Group Marketing Director
Abdulrazzaq AlSane & Sons Group, ARSG (Abraaj Water, Regency Hotel, Lofat, Nada Water Bahrain)
Total years of experience :14 years, 1 Months
● Managed ARSG's marketing budgets and strategy; presented results at executive meetings.
● Increased Abraaj Water's daily e-commerce sales 20x across various platforms.
● Doubled (x2) Abraaj Water's average basket size.
● Adopted BRAZE/App Boy, MixPanel CRM tools for Abraaj and Lofat.
● Advised on UI/UX for Abraaj and upcoming Lofat app.
● Implemented data warehouse management across subsidiaries.
● Led occupancy campaigns and F&B concepts for Regency Hotel.
● Oversaw brand health and action plans for all subsidiaries.
● Rebuilt and led ARSG's marketing team; enhanced online presence.
● Notable Campaigns (Abraaj AlKaline Water launch, Minions Kids and little heroes Kids 200ml,
Abraaj free delivery to all of Kuwait, Bnader & Abdali, Lofat 30KD off, Ghadana Kuwaiti Meal Subscription)
● Built the marketing team from 0 to 6 performance marketing members.
● Transformed Trolley's marketing department from a cost center to a profit center.
● Implemented CRM tool BRAZE/AppBoy for user CX journeys.
● Set comprehensive KPIs and metrics for Trolley's marketing strategy (CPT, Footfall as impressions,
ROI in influencer reach)
● Managed budget allocation and planning for marketing initiatives (online vs offline)
● Provided UI & UX consultation for the app, advising on integration with operations workflows,
especially with D2C delivery
● Initiated extensive in-store branding, generating additional NCR ’s ‘non-commercial revenue’,
premium locations (ie shelfs, and online social media highlights).
● Implemented social media branding, significantly enhancing Trolley's digital footprint.
● Developed and executed targeted marketing campaigns, notably for product promotions and
seasonal sales.
● Collaborated with agencies like OMD, Impact Echo, Starcom, and Senyar for marketing execution.
● Notable Campaigns: #s of Trolleys stores ‘Where and which trolley?’ ICEE campaign fill up your
cup or bucket, Mansouriya Branch opening, YELO pizza during covid, Multi language Trolley campaign for fresh food.
● Led the creation and brand development of TryCarriage's brand/rebranding and identity, successfully expanding to Kuwait, Bahrain, KSA, Qatar, and the UAE.
● Managed TryCarriage's digital team spend, on all channels, Google Ads SEOs GDN, Facebook/Instagram, Snapchat, App Store Advertising, and Affiliates.
● Set budgeting for both online and offline performance and reach campaigns, with Local teams and germany.
● Executed campaign creation and implementation across multiple countries.
● Conducted database analysis focusing on Customer Acquisition Cost (CAC), Retention/Attrition
Rates, and Customer Lifetime Value (CLV) etc.
● Set and achieved marketing cohort targets and sales KPIs (cohorts reach more than 100%+ ),
contributing to the company's growth, expansion, and acquisition.
● Built and maintained the marketing staff for TryCarriage, overseeing recruitment, selection,
orientation, and training in all operating countries.
● Collaborated with Delivery Hero in Berlin, Germany, for the optimization of the data warehouse,
enhancing data-driven decision-making, while also presenting an executive meeting presentation
with CEO to COO of Delivery hero.
● Pioneered the use of Snapchat ads in Kuwait and KSA, establishing TryCarriage as one of the first
brands in the Middle East to leverage this platform.
● Established direct connections with Google, Snapchat, and Facebook, maintaining a strong
relationship as a primary spending customer both before and after the acquisition by Delivery Hero.
● Rate Card for restaurants for in app advertising for ranking, and exposure, costing campaign direct
to restaurants.
● Notable campaigns: Im being tracked driver T-shirt, April Fools (Drone delivery & Alexa ‘hello carriage device’) Gergean Draws, Flowers delivery (multi vertical Ads, Flowers, Pharmacies etc.) Restaurants that have never delivered before, Track your order, B2C campaigns, driver requirement campaigns.
Marketing Director (Carriage Logistics General Trading Co)
• In charge of brand positioning/strategy and all branding material
• Responsible for Online/Digital presence (Google Ads, Facebook/Instagram Sponsored Ads etc)
• Budgeting Online and Offline campaigns
• Campaign creation and execution (Video ads)
• Research database by identifying and assembling marketing information.
• Set and execute marketing and sales KPIs
• Maintains marketing staff by recruiting, selecting, orienting, and training employees.
www.trycarriage.com
Assistant Brand Manager
(Marketing)
Alghanim Retail Electronics (X-cite)
•Developing promotional campaign activities for X-cite and suppliers.
•Responsible for in-store communication activities, research and development for the shop experience
•Develop and maintain all in-store signage's and the in-store Advertising tools (Stickers/Banners/Posters, POS Materials).
•Production of supplier stands, for instore rentals.
Assistant Event Manager, 'Madison Wilde Bar/Club/Venue’ - Dublin Venues Host ‘PR’.
Part of Julian Benson’s Event management team
Responsible for venue and artist booking, and venue maintenance Contributed to the social media presence of ‘Wilde’ and ‘Madison’
o Blogging
o Status updates
o Social connections/networking
Social Media Strategist for the ‘Harbourmaster Restaurant & Bar’
& the ‘Belgard Inn’
Digital Brand Manager.
Managed the social media presence and the websites of both Venues.
o Blogging
o Status updates
o Social connections/networking
Analyst for MBA- Dublin Business School
Different consultancy and analytical papers as part of my MBA.
Analysis of the global pharmaceutical industry
Analysis of “Diageo” finance, operations and marketing management efforts compared to competitor “Guinness”
Consultancy paper for the Kuwaiti Ministry of Health on its operating process;
proposing more efficient, effective and environmentally friendly processes
Co-organiser Kuwait’s 1st Psychiatry Conference - Kuwait Psychiatry Hospital
Helped in composing the conference proposal plan
Proposal sent to the Kuwaiti Ministry of Health
The Sultan Centre (Department store), Salmiya Kuwait (Summer Breaks)
Help and Customer Service Desk § Call Centre
Cashier
Merchandise Selling
MBA International Management & Information Systems – Dublin Business School Passed all exams with Second-Class Honors (2:1) Modules included: Innovation & IT Management, Strategic Management, International Business, Information Systems Development, Project Management. Dissertation: “A study of Social Media: Users’ drives towards brands they followon social networks”
Digital Marketing & Social Media ‘Diploma’ -European Institute of Communications Qualified and practiced Search Engine Optimisation (SEO), Pay Per Click Advertising (PPC), Display Advertising, Analytics and Reporting, Affiliate Advertising, Mobile Marketing, Email Marketing, Viral Marketing, Online PR and Social Media. Familiar in Digital marketing metrics, regulation and codes of practice.
BA Management & Information Systems – Dublin Business School Graduated with Second-Class Honors (2:1) Modules included: Information Technology, Marketing and Business Development, Personal and Communication Development
Irish Leaving Certificate, The Institute of Education – Dublin