Arwa Alrimawi

• Established and developed the Research Department from the ground up,
expanding the team from 6 to 13 employees, enabling full in-house research and
significantly reducing reliance on external vendors.
• Enhanced brand quality through comprehensive product testing and strategic
studies, driving data-backed improvements.
• Lead the end-to-end design, planning, and execution of qualitative and
quantitative research studies to support brand, product, and commercial
strategies.
• Organized, interpreted, and presented marketing research findings to
senior management, influencing business strategies.
• Validated assumptions through research, delivering actionable
recommendations and management reports for future initiatives.
• Train and mentor the research team on research best methodologies,
effective use of company dashboard (Qlik sense) systems, and applications of AI
tools.
• Prepared the annual Research Plan aligned with company strategy and senior
management directives.
• Analyze market trends, consumer behavior, and competitor activities to
provide actionable insights that influence marketing and product decisions.
• Managed complex workloads and competing priorities, consistently meeting
deadlines without compromising quality.
• Conduct in-depth data analysis and translate insights into clear, actionable
recommendations for marketing, R&D, sales, and senior management.

• Handling leading brands other than Richemont (Richard Mille, Messika,
Audemars Piguet) in regard to preparing
• Media plans, PR, Budget. Boutiques animating, Displays, Visuals, and
Art work.
• Coordinating with the brands from the head quarter to make sure the
boutiques are following the Global brand guidelines in KSA.
• Communicating the Saudi market behavior and variance to the brand,
and recommend the best Marketing channels and tools to reach the target
audience.
• Responsible for about 50 International Jewellery & Watches brands
within Ali Bin Ali boutique such as (Stenzhorn, Hulchi Belluni, Riviere, HYT,
Snyper).
• Designing and coordinating print media and Digital campaign for all of
the brands. Managing exhibitions and exclusive events for VIP clients.
• Handled creative direction of many marketing projects from the initial
concept through design and implementation.
• Prepared the budget of almost 15 independent brands boutiques, plus
Ali Bin Ali all brands budget, discuss it and presented end of every year.
• Coordinating with the Logistics regarding all boutique imported
shipment from the brands, and making sure to deliver it to the concerned
boutique.
• Launched the companys Social media accounts, and maintained many
ongoing social media campaigns via Twitter, Facebook, and Instagram.

Platinum Sands, Jeddah, Saudi Arabia
- A member of Ali Bin Ali Jewellery & Watches
- Responsible for Richemont Group brands in KSA who owns several of the worlds leading companies of Jewelries & Watches (Van Cleef & Arpels, Jaeger-LeCoultre, Panerai, Piaget, Baume & Mercier, Roger Dubuis).

Key Assignments

• Handling leading brands other than Richemont (Richard Mille, Messika, Audemars Piguet) in regard to preparing media plans, PR, Budget. Boutiques animating, Displays, Visuals, and Art work.
• Coordinating with the brands from the head quarter to make sure the boutiques are following the Global brand guidelines in KSA.
• Communicating the Saudi market behaviour and variance to the brand, and recommend the best Marketing channels and tools to reach the target audience.
• Responsible for about 50 International Jewellery & Watches brands within Ali Bin Ali boutique such as (Stenzhorn, Hulchi Belluni, Riviere, HYT, Snyper).
• Designing and coordinating print media and Digital campaign for all of the brands. Managing exhibitions and exclusive events for VIP clients.
• Handled creative direction of many marketing projects from the initial concept through design and implementation.
• Prepared the budget of almost 15 independent brands boutiques, plus Ali Bin Ali all brands budget, discuss it and presented end of every year.
• Coordinating with the Logistics regarding all boutique imported shipment from the brands, and making sure to deliver it to the concerned boutique.
• Launched the company’s Social media accounts, and maintained many ongoing social media campaigns via Twitter, Facebook, and Instagram.
• Developed a CRM program based on Clients’ feedback assessment which aimed to tackles the issues been raising.
• Perform in-depth operational cost and schedule analysis to minimize variances in marketing.
• Increased brand integrity and awareness by monitoring the quality of marketing content and understanding market exposures
• Acted as company representative at industry meetings, conferences, and events in order to gain insights into the various luxury brands and how they can be marketed.

Key Assignments
 In consultation with others, developed various successful direct and mass marketing programs aligned with brand
initiatives and organizational objectives, to produce awareness about ewaan’s new housing projects across the
kingdom.
 Worked with the management team in re-launching ewwan brand with its new revived identity and a new set of
value propositions to stand out and champion the market.
 Planned and executed the logistics of tradeshows, events, seminars, and photo/video shoots.
 Coordinated and tracked marketing projects, advertising deadlines and sales promotions. Partnered directly with
vendors and agencies to coordinate marketing deliverables and timelines.
 Reviewed the value and impact of marketing initiatives and recommended improvements.
Special Assignments \[Initiative-driven\]
 Provided assistance with board and committee logistics, including coordinating, preparing and distributing
board/committee pre-read materials, special reports and executive presentations, meeting agendas, notifications and
meeting minutes.
 Supported activities related to board and committee meeting preparation including: drafting memos, assembling
meeting materials and maintaining corporate records.
 Facilitated shareholder-related activities including: annual shareholders meetings, coordination with relationship
management, external and internal departments
 Worked directly with the legal counsel to gather, review, analyse and distribute board materials and pertinent
information.
 Provided assistance with regulatory filings and special projects across Legal Affairs

• In consultation with others, developed various successful direct and mass
marketing programs aligned with brand initiatives and organizational
objectives, to produce awareness about ewaans new housing projects across
the kingdom.
• Worked with the management team in re-launching ewwan brand with its
new revived identity and a new set of value propositions to stand out and
champion the market.
• Planned and executed the logistics of tradeshows, events, seminars, and
photo/video shoots.
• Coordinated and tracked marketing projects, advertising deadlines and sales
promotions. Partnered directly with vendors and agencies to coordinate
marketing deliverables and timelines.
• Reviewed the value and impact of marketing initiatives and recommended
improvements.
• Special Assignments \[Initiative-driven\] Provided assistance with board and
committee logistics, including coordinating, preparing and distributing
board/committee pre-read materials, special reports and executive
presentations, meeting agendas, notifications and meeting minutes.
• Supported activities related to board and committee meeting preparation
including: drafting memos, assembling meeting materials and maintaining
corporate records.
• Facilitated shareholder-related activities including: annual shareholders
meetings, coordination with relationship management, external and internal
departments.
• Worked directly with the legal counsel to gather, review, analyse and
distribute board materials and pertinent information.
• Provided assistance with regulatory filings and special projects across Legal
Affairs.

• Identified, selected, hired, on boarded, and managed research vendors and
consultants for market research and data projects.
• Developed research project proposals & RFPs.
• Planned and led a thorough brand research study to appraise the health of
Ewaan brand.

• Identified, selected, hired, on boarded, and managed research vendors and
consultants for market research and data Projects Developed research
project proposals & RFPs.
• Planned and led a thorough brand research study to appraise the health of
Ewaan brand.
• Collaborated with the marketing team in repositioning and rebranding
Ewaan to build new, unique and positive associations to the brand and drive
positive perceptions among the target markets.
• Led and designed various market sensing initiatives to acquaint the
commercial and business development teams
• with key transformations in market dynamics and allow the identification of
evolving trends and opportunities.
• To ensure offering compelling housing products and solutions to provide
solid recommendations on which market segments to target and how to
succeed in winning their hearts and minds, co-developed and managed the
execution of market and consumer studies aimed at identifying and
understanding the disparate characteristics of the housing market
segments.
• Performed all project management responsibilities for assigned market
research and data projects.
• Identified and recommended new external data sources and databases tools
that could improve research and analytics
• projects.

Key Assignments
 Iidentified, selected, hired, on boarded, and managed research vendors and consultants for market research and data
projects.
 Developed research project proposals & RFPs.
 Planned and led a thorough brand research study to appraise the health of Ewaan brand.
 Ewaan was perceived as old/tired with a confusing image and a brand promise that is no longer compelling,
collaborated with the marketing team in repositioning and rebranding Ewaan to build new, unique and positive
associations to the brand and drive positive perceptions among the target markets.
 Led and designed various market sensing initiatives to acquaint the commercial and business development teams
with key transformations in market dynamics and allow the identification of evolving trends and opportunities.
 To ensure offering compelling housing products and solutions to provide solid recommendations on which market
segments to target and how to succeed in winning their hearts and minds, co-developed and managed the execution
of market and consumer studies aimed at identifying and understanding the disparate characteristics of the housing
market segments, gauging their perceptions and attitudes towards the competition and their present offerings,
uncovering their unmet needs and wants.
 Performed all project management responsibilities for assigned market research and data projects.
 Identified and recommended new external data sources and databases tools that could improve research and analytics
projects.

• Supported and assisted the management with the re-branding initiative of
Nukaly. The brand needed to shed a negative perception of image from the
past. The re-branding conducted to remain relevant to consumers in a rapidly
changing and fiercely competitive marketplace.
• Deployed various desk research and market scanning programs to create
data-driven insights about the market, competition, consumer behavior, traffic
patterns to stores, and consumer needs.
• Translated market and consumer insights into several marketing
recommendations that inform future business direction. Contributed to the
creation, development, and prioritization of Nukaly products range expansion
plans and goals.
• Recommended enhancements to the stores layout and planograms,
explored and proposed new product packaging designs to project a fresher
and a more modern outlook for the brand.
• Coordinated and supported the launch program of the new Nukaly 0%
sugar chocolate range.
• Helped with the planning and management of inaugurating the revitalized
brand identity of Nukaly. Coordinated all the launch activities ranging from
agency briefings, to reviewing proposals, discussing commercial offers,
recommending campaign creative directions, designing all the BTL and ATL
material of the campaign, media booking, to campaign execution and tracking.
• Designed, produced, analyzed, disseminated and presented to
management daily, weekly, monthly and quarterly dashboard and reports.

Key Assignments
 Supported and assisted the management with the re-branding initiative of Nukaly. The brand needed to shed a
negative perception of image from the past. The re-branding conducted to remain relevant to consumers in a rapidly
changing and fiercely competitive market place.
 Deployed various desk research and market scanning programs to create data-driven insights about the market,
competition, consumer behavior, traffic patterns to stores, and consumer needs.
 Translated market and consumer insights into several marketing recommendations that inform future business
direction. Contributed to the creation, development, and prioritization of Nukaly products range expansion plans
and goals.
 Recommended enhancements to the stores layout and planograms, explored and proposed new product packaging
designs to project a fresher and a more modern outlook for the brand.
 Coordinated and supported the launch program of the new Nukaly 0% sugar chocolate range.
 Helped with the planning and management of inaugurating the revitalized brand identity of Nukaly. Coordinated
all the launch activities ranging from agency briefings, to reviewing proposals, discussing commercial offers,
recommending campaign creative directions, designing all the

• Handle correspondence to customers (inbound calls, chats, mails) and make
outbound contacts as needed to ensure