Mohammed Al Habashi

• Planned and executed cohesive strategic marketing initiatives for Groupxen’s diversified portfolio, including and not limited to fashion retail brands Muhra and Luna and the Gypsies, and market-leading fitness facility SPARK Athletic Center, in line with both the corporate business objectives and the respective brand’s projected KPIs, ensuring stakeholders’ consensus on the proposed budget allocations.

• Led and guided cross-functional teams, including Marketing, Creative Design and Content Creation units, fostering a dynamic culture, delivering impactful marketing collateral.

• Designed tailored training programs to upskill SPARK Sales Teams’ lead funneling and qualification practices, empowering them to exceed expected sales targets, expand on new member acquisition performances while maintaining a positive retention rate.

• Developed engaging community-centric activations, including fitness challenges, wellness events, athletic competitions and regionally certified training affiliations (HYROX), strengthening SPARK’s leadership in the market and furthering member retention performances across multiple market segments.

• Facilitated Muhra’s selection as the official attire for Kuwait’s female delegation during the opening ceremony of the Paris Olympics 2024, in coordination with the Kuwait Olympic Committee (KOC), boosting the brand’s international reach, while capitalizing on social media generated controversy to further expand on the brand’s regional presence through timely collaborations with reputable fashion publications, including Vogue Arabia and Harper’s Bazaar Arabia.

• Managed strong relationships with Key Technical Partners, including Boubyan Bank and Intersport, to execute prominent quarterly sponsored sporting tournaments, elevating SPARK’s competitive standing.

• Promoted measurable increase in social media engagement by utilizing a compelling community-driven content creation approach.

• Leveraged insights from branch/store sales data, in correlation with the customer segmentation to refine re-targeting strategies, driving significant growth in lead conversion rates and online transactions/purchases, across both the retail and fitness divisions.

• Developed, directed and executed comprehensive go-to-market annual and quarterly marketing plans, targeting prospective customer demographics, and presented data-driven reports to the OEM.

• Strengthened collaboration with cross-functional teams, especially at Brand level (Hangzhou, China), to tailor the annual marketing plan to the local market, aligning proposed initiatives with corporate objectives while ensuring consistent brand representation.

• Managed an annual budget of USD 480, 000 and allocated resources efficiently, to meet the pre-assigned KPIs effectively.

• Drove aligned high-impact online/offline initiatives, through multi-channel strategies, including OOH Utilization, Tactical Offers, Targeted Sponsored Ads, CRM & Test Drive Activations, along with Influencer & KOL Collaborations, ensuring maximum ROI and a seamless Customer Journey Path.

• Monitored and analyzed campaign metrics and data insights to evaluate performance, refine strategies, improve lead quality and optimize marketing approaches, to drive alignment with Sales objectives.

• Improved lead conversion rates by 23% by implementing CRM-driven campaigns that optimized customer segmentation by targeting high-potential prospects and refining the customer journey.

• Undertook and directed multiple mall and outdoor displays, Auto Shows and model launches, across various high-profile venues, as well as the soft opening of the Lynk & Co Space at the Warehouse Mall.

• Exceeded footfall projections during the Lynk & Co Space soft launch, by combining experiential marketing with strategic automotive-centric influencers’ collaborations.

• Amplified the brand’s online and social media presence through Organic and Targeted Social Media Campaigns and calendars, both via market and demographic-tailored content creation, utilizing major SM platforms and SEO/SEM techniques.

• Drove digital engagement to 40% by Q3 2022, boosting social media traffic by 25% through leveraging audience-relevant content, highlighting in-demand product USPs.

• Lowered average lead acquisition cost (CPL) by 12% through refined funneling practices and optimized segment-specific targeting criteria.

• Designed and maintained the brand’s website and ensured proper alignment with the CRC Dept. for an optimal inquiries collection funneling and leads qualification process.

• Analyzed latest marketing and industry trends, along with seasonal purchasing patterns, to capitalize on market opportunities, and gain a competitive edge.

• Successfully accelerated showroom footfall by an approx. 13% during the launch phase of Lynk & Co 05 (MY 2022), through the ‘Stay & Drive’ programme, in collaboration with Jumeirah Messilah Beach Hotel, aiding in generating a total 869 funneled leads across Q3 2022.

• Directed marketing operations across 16 international ‘fast-fashion’ brands within four GCC and MENA markets, tailoring strategies to fit diverse demographics and consumer preferences and purchasing behaviors.

• Led and supported a multi-faceted marketing team, driving collaboration and fostering innovative solutions to meet corporate objectives.

• Identified the respective market’s target demographic, and developed appropriate marketing and communication approaches, to strengthen awareness, refine brand positioning and expand on existing customer acquisition and retention performances.

• Expanded customer retention performances by 16% across two key markets (Kuwait and UAE), by introducing loyalty programs and referral incentives tailored to the respective market’s preferences and consumer’s behavior.

• Prepared and managed each brand’s respective marketing activations and seasonal campaigns, with an annual budget of USD 140, 000, ensuring cost-effective implementation of multi-channel initiatives.

• Evaluated stores’ sales and footfall performances, in line with the specific promotional activities, across different seasons, to assess the impact of the applied initiatives.

• Achieved an average of 15% increase in ROI, through projected sales from Q3 2018 to Q2 2019, by optimizing ad placements for seasonal campaigns and allocating budgets to high-performing channels, based on data analytics and CRM insights.

• Planned and executed multiple BTL activities and events, which resulted in increased corporate and selected brands’ exposure, and an approx. 22% increase in respective store sales.

• Developed and managed social media and content marketing strategies, across all brands, through main SM platforms, and ensured up to date awareness and communication of local market’s promotions and campaigns, as well as proper online representation of the respective brands.

• Boosted social media engagement by an average of 30% across Q3 and Q4 of 2020 and Q1 of 2021, by implementing market-specific content and tactical promotions, driving an approx. 15% increase in online sales, capitalizing on regional ‘lockdown’ periods during ‘peak Covid-19 pandemic’.

• Developed and maintained solid partnerships with multiple local and regional social media lifestyle influencers and KOLs, including and not limited to Fouz Al Fahad and Huda Hamdan, to amplify brand reach and consumer engagement.

• Assisted in planning and implementing appropriate quarterly and annual marketing campaigns and activations, respective of each brand, monitoring performances and results to ensure a positive sales conversion rate and meet the pre-defined KPIs.

• Reduced annual marketing expenditure by 10%, through re-negotiating terms for offline and BTL activations with contracted production suppliers and vendors, and replacing third-party media-buying agencies with an in-house digital marketing transformation initiative.

• Worked closely with the Brand Managers to develop and optimize the respective marketing promotions and offers, adapting regional strategies to the local market, ensuring relevance and audience connection.

• Conducted online and social media tactical campaigns, as well as offline activations, to boost brand and promotion awareness among the intended demographic and strengthen customer engagement, by driving consistent targeted communication.

• Collaborated with local fashion bloggers and lifestyle KOLs to promote seasonal collection launches, in-store and online promotions, and market the content through main SM platforms, to further support on-going marketing initiatives.

• Guided in-store traffic to a 20% increase on average by utilizing targeted influencer campaigns, during seasonal periods, to maximize the intended promotion’s communication reach and awareness.

• Analyzed marketing campaigns and stores sales trends, using data-driven insights to assess performance and optimize future initiatives, to maximize ROI.

• Monitored and analyzed the latest market purchasing patterns, marketing trends and competitor activities and promotions, to identify opportunities and guide the planned campaigns and activations’ development.

• Generated and presented monthly and quarterly Marketing Review, Budget Expenditure and Social Media Performance & Insights reports to Management and Host Brands.

• Identified target demographic and segmentation, monitored consumer seasonal purchasing behavior and aligned appropriate marketing activations with the respective products and seasons’ lifecycles.

• Assisted the Marketing Manager in designing and developing an efficient and effective budget allocation approach, across all utilized platforms to maximize performance across multi-channel campaigns.

• Undertook the organization and execution of several offline events, including seasonal collection launches and store/branch openings, while maintaining the organization’s and the brand’s required market and corporate identity and stature.

• Improved in-store customer experience by optimizing service touchpoints and driving direct marketing initiatives.

• Evaluated campaigns and promotions’ performance metrics, in line with KPI-driven frameworks, to assess the effectiveness of the respective initiative, progress of the ROI and refine resource allocation.

• Collaborated with the Marketing Manager to develop cohesive retail marketing strategies and action plans, aligned with the brand’s KPIs and forecasted sales targets.

• Coordinated with multiple departments, to develop approved POS material, implement targeted seasonal activations, as well as promotional and sale campaigns, and ensure synchronized execution in trade.

• Maintained a close relationship with retail partners and mall managements, as well as local suppliers and vendors, to develop marketing and branding collateral, POSM and in-store signage, to ensure consistent and effective campaign communication and brand awareness.

• Organized and ensured proper execution of the operational in-store action plans and promotional offers, to drive footfall and increase customer engagement, maintaining positive acquisition and retention rates.

• Monitored and reviewed stores sales trends and footfall regularly, to apply proper actions and timely adjustments accordingly, and ensure seamless optimal performance.

• Initiated and controlled various procurement procedures and POs for multiple governmental tenders, as well as different U.S. military bases within Kuwait and Iraq, in coordination with the BD & Marketing Managers.

• Coordinated with the Marketing Manager, to develop and implement plans for advertising, promotions, public relations, and B2B Sales Programs.

• Assisted in the decision making process regarding the distribution of products (such as taking orders, warehousing, stock control and transportation), and undertook direct marketing.

• Assisted in the pricing approach of products and materials required by various tenders, in coordination with the Operations Department.

• Oversaw and assisted in the decision making process regarding the final product's outcome, such as labeling or packaging.

• Assisted the Marketing Manager in developing and implementing suitable marketing strategies and assigning appropriate channels by selecting, segmenting and targeting proper market demographics, and promoting products and services to such and similar groups.

• Customized product and service solutions, as well as after sale service programs, to improve client satisfaction and maintain a positive retention approach.

• Provided assistance to customers with their banking inquiries, including account information, transactions, products and services, as well as addressing and resolving complaints and concerns, in a timely and satisfactory manner.

• Promoted bank products and services to customers based on their needs and preferences, including loans, credit cards, investment options and digital banking solutions.

• Ensured compliance with banking regulations, policies and procedures, particularly regarding customer authentication, data protection and security measures.

• Maintained accurate records of customer interactions, transactions and inquiries, for audit and compliance purposes.

• Collaborated with colleagues across different departments, such as sales, operations and risk management, to ensure a seamless customer service experience and proper resolution of complex issues.

• Participated in training programs and workshops, to enhance product knowledge, customer service skills and overall performance.