Digital Marketing Manager
Kabalan Group
Total des années d'expérience :22 years, 11 Mois
Heading all the digital marketing activities on all social media platforms.
Working on the Lebanese market as welll as the African one.
Marketing head to all online and offline and e-commerce activities
• Developed and executed the strategic marketing plans for the group
• Created individual brands’ marketing calendars including ATL, BTL, TTL, Events and digital
• Restructured the marketing department in-line with McKinsey’s recommendations with a centralized group structure
• Hired and trained 6 marketing executives (3 Senior Marketing Executives for Luxury Retail Fashion, Hospitality and trading, 1 Group Graphic Designer, 1 Group PR Executive and 1 Digital & Social Media Executive)
• Developed the marketing department policies and procedures in-line with the company’s DOA/LOA including cross-functional team work and process mapping
• Launched the renovated group website www.binhendi.com
• Created the BinHendi corporate brand guidelines
• Lead the successful introduction of the Marimekko brand into the UAE through innovative key bloggers and influencers events
• Developed the BinHendi Stars Loyalty program through SAP (CAR/Hybris) on Hanna Cloud
• Launched the BinHendi Enterprises social media policy and handles on Instagram, Facebook while developing local content to engage the brands with the local communities
• Executed the first international Periscope broadcast from Joe’s Café in Dubai Mall
• Generated excitement through internal communications and created events for new brands acquired and new store openings
• Participated in the Taste of Dubai 2015 with Burj Al Hamam and Joe’s Café
• Executed the 2015 warehouse sale marketing campaign
• Launched Porsche Design Timepieces in a press and customer event at The Dubai Mall VIP lounge
Responsibilities:
• A strategic marketing role overlooking a series of brands in nine countries
• Provide insights for new business development and new markets/locations
• Work with franchise owners to ensure that core brand activities are aligned to both global and regional initiatives
• Lead and manage a team of 6 Marketing Executives (Field marketing/brand management, category/ innovations, social media and CRM)
• Develop and overlook execution of individual brand marketing regional/local calendars
• Introduced category reports, campaign performance and assessment tools
• Launch and maintain the brands individual social media pages
Achievements:
• Delivered year on year 18% growth in Kuwait and 27% in UAE for Caribou Coffee company operated markets in 2013
• Introduced the pipeline product calendaring based on a simultaneous multi-categories launch
• Launched the product/category focused staff incentive programs
• Developed and executed the marketing plan to launch the largest Caribou Coffee store in Turkey and the largest Caribou Coffee in the Middle East at Sheikh Zayed Road Dubai, UAE.
• Achieved the “Be Good” corporate social responsibility objective of Caribou Coffee in the MENAT region through a series of community connections programs
• Introduced the new (first time worldwide) beverage “Blended Cupcake Snowdrift” to compete with the Green Giant Starbucks Frappuccino range in 2013 and 2014 with exceptional results
• Developed the Al Sayer Franchising portfolio which won the pitch for Five Guys Franchise for Kuwait and Oman
• Assigned Horizon Draft FCB to regionally support the advertising for Caribou Coffee, The Dream Factory, Baroue, Italiannis and Minopolis
Responsibilities:
• Fully accountable for the development and execution of the annual brand and product plans for each restaurant concept (brand marketing and product calendars)
• Work with franchise owners to ensure that core brand activities are aligned to both global and regional initiatives
• Initiate individual brand calendars targeting in-bound tourism in the regional markets
• Initiate campaign performance and assessment tools for Marketing and Brand managers
• Develop and launch the company’s new website and create social networking tools for the individual brands
Achievements:
• Initiated activity plans to successfully turn around 3 failing restaurants in Mirdif City Centre
• Introduced the “Children program” at CPK stores in line with the strategy of “owning the family segment”
• Developed and executed Saudi Arabia market strategies and new store opening for Gourmet Burger Kitchen, was awarded “Best Burger in Town” by Destination Jeddah 2011
• Launched the 3rd California Pizza Kitchen restaurant in Mall of Emirates in Dubai
• Supported the Brand Operations Managers in developing and executing the new menus for YO! Sushi, GBK and Morelli’s in 2011
• Initiated consumer dipstick research to determine the company’s strategy on new brand acquisition
• Developed the marketing plans and new store openings of GBK, YO! Sushi and Morelli’s in Mall of Dhahran, Saudi Arabia
• Initiated the mystery diners program to all stores and worked on action plans derived from report results with the Brand Operations Managers
• Developed the company’s quarterly internal newsletter
Responsibilities:
• Reported to the VP, Starbucks Coffee MENA Region
• Lead and manage a team of 21 Marketing Executives (field marketing/ brand management, PR/CSR, F&B development, Category/ innovations, research and CRM)
• Lead the development of yearly strategic marketing plans
• Develop the annual business operating plans and the 5-year strategic plans
• Instrumental contribution to Starbucks success in the Middle East region by managing the development and implementation of integrated marketing plans that supported the brand growth to more than 305 stores -- US$250M+ revenue across 9 markets
Achievements:
• Product ordering projects ‘Ease of ordering’ that delivered c. US$2 million to the top line sales and US$1.7 million to the cash margin in 2010 by reviewing menu boards and making the customer ordering process more conducive to sales
• During the international financial crisis, projects managed and delivered in 2009 contributed to US$2.1 million incremental sales. In brief, region-wide strategic projects such as food transformation, gift vouchers, beverage innovation, coffee transformation and some tactical activities including top customer program, discount cards, treat-a-friend coupons
• Achieved the corporate social responsibility objective of Starbucks in the MENA region through a series of community connections programs; 55 activities over 4 waves were delivered in 2009
• Developed and launched the first Starbucks Middle East website (in Arabic and English)
• Actively participated in blogs, forums, social media networks throughout the region to tell the ‘Starbucks Story’ and facts to many active members who were misinformed by the boycott callers throughout the Middle East region
• Sponsored the Shabab Café 2008, an annual summit led by the Arab Thought Foundation and by Prince Khalid Al Faisal of Saudi Arabia
• Introduced the new (first time worldwide) locally relevant product, Date Nut Frappuccino in the Middle East in Ramadan 2007 & 2008, with exceptional consumer uptake
• Delivered smooth market entry in Egypt through a the implementation of a pre-entry public relations campaign and corporate social responsibility activities
• Delivered the annual target of the 5-year strategic plan resulting in 5% compound annual sales growth in the first 3 years given the tough trading in 2009
Responsibilities:
• Establish a process mapping between advertising agency and the bank
• Create an online library of materials accessible to all marketing council members
• Launch the various ATL/BTL campaigns whilst meeting multiple deadlines
• Centralize all advertising through Marketing Communications department
• Initiate and develop the corporate brand guidelines
• Develop training sessions to Product/ Marketing Managers to introduce agency and process
• Launch of IPOs and M&A of Commercial Bank
• Manage the project, developed and executed the bank’s 2007 annual report
• Manage all the marketing materials work related to general assemblies and shareholders meetings
Achievements:
• Managed the advertising, PR campaigns and marketing collaterals that lead to the successful launch of Al Khaleeji Bank initial public offering with an initial capital of US$ 1billion
• Developed thematic product campaigns including Personal & Vehicle loan, branch collaterals: achieving US$60 million in revenue and 20, 000 new sales lead in the 1st quarter of 2006
• Arranged all the press conferences communication materials to all stakeholders for the merger and acquisition of Commercial Bank of 35.9% from the National Bank of Oman
• Launched a major cobranded program for the credit cards department, a joint promo with Qatar Airways that achieved 50, 000 new credit cards issuance in 6 months
• Organized a full re-pitch of advertising agency that resulted in reducing the marketing communications expenses by 15%
• Initiated and executed the development of the corporate brand identity and aligned all campaign launch programs of all new products including new brand image, credit cards, etc.
• Managed all the marketing collaterals related to general assemblies and shareholders meetings
• Created the first online library of materials (advertising and communications) accessible through the various marketing council team members which resulted in speeding the delivery process of marketing campaigns
• Managed, developed and executed the bank’s 2006 exceptional annual report where I convinced all board members and chairman to be featured practicing their favorite hobbies which is uncommon in any other bank’s annual report. This contributed in impressing high profile clients and bankers during the WTO Summit in Doha and Singapore acquiring 25 new corporate clients to corporate portfolio
KFC, HARDEE’S AND TGIF, AMERICANA QATAR AND IRAN Nov 2000 - Aug 2005 MARKETING MANAGER
• Achieved Same Store Sales Growth of 13% and Actual Store Sales Growth of 19% in Year 2003 as well as a compound annual growth rate in sales exceeding 15% for Qatar branch highest across the ME region.
• Acquired a $ Sales Mania and Best Advertising Execution Award from KFC International for Driving Sales growth of 38.8% on same store basis for 1st quarter of 2002, and more than 52% growth on actual store basis for the same quarter.
• Achieved a 14.77% growth on actual store basis and a 27% growth in transactions in year 2001 though the tough competitor’s activities and a year starting with a boycott of American brands due to Palestine’s cause for the first two quarters.
• Coordinated with marketing research companies i.e. Stat-Ipsos to do the required researches to identify positive and negative elements in our restaurants and brands’ image and positioning. A Brand Image Tracker research was held for Qatar branch in year 2002.
• Developed a contingency plan against boycott through intensive PR programs that drove sales back to a 3% growth situation over 2001 by end of May 2002.
• Evaluated and assisted in site selection for 20 new restaurants in Doha based on market mapping techniques and site selection criteria.
• Pursued and Graduated from Tricon Yum University in Dallas, Texas reaching the highest standards set forth by the Marketing College (May 18, 2001) and Home service college held in Dubai (November 10, 2001).
• Introduced a number of Local Store Marketing program for acute case restaurants that lead to realigning those cases with their respectives set sales targets.
• Launched PR programs with the Supreme Council for Family Affairs in Doha under a campaign theme “Say Yes For Children” and other campaigns executed locally. KFC and Hardee’s acquired recognition from the council for achieving locally a 10, 000 votes for their children’s international campaign.
BACHELOR OF ARTS IN ADVERTISING AND MARKETING