Head of Marketing & Communications
Al Manara International Jewellery
Total years of experience :9 years, 9 Months
Exclusive leading retailer for the largest portfolio of world class watches and jewellery in Abu Dhabi including GRAFF, Harry Winston, Patek Phillippe, Chopard, Audemars Piguet, Christian Dior, Roger Dubuis, Richard Mille, Hublot, Officine Panerai, Chopard, Tag Heuer and Baume & Mercier
Key Achievements & Responsibilities
• Set up the Marketing department function, develop the corporate brand and establish appropriate marketing and communication policies and procedures
• Direct, plan and monitor advertising, PR and event strategies for the organization, including outsource and managing relevant agencies
• Direct effective execution of advertising plans developed by the principals for various brands. Ensure that the plans are met and executed as per the guidelines set by the principals
• Maintain constant communication with other departments and brand managers to ensure alignment and agreements to plans and execution
• Lead the preparation of corporate and brand specific marketing budgets and continuously monitor spend against targets
• Manage internal marketing team in addition to all external agencies - creative, PR, events and various production suppliers
• Develop, document and implement department Standard Operating procedures and policies and continuously update them with an objective of ensuring efficiency in the planning and execution of marketing plans
Rejoined the team with a mandate to lead the concept development process of the resort aspect of Nurai island as well as sell out remainder of phase 1 residential (homes staring at AED 25 million) with 60% less marketing budget
Key Responsibilities
- Lead the team which is working closely with the hotel operator and involved in conceptualizing the overall resort offering in terms of look & feel, F&B concepts, calendar of events…etc
- Worked closely with Resort’s marketing team in developing the hospitality marketing communications strategy and launch plan.
- Created effective internet lead generation campaign through revamping project website, education based marketing, online and social media campaigns…etc which increased website traffic by 45% and increased the no. of internet-generated leads by approximately 50% in just under 12 months.
- Reactivated past client list to increase sales growth by using top of mind awareness, email marketing, and education marketing research.
- Design & implement new sales team training, scripting, sales maximization strategy and effective lead generation and follow up system
- Developed strategic brand partnerships that resulted in several large-scale high profile events on Nurai Island which more than doubled the number of sales leads typically achieved through events including the launch of Maybach car model and a UBS Ultra high net worth private client group
- Overseeing PR & Communications strategy and plan which reaped targeted local and regional media placements valued at more than AED 10 million with a reduced PR budget of 65%.
Global financial services provider engaged in retail/commercial and investment banking, credit cards, wealth and investment management services across Europe, Americas, Africa and Asia.
Key Responsibilities
• Consolidating the Marketing planning and operational processes across the Group to enhance the business's efficiency and responsiveness to market opportunities
• Launched 5 consecutive product-specific advertising and media campaigns that generated a 30-45% increase in sales in the personal loans, credit cards, new “Premier account” client acquisition categories
• Designing the overall Marketing Mix and Brand positioning of all existing and new customer propositions across the group's different customer segments
• Handling the group's regional marketing budget and effecting cost cutting strategies, where possible, through implementing profitable and cost effective sales and marketing channels
• Managing and optimizing relationships with the advertising & media agencies in addition to all other suppliers which provide marketing services to the group.
• Managing the overall marketing production activity of customer facing material including digital, radio and print advertising, sales and customer communication collateral, and website content.
• Conducting market research/analysis and preparing research based forecasts to support marketing activities of the group.
• Supervising and providing performance management for team members to enhance motivation and productivity.
Highlight:
• Spearheaded the brand conceptualization process for Nurai Island which resulted in generating approximately AED one billion worth of property sales a mere few months after the launch at price levels at least twice any prior benchmarks for the Abu Dhabi market.
• Secured targeted local, regional and international media placements valued at more than AED 10 million in the first year of Zaya’s operation alone.
• Planned and managed the execution of Nurai’s launch event which won ‘Best Corporate Product Launch’ at the Middle East Event Awards 2009
• Managed the conceptualization, planning and execution of a highly interactive sales office which embodied a multi sensory experience through creating a virtual room-by-room tour of Nurai Island
Key Responsibilities
• Set up the Marketing, Communications and Business Development function for Zaya - including devising and overseeing Zaya’s protocol process (writing RFPs, concept briefs and Business Development presentations and proposals).
• Lead the team which was involved in securing partnerships with luxury, hospitality and entertainment brand leaders, including Café Del Mar as well as the resort & spa operator.
• Cultivated new business opportunities, analyzed business challenges, made recommendations and tailor made strategies to achieve market leadership.
• Managed all company communications including sales & marketing collateral, media relations and client/governmental correspondence in English/Arabic
• Planned and implemented Zaya’s CRM including: client communication and development activities, client satisfaction surveys, and special events.
Inducted as PR Account Manager and crafted a growth curve to merit promotion to the position of Account Director and Luxury Practice Leader.
Designation Chronology:
• Jan ‘05 - Jan ‘06: Account Director & Luxury Practice Leader
• Jan ‘04 - Jan ‘05: PR Account Manager
Key Responsibilities as Account Director & Luxury Practice Leader (Jan ‘05 - Jan ‘06)
• Spearheaded communications initiatives and campaigns to improve clients' image in the market and generate client interest / sales leads.
• Directed a team of 8 PR professionals and supervised over 10 luxury and entertainment brands including Hilton International, Banyan Tree Resorts, Dior and Emirates Airlines.
• Lead business development efforts and prepared/presented pitch presentation which resulted in acquiring 5 key accounts for agency including Amwal Invest, Natura Bisse, Dubai TV, Al Jazeera Children’s Channel and BBC Radio
• Directed communications surrounding strategic initiatives, planning and change management for practice accounts
Key Responsibilities as PR Account Manager (Jan ‘04 - Jan ‘05):
• Developed and executed research-based PR strategies and plans which support business objectives for multiple clients.
• Organized regional media events including press conferences, media roundtables, fam trips, openings and product launches.
• Oversaw the development and administration of budgets for all communications programs.
• Managed proactive/reactive media relations activities that leverage industry relationships, corporate strengths and thought leadership.
• Conducted workshops on media training, crises and issues management workshops.
• Evaluated customer feedback to suggest and incorporate modifications in clients’ communications strategy thus enhancing company goodwill in the market.
Key Responsibilities as PR Account Manager (Jan ‘04 - Jan ‘05) (Continued):
• Oversaw the development and implementation of budgeting and financial aspect of communications programs and coordinated the activities to deliver outstanding business results for clients.
• Managed proactive/reactive media relations activities that leverage industry relationships, corporate strengths and thought leadership.
• Conducted workshops on media training, crises and issues management workshops for clients to foster positive attitude toward company goals.
• Evaluated customer feedback to suggest modifications and incorporated the same in the company’s public relations strategy thus enhancing company goodwill in the market.
Previous Professional Experiecne:
• Mar ‘03 - Jan ‘04: PR Account Manager, Gambate! Communications Consultants. Dubai, UAE.
Key Clients Handled:
• Grand Hyatt Dubai
• Qatar Planning Council
• Dubai Internet City
Jan 01 - Dec 02: Marketing Research Executive Ipsos-Stat. Amman, Jordan.
Key Clients Handled:
• Bank of Jordan
• Jordan Telecom
• Fastlink
• Jordan’s Printing Industry
• United States Agency for International Development (USAID)
