باري Rodrigues

Responsible for managing the overall strategy of the brand and the individual products & services on offer. I work closely with the CEO on implementing the overall brand strategy. My role is to also align the goals and objectives of the various B2B business units with the overall strategy of the company

Key Achievements:
• Successfully co-created and launched the new brand of the company positioning it as a technology company rather than a mobile phone store and distancing itself from Nokia, the brand that it was closely associated with for more than a decade

• Re-modeling of the entire network of 29 retail outlets in-line with the new brand strategy resulted in increased revenue in more than half of the retail outlets (revenues increased by 30% in some stores)

• Initiated a strategy for the ICT business units to target the local SME business by putting together a portfolio of products & services targeted at SMEs and the start-up community in Kuwait

• Re-established the company’s social media program (Facebook, Instagram & YouTube) based on a new set of goals resulting in increased followers and a substantial increase in reach & engagement

Responsibilities included creating viable, cost effective and successful marketing strategies for companies to reach their marketing goals. My advisory services would be sought to ensure that they were in line with the other services being provided by the advisory group

Key Achievements:
• Successfully developed and executed international level programs for leading local petrochemical giants, PIC & Equate comprising strategy, launch and follow-through plan for their CSR initiative

• Brought in new revenue from local companies seeking strategic marketing services

• Successfully lead negotiators that led to media representation for one of the most commercially successful shopping malls in Kuwait\

Led a team of 6 staff plus outsourced creative personnel to develop the corporate website, identify and evaluate sales & marketing opportunities for all commercial/retail products, and implement brand standards. Identified, developed, and evaluated marketing initiatives, strategies, and programs through consumer research, competitive/trend analysis, and creation of internal metrics and reporting systems.

Key Achievements:
• Produced additional sales revenue of 32% by effectively implementing cross selling agreements with major regional and international banks and other financial institutions for sales of the airport lounge program, meet & assist and other services.

• Re-engineered pricing structures of all commercial products to increase net profits by 5%

• Solidified brand positioning by creating and implementing internal & external stakeholder programs like the company magazine, gifts & giveaways program, brand manual etc. at a crucial time

• Established the company’s online effort by successfully boosting its online image over 3 years creating an integrated marketing platform through a new corporate website and sub-sites including, a travel portal, meet & assist booking portal in addition to the company blog, social media etc.

• Successfully leased out the Derwaza VIP lounge, a secondary airport lounge to Emirates Airlines after hardline negotiations

Accountable for the company’s marketing initiatives like advertising, branding, corporate communications, public relations and corporate social responsibility initiatives. Other responsibilities included working with external media agencies, internal departments and top management to create media plans for external communications and brand/product positioning. Also set up and administered the SharePoint Portal site for the Marketing department which was visible to over 2000 users and actively handled marketing requests from 250 employees.

Key Achievements
• Successfully created and managed the rebranding of the company, controlling a budget of US$ 1, 000, 000

• Introduced an effective customer outreach program that ensured retention of top logistics customers from various industry verticals

• Created & managed a successful marketing campaign to sell leasing locations in Al Khaima Mall, Jahra, one of Agility’s properties in addition to other real estate locations

• Officially represented Agility globally at the US National Defense Transport Association Conference in Wisconsin, USA and The World Customs Organization Symposiums in Belgium, South Africa, Malaysia & Turkey and conducted pre-sales for the company’s web based customs modernization application