GROUP REGIONAL SALES AND BUSINESS DEVELOPMENT DIRECTOR
AL AAN TV
Total years of experience :28 years, 3 Months
In charge of the overall revenue business for Al Aan TV, Radio, Online, Newspaper and Mobile platforms. Manage the trade, media, research, corporate clients / agencies and any new initiatives of the brand across all screens and frequencies.
- Increased group revenue (TV, Digital, Radio and Print) from two digits to eight digits figures.
- Increased reach, viewership and audience/fans’ engagement from number 120 to number 1 in UAE among female (News and Current affairs), number 3 among female (General Entertainment) and number 5 among overall population in UAE.
- Increased reach, viewership and audience/fans’ engagement from number 170 to number 4 in KSA among male (News and Current affairs) and number 10 to 15 among (General Entertainment) among overall population in KSA.
Created new and unique revenue streams to name few:
- Selling content to major airlines: Emirates (having Al Aan logo on the shows; thus, reaching more than 50M passengers globally) which was a huge success from a MKT perspective as well, British Airways, Lufthansa, Oman Air, Cathay Pacific and Kuwait Airways.
- Signed off six digits deals related to licensing Digital and programming content for distribution on Al Aan TV linear, Digital and On Demand systems as well as broadband IP platform(s) (including mobile) to our 50+MM viewers and subscribers globally including new businesses.
- Created and produced two revenue oriented shows (TV and Digital) targeting SME and Start ups in KSA and UAE. Expanding the concept and implementation to Morocco, Algeria, Iraq, Egypt, Kuwait and Lebanon.
- Signed off media rep. agreement deals based on yearly minimum guarantee payments with Adline, Creative Edge and IMS (TV and Digital).
- Signed off a six digits air-time exposure deal with clients from Germany, China and UAE (TV and Digital).
- Signed off a six digits air-time exposure deal based on interactivity with World Telco Services Hungary (TV and Digital).
- Signed off a seven digits exclusive interactivity air-time exposure deal (shows and competition infomercials) with a leading Greek vendor (TV and Digital).
- Signed off a five digits branded content deal on 1 minute news bulletins (TV and Digital).
- Signed off a five digits branded content deal on 1 minute weather reports (TV).
Signed off seven digits annual deals with local, regional and global agencies/clients for commercial partnerships (TV, Digital, Radio and Print).
Signed off annual deals with EMIRATES, Kuwait Airways, British Airways, Oman Air, Qatar Airways, Lufthansa and Cathay Pacific Airlines and many more related to licensing Digital and programming content for distribution on Al Aan TV linear, Digital and On Demand systems as well as broadband IP platform(s) (including mobile) to our 50+MM viewers and subscribers globally including new businesses.
Organized Al Aan yearly grid launch PR events for six consecutive years featuring stars, clients, investors, MBUs, press and officials.
Major Partners: Starcom, PHD, OMD, MCN, HAVAS, Group M, Optimedia, MEC, STC, Mobily, Toyota, Pandora, P&G, Unilever, Reckitt Benckiser, MISK, Emirates, Korea Tourism, Oman Tourism, Renault, Mercedes, Henkel, Mars, Colagate, DW, Nestle, Nivea, etc…
Managed corporate marketing and communications functions, overseeing a six digits budget and 24 team members. Direct brand management, PR, media relations, corporate positioning, product launches, advertising, sales collateral and tradeshow marketing.
Performed ongoing customer/market research and demographic profiling to identify and capitalize on unmet markets needs ahead of the curve.
Produced media kit that demonstrated key marketing analytics and demographics for use in sales presentations. Efforts were credited as instrumental in closing numerous high-level deals.
Conceptualized and orchestrated marketing campaigns (Offline and Online) that effectively reinforced Al Aan brand positioning and increased the brand’s equity.
Launched Al Rai TV in partnership with VELVET Mediendesign including organization structuring and strategy development.
Managed the P&L and day to day operational activities of the group (TV, Print and Digital Platform) including some department heads.
Signed off seven digits annual deals with Jazeera Airways, NBK, McDonalds, Mr. Baker, NCB, Americana, Zain, Al Wataniya and many others.
Increased reach by 900% and revenue/cash collection by 3200%.
Produced more than 5825 hours of original Arabic content for TV and Digital.
Produced more than 3140 creative on-air promotions and OSPs.
Won 12 international, regional and local awards for creative excellence.
Created annual operating plans that support strategic direction set by the board and correlate
with annual operating budgets; submits annual plans to the board for approval.
Strategy and planning involvement in internal strategy development programme, defining target market, formulating key marketing messages & competitive positioning, establishing objectives, strategies and measurement criteria.
Budgeting all marketing, promotions, advertising, PR and events plans.
Created annual operating plans that support strategic direction set by the board and correlate
Advertising/branding briefing, creative campaigns and media planning.
Analysis of adv. success & brand perception.
Lead creative design, delivery, and quality of programs and services.
Lead the series and program content and acquisition activities including identifying,
evaluating, sourcing, negotiating and acquiring all third-party series and programs for the
Network in accordance with the Network’s programming and corporate mission.
Negotiated agreements to be signed with producers and/or stars.
Supervised the overall pre-production, production and post-production phases of the series,
programs, trailers, opening and ending credits produced by the company.
Marketed the series and programs produced to other media groups and/or third parties within
MENA.
Lead the Merchandising and Interactivity solutions related to the In-House
produced Arabic Cartoon projects.
Developed, monitored and organized the Programming, Production & Creative Services’ workflow including annual budget.
Re-branded and launched new brand guidelines, ensuring that all communications conform to the new brand by redesigning the company's look & feel, reprinting literature, amending website, promotional items and messages, uniforms and vehicle livery.
Organized Press conferences and created PR plans.
Managed website content and design.
Enhanced MBC product and channel offerings based on advertising opportunities.
Created initiatives that led to a viewership increase of 160% and revenue boost of 420%.
Won 26 international, regional and local awards for creative excellence.
Took a lead in clients’ marketing and advertising strategies.
Lead a team to provide the utmost level of client service.
Won 17 new accounts on average on yearly basis.
Liaised with clients at a senior level on a day-to-day basis.
Promoted the expansion of business with existing clients.
Worked with other senior managers to generate new accounts.
Supported clients and the agency creatively and strategically.
Provided creative direction and creative team management.
Set creative strategies and ensure the highest standards of creative output by managing the
team members’ creative deliverable and ongoing development.
Produced and directed on-air and off- air promotional campaigns and design direction
of LBC group of channels (LBC SAT, LBC Digital, LBC Europe, LBC Plus, LBC Africa, LBC America
and LBC Australia) among all mediums where the team won the “Finalist Award 97” at
the New York Festivals for “Sharaket Shams El LBC” and “Ricky Martin’s World Cup 98”
creative clips in addition to the GOLD Award for “Wimbledon 98” promotion at
the Phoenix De La Pub Awards Ceremony in Lebanon: three spots that have set the benchmark for the region’s creative output.