Head of Marketing & Corporate Communications | B2B Relationship Strategist | Developmental Leader
Imdaad
Total years of experience :17 years, 8 Months
Own all strategy and operations for marketing and brand positions for the Imdaad Group and it’s 7 subsidiaries across all marketing platforms, ensuring alignment with corporate strategic plan, vision, and mission for the “Waste Management Company of the Year”.
Achievements:
- Revamped overall content marketing strategy, introducing a more creative and dynamic approach and coaching creative team of graphic designers to expand outputs to reach higher degrees of engagement based on industry best-practices and standards.
- Directed a full rebrand of 2 of the subsidiary companies, updating visual identities, launching digital presences focused on the values of sustainability, and expanding efforts to build community partnerships and improve corporate social responsibility.
- Increased press releases to bolster positive public exposure, publishing Op Eds, Spokesperson Commentaries, and more.
- Managed an annual operating and staffing budget of 4M AED and directed operations for a marketing team of 4 people.
- Direct strategy and operations for staff from 2 external agencies accountable for public relations and digital marketing.
- Earned organization a plethora of awards including “Waste Management Company of the Year”, “Industry Personality of the Year”, “Sanitation and Waste Management Company of the Year”, “Facade Cleaning Company of the Year” and many others.
Directed all brand development and B2B marketing efforts for the rapidly growing, sustainably-focused sewerage cleaning business.
Achievements:
- Managed a team of 2 and a marketing budget of 500K AED to drive all marketing operations for the organization.
- Spearheaded a complete rebrand of the organization and introduced digital marketing to drive a growth in lead generation.
- Implemented SEO strategy, and PPC / Social Media ad campaigns that increased website traffic and inbound leads by 50%.
- Created an email marketing strategy which increased repeat business from 20% to 35%.
- Introduced a retargeting campaign which increased conversions within one week from 4% to 7%.- Develop the JB Allo brand marketing strategy and implementation plan in line with growth objectives for the company.
- Ensure brand awareness and position in market is maintained through effective marketing campaigns, and participation in trade and community events.
- Design and oversee all aspects of JB Allo's digital marketing .
- Plan and manage our social media platforms.
-Manage and maintain the strategic planning process & Coordinate the development and implementation of plans to support JB Allo's strategic vision.
-Provide plans & assist in identifying appropriate strategic partners to drive various growth initiatives
-Provide guidance and leadership to the commercial and sales team to ensure effective and efficient flow of work.
Hired to evaluate financial validity and sustainability of expanding revenue streams for the radio station into the television market.
Achievements:
- Developed a comprehensive business plan for a 5 TV station package, defining genres, sourcing content providers, identifying content sponsors and advertisers, and outlining operational and overhead requirements to launch and run a TV operation.
- Generated a final recommendation for ownership which resulted in the decision not to launch a TV branch of the business, resulting in major cost savings, major risk mitigation, and opening up eligibility for more profitable opportunities elsewhere.
- Led detailed investigations into potential profitability of additional revenue streams including licensing, gaming, affiliations, publishing, booking, and merchandising. Created reports for management to advise on strategic expansion projects.
- Successfully targeted, identified and approached potential partners to develop Hit Radio application for smart TVs.
Developed Ajman Sewerage’s communication strategies and tactical plans to enhance the brand reputation as well as defining marketing KPIs and establishing a strategy to pursue those KPIs to drive high-level organizational success.
Achievements:
- Created the organization’s initial communications policies and procedures, providing much needed structure to the functions of the new organization, setting comms expectations, defining SLAs for work, and creating a system for quick content approval.
- Directed a hugely successful 360 marketing campaign to launch Ajman Sewerage mobile app and e-payment portal. The app substantially reduced traffic to the customer service centers and increased online transactions. Marketing channels included traditional (radio, print, and OOH) as well as paid and organic social media (Facebook, LinkedIn, Instagram), and Google Ads.
- Managed an annual marketing budget of 3M AED and directed operations for 2 external marketing agencies.
- Launched Ajman Sewerage’s social media marketing strategy and directed content development of all key social platforms.
Owned strategy for the Hasbro brand across the UAE and KSA, with accountability for in-store brand activations, deploying marketing collateral and POS locations, and leveraging sales data to develop and implement strategy to generate sales of target inventory.
Achievements:
- Developed intentional relationships with retail stores and buyers to drive sales and build a strong affinity to the Hasbro brand.
- Managed a Marketing Assistant and delegated projects to a Creative Designer to generate assets for brand marketing projects.
- Successfully improved visibility of the Hasbro products (Nerf, Transformers, Play-doh, Monopoly, etc.) brand and sell-out rates.
Joined the waste management business at its inception, owning marketing and business development strategy and operations. Enabled the business to grow from 50 staff to over 7, 000 through the launch of highly profitable revenue streams and expansion of the brand.
Achievements:
- Project managed the launch of one of Bee’ah’s most profitable sustainable products, Crumb Rubber, a recycled rubber product. Created enormous demand, selling 500 tonnes per month, depleting a landfill of used tires and creating need to purchase tires.
- Launched a recovery facility which completed the full process of transitioning recyclable materials back onto the market and supported sales operations to consistently generate over 3M AED per month in revenue.
- Led participation in exhibitions in the scope of products and services (Big 5, Paper & Plastics Recycling Summit, Waste Summit).
- Managed the key messaging and development of marketing literature (Catalogues, Newsletters) for all products and services.
- Built an online presence across key social networks (Facebook, Twitter, YouTube), generating branded multi-media content.
- Developed event concepts to promote image and community outreach including a Walkathon, and Earth Hour in Sharjah.
Achievements:
- Managed production and distribution of marketing materials and organized participation in conferences, seminars and other events.
- Conducted a successful customer satisfaction survey in 2007 of all Safegate and Thorne Lighting clients.
Coordinated regional marketing and sales in the Gulf for all new launches by adjusting title and packaging, product pitch, and more.
Achievements:
- Managed tools for the sales team such as trailers / reference demos and TV ads.
- Managed and followed up the developments and marketing of brand activations operations at retail level.
Main courses: Marketing principles - Marketing research - Business Communication - Advertising – consumer behaviour – Marketing management