Independent Marketing Lecturer
Independent Institute of Education
مجموع سنوات الخبرة :37 years, 2 أشهر
Lecturing university-level students in Project Management at VARSITY COLLEGE, Digital Marketing at VEGA, and Marketing/Digital Marketing at ROSEBANK COLLEGE has given me a modern perspective on project management and digital transformation.
That has important application to marketing in future markets.
This independent experience of multiple projects in different industries and across different cultural behavior adds to my interdependent strengths.
That experience includes company re-launches, trading business, food & restaurant, retail furniture, event management (from an agency perspective), and heavy-duty industrial manufacturing.
Bridgewater: eLearning Management Systems 2018
Gulf Solar Hub: Sustainable Energy communications 2016/2017
PAN Emirates: Retail Furniture 2016
Six Degrees: Event Management 2015
Woodpecker: Tourism 2015
Chou Chou’s: Food & Restaurant 2015
NUHAS: Oxygen-Free Copper Company Launch 2014/2015
AEN Technologies: Mobile Phone Trading 2014/2015
Caparol is a family owned, German decorative paint manufacturer, dominating the market in Central Europe. The Dubai office holds a 4% share of the local decorative paint market. That includes many specialist high tech and aesthetically unique products.
• Created new decorative brand structure in GCC that matched German standards and Corporate Identity yet suited the operational/packaging cost requirements of the local company;
• Re-established a strong family culture to the corporate and brand character;
• Repackaged entire brand family in brand families, optimising local conditions yet matching the international corporate identity;
• Created collateral (colour cards, manuals for specification authorities, data and specification manuals) suiting local market and local product strengths;
• Designed a new shop design / model and established new shops / showrooms locally and implemented across Dubai, Sharjah and Abu Dhabi; and
• Introduced a new product range, CapaFloor.
• Launched CapaStone, a locally designed, exclusive paint product; and
• Introduced ETICS, new German thermal insulation technology insulating the exterior of building facades; a key success was the translation of German technical documentation into Arabic
Jotun is an International decorative and industrial paint company. It has a small office in Cape Town, largely serving the marine / shipping business requirement.
• Expertly managed small, but significant brand in a large decorative paint market;
• Upgraded the brand presentation in given limited operational resources;
• Successfully designed and launched new brand of paint under the Jotun family (Jotun Performer) into the paint market in South Africa; and
• Designed and developed the new shop design, products and packaging, suiting both the international brand and requirement of local market.
Hempel is a Danish paint manufacturing company serving both the Decorative and Industrial paint markets. In the GCC it was traditionally a sales led business, operating in independent Country units with little leadership from Copenhagen in the Decorative Segment
• Turned marketing into the leader of the company / business;
• Aligned local brand strategy with multinational character and multi-national brand management strategies;
• The entire Middle Eastern identity was re-conceptualized and updated into relevant decorative branding;
• That included a re-design and revamp of local corporate identity and the establishment of a unique brand structure, and integrating the Danish Corporate Identity, operational conditions, new marketing strategies, product and packaging.
• Completed a detailed competitive review and launched new products and re-established existing products;
• Six (6) new brand families were conceptualized, created and launched. Products, packaging and collateral was designed, approved and found their way to market within 18 months of go;
• Redesigned all required collateral (colour cards, data sheets, sample displays, vehicles, showrooms & sales offices, product packaging and training programs) & entire package was launched and implemented across the Middle East;
• Innovated new paint showrooms / shops and completed installation quickly and effectively across Riyadh, Dammam, Jeddah, Kuwait City, Manama, Beirut and Damascus;
• Managed a broad geographic fit across GCC (Saudi Arabia, Bahrain, Kuwait) and the Levant;
• Gained a strong understanding of Arab consumers and secured multi-country, GCC / multi-cultural learning;
• Applied a collaborative, teamwork approach to leadership across the Company, the marketing, sales, product development and technical teams;
• Operationally responsible for implementation with staff in Saudi Arabia, Kuwait, Bahrain, Lebanon and Levant; and
• The Hempel position (Style, Character and Voice) was completely transformed across the entire region.
Key Achievements:
• Led an outdoor advertising campaign in Saudi Arabia to raise awareness of the Hempel name
• Established an independent marketing office in Bahrain supporting the Saudi/Bahrain and Kuwait markets
Key Responsibilities:
• Identified primary thrust areas of the business through market surveys and analysis
• Designed and implemented strategic marketing and business development measures through technical research and development to meet broader strategic objectives of the company
• Led a team of two brand managers responsible for core brand and area activities, a technical R&D manager, one assistant brand manager and a graphic/interior designer responsible for shops, colour and new paint effects on products
• Developed marketing concepts based on market insights and local/global trends to outline launch plans for new brands
• Ensured increasing sales by building and motivating sales teams and keeping them updated about the brand changes
Plascon is a corporate brand that leads and dominates the decorative paint market in South Africa. That leadership includes, retail distribution, technology, product innovation, color & design, communication, “do it yourself”, retail and professional / contractor market segments.
• Strong media planning and above the line dominance and strong communication activation, TV, Print, Radio;
• A strong Retail presence, over 50% of retail outlets are Plascon dominated country wide, through small hardware to large chain hyper stores;
• Introduced innovative services marketing, including national toll-free service center and help desks and paint guarantees;
• Motivated & initiated colour dominance in design community and managed the marketing / sales into the architectural specification and design community;
• Managed new business development in emerging, post-apartheid new South Africa multi-cultural environment. Led the company’s RDP Initiative. This required business to explore and actualize investment in the black community. Largely responsible to this activity during this phase in South African life.
• International Consultant for Chief Executive. Completed visits to UK, Russia, Australia and China;
• Managed a large team of 10 marketing and 5 service responsibilities; and
• Directed external agencies; 2 being above the line managing separate brand portfolio’s, 1 being a below the line agency managing shop design components, 1 PR company and 1 research agency.
Polycell is range of paint preparation products, the brand originating in “Do It Yourself” markets in the United Kingdom. In South Africa it is run and managed by the Plascon brand group.
• Strategically led the company vision development and repositioned brand at both corporate & product perspectives;
• Launched waterproofing that grew within 2 years to contribute 30% to company bottom line;
• Motivated, designed & managed the launch of the waterproofing product range into the Polycell family
• Achieved growth within 2 years to contribute 30% to the company bottom line.
• Managed the Aerolak range of aerosol spray paints;
• Managed sales locally and nationally, with local Polycell Sales Director and Plascon offices reporting;
• Created high quality training aids and training initiatives, for both staff and customers;
• Communication support included television, radio and a strong instore merchandising presence;
• Planned, low cost, innovative marketing and strategic business; and
• By the end of this period Polycell was a brand that had found its feet, financially, product, innovation and consumer / customer / sales focused.
Digital Marketing (Passed) Global Marketing (Passed) Strategic Marketing (Passed) Marketing Research Theory (Passed) Applications report (WIP) research Study Report (WIP)
Trainings and Certifications: • Plascon Executive Development Program, 1997 • Practical Teachers Training, Bergvliet High and Camps Bay High Schools, 1984.
