ali kaytan

• Led end-to-end brand repositioning of Dibba Bay as a premium, sustainable seafood and luxury F&B brand; redefined
brand positioning, tone of voice, and messaging hierarchy to strengthen presence across B2C, HORECA, and retail
channels.
• Established brand identity standards, visual consistency guidelines, and brand governance frameworks across all
touchpoints, including packaging, social, POS, and experiential, ensuring cohesive brand expression at every customer
interaction.
• Planned and executed 360-degree integrated campaigns across digital, social, PR, and experiential platforms; built KPI
frameworks and campaign performance tracking dashboards, achieving 45% uplift in social media engagement and
30% growth in D2C e-commerce sales.
• Managed end-to-end agency and creative supplier relationships, including creative briefing, approval workflows,
and marketing management processes to ensure on-brand, on-time delivery across all campaign assets.
• Led internal stakeholder management across sales, operations, and culinary teams; built campaign planning
workflows and cross-functional collaboration processes that reduced go-to-market lead times by 30%.
• Drove competitive landscape analysis to inform brand positioning at major event activations (Michelin Good Food,
Taste of Dubai, F1 Abu Dhabi), maximizing on-site conversions and brand differentiation.
• Built best-practice toolkits and templates for influencer briefs, chef partnership agreements, and seasonal campaign
activations; applied consumer insights and market research to optimize promotional mechanics and product bundling
on Shopify.
• Developed e-commerce bundles and seasonal promotions on Shopify and aggregator platforms, applying
consumer insights and market research to optimize targeting, product bundling, and promotional mechanics.

• Designed and implemented a comprehensive brand strategy, content strategy, and campaign planning workflow
across digital, social, and offline channels; enforced brand guidelines and visual consistency across all customer
touchpoints, resulting in 70% growth in social media engagement.
• Built KPI frameworks and campaign performance tracking cadences, delivering data-driven insights to senior
leadership; increased website traffic by 55% and boosted brand reach by 45%.
• Executed paid digital campaigns (SEO & SEM) on Google Ads and Bing Ads; delivered $1 M+ revenue growth and
improved marketing ROI by 35% through rigorous budget planning, control, and campaign optimization.
• Managed agency and supplier relationships for creative, media, and aggregator partners (Instashop, Talabat,
Deliveroo); led creative briefing, approval workflows, and vendor negotiation to maximize output and cost efficiency.
• Supported process improvement initiatives across campaign planning workflows, introducing standardized toolkits,
templates, and lessons-learned documentation to enhance team efficiency and marketing governance.
• Conducted competitive landscape analysis and consumer insights research to identify growth opportunities and
sharpen seasonal campaign targeting, promotional mechanics, and product launch plans.
• Collaborated with cross-functional teams to improve customer experience, streamline marketing execution, and develop
practical marketing tools for internal and external use.

• Directed brand strategy across Algeria, Morocco, Nigeria, and Kenya, managing an annual marketing budget of USD 10 million.
• Determined pricing and participated in product development and portfolio optimization.
• Collaborated with Group Strategy and Brand teams to create globally consistent product launch strategies and 360° plans across the region.
• Managed and led the launch of a campaign for a novel product, resulting in revenue of $2.7 million in the first year.
• Developed and executed a comprehensive brand management strategy for a global company, resulting in a 15% increase in brand awareness and a 20% increase in customer engagement metrics.
• Consistently exceeded growth targets by an average of 7% per quarter through effective Above-The-Line (ATL) and Below-The-Line (BTL) activities.
• Spearheaded the implementation of real-time reporting on marketing expenditures, achieving a 35% improvement in ROI.
• Conducted market research to track brand health and analyze consumer insight data, increasing brand awareness by 15% as reflected in Brand Health Tracking (BHT) reports.
• Managed relationships with communication agencies across markets to ensure brand communications were consistent and enhanced the companys leadership image.
• Collaborated closely with the R&D department to drive product innovation, resulting in a new product launch in Kenya and Nigeria, which increased market share in Kenya by 2.6%.

• Managed a marketing budget of USD 2 million, aligning marketing objectives with business unit priorities to drive brand growth.
• Conducted consumer research and in-depth brand health analysis, translating market trends into actionable insights for sell-in and achieving a 20% increase in sales through efficient Below-The-Line (BTL) activities.
• Collaborated with the trade marketing department to develop and execute effective promotional programs, enhancing availability and visibility.
• Strategically devised and executed a comprehensive market penetration plan, capturing an impressive 5% market share from the strongest competitor in the highly competitive candy market.
• Managed profit and loss responsibilities, controlling costs to align with department objectives and business plans.
• Assisted national accounts promotion and increased monthly sales from $8 million to $25 million within ten months.
• Effectively managed, coached, motivated, and developed sales teams.

Brand Management & Communication

• Created full 360-go-to-market plans, content roadmaps, and oversaw the creation of tools for all apparel.
• Spearheaded and delivered a high-impact campaign for a new product, resulting in revenue of $3.2 million in the first year.
• Managed and led the Yupo Relaunch TV & Digital Campaign, maintaining a strong social media presence with a 150% increase in followers over 6 months (including Twitter, Facebook, and Instagram), resulting in $45, 000 in increased sales.
• 15 digital campaigns on social media and Youtube including posts and promotions, and grew fan base from 4K to 95K in 3 months.
• Enhanced brand visibility through strategic partnerships with media partners and influencers, leading to a 35% boost in brand awareness.

• Prepared annual activity plans and trade marketing budgets for the Snack Category, determining estimated selling prices and volumes.
• Tracked the efficiency of promotions and planned shelf visibility based on an understanding of the consumer shopping journey.
• Managed a merchandising team to ensure effective product placement and presentation.
• Prepared recommended shelf prices and tracked listing product performance.
• Provided periodic Profit and Loss (P&L) reports to higher management.
• Conducted frequent field visits to sales points to gather data and take necessary actions to optimize sales performance.

• Collaborated with Trade Marketing Director on annual budgets; managed agency and supplier relationships for POP,
display, and tasting activations.
• Supported cross-functional collaboration with Modern Trade, Traditional Channel, and Local Chain sales teams
through weekly forecast reporting and campaign performance tracking.
• Prepared category P&L statements, forecast reports, and weekly/monthly performance updates to support commercial
planning and internal decision-making.

• Managed brand strategy and budget planning for brands including Dalin, Sesu, Dr. Beckmann, Foot Doctor, Voila, and
Alix Avien; led merchandising team, developed annual targeting strategies, and organized trade fair activations.