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Abdulla Alfardan, Assistant Vice President, Marketing

Abdulla Alfardan

Assistant Vice President, Marketing·Citibank UAE

United Arab Emirates

Bachelor's degree, Business Administration - Marketing and Management

Work experience

Total years of experience: 18 years, 7 months

Assistant Vice President, Marketing

November 2011 - Present

Citibank UAE

Dubai, United Arab Emirates

November 2011 - Present

Develop and manage a wide range of marketing tools, including promotional material, direct-mail pieces, and website content Develop a detailed Marketing and e-Marketing Plan and implement the marketing programs in a cost-effective manner to acquire the target number Develop and implement all core communication material in line with Citi international standards and guidelines Execute various strategic and tactical campaigns across consumer bank product offering Increase Citi brand visibility Manage creative and media agencies relationships Manage and deliver on all customer communication channels including digital campaigns Accountable for campaign results (cost-benefit analysis) Provide support in implementation of research projects activities Review English and Arabic communication to ensure accuracy and consistency Coordinate with both internal and external partners and document the data, key findings, actions from research and the results stemming from the action Manage and develop all BTL communication material including sales collateral, corporate sales kit, merchant sales kit, as well as ATL planning Manage the relation with PR Control the campaign budget and ensure that all purchasing policies and procedures are adhered to

Company industry:
Banking
Job role:
Marketing and PR

Retail Marketing Manager

November 2007 - October 2011

HSBC Bank Middle East Limited

Dubai, United Arab Emirates

November 2007 - October 2011

 Drive marketing initiatives within the branch and provide customers with an experience appropriate to HSBC
 Ensure standardisation is achieved across retail branches through out the region
 Utilise the retail distribution strength for increasing business, driving cross sell in existing customers
 Develop and roll out Brand Activation marketing plans
 Conduct various in-branch promotions
 Identify key business issues in consultation with Personal Financial Services and chalk out marketing plans to tackle these issues
 Provide strategic support to branches, in consultation with Branch Managers, by developing micromarketing plans and helping them attain their targets
 Ensure prominent and strong branding for all our branches and customer service units (internally and externally). Ensure that branches in the region also comply with global retail guidelines
 Standardize marketing material in all branches. Ensure that latest marketing campaigns and collaterals exist in branches
 Monitor the branch merchandising third party team.
 Tracking competitive activities at retail and informing the marketing team at large
 Ensure that cost and price parameters are maintained through negotiations and discussions

Company industry:
Banking
Job role:
Marketing and PR

Education

American University of Sharjah

May 2008

May 2008

Bachelor's degree, Business Administration - Marketing and Management

United Arab Emirates

Skills

Marketing Management
Expert
Marketing Management
Expert
Merchandising
Expert
Merchandising
Expert
Branches
Expert
Branches
Expert
MS Project
Expert
MS Project
Expert
Administration
Expert
Administration
Expert
MS Access
Expert
MS Access
Expert
MS Sharepoint
Expert
MS Sharepoint
Expert
MS Excel
Expert
MS Excel
Expert
SPSS Research Software
Expert
SPSS Research Software
Expert
MS Project
Expert
MS Project
Expert
Driving Digital
Expert
Driving Digital
Expert
Marketing Management
Expert
Marketing Management
Expert
Merchandising
Expert
Merchandising
Expert
Branches
Expert
Branches
Expert
Administration
Expert
Administration
Expert

Languages

English
Expert
Arabic
Expert
Spanish
Beginner