Head of Marketing - TBA (Tires, Batteries, Allied Services)
Suhail Bahwan Automobiles LLC
Total years of experience :18 years, 9 Months
Leading a special project of setting up 3 brand outlets for Amaron Batteries (Amaron Pit-Stops) in 3 major regions in the country. Managing the development and implementation of high-impact marketing programs for various channels.
Significantly contributed to establishing a comprehensive marketing communications strategy for major TBA brands like General Tires, Amaron Batteries, Deta Batteries, Luk Oil, and Global Window Films.
Efficiently led the launch of one of the biggest tire brands in the world for General Tires in 2020.
20% boost in dealer penetration network by adding 22 new dealer networks to the dealer portfolio across the country since 2020.
Positioned the company as the first in the nation to launch social media channels for 3 flagship brands - General Tires, Amaron Batteries, and Luk Oil.
500% increase in digital lead generation by defining effective digital paid media strategy across social media, Google search, and display channels in 2021.
Worked closely with retail media giant Lulu Hypermarket using their 176 digital screens to digitally launch General Tires nationwide.
Overseeing an overall marketing budget of $312K for 2021, with ~65% spent on digital. Devising an overall framework for digital and social media marketing. Partnering with the digital and creative agency to build a dynamic online presence across all social platforms. Providing strategic inputs to digital marketing activities, optimizing the online lead generation funnel. Leveraging localized content for all digital marketing channels, including social, web, paid ads, and emails. Engaging with Micro & Macro influencers with robust marketing strategies to enrich the firm’s social media content and reach a highly-specific audience directly while enhancing brand awareness/reach. Leading an in-house team of 5 marketing & 3 CRM Executives.
Working directly with 5 Account Managers representing the firm’s Creative, Social, Digital, PR, and Website agencies. Spearheading the PR team, devising annual PR budgets, and monitoring performance across all channels, including offline, web, and social media. Maintaining a positive corporate brand image by formulating a communication strategy for the brand and organization. Orchestrating the development/maintenance of the corporate website, ensuring easy navigation for web audiences for various brands within the firm’s portfolio.
Applauded by the leadership for developing overall marketing program and accomplishing profit margin and sales turnover totaling $10M in CY21.
Served as a spokesperson and lead point person on media interactions that helped promote and impact the organization & the brand.
Developed corporate presentations, speeches, and other corporate messages for the executive leadership.
50% increase in lead count, 70% in qualification rate, and 4% in sales conversion by engaging with the target audience with newer goal-based platforms like Google Discovery Ads and Performance Max.
25% boost in consumer retention and CSAT by revamping the existing Consumer Privilege Program and launching the Customer Reference Program.
Implemented a series of Customer Experience initiatives like Digital Sales Consultation, Home Test Drive, Digital Vehicle Presentation, and Pick & Drop Service facilities to promote business during the pandemic.
40% increase in prospect base leading to achieving 5:1 marketing ROI by implementing 28 campaigns in 2021.
Accountable for completing sales objectives and general quality of service.
Responsible for providing critical insight to the process owners for the purposes of market/business planning through collection, aggregation, analysis and reporting of insights from internal and third-party sources.
Gathering and analyzing data on current assortment of products as compared to competitors.
Gathering appropriate data, prioritizing areas for analysis, and conducting analysis to develop insights on assortments and pricing against competitors.
Creating quality, relevant, timely analysis of the marketplace, its dynamics and competition, through a strong grasp of available industry data Identification and tracking of key trends in competitive intelligence, business intelligence.
Call and face-to-face visit prospective, new and presented customers to assist new business.
Observed new account achievement by making contact with the customer at planned intervals.
Established and executed plans for tactical accounts that go beyond expectations in profits maintenance/increase, account profitability, and the customer satisfaction.
Launch and implementation new business / services.
Plan and manage internal communications and awareness of corporate direction, mission aims and activities.
Recruit, manage, train and motivate direct reporting staff according to company procedures, policy and employment law.
Manage relevant reporting of management and financial information for sales and marketing activities.
Plan and implement marketing strategy including advertising, ATL & BTL activities and public relations.
Plan and manage sales and management resources according to agreed budget.
Maintain and development corporate image and reputation as well as protect and development company's brands using suitable public relation activities management.
Perform client presentations articulating the value proposition of product, solution, and service offerings.
Coordinate efforts to improve the customer experience at the point of sale.
Manage product sales growth and individual sales effectiveness by reviewing sales activity schedule.
Pursued long-term account strategy that maximized profits and assisted in cultivating long-term relationships with the appropriate decision makers.
Provided management with suggestions for improving volume, market share and price levels.
Developed and implemented plans for strategic accounts that exceeded expectations in revenue retention/growth, account profitability, and customer satisfaction.
Supported other promotional programs including, but not limited to: reactivation, retention, leads and knowledge based marketing programs.
Establishing strategic partnerships and relationships between the company and the channel partner on related issues like Sales, Business Development, Customer satisfaction, New Product launch, Promotional & marketing activities.
Planning with the channel partners management and forecasting the sales and costs involved and the revenues expected for the financial year, on a month per month and quarter per quarter basis
Planning & organizing promotional activities / schemes to build consumer preference & drive volumes and build market presence
Participated & attended trade shows to review competitors’ products
Manage and close channel partners sales opportunities by acting as a Dealer Account Manager (DAM).
Completing sales-related administrative work, as required via Dealer Management System (DMS).
Identifying major projects with channel partners and co-ordinate activities through pre-sales, consulting etc to maximise our products & services content in the project
Oversee all corporate sales function, including key account management, customer relationship development, price and contract negotiations and order fulfillment
Dealt with cross functional teams through structured planning methodology that leveraged skills, data and industry expertise
Initiating / developing relations with key decision makers in target organizations for business development in pre-sales negotiation stages
Dealing with all aspects of Customer Satisfactions and Customer Satisfaction measurement as part of a virtual "Customer Satisfaction Team"
Identifying key partners in the given territory to drive incremental revenue
Responsible for educating new sales force of existing partners by providing sales and orientation training.
Planning & organizing promotional activities / demonstrations to build consumer preference & drive volumes and build market presence
Planning & organizing promotional activities / schemes to build consumer preference & drive volumes and build market presence
Participated & attended trade shows to review competitors’ products
Developed relationships with dealers for promotions & marketing activities
Developed strategies, analyzed and prioritized market targets; evaluate the market, competitive environment to optimize current and future opportunities
Dealt with cross functional teams through structured planning methodology that leveraged skills, data and industry expertise
Establishing strategic partnerships and relationships
Focused on superior performance and gaining credibility in addition to securing upfront commitments to continue corporate developments
Identifying and developing reliable dealers/ distributors for increasing market visibility
Initiating / developing relations with key decision makers in target organizations for business development in pre-sales negotiation stages
Utilizing a systematic, consultative selling approach that delivers results
Developing sales forecasts and product pricing; launching new products to the marketplace
Oversee all corporate sales function, including key account management, customer relationship development, price and contract negotiations and order fulfillment
Represent company at trade association meetings to promote products
Review operational records and reports to project sales and determine profitability
Drive business growth, capitalize on new revenue potential, and manage all aspects of daily business operations
Met and exceeded all objectives such as deliverables, quality, time, margins on complex, long term engagements
Liaisoning with a wide cross section of people for the efficient execution of projects
Focus on customer centric marketing and research solutions
Steering operations for assigned territory for accomplishment of top-line growth & bottom-line profitability
Establishing short / long term budgets & corporate strategies for achieving profitability
Formulating sales targets, demand forecasting, sales budget achievement & managing inventory pipeline, ensuring ready availability of products/services as per market demand
Leading direct reports as well as cross-functional teams, managing a product line from cradle to grave, justifying new product development investments, determining and documenting new product requirement
