Senior Communication Advisor
Saudi Telecom Company
Total des années d'expérience :19 years, 11 Mois
Leading the marketing communication functions of STC by managing and building a synergy between a group consisting of 34 employees including 4 directors and reporting directly to GM of communication
Architect of major campaigns & carried out biggest revamp and re-brand projects
Setting up and leading the communication plan of more than 25 Million subscribers using different communication channels
Developing and launching communication campaigns from briefing stage to completion Creative to Media, Digital (Web, social & Mobile), PR, on-ground and digital activation, Sports activities & retail marketing (covering more than 300 stores)
Creating & implementing communication strategy
Managing yearly road-map & communication budget of more than $200 Million
First to introduce the Real Time Marketing & Marketing Integration to STC between ATL, BTL, digital & on-ground activation
Managing & establishing good relations with communication agencies and suppliers
Ensuring compliance to all brand identity standards on all communication channels
Managing & establishing good relations with other consultancy firms in STC such Strategy& and Mackenzie, Nielsen…
Deep analysis and tracking of marketing campaigns (creative, media, KPI & performance ROI)
1/9/2008 - 31/3/2009 Marketing Communication consultant and part of the marketing team during the launch phase of VIVA - KWT leading & managing the communication part in building the brand identity (ATL, BTL, digital, POS, Call center, website…), creating road-map, communication strategy, and introducing the brand to Kuwait market, launching services/promotions…
Achievements: Over the last eight years with STC, I was able to accomplish the following:
Lynx International Festival of Creativity 2016: Six awards (a gold, three silver medals, and two browns medals)
The Loeries 2016: GRAND PRIX & GOLD award as “1st Branded Online Entertainment Hub”
Effie Awards 2015: Bronze for targeting Youth on "Roaming Puppet" Youtube campaign
Different Certificates of appreciation from STC CEO, Marketing Consumer VP, JWT-Riyadh...
First to launch Youtube activation in KSA, achieving Saudi record 6 M views
Best Google & Youtube performance between KSA digital investors
Establishing Digital Marketing Department within STC - Consumer Business Unit
Establishing the Sports & Youth Department within STC - Consumer Business Unit
Executing more than 100 campaign each year: launching services, products, promotions, VAS, latest smart-devices, latest broadband technology & revamp projects (360 ATL campaigns, Middle & BTL )
Executing more than 40 events & on-ground & digital activations (Universities, Airport, Malls, Stand Up comedy..)
Successfully established partnership with several smart-phone & telecom brands such Apple, Samsung, HTC and more…
Managing the media of Etihad El Etisalat (Mobily) 2nd biggest investor in KSA
Client relationship & strategic planning
Research & analyze consumer psychology both in terms of brand & media insights using relevant findings to make planning decisions
Manage Mobily media planning process based on changes in direction, goals & budgets
Issue monthly management reports on media trends, competitive activities & billing
Analyze monthly competitive reports & market trends
Develop yearly/monthly budget allocation reports
Explore media alternatives and be creative in recommending media solutions
Assist OMD Riyadh team in Media/Marketing strategies to potential businesses
Training OMD executives on marketing & media systems
Driving integration of agency resources like FUSE (branded entertainment & experiential marketing), Ignition (innovative breakthrough ideas) & Integral (research & tools ) for cohesive brand building programs
Content licensing: providing authorization for the usage of Rotana content through various distribution channels & territories
Dealing with all mobile operators in MENA area in matter of VAS services providing license for more than 90% of the Arabic content
Activating mobile related merchandising channels among others SMS, IVR, WAP, USSD, RBT, VRBT, Web portal, MMS… including DRM protection (VAS services)
Opening new markets & services: Contractual negotiation & finalizing deals with mobile operators, internet service providers, aggregators and service providers worldwide… (Europe, US, Asia…)
Pre-installed Rotana content on leading mobile handset models newly launched on the market
SMS2TV application for seven Rotana TV channels; negotiating with operations & service providers for allocating short codes, SMS straps & IVR services
Follow up with our customers revenue generated, marketing campaigns & promotions
Reporting directly to the GM of Digital Media
Data analyst, reports & presentations preparation (revenue report, financial status, research reports related to mobile & wireless business…)
Internship: Setting up, developing and analyzing OGERO’s electronic white pages directory
Internship: setting up, developing and analyzing Beirut Harbor directory
Internship: One month execution on daily bank transactions over the counter services (Second Bank in Lebanon with more than 70 branches around the world)
Placed on the Honor List.