Account Planning Director
Adabisc
Total years of experience :22 years, 3 Months
• Oversaw consumer research and developed proactive, medium-term communications, branding, business and marketing strategies for fifteen clients in a range of industry verticals.
• Created client deliverables, including consumer insight reports, strategic and communications plans, brand strategies and communications calendars.
• Managed the account planning team, overseeing daily brainstorming, research and presentation development, as well as training on the use of proprietary strategy tools.
• Re-defined the company mission, vision and values statements, organisational structure and a large proportion of the to-market strategy during two internal directional shifts.
• Developed the company’s Design Thinking Model - a proprietary tool and workflow system that is at the heart of ADabisc’s move from ‘communication’s agency’ to ‘design innovation company’.
• Developed strategies that won the Ooredoo, Qatargas and Audi accounts, which constituted over 50% of agency revenue in 2013.
• Developed the marketing and communications strategy for Ooredoo Business, which resulted in a highly differentiated campaign platform that countered competitive inroads into their business segment monopoly.
• Created the communications strategy and calendar for Audi Qatar that was largely responsible for increasing social media followers over 1000%.
• Led primary and secondary consumer research into client target audiences and developed efficient targeting strategies using traditional, OOH, digital, social and non-conventional means.
• Designed and delivered 40 sales presentations for accounting planning, brand strategy, and marketing clients using Illustrator, InDesign and Keynote
• Supervised seven Account Managers, Account Executives, and Administrative Assistants managing multiple company accounts, including Salam Stores, the Tarsheed National Initiative for Water and Electricity Conservation, Maersk Oil Qatar and Qatar University.
• Managed projects, pitches and client relationships while delegating tasks across a seven-member team.
• Led the strategic development, planning, and launch of the Qatari National Traffic Safety Committee’s “One Second’ road safety initiative, which included overseeing media planning for a budget of over $1m.
• Created and implemented a new internal briefing process which utilized four different templates based on the scale and type of project.
• Oversaw the creation of at least two tender documents and financial proposals per month as well as three strategic presentations per month.
• Developed and administered Keynote training workshops with up to six attendees and held weekly status meetings.
• Lead the creative direction on the Salam Stores account for three consecutive years, culminating in the ‘I Want’ brand platform, which coincided with the store’s record sales year in 2013
• Played an leading role in Qtel’s brand relaunch in 2010, at the time Qatar’s largest integrated campaign to date.
• Developed and presented creative campaigns for clients that included Emaar Properties, Coca Cola, Intercontinental Hotels, Standard Chartered Bank and Dubai Sports City
• Won three international awards for work on Gulf News
• Sole writer under internationally renowned Creative Director Garth Walker for one of South Africa’s most highly awarded creative agencies
• Exclusive copywriter on Singita, named the World’s Best Boutique Hotel five years running
• Wrote ‘Face of a Nation’ with Garth Walker, which documented the creation of the Constitutional Court’s bespoke typeface
• Developed the naming strategy and brand concept for a security brand in Durban, which transformed them from the third largest to the largest player within a single year