Brand Marketing Manager
Kaya Skin Clinic
مجموع سنوات الخبرة :14 years, 3 أشهر
Handling Public Relations Digital & Social Media Marketing, and Innovations for Kaya Skin Clinic - leading skincare retail chain with 21 branches in the region, UAE being its largest market. Since starting with work on digital at Kaya in 2011, it now takes 23% of the ASP and contributes to more than 6% of the total monthly revenue
• Creating & implementing annual marketing plans in line with sales objectives and client insights
• Selecting suitable media spaces to achieve desired results
• Effectively and efficiently handling stakeholders
• Regular clinic visit and interactions with clients for fresh actionable insights
• Competitor monitoring
• Ongoing market, competitor, consumer and performance analysis to fine-tune PR and digital marketing strategies
• Integrated marketing Planning & Implementation on an annual and monthly basis
• Social Media Marketing
Objective setting for each platform
Content Calendar Planning customized to each platform to ensure highest levels of engagement - includes videos and more
Content Analysis and fine-tuning the social strategies basis performance
Direction setting on social media advertising and reviewing the performance
Integrating the bloggers reviews wherever possible to maximize awareness of positive review
Exploring innovative mediums to boost engagement
Online Reputation Management by controlling online reviews received and maximizing positive reviews
Enhancing consumer experience in the retail touch points, through analyzing and highlighting enhancement areas basis the feedback received online
• Public Relations (PR)
Exploring innovative ways to still achieve constant PR coverage without any print advertising
Introduced and maintaining the blogger program which became a key pillar in the marketing mix
Crisis & reputation management
Strong understanding of the local media and their behavior KSA, UAE & Oman
Monthly planning and overseeing the execution of PR activities
Monthly reporting of PR performance with analysis and way forward
CSR activities wherever relevant
Introduced Superbrands Award to the company, where it has been awarded for 6 years in a row now
• Website & Search Engine Optimization (SEO)
Content Planning in Arabic and English for various areas on the website
Basic CMS knowledge
SEO objective setting and performance analysis
Overseeing the On-page & Off-page optimization
• Search Engine Marketing (SEM)
Set the key objective for SEM which is lead generation
Exploring & identifying the potential mediums the brand should be present on
Setting annual and monthly budgets to achieve the set goals
In-depth tracking on performance on various levels
Working with stakeholders on text ads, display ads, landing pages
Closely working with the operations team & call centre team to monitor the quality of the footfall generated through digital
• Good understanding of the local media and their behavior KSA, UAE & Oman
• Strong knowledge of regional TV shows related to beauty and continuously in touch with the producers for free TV coverage
• Maintaining good relationship with the media to keep the brand on top of mind
• Monthly planning and execution of PR activities
• Exploring opportunities for innovation and making the coverage stand out
• Creating PR content regularly and circulating it to the media. Press releases, articles, offer announcements and more
• Customizing PR content to different market/media requirements
• Planning and organizing media gatherings
• Communicating with the media & bloggers to invite them to the clinic to experience and review the services
• Maintaining media contact list and updating it regularly
• Weekly tracking of media coverage and following up on pending ones with the media representatives
• Monthly reporting of PR performance with analysis and way forward
• Assist in marketing and promotional events of highly reputed international brands like P&G’s Salon Professional portfolio (WELLA Professionals, SEBASTIAN Professional, KADUS); and other high end international brands like Essie
• Closely working with suppliers, like P&G, to launch initiatives related to their brands
• Creating PR-able news about the above mentioned brands
• Assist in organizing events like VIP Gala dinners, press conferences, new product launches, educational seminars and live shows
Major Courses Sales Management Research Marketing Consumer Behavior International Marketing and Management Advertising Strategic Marketing Events Planning Major Elective Courses E-Business Project Management (Project manager of “Online Social Network University” project)
