I'm Gor Mehrabyan
A brand marketing manager
based in Dubai

When Kamni went through a rebranding, I took charge of creating the first wave of content that introduced the new identity. I directed editorial shoots to capture the updated brand style and coordinated with media outlets to run publications announcing the change. This gave the brand a strong set of visuals to use across channels and secured press coverage that positioned Kamni’s new look in front of the right audience.

When Kamni went through a rebranding, I took charge of creating the first wave of content that introduced the new identity. I directed editorial shoots to capture the updated brand style and coordinated with media outlets to run publications announcing the change. This gave the brand a strong set of visuals to use across channels and secured press coverage that positioned Kamni’s new look in front of the right audience.

For Kamni - diamond jewelry brand I managed collaboration with influencers that matched the brand’s luxury positioning and had the target audience. By building a trustworthy,long term relationship I managed to get more coverage than we had agreed. And co-creation with the influencers helped to make the content organic, trustworthy and thus perform better.

Playful campaign positioning jewelry as the perfect accessory for cat lovers. Directed concept, styling, and production for photo and video series.

For Kamni - diamond jewelry brand I managed collaboration with influencers that matched the brand’s luxury positioning and had the target audience. By building a trustworthy, long term relationship I managed to get more coverage than we had agreed. And co-creation with the influencers helped to make the content organic, trustworthy and thus perform better.

Seasonal campaign integrating jewelry into holiday settings—Christmas and New Year visuals designed to drive gifting season sales. Creative direction focused on maintaining premium positioning while tapping into festive emotion.

Playful campaign positioning jewelry as the perfect accessory for cat lovers. Directed concept, styling, and production for photo and video series.

“She Said Yes" - Sentimental narrative following a relationship journey from first date to proposal. Directed storytelling, scripting, and production to drive engagement ring sales during peak season.

Kamni Jewelry A playful take on International Women's Day featuring a kid giving gift recommendations. Directed creative concept and execution to drive engagement during peak gifting season.

In a series of videos for Kamni I directed videos showing the craftsmanship, the hours, days and sometimes even weeks that artisans spend and precision it takes to create a perfect jewelry piece.

Date-night narrative showcasing jewelry through outfit changes and lifestyle moments. Directed creative concept, styling transitions, and product integration.

For diamond jewelry brand Kamni I oversaw launch and optimization of paid ads on meta. Considering the high average high AOV and required time to make the decision to buy, I understood that CRM is required to keep track of all activities and inquiries. After integration, it became easier to track conversion and measure everything. And in collaboration with performance and sales teams improved conversion rates through data, behaviour analysis and A/B testing Testing of different creatives, audiences, running retargeting campaigns — it all allowed me to to get to peak ROAS of 600%. Followers gained – over 4000 Telegram subscribers – over 1400

At Pike I was responsible for acquiring new media readers in Dubai, Yerevan, Tbilisi, Istanbul and Lisbon on telegram and instagram. I have managed to cut the CPA by 30-40% after continuous testing and brought more than 150k readers and drove the media growth.

The Local is a real estate agency based in Georgia. I was responsible for lead generation via social media. I segmented the audience into 3 main groups: those looking to buy a residential apartment, those looking for commercial real estate and and those looking to invest into Georgia’s growing real estate market. For each segment we created a selection of properties that meet their needs and brought MQL’s at ~10$ from Georgia, MENA region and the EU.

At Metafoodies I was responsible for paid social media promotion of two restaurants — Alba and Bisou. I developed a promotion strategy for both of them and after testing, found out the hypothesis that worked well and made improvements to the strategy. All of this gave ROAS of more than 400% when leading to booking platforms.

I have come up with B2B event formats and scaled it to every city that Pike is present at. So, I was gathering business representatives that we want to work with for a brunch, set up a friendly environment for discussing business needs, challenges they are facing and we then offered solutions. I managed such events in Dubai, Yerevan, Tbilisi. Such events put a really strong foundation for future collabs and boosted loyalty of the existing clients.

Every year Pike holds an award for the best places in town. In Dubai it was the first one. I pitched the idea to potential sponsors and attracted them, organized the voting, invitations for the winners, gifts and the ending ceremony. The nominated places were promoting the award. The audience was engaging and voting for favorite places And the sponsors got exposed to the audience offline and online.

In collaboration with The Karak — a community of creatives, we co-hosted a party. It started with a panel talk, where me and Bashar Belal had a conversation on media, marketing and visual storytelling. We invited multiple DJ’s, artists, curated a special “night cravings menu” with the venue and had an activation zone for Pike, where guests could write any messages they wanted to tell the Dubai People. Overall, we had about 300 attendees and got a lot of UGC from the activation zone.

For Kamni – a diamond jewelry brand, I managed the rebranding process A-Z. Found a design studio, negotiated terms and price, briefed the agency. After the work was done I worked on updating the identity of all brand assets — from packaging to website. The rebranding brought fresh looks, memorable identity and prepared the brand for international expansion.

For Yango maps I have combined lifestyle expertise of Pike with the convenient navigation of Yango Maps and made guides about co-working spaces, padel tennis courts and other reviews from our editorial team. Further this content was used for internal and external brand communication bringing high organic reach. And those selections were used inside the Yango maps app.

To celebrate the first anniversary of Dubai Pike, I organized PR boxes for influencers and friends of the brand. I sent out branded cakes, candles so they can make a wish, a personal note and a map of Instagrammable spots. As a result, 90% people posted stories about us. This helped increase band awareness and set foundations for future collaborations with the influencers

Together with Engineer’s view we created postcards featuring illustrations of iconic architectural landmarks. These postcards were available in 5 coffee shops across the city, conveniently located near the depicted landmarks. Visitors could pick them up for free, grab their coffee, and then compare the illustrations with the actual landmarks nearby. All the cafe’s ran out of postcards(300pcs) within a few hours and we got a lot of UGC.