ألما ميري

Marketing and Branding
•Managed 12 FMCG brands in the Middle East, Europe and North America, and ensured they met target revenues
•Created new brands to add to the portfolio by identifying market opportunities/gaps; managed the entire process from brand inception to launch in market
•Developed brand strategy including vision, branding, marketing calendar and value proposition, and translated them into go-to-market strategies and brand activation
•Set and planned marketing budgets, analyzed sales forecasts and implemented measurable KPI’s

Digital Marketing
•Managed websites and SEO with Google Analytics, implemented E-Commerce and improved sales
•Built social media presence for 12 brands, including Facebook, Instagram, YouTube and Snapchat, with unique corporate and seasonal content creation
•Launched digital campaigns through Google Ads, PPC, Email Marketing and Social Media Ads to create a comprehensive customer journey and increase retention and loyalty
•Identified and collaborated with +50 influencers to increase brand awareness and engagement
•Measured each campaign’s effectiveness and performance across the set KPIs

Events
•Organized events such as product launches, regional and international exhibitions (Gulfood UAE, Expo West US)
•Partnered with PR agencies to create media kits, publicity strategies, and media coverage for brand outreach
•Measured and overachieved performance of marketing activities with a successful ROI

Marketing
•Analyzed in-depth the client’s brief and portfolio and converted it into a comprehensive and innovative marketing proposal, including strategy, competitive insight, implementation, budget and expected ROI
•Developed the product catalogue including benefits, key selling points, pricing strategy and technical/installation details
•Optimized advertising space and occupancy rate through innovative solutions to increase revenues
•Compiled, analyzed and presented performance metrics and proposed action plans accordingly
•Handled all PR & marketing material (website, social media, newsletters, videos, brochures)

Business Development
•Led the complete media plan and furbishing process for new projects including product selection, location, asset optimization, pricing and installation
•Sought new opportunities to grow the business functions outside Airport Advertising and expand them into other profitable segments (i.e. Street Furniture and Mall Advertising)
•Generated new and proactive concepts to expand our portfolio of products and clients

Reporting
•Conducted monthly market research and prepared a competitive analysis across different industries
•Prepared all regional and international marketing reporting including client acquisition, new campaigns, sector analysis and market trends
•Supported the Managing Director with Board Meeting presentations and Business Reviews

Department relations
•Presented new concepts and market trends to the Sales team to facilitate their approach to clients
•Liaised with the technical team for new product installations, project costing and timelines
•Aligned with the airport/government authorities for project tenders, approvals and site visits
•Managed the creative team to deliver the client’s branding and artworks

• Attended seminars, lectures and workshops on diverse business topics and conducted interviews with note speakers
• Wrote articles and interviews and published them in Align (Business School newsletter)
• http://align.aub.edu.lb/author/alma/

• Developed artwork quotations and raised purchase orders (PO)
• Wrote action and creative briefs
• Conducted market visits and prepared a competitive analysis