Marketing Director
Alkhair
Total years of experience :21 years, 1 Months
• Powered 20%+ growth in incremental revenue through marketing activities and campaigns and indirect sales channels
• Lifted market shares for Karak, Turkish Coffee, and Milk powder through new launches, in-store activities, improving on-shelf visibility and promotional activities
• Launch the first brand advertising program for the company
Strategic Marketing Spearheaded portfolio of coffee, tea, dairy, and canned food products, brands, and marketing initiatives, steering planning and execution of product roadmap and go-to-market strategies
Oversee consumer relations and marketing communications, optimized through consumer research and insights
Leadership Leading an 8-member team and SAR. 17M budget. Conceptualizing and overseeing digital, social, and print marketing, branding, merchandising, communications, and advertising programs, driving revenue through retailers and e-commerce.
• Cultivated relationships with key government stakeholders including the Ministry of Culture and executed an outdoor campaign to promote Nescafé Arabiana and celebrate the Year of Saudi coffee, Additionally, supported the activation of Nescafé Arabiana brand in various events for the Year of Saudi Coffee
• Contributed to the successful engagement with the Ministry of Investment that paved the way for MOU signing to invest $1.86 billion over 10 years.
Strategic Communications
Internal/ External Communication
Building and improving visibility
Consensus Builder Defined key messages, narratives, and positioning that resonate with stakeholders and support the company's goals.
Managed media relations and served as the primary spokesperson for the organization.
Upheld and enhanced the company's brand reputation by ensuring consistent and impactful messaging.
Developed and executed internal communication plans that inform and engage employees across the organization.
Implemented communication platforms, newsletters, and town hall meetings to foster a sense of unity and shared purpose.
Developing crisis communication plans and leading efforts to manage and mitigating potential reputational risks.
Representing the company at industry events, conferences, and forums to enhance its presence and reputation.
Leading the creation of high-quality content for various platforms, including press releases, articles, speeches, and social media.
Serving as part of the internal advocacy committee for front-of-pack labeling and contributing to adopting food labeling standards.
Planned and executed corporate events, conferences, and sponsorships that enhance brand visibility and engagement.
Developed and managed the communications budget, allocating resources effectively to maximize communication impact.
Monitored spending and ensured alignment with financial goals.
• Made pioneering efforts in designing an innovative media training program for Saudi ambassadors that creates awareness of Vision 2030. The success of this program led to making this a mandatory program for newly appointed ambassadors.
• Achieved the highest level of favorable coverage for missions abroad (Media and Communication Centre) through compelling media strategy, organization of authentic cultural activities that promote Culture Diplomacy (Culture Diplomacy Department), and developed initiatives to strengthen relations with parliamentarian and Influencers (Parliamentary & Civil Society Diplomacy Department)
Communicate Saudi Vision 2030 to the world
Public Diplomacy
Promotion of Saudi Vision 2030
Media Management Inducted by the Saudi Embassy in Berlin to join a newly formed committee for planning the communications and public diplomacy strategy for 28 Saudi diplomatic missions in Europe until 2020 and later the role expanded to all Saudi missions globally.
Handpicked by the Ministry of Foreign Affairs to play a vital advisory role to the office of deputy minister in matters of public diplomacy affairs in communication and media.
Crafted a tailored communication and public diplomacy strategy for all Saudi missions abroad and contributed to by conducting workshops, advise on media & communication tools, geopolitical dynamics etc.
Established diplomatic ties with all countries through the delivery of communications and public diplomacy for Saudi Missions abroad and fostered friendly relations and furthered strategic objectives.
Ownership of full life cycle management of public outreach projects and events and delivery of high-profile government visits and events across the KSA and being an active member of Communication advocacy for multi-country programs.
Steered the Ministry’s efforts to publicize and capture all media opportunities for highlighting the role of KSA in G20 and the global economy.
Introduced a novel food diplomacy program for 6 Saudi Embassies in Europe and a full-scale communication strategy for 8 Saudi Embassies around the globe to strategically position the Kingdom as a growing economic and cultural hub.
Developed a persuasive marketing plan to promote local trade and investment opportunities through various missions in China, South Korea, Japan, the UK, France, Germany, Switzerland, and Belgium.
Used a modern approach and exceptional analytical skills to design strong communication and public diplomacy to improve the country’s image and advocate/promote the country’s visibility most successfully.
• Applauded for launching a new brand identity, introducing a new brand website, and surpassing ROI through appealing social media campaigns.
• Skillfully developed strategic marketing communications that improved stakeholder knowledge about King Khalid Foundation initiatives by 60% within 1.5 years and contributed to the attainment of outstanding results.
Established New Brand Identity
Improve Stakeholder Engagement
Shaped strategy for the end-to-end launch of King Khalid Foundation’s new brand strategy, seizing all sponsorship opportunities to advance the company’s position and image as a leader in the non-profit sector with external stakeholders.
Developed/drove grassroots programs, heightened community awareness, and stakeholder engagement through enhanced communications strategy.
Utilized focus group information to target and drive marketing and branding messages and offered vital inputs to the Board of Trustees on evolving communications issues.
Restructured media relations, expanding reach, and solidifying relationships with renowned media houses to reinforce brand image and maintain a positive reputation.
Served in a high-profile role, fully responsible for devising the initial communications plan for C20 hosting.
Implemented an entirely new internal/external communications program and developed the communications strategy and tactics to drive a performance culture.
• Excelled in augmenting the organization’s reputation by increasing monthly social media presence by 13% and deploying positive social media content and strategy programs -daily.
• Drove communications strategies and projects in line with corporate vision, goals, and objectives in liaison with HR and Marketing teams in the group.
Impactful Communication Strategy and material
Establishing strong digital Presence
Prepared tailored communications plans and communication materials to ensure the smooth execution of key projects in alignment with organizational values.
Championed the organization and management of several high-visibility events, developing/maintaining media partnerships, and handling PR, and social media campaigns to fortify the organization's reputation in the public eye in both traditional and digital spaces.
Realized the envisioned future of the organization by analyzing brand value based on customer feedback and expanded the footprint of Almajdouie where market penetration is low.
Accelerated business growth trajectory by devising compelling content for social media platforms and ensuring maximum utilization of available resources to promote the brand.
• Enabled the brand to seek “Top of Mind” brand position with 16% results as compared to modest results of 6% in 2013 and supported the retail sales of 600k cartons and touched base with around 2.6 Million consumers by transforming the whole marketing/communications function to be more productive
• Delivered stellar success in leading impactful marketing efforts that found a place in the global report (7 Racing events, 4 Promotions, 25dealer meets, Billboards, 18 Pit Stops, 150 Signboard, Facebook pages, Industrial meets and spread of product) played a huge role in this brand building.
Delivering top-notch Marketing & Communications strategy Drove the business's ambitious growth plans by spearheading the marketing and communications department and aligning plans with the organizational vision and mission.
Designing and flawlessly executing high-impact websites for improved functionality and high web traffic in collaboration with an external web design team.
Positively building reputation, identifying the best content, and overseeing media strategy/marketing/communications plans to deliver against organizational objectives.
Directed strategic communications plans in client servicing department to translate mission statement into realisation. Nurtured outstanding rapport with clients through assessing needs and proposing cutting-edge communications solutions. Created and maintained a master strategy and tactical timeline of key communications initiatives.
Selected Contributions:
• Earned positive feedback and recognition from executive management for landing account with leading companies in Saudi with an initial outlay of SAR 2M.
• Steered end-to-end management of SAR 10M+ Campaign for Bank Aljazeera while collaborating with key stakeholders.
Additional experience as Founding Partner, Senior Communication Manager, Media Resources Representative, and Arabic & English Copywriter within diversified organisations.
