Head of Marketing Research
Bank of Jordan
Total years of experience :12 years, 5 Months
Set unit objectives, plans and roadmap and allocate the needed resources to drive success for the Bank.
Conduct industry and economy analysis to measure the attractiveness of the economic sectors.
Contributing to the development of any new product.
Conduct competition analysis that includes bank’s position, financial performance…etc.
Evaluate the external environment and assess its impact on the economic sectors.
Establish a team of researchers and manage their objectives, evaluations and training to support in achieving the unit objectives.
Supervise the company’s operations and teams across Jordan and Lebanon.
▪ Responsible for developing the business of the company as per agreed strategy/targets and managing on-going
Market Research projects/assignments which include:
o Product Concept Testing Studies
o Product Launch
o Segmentation Studies
o Project Assessment and Evaluation
o Customer Experience (CX) Studies
o Brand Health Studies
o Behavioral & Attitude Studies
o Market Sizing Studies
▪ Achieve revenue, profitability, quality, speed of delivery and productivity targets.
▪ Ensure maximum client satisfaction through high level of client service standards in line with client expectations.
▪ Lead the client servicing team and ensure that staff are trained to handle client requirements.
▪ Oversee the management and conduct of assigned Market Research projects including assessment of
requirements, design of research approach and methodology, development of the proposal and pricing, design of
research and survey forms and tools, development of analysis plan, submission of reports and presentation of
market research studies.
▪ Responsible for conducting presentations of conducted Market Research to clients and respond to any clarifications.
▪ Maintain and develop relationships with clients which include international, multination, and local firms within various
industries including Banking, Insurance, Financial Services, Telecommunications, NGOs, Media, Technology,
Electronics, Automotive, FMCG, and many others.
▪ Key Achievements
o Developed and executed a new Sales Strategy that boosted Levant’s (Jordan & Lebanon) yearly revenue.
o Contributed to the bottom line and satisfaction of many international, regional and local clients though effective
management of local and remote teams (i.e. Researchers, Analysts, Fieldwork and Programmers).
o Contributed to the Branding of clients by providing relevant Consumer Insights that guided their repositioning
strategy in Jordan and Lebanon.
o Contributed to the success of the Customer Experience Management System for a number of clients.
o Contributed to the launch of new products for several FMCG clients through Product Testing Studies.
o Demonstrated leading-by-example through delegation, empowerment and inspiring Levant’s team to develop
outstanding solutions to the clients.
Professional Experience
Dima Mreish CV Page 3 of 3
Umniah Total period (4 years 10 months)
Umniah is a mobile telecommunication network in Jordan and is the third GSM cellular phone service
set up in Jordan.
Responsible for developing the Market Research Department’s annual plans and budget.
▪ Responsible for leading and managing all Market Research requirements across Umniah whether conducted
internally (by in-house teams) or externally (by external agencies). Such Market Research assignments include:
o Concept Testing
o Segmentation Studies
o Customer Experience Evaluation Studies
o Satisfaction Studies
o Loyalty Studies
o Usage and Attitude Studies
o Product Usage Studies
o Product Development Studies
o Brand Health Studies
▪ Responsible for managing all Market Research studies assigned to external agencies (mainly Nielsen and Ipsos).
This involves definition of the project requirements, technical evaluation of proposals, attending meetings with
agencies, leading the complete project, and reviewing received reports.
▪ Responsible for submitting/communicating Market Research reports/findings to the management and conducting
presentations whenever required.
▪ Responsible for reporting market KPIs as penetration, market share, purchasing power and price sensitivity based
on the reported stats, forecast and other marketing sources.
▪ Responsible for monitoring the competitors’ activities, new trends, technology and all market updates.
▪ Responsible for evaluating the Customers Experience (CX) in all touch points and showrooms to identify any service
gaps and strengths.
▪ Key Achievements
o Established a solid understanding for the Telecom Market Services’ trends by conducting bi-yearly mass market
studies. Which helped the management building the company’s strategy and business plans.
o Helped the Digital team in building partnerships with the top OTT providers and introducing new services such
as Mobile Money, Mobile Billing Service, RBT Ad, Mobile Tracking and many other services by investing in
international marketing reports and local Concept Testing Studies.
o Helped the Communications team in uplifting the company’s perception and image by providing
recommendations based on Brand Health and Perception studies.
o Provided the company with international reports to understand next generation services’ strategies, case studies
and pricing to help introducing such service in the future.
o Conducted many targeted U&A studies for (Youth, Expats, Corporations, Women, Governments, and
Governorates) segments which enabled the marketing team to introduce products and service to them.
o Provided the company with daily market updates that track the daily activities of the competitors.
o Enhanced the Customers Experience by analyzing customer feedback from mobile and phone surveys and
recommending improvement initiatives based on the analysis.
o Umniah corporate trainer. Provided many communication, business etiquette, marketing and market research
trainings.
Mada Communications (a subsidiary of Zain Group) Total period (3 years 8 months)
Mada is a leading provider of integrated telecom solutions for corporates and individuals, through the
provision of its vast selection of advanced telecom solutions including Wireless Broadband Access and
Fiber Optics solutions.
Managing Customers Experience and Complaints.
Participating in Key Cross Functional Meetings as representative for the Sales / Customer Service Department to discuss goals and future growth for customer accounts.
Handling all escalated customer issues by working toward a win-win solution for both the store and the customer.
Conducting research surveys to measure customer satisfaction.
Creating users’ manuals for all business rules required to manage customers after sales cases and issues.
Handling the Sales team and Customer Care trainings for service and client handling.