Brand Marketing Manager
LIFCO INTERNATIONAL
مجموع سنوات الخبرة :22 years, 1 أشهر
Key Responsibilities:
Managing multiple projects and product lines.
Planning, developing and directing marketing efforts to increase the value and performance of the brand line.
Focusing on developing a brand's profit and loss performance, image and positioning compared to competitors, including the tangible elements of the product itself; look, price, packaging, etc
Implementing market analysis and creating tactics to increase brand awareness.
Forging and carrying out direct marketing activities to agreed budgets, sales volumes, values, trade promotions and product mix.
Creating offers to major potential accounts and new prospects.
Monitoring and providing relevant market information to the General Manager.
Carrying out market research, competitor microanalysis and customer surveys
Attend supplier management meetings and provide significant brand information.
Accomplishments:
• Lead and implemented successful, compelling, and distinctive marketing/PR initiatives for Al Arab which maximize organizational brand, enhance organizational reputation, and drive audience participation.
• Strove for maximum public value and impact by differentiating strategies from competitors and delivering programs that increase consumer and trade awareness.
• Represented the news channel at various events; celebrated brand stories/ topics and positioned the channel to leverage the equity of the brand, establish leadership in the marketplace, and win the loyalty of customers.
• Provided thought leader in demand generation, achievement of sales objectives and effectively managing client relations and ensuring to keep the channel on top-of-mind with audience.
• Instrumental in accelerating Al Arab’s growth by sourcing new advertising leads to the channels and devising client focused approaches with the long-term goal of developing and executing programs that acquire and retain customers for life.
Key Responsibilities:
• Developing innovative, brand-specific, public relations strategies and plans for the Al Arab to support brand business objectives to improve media relevancy and newsworthiness.
• Planning media relations activities including all aspects of media management, digital strategies, coverage analysis and reporting, etc.
• Acting as a spokesperson/face of the organization and representing the channel in front of the public to further strengthen brand positioning and programs and ensure an accelerated pace of the business.
• Assessing and reporting on the effectiveness of media and public relations strategies including measurable outcomes, while recommending revisions to marketing strategy where applicable to achieve improved results.
• Integrating digital capabilities into marketing and defining content strategy including positioning of the channel against competition and defining the target audience.
• Deploying programs that best deliver an experience consistent with the brand goals, audience characteristics and marketing research.
• Ensuring success of marketing plans and alignment of researched data comprising of target audience’s viewing habits and needs. Overseeing projects spanning from strategy design and conceptualization to implementation.
• Assisting on the promotion activity through Public Relations initiatives; actively selling and executing long-range marketing planning and constantly tracking and analyzing performance, while supporting the resolution of all sales performance and commercial issues.
• Keeping abreast of industry figures, including audience figures; uncovering important consumer preferences and accordingly assigning program types to specific time segment to reach target audience in timely and impactful manner.
• Strengthening the profile of Al Arab channel by collaborating with the Creative Team to formulate and maintain Al Arab identity by producing audio, media and published advertisements for the channel and its programs.
Executive Synopsis:
• Known as a strong leader with a finely tuned strategic vision and ability to translate corporate goals into reality.
• Demonstrating expertise in media buying, compelling adverts, innovative marketing and then zooming out to develop compelling, synthesized recommendations.
• Adept in multi-tasking in a demanding/challenging environment with successful leadership and experience in a diverse and vibrant setting.
• Strong understanding of marketing, PR communications and how it can strengthen the brand and influence perception among key stakeholders.
• Developed expertise in creating comprehensive digital marketing strategy to drive traffic and income across the media segment of multi-channel projects.
• Adept in leading cross-functional teams; defining the roadmap as well as the strategy for the overall team to drive peak performance and success across the organization.
Accomplishments:
• Played pivotal role in Operation/Sale management of Al Arabiya News Channel MBC Action and 4 Radio Stations accounts while managing team of 8 members.
• Executed deals for different advertising agencies for their globally recognized brands including GM, Toshiba, and Samsung, among others.
• Created an excellent network with different advertising agencies at different levels.
Key Responsibilities:
• Forged strategic business alliances with key partners that would help improve customer service, better efficacy of the company as media outlet, and help increase market share.
• Promoted an ideal working environment between agency and client by identifying and eradicating customer problems through follow-up with relevant department.
• Assisted in preparation of detailed proposals and offers while keeping each client’s unique advertising needs in perspective to deliver value for money marketing campaigns.
• Oversaw purchase of media selling opportunities involving development, negotiations, brand activations, and successfully management as well as implementation of advertising plans.
• Proactively looked for more impactful yet cost effective and innovative ways of engaging customers through the use of old, new, and mix of media available in the market.
• Responsible for timely communication of creative changes to agencies for all media to ensure uniformity of message across different platforms and determine if media objectives have been accomplished.
• Ensured media objectives are in alignment with allocated budget, copy requirements, and channel mix to compliment the buying strategy put in place.
• Administered financial aspects of media buying including payments, programming contracts while keeping legal obligations in context, negotiating favorable terms, and overcoming financial constraints.
Key Responsibilities:
• Responsible for planning and execution of outdoor media campaigns, taking care of important details involving costs to be incurred, operations, and optimization of visibility.
• Liaised with client and account team to comprehensively understand client’s particular business objectives in order to craft media strategies and marketing campaigns fully accomplishing established needs.
• Assisted the sales department (especially during peak seasons/Ramadan period) in meeting up with potential advertising spenders/direct or agency, and prepared different media plans and proposals
• Reached critical marketing decisions including selection of right media channel, time spans, and locations to achieve best marketing results.
• Researched and analyzed available industry data to remain abreast of latest market position in terms of pricing, discounts, competition, and emerging trends resulting in successfully launch of marketing campaigns.
• Fostered mutual trust with the client organizations by understanding their advertising needs to accordingly plan and execute their marketing plans.
• Worked with various external entities including magazines, cable services, newspapers, TV channels, and social media platforms to find new opportunities for client promotion.
• Prepared in depth media summaries for consumption of internal clients to present to senior management, analyzing impact of mass media campaigns and adjusting spending necessary to accomplished set business goals.
Designation Chronology:
• Feb 2002 - Jan 2005 - Media Manager Qatar
• Feb 2001 - Jan 2002: Media Executive Dubai
Highlights:
• Spearheaded the Media department of Qatar TV and Radio with 2 direct reports.
Key Responsibilities- Media Manager:
• Developed and oversaw implementation of media strategies to help achieve organizational and campaign goals in consultation with relevant campaign managers.
• Prepared comprehensive report on reach and impact of media activities through regular monitoring and evaluation of ongoing campaigns.
• Oversaw operational aspects of media management including authorization of plans, purchase orders, making payments, billing for advertising, and generating invoices.
• Reached out to media buying units and other agencies to develop and deliver sales presentations adequately addressing customers’ particular needs.
• Proactively monitored market to analyze competition in the industry, propose new advertising solutions, and find business deals to increase revenues over time.
• Conducted meetings with top management to review and coordinate sales efforts to converge focus on pressing issues hurting business in order to exceed assigned sales targets.
Key Responsibilities:
• Handled Al Jazeera New channel Operations Account
• Acted as first point contact between the company and the customers to understand, evaluate, and solve their problems through proper follow up.
• Conducted meeting with clients to discuss and understand their advertising needs while proposing solutions to help them achieve their marketing objectives within assigned budget.
• Assisted the senior team members in developing presentations, innovating ideas, and proposing budgets to be pitched to clients for marketing campaigns.
• Generated monthly reports to keep management informed about progress on assigned tasks.
• Actively engaged prospective customers through referrals, networking, and meetings to generate new business.
• Internationally, the program is accredited by the UK’s Chartered Institute of Marketing (CIM), allowing direct entry to the Professional Postgraduate Diploma in marketing (third level) offered by CIM. • Degree accredited by the UAE Ministry of Higher Education and Scientific Research
Training Details: • Public Relations Workshop: AdvantEdge Consultancy & Training, Beirut, Lebanon (June 2015) - Developed a strategic approach in designing public relations strategy, generating opportunities, resolving media issues, social media marketing, etc. • Body Language Mastery: Miracle Consultancy & Training, Beirut, Lebanon (Nov 2016). - Exposed to 3 internationally accredited scientific approach methodologies aiming at arming Executives/Directors with scientific knowledge of how properly interpret body language, spot deception and opt for the right moments. • Professional Diploma in Digital Marketing, Digital Marketing Institute Middle East, Dubai –UAE (June 2013) - Gained a Professional level expertise in Digital Marketing, SEO, PPC, Email Marketing, Digital Display Advertising, Mobile Marketing, Social Media, Website Analytics and Digital Marketing Planning.