Shift - Chalhoub Group | Rania Masri El Khatib

IMI Media Group

Redefining a Media Powerhouse

In 2024, I stepped into a media group with iconic brands, world-class talent, and immense untapped potential—but lacking a unifying identity and strategic direction.

Stepping into untapped potential

In 2024, I stepped into a media group with iconic brands, world-class talent, and immense untapped potential—but lacking a unifying identity and strategic direction. I restructured the entire marketing function around core pillars—Brand & Creative, Communications, and Events—introducing specialized expertise, new operating models, and a cost framework that aligned every brand to the group’s vision. What followed was a year of high-speed transformation, driven by purpose, agility, and the belief that media should not just reflect the world, but shape it.

Building a corporate identity

We built a corporate brand from the inside out—one rooted in shared values, cultural clarity, and a bold new visual language. I led a year-long, cross-functional culture journey that redefined how the company saw itself and how it was seen by the world. From editorial repositioning and digital-first content strategies to the creative leadership of our new headquarters—every touchpoint became a reflection of our collective ambition.

Elevated talent and presence

Our presenters evolved from traditional anchors to influential creators, supported by a new function I built to elevate their presence across platforms, domains, and public stages.

Strengthening Community and Voice

Inside, we fostered community through a modern internal comms ecosystem—hybrid town halls, social content, leadership workshops, and a living intranet. Externally, our voice became sharper, bolder, and more relevant.

Igniting a New Era

By the end of the year, IMI emerged as a unified, future-focused media force—alive with purpose, fueled by collaboration, and resonating with a new generation. It wasn’t just a transformation—it was the ignition of a new era.