Boral Al Tarifi

* Develop strategies and tactics to get the word out about our company and drive qualified traffic to our front door
* Deploy successful marketing campaigns and own their implementation from ideation to execution
* Experiment with a variety of organic and paid acquisition channels like content creation, content curation, pay per click campaigns, event management, publicity, social media, lead generation campaigns, copywriting, performance analysis
* Produce valuable and engaging content for our website and blog that attracts and converts our target groups
* Build strategic relationships and partner with key industry players, agencies and vendors
* Prepare and monitor the marketing budget on a quarterly and annual basis and allocate funds wisely
* Oversee and approve marketing material, from website banners to hard copy brochures and case studies
* Measure and report on the performance of marketing campaigns, gain insight and assess against goals
* Analyze consumer behavior and adjust email and advertising campaigns accordingly

Accomplishments:
• Instrumental in building a world-class Marketing function at Trepezzi. Be Trepezzi’s voice, creative mind, brand builder, and act as a force multiplier to drive growth.
• Successfully introduced and launched e-commerce website for the MENA region.
• Leveraged thought leader expertise to transform the marketing strategy from traditional marketing to only innovative digital marketing using different online platforms - SEO, SEM, social media & etc.
• Registered healthy conversion rates into sales. Delivered best-in-class innovative marketing programs for driving changes that result in profitable business growth.

Key Responsibilities:
• Orchestrating aggressive marketing strategy for different regions across the MENA area.
• Directing an integrated advertising program to enhance sales and generate positive results for the overall success of the brand.
• Leading targeted consumer initiatives with both traditional media and multichannel digital platforms including a loyalty program across the region, social media and email marketing.
• Establishing strategic regional marketing plans and implementing tactical changes to maximize campaign performance.
• Managing special events - fashion shows, specialty trade shows, entertainment, vendors, decorations and value-added opportunities.
• Dramatically accelerating ecommerce sales, through innovative planning / strategy for all assigned ecommerce websites across the region.
• Blueprinting public relations strategies for each region, to increase/ exposure create interest / propagate the brand, and promote special events.
• Developing yearly marketing budget for the assigned regions, and leveraging media spending to secure healthy ROI rate.

Accomplishments:
• Articulated Organization’s desired image and position through innovative & growth propelling marketing, PR and communications programs.
• Responsible for brand management, empowered brand rejuvenation and enhanced corporate identity.

Key Responsibilities:
• Developed marketing strategy and drove marketing missions that deliver positive ROI and measurable market leadership.
• Designed ATL and BTL campaigns for different entities and projects.
• Co-coordinated marketing campaigns with sales initiatives, provided input to the development of strategic plans that reflect company’s business strategy to advance market share/penetration and achieve profitable growth.
• Ownership of marketing budget, employed extensive financial acumen to estimate, plan and present annual budgetary requirement.
• Led promotional, tactical and brand awareness campaigns. Supervised real-time campaign effectiveness measurements and benchmarking.
• Handled property listing on sites like Dubizzle, Propertyfinder.
• Partnered with design agencies and assisted with new launches.

Accomplishments:
• Leveraged marketing power to enable/empower Alfardan Properties launch “Alfardan Elite Collection” and help justify the premium in rent prices.
• Under my leadership consistently delivered unprecedented business results including propelling occupancy from 48% to 96%.
• Introduced and launched the CRM system.

Key Responsibilities:
• Proffered direction, leadership, and oversight required to deliver excellent results and achieve all organizational goals. Instituted marketing strategies/ plans in lines with the vision placed by management & board of directors.
• Established yearly budget, ensured maximum return on marketing investment within prescribed budgets and in support of the broader marketing strategy.
• Edited/ produced the quarterly Newsletter publication.
• Collated weekly reports to the Chief Operating Officer.
• Led tactical e-marketing campaigns and search engine optimization, as well as worked on google and works and analysis.
• Led team brainstorms that efficiently produce breakthrough insights.

Metra is the regional’s leader wholesale IT distributor; it is the conduit through which the power of technology flows to the Middle East.

Accomplishments:
• Head-hunted for a year’s contract to aid the company become 2nd distributor of Apple products in Middle East. Instrumental in securing the said key contract within 10 months of joining.
• Authored forward-thinking revenue generating strategic marketing plans.
• Shouldered onus for budgetary responsibility for marketing spend/ acquisition & deployment of financial resources for marketing activities.

Key Responsibilities:
• Commanded the whole marketing department, crafted and delivered a regional marketing strategy, aligned with the firm's national objectives, raised the profile of the Metra brand.
• Ownership of delivering the regional marketing plans, campaigns and tactical initiatives for all individual products represented by the company.
• Devised advertisements, press releases and marketing communications, coherent to each individual brand standards.
• Acted as brand guardian within the region to ensure that all marketing collaterals and brand assets are aligned with the national brand image, its values and culture.
• Owned the budget, drove predictable cadence of scalable regional campaigns/ programs. Generated weekly reports for the Executive Vice President.
• Managed marketing of main brands represented by Metra as a value-added distributor and a branded distributor.

Accomplishments:
• Successfully launched London Project which was sold out within 3 months.
• Shouldered onus to generate measurable ROI from available budgets to drive strategic success.

Key Responsibilities:
• Led development of tailored/ real-time marketing intelligence & communication strategies for the different projects across the GCC.
• Drove thought leadership/strategic thinking by partnering with the branding agency to produce company's corporate identity.
• Planned and executed launching events for different projects and target groups including VIPs and Agents. Planned different CSR events across the region.
• Blueprinted media and PR plans for different projects & publicity strategies resulting in propelling annual media impressions.
• Leveraged art, science, and technology in 360-degree marketing campaigns. Planned interactive campaigns through booking of promoters, smart cars and e-blasts and websites.
• Partnered with PR agency to develop company's mission, vision and values, as well as help produce internal and external key messages.

Accomplishments:
• Delivered launch plans for Tameer Towers on Al Reem Island along with marketing, pricing and release strategies.
• Successfully launched city scape Abu Dhabi Project, which was sold out 3rd day of the launch.
• Hand-selected to head marketing team responsible to relaunch “The Gate Towers” (JV between Tameer & Surooh).
• Instrumental in building iconic image, which competitors banked on and used the words “with proximity to Tameer Towers” in their marketing collateral.

PREVIOUS PROFESSIONAL EXPERIENCES:
• December 2006 - September 2007: Marketing Manager, National Health
Insurance Company - Daman, Abu Dhabi, UAE
• March 2002 - December 2006: Regional Marketing Manager, Western Digital, UAE
• September 1998 - January 2002: Marketing Manager, Genius Computer
Technology, Dubai, UAE