Head of Marketing
Bounce Middle East
Total years of experience :14 years, 0 Months
Responsible for leading the marketing operations of BOUNCE, the global trampoline and indoor adventure playground phenomena, across 9 locations in UAE, Saudi Arabia, Qatar, Lebanon and Oman.
• Develop the integrated marketing strategy for BOUNCE in the Middle East
• Restructure, develop and grow the Marketing division: Digital & CRM team, Brand Management & PR team and in-house Content Creation team
• Lead the strategy for online and offline marketing
• Digital marketing: manage all campaigns from strategy to implementation and analytics for Social Media, SEM, SEO, programmatic, CRM and Email Marketing
• Brand Management: ATL and BTL content creation, PR and media, launch events, sponsorships and partnerships, activations, influencers and brand ambassador programs
• Develop short term and long term marketing plans mapped to each market based on local insights to drive awareness and engagement through brand campaigns as well as drive traffic and maximize sales through tactical campaigns
Responsible for launching Dubai’s first resident show, La Perle, directed by legendary artistic director Franco Dragone and brought to Dubai by Al Habtoor Group
• Lead on all initiatives of the marketing department : brand building, content development, advertising, media strategy, public relations, event management & partnerships
• Establish the show's brand and develop the strategies of the local, regional and international marketing campaigns and implement them
• Achieved over 1000% ROI of marketing spend on ticket sales (82% of ticket sales were coming through direct marketing channels)
• Within the first year, La Perle was on CNN (front page), BBC, M6, TF1, Emirates ICE, Al Arabiya, Sky News, Dubai TV, Abu Dhabi TV, MBC, Dubai TV, ET, all dailies, weeklies and monthlies in the region and a trending topic on Twitter & Snapchat
• Developed brand equity, awareness and tactical campaigns with key partners: DTCM, Dubai Airports, Emirates Airlines, Ministry of Education, Pandora, Hollaphonic
Regional brand lead on the Philip Morris account, handling Parliament (above-premium brand) and L&M (value for money/mid-price brand) for the MENA region
Accomplishments:
• Key contributor on three-year marketing plans covering new product launches and brand campaigns
• Major focus on brand building, ATL campaigns, consumer engagement, experiential marketing, digital activations, trade & retail programs
• Developed and implemented female equity building engagement programs (related to Fashion, Art and Design) with top influencers and fashion designers in the region such as Lomar and Dima Ayad
Responsible for the development of the regional marketing plans of one of the leading luxury real estate developers in the Middle East
• Developed the advertising strategy and campaign material for ATL, BTL, PR and media initiatives for various real estate projects in KSA, Egypt, UAE and Lebanon
• Led on the launch plan (campaign and launch event) of Al Zorah Resorts, a multi-million dollar lifestyle, hospitality and retail project in the UAE, in collaboration with the government of Ajman
• Build regional and international exposure for various developments through international conferences, events and exhibitions
Handle the Alfa Telecom account, Lebanon’s leading telecommunication brand
•Revamped the brand’s corporate identity and deveped a full 360 ampaign for the relaunch of the brand
•Handled all ATL (Above the Line) communication campaigns across various channels : Out of Home billboards, TV, Radio and print
•Led on the development of all BTL (Below the Line) material such as flyers, brochures and other collateral
•Developed a yearly CSR strategic calendar for Alfa
Masters in International Business program ranked 5th in Financial Times GGSB triple accreditation: AACSB, EMIS, AMBA Activities: Elected Class Representative
AUB ranked 1st business school in Middle East and South Asia, AACSB accreditation Activities: Social Coordinator of the Business Student Society Project Manager of the International Model United Nations Cabinet Member of the IC alumni association in AUB
Activities: Elected Class Representative Member of the Student Representative Committee Yale Model United Nations Performing Arts, Theater, Community Service
