Director - Marketing , Communications, CSR & Digital
Prime Healthcare Group
Total years of experience :19 years, 9 Months
• Lead, drive and manage the development of key strategies and initiatives to rebuild the brand, increase awareness, product launch, improve the experience, and ultimately grow revenue across multiple Hospitals and Medical Centers.
• Lead all Marketing, Communication, and Digital activities of Prime Healthcare Group (Prime Hospital, Prime Medical Centers, Tele Prime, Prime HomeCare & Medi Prime Pharmacies & Medical Tourism.
• Lead, drive and manage the overall traditional & digital marketing strategy and roadmap to translate the brand vision and business plan into a coherent digital strategy
• Lead, manage and motivate marketing team (8 members) to achieve brand's goals along with developing their annual skills audit
• Conduct marketing & digital agencies review and manage the relationship, ensuring all projects are managed to brief and delivered on time and budget
• Forecast sales performance trends and act proactively to develop campaigns to create and maintain high levels of customer interaction and to drive online traffic, leads and conversions through the digital assets
• Lead, drive and manage the digital transformation projects including the brand’s suite of websites, apps, digital integrations, and other digital properties to improve the usability, design, content, data capture and conversion conducting
• Manage and oversee traditional & digital marketing campaigns and techniques on different marketing channels (e.g. Radio, TV, outdoor, print media, website, email marketing, PPC, SEM, SEO, mobile advertising, affiliate marketing, and social media) ensuring brand consistency and leads generation
• Oversee all the brand’s social media accounts with developing social media strategy, CRM strategy and subsequent rollout plan for the brand
• Manage and drive an efficient content strategy and calendar ensuring it meets audience expectations, requirements and to be SEO friendly and to follow the brand’s tone of voice guidelines. Ensure active management of SEO in line with significant industry developments using all the available techniques including onsite and offsite optimization
• Tracking campaigns activities to make improvements to the website development, campaigns channels, conversion rates and strategy based on a variety of data sources (Google Analytics, user testing, focus groups, and other sources)
• Lead, drive and manage all external communications strategies, Advertising, PR, Inbound marketing strategies; website content, email, PPC, social media, landing pages, mobile.
• Lead and manage PR and Communications team in News brief, newsletter, standard and feature-length story writing, blogging; Internal and external communications, press releases, case studies, whitepapers, copywriting, RFP copy & Ghostwriting.
• Leading a team of 5 people, acting as an advertising agency handling all Al Ansari Exchange marketing collaterals, activities, and campaigns.
• Within few years at Al Ansari Exchange, I have put together the brand standards & guidelines, roll-out, transformed the brand communication & VM with superior creative across the country, drove PR initiatives to ensure maximum credibility/visibility, brought focus to the Online & Social media platforms with a Digital marketing strategy & Plan, set-up new systems & processes for better efficiency & consistency with a re-structured and re-energized team
• Came on board to provide strategic marketing & an active promotion plan. Key responsibilities include managing effective and engaging relationships with all partners, defining short- and long-term strategies for the company, managing and implementing a year around active calendar of marketing communications, conceiving store promotion & activation programs, and driving PR, digital and social media initiatives, which will build the brand and drive measurable growth in footfalls and sales to the branches by deciding the types of promotions and selling techniques.
• Prepared opportunities/ proposals for Branch Promotions using a local marketing concept by driving traffic; raising public awareness for the business and developing successful campaigns to introduce consumers to existing products and services.
• Developed and establish long and short term objectives, promotions or projects which will ultimately benefit the business through market research, developing collateral materials, promotional materials and working with production suppliers.
• Focus on precise ways of meeting goals set by management using verbal communication, Knowledge of the market, creative insights, team work and motivation.
ACHIEVEMENTS:
• Launched Al Ansari Reward 2014, with a unique concept “first in the market”, with a budget of 5 Million Dirhams. As a result, the said campaign has acquired 50, 000 new customers and increase no. of transaction by 30%.
• Planned & executed 12 months promotion plan and 2 major promotion every year which increased footfalls & sales by 15% during key promotions. First-time initiatives include “Al Ansari Rewards”, “Scratch and win”, “Selfie” and “Send and Win” which gained appreciation from the partners & industry and increased footfalls & No. of transactions considerably.
• Brought down marketing costs by 40% in the last 2 years, by identifying and tying-up strategic partners like National Bonds, Western Union, Americana, Air Arabia and Aster for large-scale promotions & optimizing media spending.
• Increased the Brand value and credibility significantly through a concerted PR strategy & plan which not only positioned Mr. Mohamed Al Ansari as one of the leading spokespersons in the financial industry, but also generated media coverage worth AED 2 million within 6 months.
• Created Brand Standards & Identity for Al Ansari Exchange which helped the company to attain a clear position of a successful Foreign Exchange and Money Transfer brand' in the market. The consequent of Marketing, Communication strategies and tactical campaigns helped Al Ansari Exchange to overachieve its targets for 5 years in a row.
• Led national marketing campaigns (comprised of branding campaigns, promotions, product/service launches, trade show, media and PR initiatives) of Al Ansari Exchange.
• Develop a sales contact plan including cold-calling, direct marketing, and attending industry events to build relationships with key prospects.
• Respond to incoming Requests for Information (RFIs), Requests for Proposals (RFPs) in a professional and creative manner.
• Liaise with the client to understand communications needs/ requirements, drive revenue growth within client account based on perceived opportunity.
• Agree and manage project/ campaign timelines, liaise with client and internal teams to achieve target launch dates within budge.
• Involved the production of all forms of print, from press ads, to outdoor posters, stands, BTL and all promotional material. My responsibilities also included defining the feasibility of the job, establishing cost estimation and methodology, quality options, quality control and supplier selection. In Addition to answering the requirements of the Creative Department within the Agency’s standards.
• Leadership and management of total as well as day-to-day operation of different accounts in the following industries:
• Real Estate
• FMCG
• IT
• Financial Institutions
• Automobiles
• Events and Exhibitions
Accounts/Leads Generated:
Government Entities: Ministry of Economy, Ministry of Foreign Trade, Ministry of Water and Environments, RAK Investment Authority: ( RAK Airways, RAK Tourism and RAK Offshore)
Real Estate Developers: Rakeen, Bonyan Group, Khuyool Investments, Limitless, Real Estate Bank, Jamal Al Habtoor Real Estate, Mada'in Properties
Exhibitions, Summits & Awards: Arab Oil & Gas Show, RAKRIS \[RAK Real Estate and Investments Show\], Domotex - Deutsch Messe, Abu Dhabi Quest for Excellence Summit 2007, Taaheel’s Qatra Award
Generated campaign response-rates of between 6% and 8% (up to 4 times the industry average).
Successfully formulated strategies and action plans to help companies achieve 10-20% annual revenue growth
Worked within a team environment and carrying out a full range of marketing functions. Identify and engage target clients. Generating leads, processing payments, and providing direct support to Business Development Manager.
Selected Contribution:
Demonstrated immediate talents upon hire and excelled quickly to become recognized by management as key member of marketing team.
Contributed campaign theme idea that proved effective in delivering overall message
• Provides public relations support for account services team, including writing and proofreading promotional materials, conducting research and assisting with media outreach. Often maintains media database, developing and tracking editorial calendars.
• Working executives to create a public relations strategy and supervises PR staff to ensure implementation of initiatives. Develops relationships with media contacts and may serve as chief spokesperson for the firm. Also oversees development of internal and external publications, including annual reports, press releases, financial announcements, executive speeches and corporate newsletters.
• In day-to-day relevant client servicing activities such as media monitoring and reporting, research and maintain knowledge base, maintain media relations and story placement follow-ups, event coordination and other administrative tasks related to the account.
• Following up with the workers as a team leader, load master & operational executive
• Generating daily and weekly reports for the Manager
• Ensuring smooth workflow between all departments
• Supervising daily tasks are being accomplished as per schedule
Under Process, MBA from Chifley Business School in Australia.
Major Marketing
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