digital marketing executive
Seddiqi Holding
Total years of experience :10 years, 10 Months
STRATEGIC PLANNING AND CONTENT MANAGEMENT:
Devise and implement integrated digital and social media strategy for the Group and each business unit.
Create social media playbook for each business unit.
Build social media guidelines for each business unit.
Develop and launch digital marketing media plan and KPIs.
Conceptualize and generate timely and engaging content.
Develop optimization plan based on brands’ social audit.
Plan and launch social media influencers strategy.
WEBSITE MANAGEMENT
Coordinate with Brands teams on product inventory.
Head communication with web agency on website development and content uploads.
ANALYTICS
Analyze business channels and content performance.
Coordinate with web agency and CRM team on website performance and optimization.
Monitor and analyze digital campaigns.
STRATEGIC PLANNING:
Identified Business Key Elements.
Identified Business Target Audience.
Developed TA Personas.
Developed Business Objectives and Communication Message.
SOCIAL MEDIA STRATEGY & CREATIVE CONCEPTUALIZATION:
Developed the brand social communication strategy; online identity, tone of voice, creative direction and content pillars.
Developed B2B content marketing strategy. Established a social ecosystem for the brand. Defined the role of each social media platform based on business objectives.
Content outline and topics mapping.
Advertising planning & management.
Development of shoot direction and shoot. management
SOCIAL AND DIGITAL MARKETING:
Developed and implemented Campaign Ideation and overall digital strategy in line with the Brand Consumer Marketing Objectives.
Supported and collaborated in developing paid media strategy and execution.
Coordinated in creating digital advertising aligned with the brand's media plan.
Developed content optimization plan based on brands' Social Audit and Competitor Analysis. Participated in full marketing 360 campaigns to build storytelling in brand communication. Collaborated with Public Relations and Online departments to execute one communication strategy.
Project Management of end to end digital campaign execution.
Monitored and analyzed new market trends, competitor activities and industry trends. Reported to the wider team and EMEA on monthly social media activity and benchmark
CONTENT PRODUCTION:
Responsible for the overall delivery of content in line with the consumer marketing strategy. Organized and managed photoshoots and video production including: Creative Direction.
Managed local agencies on overall content output in a timely and efficient manner.
Acted as a key liaison delivering briefs to regional Senior Artists to help foster local best in class social content.
Coordinated with regional offices to manage the delivery of global brand assets, ultimately responsible for delivery of assets in a timely manner. Quality Assurance on all content to make sure it delivers best in class standards.
AGENCY MANAGEMENT:
Acted as key point of contact with creative partners in developing local assets.
Built relationship with third-party suppliers. Managed the creative briefing and timeline management, including status, project tracking and delivery dates with content creation partners. Worked in collaboration with content agencies on developing effective ads purposed to the nature and objective of of each Digital platform.
Worked with Global Business Partners to keep establishing best practices in content delivery.
Key Clients: Centrepoint - Landmark Group and Procter & Gamble Oral Care Division - Oral-B and Crest, Dubai Tourism & Commerce Marketing, Marks & Spencer, California Garden and Shiseido
STRATEGIC PLANNING:
Brand Development.
Set clear business objectives.
Content, promotion, engagement & conversion strategy.
Developed and implemented localized content strategies for global brands.
Developed e-commerce strategy to drive traffic to websites through social media Ads and digital banners.
Developed and managed new creative concepts for social media campaigns and activations.
Developed Digital Media Plans aligned with business goals and objectives.
Collaborated with public relations, advertising and web development to execute one communication strategy.
ANALYTICS:
Measurement and analysis of KPIs
Developed action plans accordingly based on brands' Social Audit and Competitor Analysis which identified key areas of strength and weakness.
Generated and analyzed brands' social listening, sentiment and SOV reports.
Monitored and analyzed new market trends, competitor activities and industry trends.
Monitored, measured and reported on the performance of social media channels on monthly basis for successes, optimization and new opportunities.
CONTENT DEVELOPMENT:
Developed and managed timely and engaging content calendars optimized for platform use and intended audience
ANALYTICS:
Organized and managed social media photoshoots and video production including: Styling and Creative Direction.
Developed events' social media coverage plan and on-ground live coverage.
Developed social media Influencer content strategy.
MANAGEMENT:
Coached and mentored a team of 2 Social Media Account Executive.
Oversaw and directed creative team of copywriter, graphic designer, animator and video content producer.
Maintained and developed long-term client relationships.
Participated in online workshops, conferences and networking opportunities to keep abreast with trends within the online and multimedia field.
A C H I E V E M E N T S & A W A R D S:
Increased brands' content performance and pages activity.
Lead business re-branding on all social platforms.
Earned clients trust and built very strong relationships with them helping the agency grow business scopes.
Increased brands' website traffic and conversion rate through effective use of Ads tools.
Increased community management response rate to 100%.
Got promoted after 1.8 years in the role.
Conceptualized and implemented award winning social/digital lead campaigns exceeded the KPIs for Reach, Engagement and Video views with zero media spend.
Managed and directed an overseas team of account executives and creatives.
Identified and proposed Partnership opportunities through leveraging contacts and clients relationships.
A W A R D S :
Gold ICSC 2017 Middle East and North Africa Shopping Centre Awards for Best Digital & Social Media Marketing - Centrepoint Sale Ad Campaign.
ICSC 2017 Middle East and North Africa Shopping Centre Awards for Best Cause Related Marketing - Centrepoint #MakeTimeForFamily campaign.
Dubai Lynx 2017 Gold Award for Centrepoint Sale Ad Campaign.
MEPRA Gold Award for Best Integrated Campaign- Centrepoint #GiftYourTime campaign 2016.
MENA Gold for Cause Related Marketing under Marketing Excellence - Centrepoint #GiftYourTime campaign 2016.
BOC Award in Brilliance in Marketing- Centrepoint #GiftYourTime campaign 2016.
RetailMe Award for The Most Admired Social Media Campaign of The Year - Centrepoint #GiftYourTime campaign 2016.
Senior project campaign for the brand Sprite done by a group of 6 based on a brief presented to us by Memac Ogilvy Dubai. The purpose of the campaign is to inform our target audience of Sprite's brand personality "Refreshingly Honest" by strengthening the association between honesty and Sprite as well as encouraging our target audience to lead an honest lifestyle. This campaign is digitally driven where multiple digital and social media platforms are used to effectively reach our target audience
I created a social media campaign for the mobile App 'Twenny' based on a brief presented to me by Mosaikx co.
Along with other interns, I was responsible for handling the social media platforms of the Sharjah Media Centre during the international Government Communication Forum.
I interned for 6 weeks in the advertising agency LOWE MENA. I was given the opportunity to move between the creative department and the client servicing department which gave me a wider exposure of the field. In the client servicing department I worked with different teams and was able to directly work with real clients.
I was responsible for grading student's papers and exams, photocopying, scanning, arranging files, creating student's class lists, attendance sheets, semester calender on Excel. Also, I had the role of substituting absent professors and administrative assistant.
Major Courses Included: Principles of Advertising Advertising Campaigns Media Planning Advertising Copy and Layout Social Media Campaigns Intermediate digital media in MCM Internet and Marketing Communication Intercultural Communication Organizational Communication and Leadership Minor Courses Included: Fundamentals of Marketing Consumer Behavior Marketing Research Retail Marketing Event Marketing I Interned for 6 weeks in LOWE MENA Agency as a requirement for graduation