Head Of Marketing
Ahli United Bank
Total years of experience :23 years, 2 Months
o Leading the marketing & corporate communication function of the Retail division in Bahrain covering assets and liabilities of US$ 20 billion
o Increased online lead generation by five-fold over one year with 120% increase in online users
o Increased productivity by 20% while reducing agency fees by 50%
o Migrated 50% new accounts opened to online channel within the first few months of starting online onboarding
Co-Founded InsuranceAcademy.Me an e-learning solution provider with an objective of upskilling insurance professionals in UAE
Tasked with working as a start-up defining strategies and effectively drafting processes, setting systems and managing scale to meet organizational objectives
•In charge of driving the success of the Marketing Strategy, PR and Digital Marketing. Capable of offering innovative thought leadership within the marketing field
•Turned around the agency alignment with 46% reduced fees, 6 times increased output and reduction in iterations per job
•Launched umbrella branding concept of “Share” for Noor Investment Group leveraging brand synergies which significantly improved awareness, imagery and trust scores
•Providing support to the management committee on activities such as:
•Core team member in revamping Noor Bank’s mission statement
•Championing culture change initiatives to promote competencies and engagement of employees
•Co-leading the re-launch of value proposition for Wealth and Home Finance
•Re-designing the Card fascia
•Conceptualized, planned and executed revamp of ATMs and micro branding for ATMs resulting increase in customer satisfaction
•Consistently delivered highest engagement ratios of 13% in social media.
•Provided key insights for user interphase (UI) planning which increased online traffic. Achieved 70% increase in traffic flow and 7-8% hike in conversion rate from a modest 2-3% on account acquisitions
•Promoted the corporate brand in the most efficient manner by winning 30 awards in 2 years
o Advised on digital initiatives, market assessments and distribution channel development in consumer retail products
o Presented as a guest speaker in Gulf Media Advertising Congress, Sales Optimization and Marketing Excellence, MICE Middle East Forum, The Product development Show and Beyond CRM 2.0
o Engaged in contributing a regular monthly column both in print & digital versions of magazines
o Promoted 3 times in a span of 6 years from Assistant Manager in 2005 to Vice President
o Develop, manage, and leverage product propositions driving incremental value through insights
o Maintain (brand) equity with buyers, decision makers and influencers. Improved unaided brand awareness by 12%. Enhanced corporate identity including brand awareness, brand recall & brand equity
o Analyzed metrics to identify cause-effect relation between marketing action and financial outcome to increase profitability
o Single point ownership for campaign management for all marketing levers. Instituted advertising response tracking system. Increased marketing expense to revenue ratio from 1:3 to 1:8
o Partnered in creating pull channels emanating 25% incremental acquisitions
o Led international relationships with overseas offices and agencies. Key member in “200YearsCiti” campaign
o Conceptualized product development life cycle from ideation to launch and maintenance
o Managed new product launches (timeliness) and building value propositions. Launched 4 credit cards, banking accounts, E-brokerage and Premium accounts
o Developed and implemented online market research at minimal cost increasing efficiency by two fold
o Implemented Net Promoter Score (NPS). Formulated action plan on feedback and revived NPS score by 10%
o Initiated consumer insights, creative-testing and media monitoring to maximize ROI
o Promoted within 1 year with additional responsibility of Pune office by overachieving target by 27%
Learned intricacies of advertising in a boutique through-the-line advertising agency on
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