Director Of Marketing and Communications
Canadian University Dubai
Total years of experience :8 years, 11 Months
• Develop annual marketing, communications and student recruitment plans for
the UAE and internationally to increase student enrollment numbers
• Create marketing and student recruitment business plans aligned with the
University's strategic goals
• Manage performance of my team to ensure efficient and productive results and
mapping out development plans
• Devise results-based campaigns to align with the overall strategy
• Report to stakeholders and Board of Trustees on strategies and results
• Ensure brand consistency on all external and internal campaigns
• Forecast, manage and process yearly budgets up to AED 6M
• Increased sales revenue by 20% each quarter by introducing more targeted media campaigns
•Coordinate with local market stakeholders in USA, Canada, Brazil, Chile and
Argentina to increase sales revenue per campaign by 20%
• Liaise with agencies in each market to ensure brand consistency throughout all
campaigns (average 5 campaigns a month)
• Project manage internal and external teams to deliver practical and effective
targeted campaigns
• Develop, execute and track success of targeted campaigns based on KPIs.
• Manage media plans and evaluate the effectiveness of the different channels
and buying models.
• Forecast, manage and process quarterly advertising budget and invoices up to
USD 1M per campaign
•Handle global advertising for diverse portfolios- including Emirates Aviation
University, Recruitment, IT and Group Security
• Launched marketing campaigns to increase social engagement by 50%
• Organize the launch of the Emirates Flight training Academy
• Develop, execute and track success of targeted campaigns based on KPIs.
• Plan and execute integrated branding campaigns
• Forecast, manage and process monthly advertising budget and invoices up to
AED 3M per campaign
• Create content and marketing collateral
• Plan and create quarterly agency briefs for 7 different product categories
• Manage marketing budget of $2M (Q2, 2014)
• Develop, execute and track success of 7 targeted campaigns on a quarterly
basis
• Drove 30% YoY improvement in sales in a declining market by leveraging social media and
online channels
• Prime email, print, OOH, social, radio and digital campaign tactics
• Negotiate with media buying companies to ensure optimal placement for
display and print ads
• Update online content for new product launches and send out email blasts
regularly
• Serve as a point of contact for 200+ dealers across Canada regarding
marketing initiatives
• Organize and prepare product launch packages for 200+ dealer stores
• Create and develop in-store displays and POP material to increase sales
• Solely responsible for key accounts including Wal-Mart, Future Shop, Best Buy
and The Source for all in-store marketing material
• Manage monthly budget of CAD 200K to ensure we optimized our financial
resources
• Plan and organize 20+ off-site meetings and trade shows
• Increased in-store delivery of displays and custom packaging by 50% through process
improvements
• Established new procedures to generate better reporting to improve campaign performance
• Planned annual national kick-off events for 60+ account executives, senior management & the
President, 50% under budget
• Recipient of a Canon “iCare Award” for excellent event execution
•Organize the first annual Wear It Loud event for the “Because I Am A Girl”
campaign, driving an attendance of 600 people
• Recruit 15 sponsors for Wear It Loud
• Choreograph the David Dixon Fashion show
• Research and successfully pitch products to be featured in the upcoming magazine, as well as ideas for future events
Psychology and Communication, Culture & Information Technology (CCIT)
