Georgie Woollams is the Managing Director of Katch International and Co-Founder of IAManagement, with more than 16 years of invaluable international experience. Georgie coordinates a wide range of digital and traditional communications services, spanning public relations, social media, creative design and branding, digital marketing, conceptual development, sponsorship management, and celebrity bookings.
The PR, marketing and communications specialist has extensive experience in the Saudi Arabian market, with a diverse portfolio of brands across a variety of industries. She has overseen numerous successful projects in the region and played a key role in aligning Live Nation with the General Entertainment Authority to bring Iluminate to Jeddah for Saudi Arabia’s first-ever non-traditional live entertainment show. Additionally, Katch recently handled the PR, social media and integrated communications for BTS’ historic live show at King Fahd International Stadium in Riyadh, as the global pop sensations became the first foreign musical act to perform in Saudi Arabia. Georgie has also led communications for Middle East Film & Comic Con, Insomnia Gaming Festival, and many more campaigns in the Kingdom.
Milestones in Georgie’s career include handling the global PR, project management and integrated communications for Lewis Hamilton’s recently launched Neat Burger, the world’s first plant-based sustainable burger chain. She was responsible for naming contemporary Middle Eastern restaurant Clé Dubai, launching Cavalli Caffè in Beirut and aligning Tom Wolfe with the brand. Other significant highlights include launching Cirque Le Soir in Dubai and Shanghai, as well as playing an integral role in supporting the establishment of Barclays Wealth in Moscow at Moscow Fashion Week and being involved in all aspects of the Hema Kaul fashion label, from conception of the brand through to helping showcase her collection at London Fashion Week.
Always on the lookout for the next big thing, Georgie spearheaded the launch of Katch Disruption, an extension of the digital arm of the agency that offers advanced marketing technology. Geotargeting, advertising geofencing, creative interactive ads and intent-based marketing are areas that are focused on to increase traffic on clients’ social media channels – successfully disrupting each target market in the process. Disruption, to Georgie, is all about breaking the mould and innovating, while generating personalised content, tingling the senses aesthetically and cashing in on real-time opportunities.
With her extensive know-how and insights when it comes to the GCC, MENA and international markets, Georgie continuously endeavours to evolve the scope of Katch International’s operations to ensure the agency stays at the forefront of market servicing by localising its offering for each market it enters.