Senior Manager - Marketing, PR and Events
Meshico Group
Total years of experience :6 years, 9 months
Managed a marketing and agency budget of approximately AED 1.1 Million for the portfolio and the appropriate allocation of resources
Re-created the Brand Architecture, Visual Style Guidelines, Advertising & Media Plans, Public Relations Strategies, Social Media Direction & Calendars, and Digital Marketing Strategy for 13 brands
Worked alongside the PR agency and connections to receive quality coverage in leading publications and on celebrity and influencer Social Media accounts, increasing the organic follower count of three Instagram accounts by ~340%
Revised ongoing offers and activities and introduced a number of strategic marketing campaigns and discount partnerships, increasing the top line
Handled all Media, Marketing and Legal needs for large-scale events including but not limited to New Year’s, Ramadan, Dubai Restaurant Week, Dubai Food Festival and Gulfood
Brought up delivery revenue by 30-35% during the COVID-19 lockdown using various discount strategies, backed by a solid ‘feel-good’ and hygiene-focused marketing plan
Led a team of 3 full-time Marketing assistants and 1 Videographer
Brands Managed:
Puerto99 by Meshico
Meshico - The Soul of Mexico
Tulum Dubai
Acted as Client Servicing Manager for the Consultancy wing of the company, managing Conceptualization and Brand Management Clients
Complete visual overhaul of 4 newly-acquired F&B brands, bringing a fresh, appealing new look by means of Art Direction, Social Media Content Strategy and Copywriting
Social Media Management for all brands, including specific boost targeting and Community Management
Google Paid Ads and Email Marketing (MailChimp), increasing the sales of Lofty Caviar Brunch by 200% in a week
Cinematic videos and photography, along with color correction and color grading for videos, and editing for Instagram-friendly photos
Online Listings & Review Management on Zomato, Google and TripAdvisor including marketing and monitoring
Influencer filtering and outreach to receive high quality coverage and reviews at no cost
Conceptualized a brand new brunch concept at The Distillery dubbed “The Moonshine Brunch” and an Emirati-focused Afternoon Tea at OPSO in collaboration with luxury florist Maison des Fleurs
Led a Saudi-focused collaboration between perfumer Acqua di Parma (Chalhoub Group) and OPSO Dubai, attracting several Saudi visitors
Boosted OPSO Dubai from 3, 000 followers to 18, 500 organic followers within three months and gave it a viral factor
Brands Managed:
The Loft at Opera
SÖ Tea
OPSO Dubai
Taikun Downtown
La Serre
Colt
The Distillery
Roti Rollers
Conceptualizing, establishing, and finding investors for the first men’s-only subscription box service in the region
Overseeing all branding and identity to include logo design, packaging and overall design language
Developed and implemented a Social Media Marketing strategy to attract key consumer demographic
Created a vibrant marketing strategy that earned product features in Cosmopolitan Middle East, Vogue Arabia, Debonair, WKND, The National, Gulf News and more
Spearheaded a fruitful delivery partnership with Fetchr to deliver the boxes efficiently
Constant inventory monitoring and purchasing low stock items from China, Portugal, India, Vietnam and the UAE
Listed items on Noon (active) and Namshi (currently inactive)
Collaborated with major UAE male influencers Mr Moudz, Paris Norris at no cost
- Led the pre-opening Marketing initiatives for GIA Ristorante (The Dubai Mall) including all Marketing training for staff
- Management of Social Media for all brands, including photography, videography, copywriting, content calendar, monitoring
- Management of all creative assets from host brands and internally grown brands
- Developed and implemented a localized Marketing Strategy based on target demographics and local trends in F&B and Lifestyle
- Led the roll out of creative assets and Marketing plans across all channels: Events, PR, Social Media, In-Store collateral
- Maintained knowledge of current and relevant local and global trends to ensure that all communication and campaigns are relevant
- Maintained close relationships with Marketing and Operations teams of host malls: The Dubai Mall, BoxPark, Yas Mall, Zero6 Mall
- Monitoring, reviewing and reporting all marketing activity and results post campaign including budget tracking
- Maintained close relationships with Head of Supply Chain, Head of Operations, Head of Marketing, Head of Commercial and Multi Unit Managers
- Launched delivery via Deliveroo for three brands
Brands managed:
Five Guys (now moved to Meraas)
Social House
Markette
Yogurtland
The Works
Angelina
GIA Ristorante
Karak House
•Ensured high quality work and customer loyalty, effectively managing key accounts of Emaar Hospitality Group, Kempinski Corporate, Jumeirah Group, Dubai, Meydan Hotels, Fairmont The Palm, Meraas Holding and Hyatt Corporate.
•Effectively liaised between clients and the agency creative team and single-handedly managed print production, branding, and advertising projects in a timely fashion.
•Presented creative new campaign ideas and budgets to General Managers, Directors of Marketing/PR, Directors of Food & Beverage and Marketing Managers representing the client-side.
•Strategized ways to optimize sales campaigns and developed sales presentations for existing accounts and identified new business prospects.
•Created strategic marketing campaigns for main clients resulting in increases in traffic, revenues, and exposure.
•Collaborated with and established strong working relationships with key stakeholders and internal departments.
Major accounts handled:
- Jumeirah Group, Dubai
- Kempinski Corporate
- Fairmont The Palm
- Emaar Hospitality Group
- Meydan Hotels
- Hyatt Corporate
- Maybourne Hotel Group, London
- KHK & Partners DIFC (Investment Company)
-Developing efficient pitches and manipulating them when required to close high-end deals worth €34, 900.
-Understanding the marketing needs of Fortune 500 companies for the MENA region.
-Researching, Qualifying and shortlisting marketing agencies from all over the world to invite them to meet with Chief Marketing Officers to discuss service acquisition.
-Pitching to Chief Executive Officers of Independent Marketing agencies from all over the world to sell the business model of a Marcus Evans Summit. (In this case, the Chief Marketing Officer Summit 2015)
•Advertising •Contextualizing Contemporary Practices: Fine Art, Film, Photography •Design Direction and Implementation •Critical Issues In Filmmaking: Research and Practices •Advanced Research and Development •Dissertation: Research and Reflection •Studio-based Production •Documentary Research •Selling an Idea/Script •Scriptwriting/Storytelling