Fractional Business Director · UAE
Senior marketing leadership,
when you need it,
for as long as you need it.
Meet Chenine
Fractional Business Director | Brand, Marketing and Growth Consultant, based in the UAE.
Path
PR, Ketchum Dubai → Social media and digital, DigitasLBi MENA → Chief Innovation Officer, Tonic International → TBWA\Raad → Head of Digital Operations, ThinkMarkets → Business Director, Publicis Groupe
Education
Master’s in Media and Communication Management, Middlesex University · Strategic Disruption certificate, HBS Online · Diploma in Public Relations, IAC Cape Town
Recognition
Interactive Media Council, Best in Class, Travel and Tourism Website (Yas Island) · WebAward, Outstanding Achievement (Both 2012, DigitasLBi MENA)
Who I work with
Who need marketing to have a clear plan, a clear owner and a clear link to growth.
Who want an experienced view on strategy, budget and the partners they rely on.
Moving from doing marketing to leading it, often ahead of a senior hire.
Who need a senior business director for a pitch, a key client or a period of change.
Services
Direction
Where to focus, what to stop, and a plan the business can fund and follow.
A clear brand position, and the channels and messages that bring the right customers in.
Market entry and localisation for the UAE and GCC
Brand and messaging adapted for the region, go-to-market planning, partner and agency selection, and launch support.
Partners
Better briefs, clearer scopes and agency relationships that deliver what was agreed.
Running an agency search from brief to decision, or leading an agency’s pitch.
People and delivery
Leading and developing in-house teams, and setting up how they work.
Campaigns planned across channels, with one idea and one plan behind them.
Market entry · the third Direction service, in detail
International brands and companies, including those in the UK and South Africa, come to me when they need a local plan, not just a translated one. I help with market and audience understanding, brand and message localisation, go-to-market planning, and choosing and leading the right local partners and agencies.
Talk about market entry
Ways to work together
Start here
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Stakeholder interviews
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Review of plans, spend and partners
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Written findings and priorities
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Leadership readout
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Also used as a market entry assessment
Defined outcome
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Agreed scope and deliverables (e.g. growth plan, agency search, campaign)
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Hands-on leadership and check-ins
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Execution support through trusted specialists where needed
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Handover
Fractional
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Set days per month
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Owns plan, budget and priorities
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Leads agencies, partners and the team
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Coordinates execution with your team or trusted specialists
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Reports to leadership
Light touch
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Regular sessions
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Review of plans and briefs
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Access between sessions
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Input on key decisions
Not sure which fits? Most clients start with a Diagnostic Sprint.
Durations are suggested defaults.
How an engagement runs
A written proposal covering format, deliverables, time and fee. Nothing starts until it is agreed.
Hands-on work with your team and partners. Where the plan needs execution, trusted specialists deliver it, led by me, with regular check-ins against the scope.
Clear documentation and next steps, so the work keeps going after I step back.
Thought leadership
More writing on LinkedIn →
Brands I’ve worked with
See all brands →
Contact
Working with teams in the UK, South Africa and beyond.
Start here
The button opens your email app with my address and a subject line already filled in.
Book a conversation
connect@cheninegroenewald.com
Dubai, UAE
© 2026 Chenine Groenewald · UAE