Associate Director - Ebusiness
Kout Food Group
Total years of experience :25 years, 5 Months
Heading the digital function for the food business of Al Homazi Group (Kout Food), growing digital sales and transactions for some of the biggest food brands in the world including Burger king, Pizza hut, Taco Bell, Applebees and many more.
- Leading a strategic digital and business transformation project that will see the company improve efficiencies through AI, workforce and process automation, data modeling and predictive selling.
- In charge of growing sales, transactions and average check size across all digital channels including food market places and e-commerce apps/ platforms, digital kiosks, games and more.
- developing in house performance marketing capability including traceability, tracking, attribution analysis, CPA, CLTV, digital marketing dashboards, conversion rate optimization and automated marketing for retention strategies such as rewards programs and gamification
- Building new in house capability for disruptive technologies to empower the company in the new era of automation, artificial intelligence and data science, and inhouse platforms that will have a direct impact on the bottom line via the reduction of dependency on third party affiliate partners.
- Leading all product development and growth marketing initiatives including performance marketing and roadmap planning, digital budgeting and P&L, (Roadmap, backlog mgt. Prioritization, agile teams, CPA optimization, CRO)
- Developing brand persona, theme and all UI/UX elements
- Improved Efficiency of Marketing by dropping CPA and increasing repeat payment rates/ CLV
- Introduced analytics and agile based approach to product development (split testing, CRO, heat mapping, reverse opt in, BI dashboards, Scrum, etc)
Spearheading a new drive to digitize and grow online sales for Kuwait's longest serving retail congomerate.
The new E-comm drive will see Ali AbdulWahab Al Mutawa group launch global brands into Kuwait's digital space such as Nike, Reebok, North Face, Procter and Gamble, The Athlete's foot, and a multitude of other global brands from various verticals.
Spearheading the innovation, life cycle and delivery of products and performance marketing for 2 of the largest online food ordering brands in the middle east spanning over 2 million customers and 9 countries .(Talabat and FoodOnClick - Delivery hero Middle East)
I explore and challenge the way we connect and talk with our customers, taking them on a journey of immersive and wondrous experiences when it comes to finding and getting the food they want, when they want it.
Create experience driven products based on sound product development principles, processes and umbrella business aspirations.
Drive performance marketing that aims to accomplish high efficiency in budget spend vs. acquisitions, re-orders, cohorts value, and overall customer life cycle optimization.
Deliver brand messaging, positioning, recall, reach and equity by delighting customers through speed and quality of service, diverse product placement, brand differentiators and innovative product roadmaps.
Define, configure and monitor detailed customer segment targeting based on usage, behavior, profiling and quantifiable results based on retention, revenue and customer experience metrics.
Responsible for community building, engagement, creative, brand position and sentiment across the region that spans 6 countries and over 2 million customers.
- Responsible for driving and managing a 140 million USD online revenue portfolio for Ooredoo Telecom. Accountable for complete P&L of the business (continuous growth experienced since I joined)
- Boost E-commerce KPI’s such as, ATV, conversions, customer experience index, and improve operational excellence by delivering a progressive culture, reducing customer acquisition costs, bottom - up optimization, and continually streamlining the E-commerce business.
- Lead and manage a team that controls stock dynamics such as prognosis, attributes, levels, insurance, purchasing and security.
- Lead the monetization and sales strategy for E-commerce by collaborating with product managers and marketing teams to develop products and offers that create instant value on the pillars of the e-COMMERCE strategy.
- Lead the creative direction, user journeys and CTR, and other organic aspects of the design on sites.
- Connecting the outside realm (download, touch, buy, share) and making it relevant to the inside (people, processes, costs).
- Responsible for championing the online user experience by continually adopting new techniques in testing (a/b, multi variate, card sorting, taxonomy reviews etc) and using empirical evidence based design to drive results and boost conversion rates. Building design cases, measuring impact, monitor analytics, and broadcast the story to the rest of the organization.
- Deliver enhanced user experience to customers using all of Ooredoo's E-channels such as the corporate portal, nationwide kiosk machines, E-shop, in - branch digital content and mobile apps by devising and executing Omni channel, cross functional and integrated agile commerce strategies that align and vitalize all the company's electronic touch-points.
Leading the communications, marketing and positioning strategy for xcite.com, Kuwait's leading online consumer electronics retailer.
• Drove the launch Marketing strategy for Xcite.com in coordination with the VP or retail and head E-comm consultant.
• Managing and leveraging all online communication and electronic communication for xcite.com
• Lead and optimize marketing campaigns for xcite.com
• Manage multi channel conflict and cannibalization of offline media and showrooms through tactics such as Endless isle, in store pick up, delivery offers etc.
• Build a sustainable customer retention and awareness strategy revolved around X-cite values
• Manage and optimize marketing budgets efficiently to increase top line profitability while meeting overall marketing objectives.
Managed over 100+ indirect full time professionals for Kuwait's #1 web solutions provider.
Responsibilities included :
1) Maintaining, optimizing and identifying key project budgets
2) Developing motivational and training programs to improve employee retention, development and loyalty.
3) Boosting operation performance indicators such as efficiency, productivity, speed, agility and delivery.
3) Managing value added service strategies such as Online advertising, email marketing, search engine marketing and website appraisals.
4) Overseeing performance and KPI's from project management, sales, finance and implementation departments.
5) Aid the ownership in business expansion planning, documentation, presentations to stakeholders and negotiation.
6) Overseeing human capital processes and policies.
Played the defining and transformational role that Mawaqaa witnessed from being a 6 person team to becoming the one of the largest, most admired web companies in the GCC.
Developed New Wave Brand Identity and IT Infrastructure
Implemented employee, project management and accounts policies
IT Budgeting, Reporting, Forecasts and Supervising Marketing Campaigns
Trained employees and sub contractors on implementing standards and quality assurance procedures for all client work.
Provided Complete Website Business Consulting and Brand development for Strategia Website
Managed, Tested and implemented Strategia client extranet application using ASP/ SQL server, with full administrative modules.
Developed a complete online testing and scoring application with a full administrative module for WCTI staff and students
Created test plans and procedures to be carried out in simulated Institutional information environments
Designed and Implemented www.wcti.org from concept to completion
Managed a team of database engineers, web designers and programmers on projects for Multi-Nationals such as Radioshack, Lee Jeans and RELO
Conducted Usability Studies and developed Testing Policies
Programming level 2 support for Power builder and Visual Studio
Developed Web Applications in ASP/ SQL server
Trained HWC professors in E-commerce technology including PHP, ASP, Website Contingency Planning, Usability Testing, and PERL
Trained students on homework related problems such as C++, Visual Basic and HTML
* Compiler Design * Computational Structures * System Programming * Systems Life Cycle development * Application development and support * E- Business processes and architectures * Social, Ethical and Legal issues
* Systems Architecture * C++ * Visual Basic * Internet and web development * DFD design, Embedded Systems and Testing Environments
* Ecosystems * Biology * Pre-Calculus * Physics * American History
