Aline Rayess

• Manage the online & offline communications by creating content strategies & working with digital agencies to improve awareness & sales figures of the e-comm website.
• Build, lead, and review content published in the form of web, print, digital, press releases, articles, and media opportunities to share our company’s brand, products, and services.
• Reach out to consumers through different channels such as weekly email round-ups & sms blast to inform or update.
• Handle different social media platforms & pages; Facebook, Instagram, LinkedIn, Twitter, and Snapchat & creating right tone of voice through each channel.
• Analyze website & social media performance through generating reports on Google analytics, dashboards from agencies, and social platforms.
• Manage marketing budget for media, social ads, influencers and collaborations.
• The below tasks as creative manager were carried with me to this role.

• Build, lead, and review work to be published in the form of web, print, and digital marketing.
• Create content strategy for both small & large-scale projects, connecting internal strategies
• Collaborate with the brand managers and sales departments in developing marketing plans, analyzing results, and identifying opportunities.
• Develop marketing campaigns that translate marketing objectives across business units into clear and motivating creative strategies, doing so by:
1. Working closely with a digital agency on changing the corporate website.
2. Handing the Instagram page in terms of visual & verbal, content, activations & campaign boosting.
3. Create the online calendar of strategies & activations.
• Analyze brand tracking, market trends, consumer need, and the competitive landscape.
• Meet budget standards by forecasting and managing the unit expenses.

• Handling several luxury & Gourmet brands on the beverages portfolio; leading products such as MONIN Syrup, VOSS water, gourmet and organic juices, JING Tea, non-alcoholic wines, soft drinks including lemonades, & ice tea, as well as coconut water.
• Evaluate & study the brands performance YOY, and take corrective actions accordingly by adapting to market changes & trends, as well as aligning them with my KPIs (20-30% YOY increase depending on brand type)
• Conduct market visits with sales team while providing deeper brand presentation and creating partnerships with customers that are among the best hotels, restaurants, cafe shops and supermarket chains in the UAE.
• Creating marketing brand plans and taking them into implementation based on targets scheduled on a yearly calendar.
• In charge of brands forecast, putting shipment orders with principles and assuring availability of stock towards the sales team & their customers,
• Negotiating best practices terms with brand principles, making sure they allocate yearly budgets for marketing investments towards the brand, in order to establish powerful & strong market developments.
• Handling brand activations to increase awareness/visibility/education; creating concepts with in-house designer & implementing ideas with my team.
• Develop competition analysis through intensive research in market and online to assess external factors.
Additional tasks: Having a spiked interest in the online world, I went along and got my Digital Marketing Certification, which allowed me to handle the all online marketing activities of the company.
- Working closely with a digital agency on changing the corporate website.
- Handing the Instagram page in terms of images, content, activations & boosting.
- Create the online calendar of strategies & activations.

• Develop the marketing plan with set strategies in line with company objectives and vision in order to come up with well-planned functions and delegate responsibilities.
• Oversee the company’s marketing budget & manage it effectively throughout the year;
1. Creation and publication of all marketing material in line with the marketing plan
2. Planning and implementing promotional campaigns
3. Preparing online and print marketing materials, then monitor & measure effectiveness
• Manage marketing activities such as:
1. Study competition (prices, locations, promotions)
2. Keep abreast with the market trends & events (Calendar of events)
3. Be present on all online ordering platforms
• Lowering costs by 20% through negotiating pricing and fees, while ensuring the continuation & enhancements of services from suppliers and business partners.
• Set an increase in profit by 15% from one year to another, by applying new marketing & operation activities such as; either lowering prices, cutting costs or evaluating resources.
• Monitor sales activities, generate reports, and come up with promotional & advertising ideas to increase footfall and awareness to achieve higher sales.
• Maintain effective internal communications to ensure all branch managers are continuously informed of the marketing activities and objectives.
• Analyze potential strategic locations for opening new branches.

• Responsible for 60 SKUs (stock keeping unit): Manage their life cycle by; translating brand strategies into brand plans & positioning and go-to-market implementation.
• Assist in developing and implement the company’s annual market plan and marketing budget to manage advertisement activities, promotional and sales aids, and work with sales department to achieve the above effectively.
• Analyze our brands positioning in the market and crystallize targeted consumers insights by doing market & consumer research; come up with cost efficient promotions to increase sales or brand awareness.
• Measure & report performance of all marketing campaigns, and assess against goals (ROI and KPIs) to make sure company is reaching the set budget.
• Develop BTL (below the line) and ATL (above the line) advertising to enrich the life of the product in collaboration with internal designers and external agencies within the set marketing budget.
• Track consumer and market insights by reviewing metrics such as sales volume, market share, profit projections, pricing and distribution, and by conducting consumer research and reporting on a weekly basis.
• Monitor market trends, research consumer behaviors and study competitors activities by doing continuous market visits and online search in order to identify opportunities, find key issues & take actions accordingly.
• Handle customer complaints; collect necessary information on the subject, further investigate to come up with solutions or offer compensation for a customer satisfaction.
• Manage six promo-ladies in Key Account supermarkets, conduct weekly visits to support them and collect market insights.

• Conduct digital marketing campaigns for leads in specific sectors & products or mass email campaigns for trigger events to; inform, promote and introduce our products & services.
• Advertise on Google Ads; Manage & analyze ad effects on Google Analytics by monitoring the product and market behavior, and control it with a set budget for the advertising channels in order to maximize the ROI.
• Develop CRM system from a technical & marketing perspective. Have in-depth knowledge in building a lead and account portfolio, to have valuable portfolio and later conduct targeted digital campaigns.
• Conduct auditing on IPC Business Units, to insure the customer database is continuously up-to-date & accurate, in order to have correct data when directing targeted marketing campaigns.
• Have a close customer relation by replying online & offline to their calls and gathering all the necessary information to qualify the lead & convert to a sales results after several follow up.
• Have extended knowledge on exhibition preparation, manage booth sources, and attend exhibition with full support to the sales executives.
• Develop questionnaires and surveys to capture necessary data to develop market and product analysis.
• Generate weekly & monthly reports to present KPIs and highlight the effects of digital marketing.
• Website management: Build & maintain the group’s websites and social media platforms by ensuring content are up to date & relevant in order to optimize the customer journey and user experience.

• Conduct in-depth Internet research to develop reliable and accurate information.
• Develops market studies for new products, production plants & new machineries.
• Weight out online market reports and recommend provided ones.
• Meet regularly with the Marketing / Project Managers to discuss all market report requirements.
• Develop Word doc. Reports & Power Point presentations.
• International market field visit and assessment.

Key Relationships
• President and Vice Presidents of INDEVCO Group Divisions.
• General & Marketing Managers of INDEVCO Group Business Units.
• Business Development Departments

• Online Research for potential prospects.
• Imputing Data CRM System - SalesForce.
• Generating Database Report.
• Email weekly tasks.
• Communication point between INDEVCO Executives and International Companies.
• Working with Advertising Department on packaging displays.