Communication Director
Air Liquide
مجموع سنوات الخبرة :13 years, 8 أشهر
Heading all marketing and communication aspects regionally for Danfoss Turkey, Middle East & Africa. Aspects include Go-to-Market strategies, online & offline branding & 360 campaigns, content strategy, public relations, public affairs, thought leadership & media activities, digital marketing, loyalty programs, channel marketing, events, as well as budget setting and control.
Leading and coaching a team of two senior marketing specialists, senior digital marketing specialist & market analyst based in Turkey, South Africa & Dubai as well as managing a
professional network of public relations, marketing intelligence, events, digital & creative agencies.
ACCOMPLISHMENTS
• Team Building: Established a marketing and communication team that changed how we do things in a complex region with various market needs.
• Customer Experience (CX): Succeeded in challenging existing solutions and taking TMA CX to the next level and significant increase year-over-year across our digital channels and new channels established- websites, social media channels, marketing automation/newsletters, communities, etc.
• Brand Story: Created and activated the Danfoss story in the TMA region. Collaborated with the corporate communications team, global marketing teams, regional executive leadership to gain buy-in across all stakeholders. Built and executed a cross-functional phased activation plans that included online and offline channels and integrated media and storytelling campaigns
• Content Marketing: Designed a multilingual content strategy and personas mapping. Increased content production by 400%, implemented best practices to improve quality, and invested in technology to measure engagement
• Lead Generation: Built an integrated lead generation strategy through implemented a lead qualifications process, marketing automation and social selling solutions, aligning sales teams, process, and technology to contribute 25% of opportunities to the sales pipeline
• Marketing Analytics: Designed the role of Market Analyst and hired the first one in the region. Implemented and developed a metrics dashboard and KPIs to measure marketing ROI utilizing Salesforce, Power BI dashboards and Google Analytics that yielded accurate and comprehensive marketing results and provided concrete insights to build our strategies
• 360 Marketing Campaigns & strategies: Ran over 30 campaigns on selected products & markets that supported in improving our market share by 8% to 10% in Turkey, GCC, South Africa and Morocco
• PR: Developed and executed PR strategy including regional agency selection and management. Achieved significant increase in press coverage and publication by 100% in trade magazines and 40% in mainstream media year-over-year
• Channel Marketing: Managed the relationship with over 100 partners (distributors, wholesalers, contractors & consultants) across the region- improved loyalty and engagement rate from 40% to 85% through designing and implementation of channel marketing strategies and loyalty programs, building a Partner Brand and Content Management portal, establishing the annual Partner Summit in TMA, supporting on showrooms and booths designing and branding, trained over 300 partners’ employees on e-commerce product store, the digital marketing best practices and social selling
• Built from the ground up a marketing strategy for the Chemicals division that enables the sales teams through campaigns, events, and activities that increase awareness, deliver leads and accelerate pipeline
• Managed the design and development of a new brand identity for the Chemicals division, including an updated logo, branding guidelines, website, product packaging, templates, trade show booth, case stories, and sales toolkits
• Led the exploration of new market spaces across MEA & CIS to gain a deep understanding of trends, market segments, unmet needs, and value chains, enabling technologies, and other industry aspects that present a significant growth opportunity for Metito
• Worked closely with business, country, and functional leadership across MEA & CIS to select the most attractive segments based on total size/value and define market entry options
• Acted as Interim Marketing and Communications Manager for six months to cover the maternity leave of the Head of Corporate Communications
• Developed and delivered effective local & national marketing strategies that supported in Improving monthly achieved revenue by 30 %
• Conducted market intelligence and research about competitors, both technical and marketing trends, and reported these findings to sales and business development directors
• Directed awareness campaign and training on safety and the Health Safety & Environment (HSE) policies to ensure safety procedures have adhered to- targeting both employees and customers
• Conducted the design of a new visual identity for the Hazardous Waste division, including an updated branding guidelines and sales toolkits
• Managed daily activities with PR and communications agency
Design, implement & facilitate an effective local & national marketing
strategy
• Carrying out effective research & intelligence into competitor products
& other trends
• Overseeing and managing financial budgets
• Manage daily activities with PR and marketing communications
agencies
• Identifying key marketing opportunities
• Management of sponsorships for conferences and events
• Improving monthly achieved revenue by 30 %
• Handling of financial data, preparing profit and loss statements
• Contacting clients and coordinating with third parties
• Preparing reports on the activities, findings and progress
• Developing safe work method statements and managing the HSE
(Health Safety & Environment) policies to ensure safety procedures are
adhered to
• Conducting awareness and training to external parties for marketing
purposes
• Preparing monthly invoicing, following up with the finance department
of any respective client for payment and the development and
management of the marketing budget
• Responsible for complete cost planning and estimating for all waste
management services, equipment, vehicles, training, and uniforms
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