دينا السعدي

Provides strategic and tactical consultancy and working on strategic change, internal and external communications, branding and marketing solutions for clients: Al-Aman Investment Company, Manarat for Educational Services, AlMathaq Holding Company, Commercial Facilities Company, Gulf Palms, BoodaiCorp, AlGhanim Engineering, ACICO, Kuwait Hotels, Ayadi Health, Kuwait Hospital, Nidra, Blank, Reliance Services, Wonder Snacks, Clean Care, 4Sale, National Freeze Company, Talabat.com, AlYasra Group, Thimar International Co, Aqar International Food Co.

• Brand strategy development and digital transformation which includes strategic change managment, brand assessment, brand positioning, re-branding, product development, and potential target audience and customer journey mapping.
• Corporate branding and corporate internal and external communication building through verbal identity, visual identity, corporate identity systems & guidelines.
• Brand communication framework mapping by developing the most effective brand proposition, brand personality and media mix, to match clients vision and business objectives.
• Organizational and change management communication direction to align the organization with its vision, mission and values.
• Brand engagement material preparation such as corporate literature, pre-launch collaterals, total communication graphics that match brand tone and brand strategy.
• Forming and guiding Digital and Environmental branding to align all customer touch points to reach the target audience with effective communication and messages.
• Developing marketing business processes to achieve market share growth plans for clients.
• Consulting brands on adopting new technologies such as online tools and mobile applications.

Developed and lead the Marketing & Corporate Communications Department through strategic planning and targeted tactics to meet the organizations vision and mission. A member of the Executive Team, which developed key strategic decisions for the company which is listed in the Kuwait Borsa. Part of the Business Process Mapping Team that outlined effective business processes to achieve objectives for key stakeholders.

• Developed marketing, brand strategies and communication plans for business segments in the network which includes 150 multinational pharmaceutical, clinical and healthcare brands, as well as divisions in Medical Equipment, Retail Pharmacies, Medical Centers and Home Care Solutions.
• Planned and directed both corporate internal and external communications to build the corporate reputation and identity of the organization through all customer touch points.
• Guided PR and CSR initiatives to communicate the vision and mission of the organization.
• Coordinated with departments to introduce innovative services and solutions for segmented customers, patients and the various target audiences of the brands within the network such as online digital tools and applications.
• Initiated research and market analysis to gain market understanding to build insightful and successful campaigns that reach the target audience.

Led and managed the marketing department to cover internal, external and corporate communications and marketing. A member of the Executive Team which planned and executed the rebranding and expansion plan of the hospital.

• Strategic planning to develop new brand identity and vision for the hospital to target a wider target audience transforming from Al Omooma a maternity hospital to Sidra, a full-service hospital.
• Built and directed a marketing team to provide marketing support for the hospital’s divisions and transformation.
• Designed internal communications campaigns to have employees identify with business objectives and change of business scope.
• Developed and executed policies and procedures in areas that would affect the target audience such as marketing, hospitality, guest relations and call center.
• Coordinated with the quality department towards structuring policies and procedures within the hospital to achieve Australian Board Accreditation.

Created and built the marketing department by launching international and local brands in Retail -Hyundai Electronics, Design Lobby, Destination XL, and in Food & Beverage - Semsom, Margherita, Meywa, Abou Jassem, JJ’s, Sandawicha.

• Developed new concepts’ branding and corporate visual and verbal identity.
• Structured a marketing department including marketing plans, communication and budget expenditures.
• Strategic planning and marketing business development for each brand and store based on target audience and business objectives.
• Coordinated marketing needs with franchisors, advertising media agencies, and third-party suppliers.
• Launched and enhanced brand awareness through offline media and digital marketing tools for each brand.

Responsible for heading the marketing department’s multi-brands of Ali Abdulwahab Sons & Co. - Furniture division (AAW furniture, Century, Bassett), The Athlete’s Foot, Curves, Prince, Nike, Shoebox NY, Bosch & Siemens Home Appliances, Carbonfiber, Explorer’s Base, EastPak, Jansport, Coleman, Pharmaceuticals division with pharmacies and pharmaceutical brands, Local marketing support for Proctor & Gamble.

• Managed the marketing department by developing marketing plans and directing marketing teams to achieve effective targets and objectives.
• Corporate brand building to create a strong corporate identity for the organization through corporate communications.
• Sales and market share growth through marketing, brand awareness and tactical campaigns.
• Planned with international marketing departments for each of the brands to align brand strategy and coordinate marketing needs regionally and locally.
• PR activity through events, PR releases, sponsorships and Corporate Social Responsibility.

Directed major key accounts that include - Wataniya Telecom, Alghanim Furnishings Division, Alghanim HR division, Arabiya Real Estate, Gulf Bank HR and Training divisions. New business development through new client pitches for Zumorrodah Holding Company, and Teshkeel.

• Managed and executed campaigns for clients through communication and media plans using an effective marketing strategy mix to meet growth and market share objectives.
• Developed a brand strategy for client’s internal and external communication with set brand guidelines.
• Researched consumer and market trends to identify communication insights of various target audience.
• Liaised between clients’ requirements and work developed by the creative department to ensure all campaigns met brand image, vision and objective.
• Worked with the media buying units to book media, conduct competitive research, tracking, analysis and research of effective media strategies.
• Coordinated with international and local production houses and photographers for TV commercials, Multimedia digital marketing and still photo shoots.

• Launched requisition campaign that achieved 8% growth and exceeded target.
• Introduced project management system which was implemented in the marketing department.
• Conducted competitive analysis for banking in Kuwait, and the international banking market.
• Planned product enhancement through strategic planning and tactical execution based on market needs and consumer actions.
• Strategy analysis for brand development and communication planning for NBK as a brand launching new products and services for customers.
• Launched communication campaigns and events for new products and promotions such as salary campaigns, credit card promotions and offers, loans plans.
• Worked alongside Mackenzie Consultants for Bank at Work analysis, the B2B division of NBK.
• Administered a retention plan by working with MasterCard International.
• Oversaw the Call Center and Direct Sales execution of plans to ensure targets were met.
• Participated in the New Recruits Development Program by providing training for new staff on bank products and procedures.

• Turned Applebees sales negative growth at the end of 2004 to 7% growth by June 2005.
• Continued a 6.5% growth of Burger King kids segment and achieved growth of 13% in Pizza Hut kids segment over last year to date.
• Designed an in-depth marketing plan consisting of above & below the line calendar to grow in sales/profits/market share & beat year ago by setting detailed targets.
• Allocated a budget breakdown, controlled expenditure and maintained spending.
• Worked closely with the advertising agency to ensure the execution of quality advertising.
• Liaised with the franchise and regional marketing teams in planning and executing marketing and branding plans for local and international markets.
• Monitored customer feedback through quarterly research, mystery shopper and communicated findings to respective departments with recommendations on an action plan.
• Conducted research with PARC on casual dining segment and presented to franchise and was used as basis for full refresh plan for Applebees regional marketing initiatives.