting, creative direction, and consulting, I develop interactive content schemes
and customer-centric go-to-market solutions meeting corporate and marketing objectives.
Areas of Expertise
•
•
•
•
•
Content & Marketing Strategy
Content Creation & Management
Events Project Management
B2C / B2B Creative Marcom
CRO, SEM & Social Selling
•
•
•
•
•
Branding and Advertising
Copywriting and Journalism
Inbound Content Marketing
Social Media Content Strategy
Screenwriting & Storytelling
•
•
•
•
•
Art and Design Direction
Market Research / Data Analysis
Budget / Cost / Quality Control
Cross-functional Leadership
Bilingual English and French
Notable Career Highlights
▪
Currently consultant for an HR consulting firm, I have developed content and marcom strategies, setting the stage for execution
teams and monitoring content from planning to assessment, and analytics configuration (metrics and KPIs). I optimize content
and adjust narrative journeys for promotional distribution (email marketing & social media) using various tools from WordPress
CMS to Hubspot CRM and Google Analytics, Search Console, Keyword Planner and Google Ads (Confidential, UAE).
▪
Appointed Marketing Manager to support the creation, promotion and launch of Ai Everything 2019 event ai-everything.com
the world’s first government-led AI Summit in line with the UAE AI Strategy 2031 (8-month full-time contract l DWTC, UAE)
▪
Commissioned by various agencies to deliver strategic consultancy and to conceptualize, create and develop branded content
(editorial, digital and films) for major international events (10th Arab Strategy Forum in Dubai, UAE; 7th International Forum of
NGOs with UNESCO and MiSK Foundation in Riyadh, KSA; Zayed Future Energy Prize Awards Ceremony in Abu Dhabi, UAE)
▪
Successfully negotiated and won agency pitch and annual retainer contracts with major brands and delivered delivering
engaging social media campaigns, in-store activations, ATL/BTL campaigns, digital strategies and PR campaigns (JAD, UAE)
▪
Played a pivotal role in enhancing creativity and quality of work through data analysis and reorganization of internal processes,
scrutinizing the full lifecycle for creative processes and overseeing changes to art, copy and production departments (JAD, UAE)
▪
Instrumental in driving business growth through sharing knowledge of urban planning and architecture, which led to a
significant increase in high-profile projects including major urban projects and real estate programs up to 200,000sqm of
sustainable residential and office space developments and 1,000,000sqm for urban projects (Ultra-Fluide, Paris, France)
▪
Spearheaded the implementation and delivery of a major FMCG group’s rebranding strategy through supervising content, CMS
and UI/UX development for branded websites www.agrivitafeeds.com and www.grandmillsuae.com and producing a series of
‘How To’ social videos. In addition, proposed and implemented loyalty programs for Grand Mills and Agrivita, and led the
implementation of social media strategies for both brands throughout the Gulf region markets (Agthia Group, Abu Dhabi)
▪
Negotiated and won the agency pitch in 2015 and 2016 for the annual Gala Dinner (over 1,000 guests every year) visual identity
strategy with ownership of designing main visuals based on the events’ theme and creating engaging adaptations for print,
video and digital streams including venue branding for the event (French Business Council Dubai, UAE)
▪
Supported the production, created and implemented the Art Direction of Nayla Al Khaja’s narrative film Animal, which was
nominated for the Muhr Emirati Awards at the Dubai International Film Festival in 2016, and won the Jury Special Prize for ‘Best
Short Fiction’ at the 9th Italian Movie Award in 2017 and the Jury Award for ‘Narrative Film’ at RAKFAF in 2018 (UAE)
Career History
CREATIVE CONTENT STRATEGIST | DIGITAL MARKETING AND COMMUNICATIONS SPECIALIST
FREELANCER, DUBAI: AUG 2016 – PRESENT
Key Accountabilities and Achievements
▪ Provide marketing and communications strategy and consultancy including branding, visual campaigns development, creative
copywriting and digital content for clients on a local, regional and international basis to support brands in expanding their reach
▪ Manage concepts, content creation, screenwriting and art direction to support film development and production, recommend
appropriate formats for content, plan schedules, resolve operational issues, oversee pre-production, production and postproduction stages, and liaise with suppliers and freelances across animation, motion-graphics, sound, editing and casting
▪ Manage, coordinate and schedule the delivery of branding, ATL-TTL-BTL campaigns, and content production requirements for
digital media, social marketing, advertising and overall brand awareness in line with client specifications
▪ Work closely with clients, multi-national accounts, advertising agencies and production houses to facilitate delivery of turnkey
solutions in YouTube, Instagram and OTT platforms
▪ Devise and execute campaigns and corporate strategies for clients across multiple sectors including real estate, HR consulting,
banking & finance, hospitality, oil industry, film and video production, FMCG, retail, F&B, and tourism
Main Projects
Oversee and coordinate the full end-to-end lifecycle of projects including:
▪ Marketing Manager at Dubai World Trade Centre: strategy and content development for Ai Everything (ai-everything.com);
management of digital, social, video and printed materials based on needs of governmental (Ministry of AI, National
Programme for AI, Smart Dubai, Dubai Police…) and international stakeholders (HPE, Intel, Sensetime, Huawei, Microsoft…);
social media and website management to build audience and deliver on objectives; lead generation, conversion and tracking of
responses to marketing campaigns and spend (Full-time contract from October 2018 to May 2019)
▪ Development and implementation of a MarCom strategy (branded content and digital campaigns) for Nayla Al Khaja Films LLC
(including the creation of www.naylaalkhaja.com) encompassing the development of concepts and scripts for various TVCs and
corporate films (Al Futtaim Group Real Estate and Masdar Sustainable Week, for example) and the development of a feature
film for producers’ markets in Dubai (DIFF) and France (Cannes Festival)
▪ For Pixel House: corporate content strategy; branded editorial and visual content for an oil company (Dragon Oil); branded
content for a boat manufacturer (AS Marine); screenwriting (corporate films and 13-episode series for OTT platforms); branded
content, strategic consultancy and event scripting (Arab Strategy Forum in Dubai)
▪ Branded content and event scripting for event management and branding companies: the International Forum of NGOs with
UNESCO and MiSK Foundation in Riyadh and the Zayed Future Energy Prize Awards Ceremony in Abu Dhabi
▪ For B2Cham Pictures: digital content strategy and scriptwriting for automotive brands (Renault, Nissan, Audi)
▪ Branded content, corporate and promotional films scriptwriting for healthcare organizations: Burjeel Hospital and Saudi
German Hospital in Dubai; Lifecare Baniyas Hospital and LLH Hospital in Abu Dhabi
▪ Commissioned by various Middle Eastern and European marketing and advertising agencies to create, manage and edit branded
content, shape stories in both B2B and B2C formats, provide strategic consultancy and scriptwriting for promotional films for
brands like Maserati, Bioderma Naxos MENA, Air Arabia, Subway, Ferrari World Abu Dhabi, Steigenberger Hotels…
▪ Ken International in Abu Dhabi (engineering, construction and architecture consultancy): branding, editorial guidelines, website,
launch campaign and marketing collaterals
▪ Art Director for the 5-day shooting of the narrative film Maryam, an Emirati production, directed by Mohammed Al Hammadi
CREATIVE DIRECTOR | MARKETING STRATEGIES PLANNER
JAD, DUBAI: AUG 2014 – AUG 2016
Key Accountabilities and Achievements
▪ Oversaw and coordinated the delivery of creative solutions and strategies for the organization with leadership responsibility for
a team of up to 16 design and copy professionals, while engaging the team in design thinking practices
▪ Managed the development of marketing materials for client campaigns encompassing websites, radio, video, social media, POS
activations and OOH ensuring alignment with client specifications, data, timelines and budgets
▪ Worked in close collaboration with the GM to establish and oversee the implementation of the agency’s new strategic
orientations with accountability for negotiating retainer contracts, driving business growth and engaging with clients
▪ Provided comprehensive and strategic support to marketing managers regarding driving business and revenue growth
▪ Delivered creative, agile and engaging solutions for major clients including Agthia Group in Abu Dhabi, Easa Saleh Al Gurg
Group, IFFCO, Sharjah Cooperative Society and the French Business Council
Agthia Group, Abu Dhabi (Grand Mills and Agrivita)
▪ Developed creative content and strategy for the client 6–10 B2B / B2C campaigns per annum with accountability for supporting
the two brands in establishing their annual marketing plan, identifying MarCom opportunities, recommending marketing and
advertising content, and developing and implementing solutions and tools; Delivered best-fit copy for all types of interfaces and
digital experiences, while ensuring data optimization through mainstream SEO tools (Screaming Frog) and Google Analytics
IFFCO (London Dairy, Igloo and Quanta)
▪ Produced creative content across print, digital and radio streams for 5 client B2C campaigns per annum with accountability for
recommending appropriate creative and activations for the MENA region, developing adaptations for other markets including
UAE, KSA, Bahrain and Kuwait and proposing online and offline materials and launch strategy for a new range of products
Easa Saleh Al Gurg Group (IDdesign, Benetton, Kare and Chattels & More)
▪ Provided creative and strategic support for client B2C campaigns, digital activations and branding strategies with accountability
for recommending creative and MarCom strategies in Dubai and Abu Dhabi, developing concepts, creating visuals, developing
in-store materials, proposing digital tools to increase brand equity and re-engineering existing branding for clients. Met volume
and quality metrics for qualified lead generation, enhanced search engine result rankings with the use of taxonomy process,
increased visitors to website and blogs and increased shares, mentions, and likes on social media.
Sharjah Cooperative Society (30 supermarkets)
▪ Offered strategic and creative support for the rebranding and agile digital transformation of the organization, after successfully
negotiating and securing a yearly retainer contract with the group. Duties included preparing the rebranding strategy,
proposing planning and tools for digital transformation, initiated A/B testing processes and WordPress for web development,
designing content for management workshops and seminars, developing and implementing monthly campaigns and suggesting
innovative in-store activations
French Business Council (Dubai and Northern Emirates)
▪ Devised creative and carefully crafted strategic B2B solutions for this International Chamber of Commerce encompassing event
branding and MarCom content recommendations
CREATIVE DIRECTOR | HEAD OF CONTENT & SCREENWRITER
TAMBI STUDIOS, DUBAI: OCT 2013 – JUL 2014
Key Accountabilities and Achievements
▪ Appointed on a contract basis with accountability for conceptualizing, writing and developing multiple scripts with ownership of
the full end-to-end production processes
▪ Worked in close collaboration with the GM and Producers to plan and develop engaging long and short form branded content
for clients including the Federal Telecommunications Regulatory Authority, the Prime Minister’s Office, Etisalat and DEWA
▪ Provided effective and collaborative leadership to highly-skilled teams ensuring projects and materials were delivered in line
with stringent quality standards, creativity and production value
▪ Liaised with clients, producers, film crews, editors, graphic designers and sound engineers to facilitate delivery of outcomes
whilst also cultivating and managing relationships with third parties
▪ Introduced live-streaming, dubbing & subtitling, and scripting functions to enhance offerings to clients
▪ Instrumental in negotiating, proposing and pitching creative ideas to the Emirati authorities
SENIOR CREATIVE COPYWRITER | SOCIAL MEDIA MANAGER
ULTRA-FLUIDE, PARIS: JUN 2007 – SEP 2013
Key Accountabilities and Achievements
▪ Primarily accountable for developing creative concepts and providing copywriting across multiple channels for clients across the
real estate, financial services, insurance and consultancy sectors including Icade, CBRE, Cushman & Wakefield, JLL, UBS Real
Estate, GE Capital Real Estate, IVG Immobilien, AXA REIM, BNP Paribas, SCOR Global, JP Morgan, AEW and Union Investment
▪ Translated draft technical documents into engaging content as well as developing website content, printed corporate
brochures, newsletters, guides, technical materials, emailing, and social media content to meet audience needs
▪ Conceptualized and produced marketing campaign materials and communications including short ads copy, sales aids, white
papers and call scripts to maximize business performance and enhance audience engagement
▪ Worked in close collaboration with graphic and web designers to facilitate development and delivery of engaging and
compelling visual output whilst enhancing user experience and engagement
▪ Liaised regularly with clients and their teams to understand objectives and present marketing and communications ideas and
concepts in line with their specifications and brand promise
▪ Played a pivotal role in coordinating and developing successful cross-channel marketing and product offering campaigns and
initiatives for clients including real estate trade shows and exhibitions including MIPIM and MAPIC
Early Career Summary
COPYWRITER | EDITORIAL & CONTENT CONSULTANT: FREELANCER, PARIS: 2002 – 2007
BIOGRAPHER: FREELANCE, PARIS: 2004 – 2005
PROJECT MANAGER – PUBLISHING & ADVERTISING: EDI COMPOSITION, PARIS: 2000 – 2002
TRANSLATOR | JOURNALIST | COPYWRITER: FREELANCER, PARIS & GLOBALLY: 1997 – 2000
SOCIAL & LABOUR LAW INSTRUCTOR: IFAC, PARIS: 1998 – 1999
LAW SECTION MANAGER: EDITIONS LE MONITEUR, PARIS: 1996 – 1997
NOTARY PUBLIC CLERK | PRINCIPAL ASSISTANT: THIBIERGE & ASSOCIATES, PARIS: 1995 – 1996
HUMANITARIAN FIELD OFFICER: SOLIDARITES, RWANDA & BURUNDI: 1994 – 1995
PROJECT MANAGER | JOURNALIST: SECOURS POPULAIRE FRANCAISE, FRANCE: 1992 – 1994
Academic Credentials
▪
▪
▪
▪
Social Media Management & Community Building: CELSA, Paris (2012)
Advanced Professional Degree in HR Management: DPA 1, CNAM, Paris (2000)
Post-Graduate Degree in International Law (DESS): University of Paris, Panthéon-Sorbonne (1992)
Master Degree in Public & Private Law: University of La Reunion (1990)
Personal Information
▪
▪
▪
Nationality: French (bilingual English-French)
Resident Visa UAE (RAKEZ Freelancer Permit)
Availability: Immediate
