General Manager of Branding and Communication
TOYOTA, Abdullatif Jameel Motors
Total years of experience :15 years, 6 Months
Strategically maintained and increased our dominant position in the KSA automotive market. I oversaw all branding and communication endeavors, orchestrating vehicle launches, diverse campaigns, events, digital media strategies, and tactical initiatives in collaboration with financial institutions and through engaging social media platforms. Extensive collaboration with departments like brand management, CRM and legal was key to crafting strategic marketing blueprints and metrics that seamlessly resulted with overarching business goals.
• Pioneering the triumphant debut of the all-new CROWN and LC70, which not only exceeded sales targets by a remarkable average of 60% but also established a substantial backlog of customer orders, underscoring our brands enduring appeal and market resonance.
• Utilizing insightful market analysis, we strategically introduced and pushed Toyotas diesel lineup into the dynamic landscape of the Kingdom of Saudi Arabia. Through a targeted penetration strategy meticulously tailored to resonate with consumers, we achieved a notable 10% increase in our market share.
• Skillfully managing financial negotiations and contract signings across multiple agencies, I ensured the smooth execution of projects. This involved resolving issues and meticulously tracking progress, ultimately optimizing campaign executions for maximum return on investment.
• Spearheading the implementation of a cutting-edge data management suite that revolutionized our ability to organize, monitor, and communicate across all initiatives between all stakeholders in the marketing department.
• Leading the charge, I initiated, planned, and executed the Toyota Heroes of Tomorrow zero carbon dioxide initiative. This collaborative effort involved partnering with internal departments, several Saudi entities, and environmental activist groups to strengthen our brand positioning and showcase our commitment to social responsibility.
Leverages strong supplier network to source authentic ingredients, earning reputation for exceptional Indian cuisine. Formulates mission, vision, and unique selling propositions for distinction in food industry. Governs research to attract diverse customers with tailored strategies. Recruits, trains, and motivates diverse staff for exceptional service.
• Generated remarkable 20% month-on-month sales growth by researching, planning, and founding successful Indian cloud kitchen concept in kingdom, driving the business to unprecedented success.
• Boosted customer engagement by 100% month-on-month through promotion and management of marketing activities on multiple channels and online ad campaigns, solidifying our brands presence in the digital landscape.
• Achieved profitability by selling 60% of the operation to food operation investment group that recognized the value and opportunity in the business, leveraging our strategic business decisions for successful growth.
• Awarded the best marketing department in the MENA region for two consecutive years.
• Led the development and implementation of a 7 Million Riyals annual marketing plan that includes both ATL and BTL activities and online.
• Initiated and executed over one week the first Trucks divining experience event in the middle east, which generated 97 million riyals in sales and was attended by more than 500 executives, general managers, government officials and journals.
• Planned and initiated numerous participations in different exhibition and events such as (SABIC, IPTC, Rally Dakkar 2020).
• Overseeing and managing the financial solution provided to our clients in collaboration with finance Dept.
• Developed and launched the first commercial vehicles rental program in alignment and collaboration with all stakeholders.
• Initiated and executed a full marketing research project on heavy duty trucks in the market.
• Introduced and trained all sales staff on the Total Cost of Owner Ship approach in negotiation, which vitally supported the company overall sales objective.
• Planned, developed and executed a marketing plan of a 90 Million riyals annual budget.
• Managed the relationship for project executions and overall planning with different stakeholders (ministry of housing, ministry of energy ).
• Executed and managed an event for the first 3D building in Saudi Arabia in collaboration with the ministry of energy and Dutch technology firm CyBe.
• Managed the creation of a master design and experience for the first residential park in the region in collaboration with THINKWELL.
• Awarded the best marketing department in the MENA region.
• Launched at Dharan Expo the new Mercedes Benz Trucks line-up in an event that lasted for three days and was under the patronage of Prince Saud Bin Nayef Bin Abdulaziz, governor of the Eastern Province.
• Planned and initiated six major events to promote Mercedes Benz commercial vehicles brand such as (Dammam Traffic safety exhibition, hotels exhibition and off-road activation).
• Managed different marketing suppliers and negotiated the best value for money in the market which led to reduction in marketing collateral materials and activity cost by 40%.
• Initiated and managed an intensive Auto market research in the kingdom of Saudi Arabia, to understand the marketing opportunities by identifying consumer requirements; defining market, competitors share, and competitors strengths and weaknesses.
• Launched and implemented Tamwily’s new brand identity and position in Tamwily’s 21 offices and branches.
• Developed and launched the new Motor-Bike Monthly leasing product program in alignment with related departments in the company, and external government authorities.
• Lead and managed the creation of one of the first commercial functional websites and mobile application in the Auto leasing industry.
• Launched a digital campaign in Ramadan, which generated more than 9000 sale leads through different digital communication channels.
• Managed and directed a team who handles all of Tamwily’s Major partners (BMW, Jaguar and Landover, Rolls-Royce, Mini and Hyundai western region) relations, requests and joint campaigns.
o Develop a marketing strategy and plan for Alshiaka to enhance/promote equity of the sub brands and drive the demand for different products. o Uplift the look and feel of all thirty one Alshiaka showrooms around the kingdom o Developed packaging and merchandising displays and promotional plans to support new and existing products. o Successfully initiated and signed alongside the marketing director sponsorship agreements, to left-up brand image and improve awareness between target audience. o Launched brand business pages and accounts. Grew Facebook page likes to over 35, 000, Twitter followers to over 4, 500, and Instagram followers to 2, 000 within first two quarters. o Manage with the IT department the creation and lunch of the new updated commercial website. o Manage the advertising agency in the creation and delivery of press releases, advertisements, and other marketing materials within budget, while Ensuring the highest ROI possible. o Create reports that measure overall sales and the ROI from the various marketing campaigns, and provide appropriate action plans. o Analyze market trends to address business opportunities and issues, and to set the brands’ annual objectives, strategies, positioning, tactics and measures
o Assists the Branch Manager in directing and leading the branch to acquire and drive business opportunities in the Bay area market.
o Assists the Branch Manager to build a strong sale and service team that can drive revenue opportunities while insuring high levels of customer satisfaction.
o To manage performance of the team on a day-to-day basis and drive business priorities.
o Develop local efforts and implement national initiatives to grow business through in-branch customer contact, seminars, lead utilization, and local marketing.
o Assists branch manager in managing the daily activities of the branch office, such as claim processing, marketing and auditing, loss prevention.
o Assists branch manager in hiring new insurance agents and providing updates to the regional manager regarding operation.
o To Asses in planning and conducting innovative lead generation activities.
o Partnered with the Nissan account manager in handling finances and in allocating proper advertising choices within budget; contributed in creating innovative concepts and marketing ideas to support campaign program
o Increase consumer response by developing and implementing promotional initiatives
o Led the G37 launching; rendered functional oversight to the overall planning and execution of product rollout
o Provided assistance to the general manager of the biggest phone retailer in the Gulf region (Axiom) and lead manufacturer of a well-know brand of mobile phones (Motorola).
o Organized plans and led the strategic execution of aggressive promotional initiatives and advertising campaigns to promote the special features of various mobile phones; pitched sales concepts to support specific brands as well as participated in new brand roll out in the market.
o Played a pivotal role in the execution of successful campaigns and promotional initiatives that were recognized region-wide.
o Earned promotion to senior account executive position during the first six months of employment for exhibiting unparalleled commitment to performance excellence.
o Functioned as supervisor of numerous promoters, with full responsibility in maintaining well-run promotional events.
o Honed marketing knowledge and management skills through immense exposure in various business settings.
o Served as supervisor on the promotion of Panasonic products in EXTRA, which is one of the biggest electronic outlets in the country; managed and maintained a valid delivery of new technology products. Educated promoters on how to properly demonstrate product features and usage of high-end cameras to end users (Panasonic Company).
o Worked as a promoter of the ALTAG cream try the cream with dates; engaged various individuals in testing the cream for free and promoted the healthy ingredients on it. Championed the challenging task despite the tight competition due to the large number of cream products serving the same target audience (Al-Basha Company).