C-Suite
Reset Fitness
Total years of experience :10 years, 11 Months
UAE grown group-based technology integrated functional fitness system, using digital solutions and TV led workouts to train customers in a physical location.
Responsible for the C-Level functions of Reset Fitness in a start-up environment
Developed the brand identity and tone: corporate identity, branding guidelines, visual look and feel, interior concept design and supporting business units.
Traditional Marketing strategy development per channel, budget allocation, assets development, set KPI’s and measure ROI, Public relations and Influencer marketing.
Key player in developing the digital marketing assets to include social media strategy, templates, paid media, e-fliers, video content, brand/advertising campaign.
Primarily responsible for the development of all tech infrastructure from concept, wireframing, UX/UI of platforms: backend dashboard, TV IOS app, trainer app, music app, customer booking app and website.
Conceptualized workout program structure, functionality, flow, equipment design and layout, unique workout program structure based on various disciplines.
Responsible for creating a franchise business model, business plan development, financial projections, P&L simulations, costing strategies: monthly expenditures and cost saving measures, set pricing and managed set budgets pre and post opening.
Recruited, hired, trained and managed staff of 16 in various roles at HQ operations and retail operations.
Set Job descriptions, yearly KPI’s, future staff planning needs, payroll and annual raises proposals.
Involved in legal entity formation, vendor contract reviews, employment and HR policies.
Primarily responsible for the retail operations launch in 2021 to include contractor sourcing, management, fit out and overall retail operations to include staff management, sales, maximize profit and achieve set targets.
Agency specializing in branding and identity, art direction, integrated marketing strategy, media and PR, social media integration and business development in the sectors of luxury, fashion, retail, F&B and corporate
Directed and executed the positioning, branding/rebranding and development of new or existing businesses
Developed 360 integrated marketing strategies across all communication channels, conducted discovery Q&A sessions and developed new strategic concept plans to initiate launch or re-launch and promote businesses
Art & creative direction, concepts development and execution of digital and offline campaigns, to include production and post production
Event concept creation and design, implementation, managing budgets within stipulated and agreed budget, planning per category, vendor management, guest list and full event logistics management
Developed strategic PR campaigns, press events and launches and engaged in influential marketing and achieved the maximum exposure within a specified budget
Dynamic social media strategy, content development and full end to end management, posting, copy, content creation, campaigns and report generation to measure ROI
Outstanding GCC marketplace understanding through 7 years direct experience in the region
Keynote speaker at The Retail Design Expo 2016, Olympia London, UK
Client base highlights: The Galleria AD, Yas Mall, TMS, Rochas Paris, Hueb Jewelry, Alessa Jewelry, If Boutique, Wagamama, Jean Georges, Mayta, China Grill, Ipurity, EcoValet, Podium Lounge F1 AD
Distributor of perfumes across the UAE - Mont Blanc, Van Cleef & Arpels, Jimmy Choo, John Varvatos, Juicy Couture - Annual Turnover $5.5 million
Responsible for commercial activities for retail and wholesale business: budget proposal & management, implementing strategies and analysis for sell-in/retail sell-out, forecasting, purchasing & planning, P&L management, brand performance analysis, reporting, financial transactions
Regular interaction to build of partnerships with retail outlets: Harvey Nichols, Bloomingdales, Areej, Paris Gallery, Sephora, Faces, Debenhams, Galleries Lafayette
Marketing activities: A&P management, animation negotiations and implementation, devising creative strategies and design, PR, promotional activities
Responsible for hiring, supervising, coaching, motivating, appraising and training sales force across UAE: 3 supervisors, 18 promoter
Insuring the brand guidelines and integrity are maintained across all channels
Key Achievements
98% of 2012-2013 Budget
Increased retail sell-in by 104% vs 2011
Increased staff sell-out by 38%
Agent representing European Luxury Brands in GCC Region: Nina Ricci, Paule Ka (Paris) and Repetto (Paris) - Price Range: $300 - $15, 000 retail
Marketing and commercial activities: brand and sale strategies, buying and budgets, reporting, performance analysis, financial management - portfolio of $3.2 million
Sought and developed commercial opportunities at wholesale & retail channels and expanded distribution
Developed P&L analysis reporting solutions to understand retail performance of 3 monobrands, 4 SIS and multibrand soft corners, projected feasibility of store openings and project/negotiates business plans
Conception, implementation, negotiation and management of marketing budgets and plans: media planning & buying, contributions, media insertions, PR initiatives, sponsorship opportunities, promo activities
Key Achievements
Successfully negotiated 2 monobrand openings and 4 SIS developments for 2012
Surpassed seasonal sales targets for all brands by 5% - 15%
Conceptualized, organized and successfully executed 3 in-store and off-site events for 50 - 500 attendees - Repetto for Harper’s Bazaar World of Fashion
