Manager Marketing
International SOS Al Rushaid
Total years of experience :20 years, 10 Months
Joined International SOS Al-Rushaid as a Marketing Manager for KSA, my responsibilities span from B2B where I support the business with marketing communications through Eloqua Campaigns and tracking leads on Salesforce to B2C where I have been creating launching campaigns, planning grand openings, and introducing new clinics to Saudi market.
• Planning, managing, coordinating and executing of all marketing activities across KSA clinics
• Creating annual plan and the managing strategic projects to drive B2B and B2C lead generation for KSA clinics, B2B lead generation for other MS products and deepening client engagement for both groups
• Actively listening and seeking information, identifying internal customer need and checking understanding, building rapport, developing relationships with key internal and external customers
I have rejoined Niagara College KSA as the Marketing Manager, in my new position I am responsible for 3 educational institutions. Niagara College KSA, private investment by Niagara College Canada (defining and reaching our B2B and B2C audience), Leading National Academy, an initiative by Saudi Aramco (recruiting students with targeted marketing campaigns and building a B2B client portfolio), TAYARAN - National Aviation Academy by Saudi Aramco (managing their brand, marketing activities and customers relations).
. Creating marketing strategy plan
• Setting the budget and targets
• Developing the product mix (Services)
• Defining audience
• Conducting market research
• Launching successful paid digital campaigns
• Preparing reports and analytics
• Brand management
• Creating effective marketing communications
• Aligning marketing activities to business goals
• Increasing digital presence on different channels
I joined Al Rajhi International Group (FMCG - Restaurants Division) while the market was still struggling from COVID-19. As an associate marketing manager, I implemented immediate actions (Paid social media, influencers, 3rd party delivery aggregators, promotions, rebranding) to make sure 2 brands I manage (Ramesses Restaurants and Shami Restaurants) overcome the current challenges. 3 months later, these marketing strategies helped in stabilizing the situation, and are currently performing well. Within 6 months at Al Rajhi I have been promoted to Marketing Manager and added Al Rajhi Food Factory to the brands I manage.
Al Rajhi International Group, based in Jeddah, has different divisions including: FMCG, Restaurants, Travel & Tourism, Car Rental, and Logistics. My responsibilities are:
• Creating marketing strategy plan, communicating the plan with top management
• Setting the budget and targets
• Developing the product mix (Services)
• Defining audience and selecting best pricing strategy
• Maintaining profitable cost to sales ratios
• Creating the internal and external policies and procedures
• Creating the company’s purpose and brand
• Conducting market research
• Launching successful paid digital campaigns
• Preparing reports and analytics
• Brand management
• Creating effective marketing communications
• Aligning marketing activities to sales target
• Scheduling events and promotions
• Coordinating promotions with 3rd party delivery aggregators
• Increasing digital presence on different channels
• Resolving customers issues (related to the brand)
By implementing a marketing mix including paid digital campaigns for Niagara College KSA, I was able to achieve student’s recruitment targets for all campuses, which lead to the growth of the colleges and increased brand awareness. With minimum and effective budget of around SAR 8, 000 per recruiting semester per campus I was able to minimize the cost per lead / conversion with every new campaign.
Since 2014, Niagara College KSA has operated International Technical Colleges in Saudi as part of the Colleges of Excellence (CoE) program. My responsibilities were:
• Creating effective marketing strategic plans
• Preparing competitive analysis and market intelligence reports
• Preparing pricing analysis
• Creating marketing proposals
• Creating successful digital media paid campaigns
• Defining our audience and targeting them through Paid Digital Media advertisements (Facebook, SnapChat, Instagram, YouTube, Twitter, Google AdWords)
• Following up on analytics and refining campaigns to stay on target
• Generating Qualified Marketing Leads within our audience
• Channeling leads to ideal touch-points
• Achieving student enrollment targets for each semester through direct and other marketing techniques (Supporting recruitment department)
• Budgeting all marketing activities and social media paid campaigns
• Developing recruitment plan and timeline
• Coordinating advertising media
• Developing and monitoring production schedules
• Developing content calendars
• Social media production, management and engagement
• Generating inbound traffic, maintain CRM and traditional above-the-line marketing tactics
• Planning Website functionality (Continuously checking content and ease of user experience)
• Using best practices for our website Search Engine Optimization (SEO)
• Providing last-stage quality assurance and proof reading on all marketing design items
• Exhibiting brand awareness and adhering to brand guidelines
• Working with all departments to assess the marketing needs and defining the marketing requests and assigning to the Graphic Designer
• Selecting and coordinating exhibitions, booths, and events and coordinating with external stakeholders and suppliers
• Preparing press releases and coordinating with media outlets
The marketing activities I created for Saad Group helped achieve targets, example: A B2B campaign I did for Saad Specialist Hospital managed to sign 4 out of 7 targeted insurance companies with the hospital, while the B2C campaign managed to increase footfall and loyalty, both these campaigns had a budget of SAR 6, 000, 000
Saad Group was a leading company in KSA, with around 12, 000 employees. The Group has investments in: Healthcare, Hospitality, Education, Finance, Banking, and Real Estate. My Responsibilities: (After promotion: Art and Branding manager / Business Development)
• Preparing marketing plans and presentations
• Preparing Business plans
• Preparing brand strategies and brand managing
• Developing new services and products
• Researching and analyzing concepts to choose and launch to market
• Setting budget and estimating cost for each project
• Working on corporate communication strategy (media relation, social media, internal media and marketing communication)
• Supervising and managing the creative team in the Media department
• Creating effective and target oriented copy-write material
• Leading creative think tanks for project start
• Providing quality control over concepts, projects, and production
My Responsibilities:
• Working with clients and account managers to create successful campaigns
• Managing multiple projects from concept to execution
• Developing creative campaigns that meet brand strategies
• Creating effective and target oriented copy-write material
• Setting up the identity and style guides for the Group
• Managing the teams’ development and training
• Directing photo-shoots
A Lebanese Advertising Agency, offering below the line services. The Agency has strong international and local clients. My responsibilities were:
• Working with copywriters to develop creative concepts
• Working on artwork development, execution and finishing
• Developing brands and identities
• Performing tasks as directed by the Art Director
• Working closely with clients and account executives
• Working directly with clients and account managers
• Presenting concepts to clients along with the Art and Creative Directors
Lalook Advertising was a Spanish advertising agency trying to compete in Dubai; the agency hired me to close the outstanding jobs after Lalook was forced to close. My Responsibilities were:
• Finalizing current jobs for multiple clients
• Developing creative campaigns that meet Saad Group objectives and brand strategies
• Creating visual designs (typography and layout)
• Preparing presentations
• Working on projects according to the brief
• Proofreading and preparing designs for production
MMN is a Saudi media and publishing agency, it produces magazines and campaigns. It had international Brands offering adaptation to match the Saudi market. My Responsibilities were:
• Adapting international campaigns to match the Saudi Market
• Creating layout for magazines
• Designing advertisements for local and international brands
• Estimating time to finish projects
• Presenting final concepts and designs to account managers
• Proofreading to insure quality and finalizing artwork for production
Sakhr was specialized in Arabic Software, with more that 3, 000 employees and offices in Egypt, USA, Kuwait, Oman, and Saudi Arabia. My Responsibilities were:
• Working on recording samples for IBSAR program
• Initiating and organizing study groups to discuss IBSAR program
• Reporting to SAKHR’s general manager on IBSAR implementation
NCTC is a training center offering web design courses. My Responsibilities were:
• Teaching Web design, graphics and Flash courses
• Teaching VB script and MS access programming
KFUPM, King Fahd University of Petroleum and Minerals, Saudi Arabia Did my MBA while working, GPA: 3.667 out of 4 (top of my graduating class)
Lebanese University, College of Media and Documentation, Beirut, Lebanon 4 years BA program, Grade: Good
Lebanese University, College of Business Administration, Beirut, Lebanon 4 years BA program, Grade: Very Good