Charbel Khoury

ESports
Lead the E-Sports Business in terms of Partner Management, Marketing, Event Organization and Content Generation.
Subscription TV
Lead the GOBX Subscription TV Marketing & Communication Long-term Strategy.
Define the yearly GOBX marketing calendar to achieve sales targets.
Analyze the Consumer Research findings as well as Big Data Analytics and plan the customer lifecycle communication accordingly.
Report into the Managing Director Emerging Media
Key achievements
• Planned the MBC GROUP Dubai Lynx 2019 presence under the eSPORTS umbrella theme, by hosting an eSPORTS panel discussion and launching an eSPORTS creative award.
• Planned and launched the E-Kings League, the first ever professional Esports league in the MENA region.
• Prepared the 5-year Esports P&L forecast and secured a sponsorship major deal with a Telco to launch the Esports league.
• Repositioned GOBX and launched successful campaigns that drove sales up in KSA.
• Launched GOBX in 4 new markets.

Set up the new department and define the annual Corporate Marketing Plan. Establish and manage the annual Corporate Marketing Budget. Develop the Group’s marketing strategy and ensure buy-in from different stakeholders such as TV, Online and Radio channel marketing managers as well as PR and Top Management. Develop and execute the internal and external stakeholder engagement strategy in line with the Corporate Marketing strategy. Act as the main point of contact for all external and internal events, define responsibility matrix and oversee the planning. Identify speaking opportunities in key MENA events to help position MBC GROUP as a full service ecosystem well placed to lead the in the new Digital era. Spearhead the Brand Architecture strategy and articulate the strategies of the sub-brands. Lead the design and development of the new official corporate website. Draft RFP’s for external Brand and Digital consultancies and lead the pitch evaluation and selection process together with the Director of Procurement. Work closely with Research to identify Group’s reach on offline and online channels and take measures when appropriate.
Report into the Group Director Brand Management - Marketing, Branding, Digital Businesses


Key achievements
• Developed the MBC GROUP new positioning, the Brand Architecture and the Visual Identity and obtained approval from Top Management.
• Brought the E-Sports business to MBC GROUP, led the entire commercial and legal negotiations and established the strategic partnership with the global E-Sports company ESL GAMING to organize E-Sports events in the MENA, generate and monetize content across MBC GROUP’s own digital platforms and channels in order to position MBC as the E-Sports Brand for Millennials.
• Moderated an MBC GROUP panel at Dubai LYNX 2017, entitled “Cracking the new code of content”
• Planned major events such as DIFF and LYNX 2018, introduced the MBC Student award to both DIFF and LYNX, and defined speaking topics.
• Repositioned DREAM, the leading mobile competition in the MENA using key consumer behavioral insights.

Key Achievements
Created a complete business plan for a new Taxi-hailing application including the Visual Identity of the Brand, and oversaw the
design of the App.
• Planned and executed for the Omani Ministry of Heritage and Culture, the 45th Omani National Day initiative that consisted of a
heavy Digital Activation campaign and a TV commercial. All KPIs set for the campaign have been exceeded.
• Fulfilled the role of Project Manager and Strategic Planner on behalf of LIVÓN MENA, leading and winning a big FMCG pitch put out by the European Group FICOSOTA for their two brands, Bruschette Maretti and All Nature. The proposal comprised a through-
the-line strategy heavy on Digital.
• Developed the Business Plan for a Marketing Agency
• Supervised the design and creation of an Agency’s website and oversaw the content creation.

Manage the P&L. Participate in the yearly Initial Profit Plan, quarterly re-forecasts and the Final Profit Plan. Recruit, coach, supervise and conduct regular appraisals for the staff. Supervise the local clients’ work and manage allocated resources. Spearhead New Business. Act as the Brand Custodian for key accounts such as Almarai, Alissa Nissan and 7 Days. Oversee a team of 14 employees including Creative, Client Services, PR and admin. Recommend campaign budgets for clients and seek approval. Negotiate best deals with suppliers such as TV production houses. Oversee media planning to ensure campaign targets are met. Analyze media reports and make recommendations.
Report into the Managing Director of KSA.
Key Achievements
• Realized organic revenue growth as well as new business wins.
• Achieved the challenging Q4 2014 and Q1 2015 targets that exceeded 2 million USD in revenues.

• Solved pending issues with key clients, which smoothed the relationship and expedited outstanding payments in the excess of 250, 000 USD.
• Created new policies for project management and quality assurance that lessened the probability of human error.
• Led key meetings to define and execute the social media strategy for key clients such as ALISSA NISSAN and 7 Days.
• Led the creation of ALISSA NISSAN’S internal and external newsletters.
• Pitched for and won the 3-year contract for Tania water account, against multinational agencies. This comprised total
communication support including Digital, internal marketing and PR.
• Defined, together with Tania Water’s Marketing Director, the 3 years Trade Marketing Strategy and activities, and led the creation
of the Brand Book.

Lead the multi-million MTN Telecoms business in the MENA region by managing and delivering global campaigns and adapting them to the local markets. Act as the Brand Custodian to ensure Brand consistency across the market. Manage the regional resources consisting of 5 local creative resources and one Account manager, as well as a total of 22 employees in the local markets. Organize and attend monthly creative reviews with the regional MTN OpCos and quarterly brand reviews with the MTN Global CMO in order to assess the strategy and the roadmaps and make adjustments. Analyze the local market roadmaps and recommend consolidation measures to generate cost efficiencies. Study local market performance reports, covering NPS and other Brand Indicators and make recommendations. Develop Campaign Budgets and seek approval from MTN Group. Identify PR & Sponsorship opportunities and recommend them to Client.
Report into the TBWA\RAAD CEO and CFO.
Key Achievements
• Played a key role in the creation of the global repositioning strategy shifting MTN from a Telco operator in emerging markets to a main player in the Digital world, and led the execution of many 360° campaigns across the MENA that boosted ARPU, Gross Additions and reduced churn and dormancy rates.
• Led the planning and execution of the MTN Global Brand Campaign that went on CNN and many other TV productions, and developed the campaigns’ budgets that have been approved by the MTN Group.
• Led the creation of an interactive experiential micro site where clients can engage with the Brand by creating their own versions of the TVC’s and share them on Social Media.
• Organized and orchestrated the yearly CMO forum involving global and regional MTN CMOs, in Lebanon, where strategic insights discoveries were made and initiatives planned.
• Devised the centralized business model that governs the relationship between the agency and client stakeholders.
• Generated cost efficiencies by implementing economies of scale, to Client’s highest satisfaction.
• Represented TBWA\RAAD at the Global Strategic Summit in Johannesburg aiming to define a new Global Brand Strategy, and
made key recommendations with regards to the business vision that were keenly adopted by the Global CMO.
• Preached Digital thinking across the markets and drove Digital ideation on top of conventional thinking.
• Convinced MTN Group to create non-English guidelines that fit the needs of the MENA markets.
• Acted as a consultant for MTN Group on campaigns for the French-speaking countries.

Oversee the regional hub consisting of 23 employees from different disciplines. Coordinate with business heads in the UAE and KSA to prioritize regional work and allocate the right teams for different major clients like Henkel, Standard Chartered UAE and Lebanon, and Nissan. Actively participate in the financial planning together with the regional finance director and attend quarterly Profit Plan sessions with Top Management. Recruit talent according to manpower needs. Spearhead regional pitches together with the regional creative director. Identify, pursue and pitch for local new business. Supervise the local clients’ work and manage allocated resources. Liaise with OMD with regards to media planning and agree on the best media mix.
Report into the TBWA\RAAD CEO.
Key Achievements
• Pursued AZADEA’s business, led and won the pitch for their Repositioning & Rebranding project, against other multinational agencies.
• Pursued and won the business of Himaya, a local NGO active in child protection, and delivered their annual fund raising event held at the Music Hall. This initiative was accompanied by a heavy Digital campaign and PR efforts to raise awareness for Himaya and to drive engagement with it on Social Media.
• Actively contributed to Himaya’s social media and content strategies.
• Led the Adyan Foundation inclusive citizenship awareness campaign that comprised traditional, Digital and PR deliverables.
• Encouraged creative award-winning ideas and promoted them in the TBWA network.
• Created KPIs for the staff and oversaw the first-ever appraisal exercise.
• Replaced the General Manager of the TBWA\Abu Dhabi office for 2 months, handling the Two Four54 Key account. Supervised a
team of Client Services and Creative churning many Digital and Integrated campaigns.

Manage a Client Services team of 1 account director, 2 account managers and 3 account executives. Lead Key accounts such as QNB, Qatari Diar and Lusail. Attend bi-weekly meetings with key client personnel. Conduct pre-selection interviews for potential Client Services and Planning candidates. Work closely with the PR and Media Directors to drive proactive work and identify organic growth opportunities for existing clients.
Report into the EVP and the CEO.
Key Achievements
• Organized the DDB team-building event in Doha, coordinating with DDB Paris; also delivered a speech to over 100 attendees about the symbiotic relationship between Client Services and Planning.
• Managed the COP18 pitch and oversaw the deliverables after winning it.

Set up the operation. Oversee a team of 14 employees including 1 account director, 2 account managers, 1 senior art director, 2 senior graphic designers, 1 finalizer, 2 copywriters, 1 PR and media manager, and 3 admin staff. Draft the monthly management report. Run the MTN Sudan business and Etihad Airways PR business in close coordination with TBWA\Egypt. Spearhead new business. Manage P&L. Negotiate best deals with suppliers such as TV production houses. Oversee media planning to ensure campaign targets are met. Analyze media reports and make recommendations. Identify PR & Sponsorship opportunities and recommend them to Client.
Report into the CEO.
Key Achievements
• Hired the right talent and organized training sessions for them.
• Learned the legal and financial laws of Sudan and created the company’s procedures accordingly.
• Planned and negotiated media buys, including TV, radio, print and digital.
• Pitched and won the LG and Hyundai business in North Sudan.
• Conducted field trips in Southern Sudan to establish relations and agree rates with key media.
• Built a KPI appraisal system and conducted periodic staff evaluations.
• Created a crisis management module for Etihad Airways in Sudan.
• Convinced MTN Sudan’s CMO to launch a flat rate and called it ALO. Such initiatives highly contributed to gaining market share,
boost Gross Additions and reduce churn.
• Actively contributed to the rollout of the MTN 2010 FIFA strategy in Sudan, which involved conventional media, digital and
experiential.
• Produced several TVCs for P&G and other clients.

Develop ATL campaigns for Proctor & Gamble’s Fairy and Downy initiatives. Attend weekly meetings and presentation to the P&G Marketing Director and the respective Brand Managers. Run a Client Services team of 2 account managers and one account executive. Lead new business pitches and perform strategic planning.
Report into the Acting General Manager in Jeddah and the KSA Managing Director.
Key Achievements
• Pitched for and won Nada Juices business which generated revenues in excess of 500k USD.
• Pitched for and won Lactalis France - President and Pride, which generated revenues in excess of 200k USD.

Develop ATL and BTL campaigns in addition to supervising media planning and production of advertising material for MOBITEL, which later on became ZAIN.
Report into ZAIN regional Account Director.
Key Achievements
• Conducted a mystery shopper program for local FMCG brands.

Organize incoming and outgoing tours and special packages for individuals and groups. Acquire new business. Liaise with Direct Marketing agencies.
Key Achievements
• Organize trips for tour operators from Germany and the Czech Republic.
• Attended the FIFA 2006 partners conference in Dusseldorf and became an official dealer for the Lebanese market.

Sales Program Manager
Manage multi-million USD bids for US key accounts such as Cingular LLC and AT&T out of Munich. Liaise with the Technical and Marketing departments to answer RFP’s. Attend key presentations in the USA.
Key Achievements
• Organized the trip for the department to attend the CTIA fair in Las Vegas.
• Participated in the bid for Cingular’s GSM infrastructure, and helped land a contract in the value of 600 million USD.