Hello, I’m Zuhair!
About Zuhair
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About Zuhair 〰️
I’m a digital experience leader focused on the space where strategy, operations, and creativity meet.
Over the last 15+ years, I’ve worked across global markets to build scalable strategies that make digital feel seamless for users at every touchpoint. My work blends SEO, content ops, experience design, and performance marketing, but always with a clear goal: to drive impact, not just activity.
I’m especially drawn to operational challenges; building processes that unlock growth, tools that enable teams, and programs that evolve with the way people actually work. Recently, that’s meant exploring how automation and AI can reduce friction and boost execution across content, migration, and marketing workflows.
🎧 Prefer to listen?
Here’s a conversation about my work.
DIGITAL EXPERT
STRATEGIC THINKER
Operational Leader
“Zuhair is a star. Dependable, hard working, proactive, commercially astute, calm, a great relationship builder and most of all a pleasure to work with. I hugely enjoyed my time working with him at Edelman and wouldn’t hesitate to hire him again in any market. Thoroughly recommended.”
Recent Awards
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Recent Awards 〰️
EXTERNAL AWARDS
I’ve been fortunate to contribute to award-winning work that spans both creative innovation and operational transformation. Campaigns I’ve supported have been recognized by the Cannes Lions, the Canadian Marketing Association, and the Middle East PR Association; acknowledgments that speak to work grounded in strategy, collaboration, and meaningful execution.
INTERNAL AWARDS
I’ve been honoured with McCormick’s C.P. McCormick Gold Award and the peer-nominated and voted People’s Choice Award; recognitions that reflect the trust, consistency, and leadership I bring to cross-functional teams and transformation efforts..
“Zuhair's strength was in building relationships, internally and with clients. He was very capable and proficient at liaising with clients, helping them to deliver a wide range of digital projects. Always willing to go the extra mile, his knowledge, skills, enthusiasm and attitude make him a pleasure to manage and an asset to any team lucky enough to have him.”
SOME OF MY PAST AND CURRENT CLIENTS
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SOME OF MY PAST AND CURRENT CLIENTS 〰️
“Zuhair successfully led, and grew, the Abu Dhabi Digital business through his exceptional leadership skills, client relationships, and team development skills. I was particularly impressed by his ability to handle the toughest of clients effortlessly – a skill that seemed to come naturally to him.”
Featured projects
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![Clubhouse.ca]()
clubhouse.ca launch in Canada
Working with the team in North America, Zuhair was able to completely revamp McCormick’s digital presence in Canada.
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![Flavour Maker App]()
club house flavour maker app
Launched an app in Canada, allowing users to more seamlessly engage with Club House content.
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![Bonecoine.com Preview]()
edible nft, and boincoins!
Frank’s RedHot launched the world’s first ‘edible NFT’ using a new spoof blockchain called “Bonecoin”.
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![handshakes.ca preview]()
Handshakes.ca
Supporting Sanofi in their efforts to raise awareness around atopic dermatitis by supporting Tanya's mission and goal: shaking her hand.
“Zuhair combines creativity with attention to detail and a faultless work ethic. He has been able to manage several high-profile, high-pressure clients with aplomb, all the while maintaining strong relationships with his colleagues. Truly an asset to any organization.”
My Story so far
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My Story so far 〰️
McCormick
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August 2022 - Present
I lead Global Digital Operations at McCormick, where I focus on building scalable, user-first experiences that connect brand, content, and technology across regions. My role blends strategic oversight with operational execution, aligning teams, platforms, and workflows to deliver digital experiences that are both meaningful and measurable.
In this role, I’ve led the global expansion of our digital operations framework, scaling content systems, governance models, and experience design standards across international markets. This work more than doubled global output and unlocked over $1 million in operational savings by streamlining how we deploy and manage content at scale.
From evolving experience platforms to enabling teams through automation and AI, I’m focused on shaping how digital work gets done and making it smarter, faster, and more impactful. -
April 2022 - August 2022
Helped build the foundation for McCormick’s global digital operations by aligning regional teams to shared tools, scalable practices, and unified experience standards.
Built and translated the North American digital frameworks into global-ready systems to support international rollout and execution.
Oversaw CRM platform expansion and regional adoption, ensuring integration with marketing workflows and data governance standards.
Partnered on the development of mobile applications, supporting UI/UX refinement, content strategy, and launch coordination.
Supported regional enablement through documentation, process design, and onboarding.
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June 2020 - April 2022
Led digital operations across McCormick’s North American brand sites, overseeing content strategy, governance, and platform execution.
Introduced streamlined workflows that improved delivery speed, consistency, and cross-functional coordination.
Partnered with brand marketing and IT to scale best practices and improve experience quality.
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March 2019 - June 2020
Owned McCormick Canada’s full digital ecosystem, including content, SEO, analytics, and stakeholder engagement.
Led a full site redesign that resulted in a 4x increase in organic traffic and significantly improved user engagement.
Elevated cross functional digital maturity by implementing performance tracking, SEO governance, and structured content planning.
Edelman
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June 2017 - January 2019
Oversaw Edelman Canada’s Influencer Marketing offering, delivering creative, data-driven campaigns for clients across multiple sectors.
Led strategy and execution across content, web builds, chatbots, paid media, and social media.
Drove operational excellence while mentoring cross-functional teams and managing senior client relationships.
Tripled annual Influencer Marketing revenue within one year through integrated strategy and business development.
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July 2016 - July 2017
Led a 12-person digital team, quadrupling annual revenue through expansion of capabilities and new business growth.
Directed regional digital campaigns across social, influencer, paid media, search, web, and content development.
Acted as senior advisor to clients in government, healthcare, and corporate sectors on integrated digital strategy.
Oversaw web build management, UX, analytics, and creative execution across high-profile projects.
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July 2015 - July 2016
Managed digital content, analytics, and social activations across healthcare, consumer and government clients.
Contributed to regional campaign planning, influencer outreach, and integrated media strategies.
Supported digital reporting and optimization efforts through insights and cross-platform analysis.
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July 2013 - July 2015
Executed day-to-day digital campaign workstreams including social media scheduling, content creation, and reporting.
Collaborated with creative and strategy teams to support client deliverables.
Built foundational experience in digital communications across diverse industry verticals.
ADNOC
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July 2009 - July 2013
Managed internal and external communications across ADNOC’s oil development division, supporting strategic messaging and brand alignment.
Led the planning and execution of corporate events, print publications, and internal communications initiatives.
Oversaw development of web and intranet platforms, collaborating with creative and technical teams on UX and content.
Managed agency partners to deliver branding, creative, and media assets across digital and print channels.
Played a key role in annual budgeting and communications planning for cross-divisional initiatives.