Danya Kiblawi

Handling Public Relations Digital & Social Media Marketing, and Innovations for Kaya Skin Clinic - leading skincare retail chain with 21 branches in the region, UAE being its largest market. Since starting with work on digital at Kaya in 2011, it now takes 23% of the ASP and contributes to more than 6% of the total monthly revenue
• Creating & implementing annual marketing plans in line with sales objectives and client insights
• Selecting suitable media spaces to achieve desired results
• Effectively and efficiently handling stakeholders
• Regular clinic visit and interactions with clients for fresh actionable insights
• Competitor monitoring
• Ongoing market, competitor, consumer and performance analysis to fine-tune PR and digital marketing strategies
• Integrated marketing Planning & Implementation on an annual and monthly basis
• Social Media Marketing
 Objective setting for each platform
 Content Calendar Planning customized to each platform to ensure highest levels of engagement - includes videos and more
 Content Analysis and fine-tuning the social strategies basis performance
 Direction setting on social media advertising and reviewing the performance
 Integrating the bloggers reviews wherever possible to maximize awareness of positive review
 Exploring innovative mediums to boost engagement
 Online Reputation Management by controlling online reviews received and maximizing positive reviews
 Enhancing consumer experience in the retail touch points, through analyzing and highlighting enhancement areas basis the feedback received online
• Public Relations (PR)
 Exploring innovative ways to still achieve constant PR coverage without any print advertising
 Introduced and maintaining the blogger program which became a key pillar in the marketing mix
 Crisis & reputation management
 Strong understanding of the local media and their behavior KSA, UAE & Oman
 Monthly planning and overseeing the execution of PR activities
 Monthly reporting of PR performance with analysis and way forward
 CSR activities wherever relevant
 Introduced Superbrands Award to the company, where it has been awarded for 6 years in a row now
• Website & Search Engine Optimization (SEO)
 Content Planning in Arabic and English for various areas on the website
 Basic CMS knowledge
 SEO objective setting and performance analysis
 Overseeing the On-page & Off-page optimization
• Search Engine Marketing (SEM)
 Set the key objective for SEM which is lead generation
 Exploring & identifying the potential mediums the brand should be present on
 Setting annual and monthly budgets to achieve the set goals
 In-depth tracking on performance on various levels
 Working with stakeholders on text ads, display ads, landing pages
 Closely working with the operations team & call centre team to monitor the quality of the footfall generated through digital

• Good understanding of the local media and their behavior KSA, UAE & Oman
• Strong knowledge of regional TV shows related to beauty and continuously in touch with the producers for free TV coverage
• Maintaining good relationship with the media to keep the brand on top of mind
• Monthly planning and execution of PR activities
• Exploring opportunities for innovation and making the coverage stand out
• Creating PR content regularly and circulating it to the media. Press releases, articles, offer announcements and more
• Customizing PR content to different market/media requirements
• Planning and organizing media gatherings
• Communicating with the media & bloggers to invite them to the clinic to experience and review the services
• Maintaining media contact list and updating it regularly
• Weekly tracking of media coverage and following up on pending ones with the media representatives
• Monthly reporting of PR performance with analysis and way forward

• Assist in marketing and promotional events of highly reputed international brands like P&G’s Salon Professional portfolio (WELLA Professionals, SEBASTIAN Professional, KADUS); and other high end international brands like Essie
• Closely working with suppliers, like P&G, to launch initiatives related to their brands
• Creating PR-able news about the above mentioned brands
• Assist in organizing events like VIP Gala dinners, press conferences, new product launches, educational seminars and live shows