General Director Public Relations & External Communication
Water and Electricity Regulatory Authority (Riyadh, Saudi Arabia)
Total des années d'expérience :21 years, 0 Mois
Designation Chronology:
• January 2023 - Present: General Director Public Relations & External Communication
• November 2022 - September 2023: General Director Strategic Planning & Institutional Excellence
Accomplishments:
• Instrumental in developing new WERA identity and building brand equity.
• Provided strategic corporate communications leadership whilst driving PR and Branding initiatives, which reflect, articulate, and promote the mission, vision, and identity of the Organization.
• Communication Strategy Champion, an expert in the development and implementation of innovative and robust communication framework that not only enhances WERA organizational image but ensures effective engagement with both internal and external stakeholders.
• Spearheaded development of Strategic Performance Management Plan and comprehensive performance indicators to measure the Authority's progress toward its goals accurately.
• Chief Strategist, planned and implemented the Authority’s strategy, performance indicators, and targets.
• Served as a Trusted Advisor for overcoming obstacles and difficulties in implementing the Authority’s strategy with other departments.
• Led the overall direction of the Authority's Projects, determined project budgets that aligned with strategic priorities and ensured projects meet established goals.
Responsibilities:
• Establishing and implementing top-tier marketing communications strategies, aiming to elevate the organization's standing and impact within the industry.
• Stellar Communications Expert, establishing and driving a multi-channel communications strategy, endeavoring to increase awareness, understanding, and support of WERA's vision, mission, and accomplishments among the public.
• Partnering with strategic planning for establishing KPIs and targets for institutional communications.
• Generating periodic reports to the Authority’s management on the Authority’s strategy and achieving its goals.
• Driving innovative & growth propelling PR and brand management initiatives. Providing media intelligence, administering strategic media relations, press outreach, and all written and multimedia communication pieces.
General Director Strategic Planning & Institutional Excellence November 2022 - September 2023
Water and Electricity Regulatory Authority (Riyadh, Saudi Arabia)
Accomplishments:
• Played a key role in crafting and delivering WERA’s organization strategies, as well as developing the future strategy within power sector.
• Commanded the strategic planning and institutional excellence functions. Provided thought leadership for establishing masterplans and roll-out ambitions - mission, vision and values.
• Proffered subject matter expertise and supported WERA by providing analytical and planning advice for areas such as strategic planning, project management office, business continuity, risk management and research and studies.
Responsibilities:
• Spearheaded PMO and change management functions, and drove program benefits and performance metrics by establishing roadmap and PMO best practices. Exhibited expertise in areas including risk identification, program control and governance, and managing interdependencies between different programs/projects.
• Served as a driving force for the development and improvement of Strategic Planning & Institutional Excellence functions. Tracked and monitored the performance of strategic objectives and KPIs.
• Defined and maintained enterprise architecture and business information architecture. Defined and executed business information lifecycle planning and control.
• Conducted a comprehensive assessment of the regulatory authority and the electricity sector to identify potential risks that may affect the authority and its work. And published reports.
Accomplishments:
• Provided vision, leadership and strategic advisory to deliver excellent results and achieve the Ministry’s goals. Significantly contributed to developing legislation, decisions, regulations, and standards related to electronic commerce in light of developments in legislation applied at the local, regional, and international levels.
• Championed e-commerce growth across the Kingdom. Commanded all aspects of the E-commerce domain with strategic initiatives to improve, enable, and empower the e-commerce industry in the Saudi market.
• Instrumental in bolstering KSA’s e-commerce excellence & solutions initiatives and attracting leading foreign companies in e-commerce.
• Provided thought leadership, insightful perspectives and innovative strategies to drive e-commerce success locally & internationally.
• Nurtured partnerships with international organizations and universities in the e-commerce domain.
• Developed e-commerce indicators and activated the short national address.
Responsibilities:
• Established and implemented the center’s executive plan after its approval.
• Championed the growth of e-commerce cultivating a thriving e-commerce ecosystem. Proactively addressing challenges that hinder e-commerce adoption and growth.
• Spearheaded initiatives to empower and support e-commerce businesses.
• Facilitated Collaborative Policy Development for e-commerce by coordinating cross-ministerial efforts to ensure alignment and efficient policy creation. Working closely with government agencies to develop comprehensive investment-friendly policies for the e-commerce sector.
• Nurtured strategic relationships and alliances across the public sector and private sector globally to develop programs aimed at expanding and increasing electronic commerce.
• Evaluated the impact of e-commerce policies on the commercial sector. Conducted thorough monitoring and analysis of e-commerce policies and regulations. Assessed their impact on KPIs of the commercial sector.
• Developed data-driven reports and actionable recommendations for policy improvement.
• Aided the Electronic Commerce Council with information for its meetings and all the facilities required for its work.
• Collated periodic reports on the center’s activities, achievements, and problems facing it, and proposed initiatives to improve its performance.
Accomplishments:
• Championed delivering world-class products in the social media and e-commerce space.
• Entrusted with corporate decision-making along with other members of the Executive Team.
• Played a pivotal leadership role in the development and evolution of the digital experience that aided online business growth and expansion
• Under my leadership consistently attained e-commerce sales targets and expanded the company’s customer base.
• Headed a dynamic and creative team that set a high bar for innovation and success in a fast-paced and changing environment.
Responsibilities:
• Headed the e-commerce department with end-to-end ownership of the e-commerce business. Instituted organization strategy, and established roadmap, programs and initiatives for e-commerce business. Developed and executed strategic plans to achieve e-commerce sales targets and expand the company’s customer base.
• Earned a reputation as a change leader, managed and controlled change in the E-commerce Sales Department, for driving continuous improvement.
• Developed strategic marketing and go-to-market plan process across all touchpoints, working with domain experts across the marketing organization to develop integrated, end-to-end marketing plans.
• Authored forward-thinking revenue-generating marketing strategies. Provided leadership in all marketing mix areas - customer insight, new product launches, market segmentation, product positioning & competitive dynamics.
• Developed e-commerce B2B portal, wholesale area, and access to digital platforms to enhance the sales journey.
• Introduced a referral program to target the current customers and generate more leads to propel the customer base.
• Partnered with enterprises and big firms for customized requirements (B2B) & (B2B2C) to offer special digital features and services.
• Boosted enterprise use of digital channels through enhancements for enrolment and increased functionality.
• Steered operational excellence by developing models to improve process efficiency, and reduce costs.
• Teamed up with IT and Marketing Communications to manage day-to-day operational tasks and resolve challenges.
• Forecast future sales and established sales plans to adapt to constant shifts in the marketplace.
• Administered recruitment for the My Store Sales Department. Built a dynamic and creative team that set a high bar for innovation and success in a fast-paced and changing environment.
• Delivered world-class digital solutions, leading to customer, top-line, and GMV growth for e-commerce business.
• Instrumental in setting up the e-commerce division from ground zero, in addition to enhancing present organizational capabilities to ensure smooth and streamlined operations.
• Headed the marketing and communications department (E-commerce), including Marketing Management, Campaign Management, Brand & Content Mgmt., Digital Marketing Strategy, Communication Strategy & Online Media Buying.
• Directed the marketing department’s day-to-day operations and implemented innovative process re-structuring measures to drive operational excellence. Rolled out branding strategy towards distinguishing a unique e-commerce store within a large clout of competitors.
• Led innovations to identify impactful, economically viable, and scalable new growth drivers.
• Nurtured business partnerships with large corporate houses and various vendors.
• Administered acquisition/rollout of essential tools/systems for establishing & managing the e-commerce operations.
• Designed and executed seamless & fully integrated end-to-end omni-channel customer journey for a new marketplace.
• Defined optimal investment level, ways of engagement, and media frequency for campaigns. Administered campaign analytics strategies & implementation for maximizing revenues and customer experience.
• Tracked KPI delivery, analyzed performance variances, and identified root causes for underperforming units and initiative counter-measures to optimize productivity levels.
• Instrumental in establishing an e-commerce business in the Saudi market under the brand name Jeeltech.com.
• Marketing expert, served as Evangelist and Ambassador for innovation and transformation around the business.
• Proffered direction, leadership, and oversight required to deliver excellent results and achieve Country goals.
• Commanded marketing programs for the e-commerce store, while integrating SEO strategies, content marketing plans, and digital optimization initiatives within it. Monitored/analyzed SEO performance metrics, identified opportunities for improvement and implemented corrective actions.
• Served as a subject matter expert across Digital Shelf Analytics solutions and how to leverage them to drive performance across digital shelves.
• Social media fanatic and a great contributor to content creation and providing strategic vision for all digital marketing initiatives.
• Shared trends, future forecasts, and predictions for the e-commerce division.
• Proffered data-driven insights regarding the estimation of operational costs and accordingly developed annual budgets for the entire marketing department. Monitored performance, analyzed data, and made data-driven adjustments to optimize marketing spend and maximize return on investment (ROI).
Accomplishments:
• Successfully led the execution of “TechDay”, a Digital Marketing Campaign for Ayat & E-services, ‘Go KSU’ Mobile Application (conceptualization, development & publication of the app)” Project, Managed Twitter (@_KSU), Facebook (fb.com/king.saud.university) and Instagram (Instagram.com/king_saud_university).
• Established distinctive digital marketing strategies for the largest university in KSA.
Key Responsibilities:
• Spearheaded a holistic digital marketing strategy, developed a comprehensive digital marketing campaign. Integrated digital viewpoint across the entire business program and worked towards the enhancement of product / service performance.
• Provided startegic media consultancy to business stakeholders and recommended new media techniques to restructure the corporate culture.
• Led and managed social media initiatives, supervised activities within the ongoing exercise in order to extract maximum value from written editorials, community-outreach efforts, promotions etc. Maintain a cohesive social media strategy across various channels to achieve high levels of user engagement
• Analyzed data and metrics to assess the impact of new media programs and collated periodic reports on campaign outcomes, and ROI.
Previous Professional Experiences:
• Jan 2017 - Jan 2019: Member of Advisory Committee, Al-imam Muhammed Ibn Saud University,
• February 2014 - 2016: E-Commerce & Marketing Manager (Part-time), Sadabluetooth (Saudi Arabia)
• Sept 2011 - Oct 2014: Microsoft Student Partner, Microsoft (Saudi Arabia)
• Jan 2012 - Jan 2013: Marketing and Supply Chain Manager, Enteqa (Saudi Arabia)
• Apr 2009 - Jan 2012: Networks Engineer, Riyadh Girls Education, Saudi Arabia
• Jun 2003 - Mar 2009: IT Unit M. / Internet Dept. M. / Internet Service Support, MOE-GE
Other Educational Qualifications: • 2015: Diploma in E-Business, Google • 2013: Professional Diploma in Digital Marketing, Digital Marketing Institute • 2003: Diploma in Computer Operations, Institute of Public Administration