Marketing Director
Takreem for Food Services
Total years of experience :17 years, 7 months
Key accomplishments:
- Introduced with executive team Takreem Consultancy Services that provided contractual consultancies to 12 establishments of restaurant groups and individual operators in organizational structure, profit & loss efficiency, brand image, marketing direction, campaign ROI management many more.
- Initiated Takreem’s first Food & Beverages concept under the name of KOYO contemporary Japanese cuisine through setting the brand foundations including brand story, direction, and traits as well as identifying multi-level target markets to be targeted in the pre-launching campaign.
- Successfully launched KOYO as one of Khobar’s Renowned restaurants to emerge in the market generating 3, 200, 000 SAR in the first three months of operations.
- Established KOYO’s yearly integrated multi-channel marketing & communications plan along with an adjacent events calendar to strengthen the brand presence within the Saudi market.
- Launched Takreem’s social responsibility program strengthening its positioning in alignment with Saudi 2030 vision.
Key Responsibilities:
- Analyzing marketing campaigns results and ROI capitalizing to identify key performance triggers and customer targeting patterns.
- Managing reservations and CRM systems achieving impeccable customer retention and after visitation follow-ups.
- Establishing and strengthening strategic partnerships with key stakeholders within the operating market.
- Managing relationships with consultancy partners by holding management level bi-weekly results/targets focused meetings.
Key accomplishments:
• Managed developing Joe’s Café brand in Bahrain in alignment with London franchise guidelines and built it to be a renowned name that is well recognized. Established logo design, brand persona, and defined the usage of all communication tools.
• Established the operations from inception for two prime locations in Bahrain being the first to join the team, sourced and signed with 50 suppliers to make sure all resources are covered, and hired a team of 50 employees to run the operations.
• Successfully launched 2 branches through a span of two years marking Joe’s Café as one of the trendiest restaurants within its operating market.
• Handled crisis management during COVID-19 pandemic and managed to limit losses by initiating on-spot actions that managed spending while maintaining a reliable image for Trendfull within its stakeholders.
Key Responsibilities:
- Setting strategic operations and business development plan to continuously grow the brand and achieve a healthy expansion.
- Researching & evaluating price offerings combining cost, competition, and perception-based strategies to achieve targeted revenues
- Generating strategic governmental and private collaborations capitalizing on brand traits and marketing campaigns through integrating digital and offline call-to-actions to achieve higher loyalty levels.
Achieved over-all business growth of 15.8% over three years with a sales increase of 13% for Memberships & Rentals, 35% for F&B,
and 78% for Leisure & Marina Departments.
• Developed new business modules that successfully diversified the target markets such as Ladies Membership, Platinum
Membership, and Student Membership.
• Developed the Customer Relations Management guidelines, Loyalty Programs, and Members Referral Programs, which resulted in
a significant increase in annual revenues.
Key Responsibilities:
− Established the internal and external communications guidelines to ensure effective interaction channels are in place and identified
brand guidelines maintaining a solid brand identity.
− Developed the annual business and action and budget plans, analysed actions post-tests, and ROI calculation, and presented
periodical marketing reports to the General Manager and Board of Directors.
− Sat the corporate events calendar and sponsorship plan to meet our strategic brand objectives and maximize brand presence.
− Collaborated with branding agencies on design, layout, and production specifications of promotional ATL and BTL campaigns.
Developed a sponsorship plan and raised $80, 000 worth of sponsorship for World Cup Events that managed to cover all systems,
prizes, advertising, and other expenses. We ran the events at minus zero cost.
• Participated in the opening of 11 restaurants, 4 of which were brand new concepts where we developed the brand from scratch in
collaboration with the marketing agency.
Key Responsibilities:
− Developed the Group’s benchmarking program through conducting scientific quarterly market research and competition
benchmarking activities to assess potential new markets, trends, and brand positioning in addition to analysing results, initiating
reports, and suggesting necessary action plans.
− Developed semi-annual corporate events sponsorship plans that met strategic brand objectives & brand presence.
− Assisted in developing a well-designed Integrated Marketing Communications, and in brand development projects that aimed to
uplift chosen Group brands’ identity and market presence.
Key accomplishments:
• Created the primary brand character, including logo and mascot, in coordination with graphic designers and advertising partners
along with a sponsorship program that targeted potential partners to sponsor different areas of the Water Park.
Developed retail incentive schemes for selected outlets and planned and executed promotional activities for different BAT brands
(Dunhill, Kent, Lucky Strike) based on brands’ criteria that achieved tactical qualitative and quantitative targets.
