Associate Digital Director
Omnia
Total years of experience :18 years, 5 Months
• Primarily focused on new business development and digital strategy for existing clients such as ADNOC and Gulf Today
• Working with Emirates NBD on a 6 month Sitecore upgrade project of their desktop banking website and mobile app
• In the process of setting up a usability experience (UX) lab in the agency to facilitate product testing for existing clients as well as new platforms developed internally
Working at a strategic level with clients towards digital transformation through service design, enabling their businesses to deliver commercial value.
♣ First Abu Dhabi Bank (FAB)
o Managing the agency’s largest account in terms of revenue and digital transformation
o Responsible for the all-encompassing digital strategy, innovation streams and the bank’s unified digital estate (41 properties) following the merger of NBAD and FGB for both public and private banking segments
o Evolving their digital banking platform, www.BankFab.com for desktop and mobile, an entirely content managed experience on Sitecore replete with a shift in product focused to customer needs-based approach
o Identifying and nurturing new opportunities by working closely with senior stakeholders and their product managers
♣ Jumeirah
o Launched the Zabeel House brand, a chain of 4 boutique hotels in the digital space on the Sitecore platform in the UAE and London.
o Crafted data driven performance related and content strategies across various verticals of the brand derived through the customer path to purchase which then evolved into micro-projects or components success of which was measured with pre and post analytical KPIs in place
♣ Dubai Tourism
o Launched the official Dubai Tourism mobile app to drive tourism to Dubai. Aptly titled, Visit Dubai was built in 6 languages and native in nature (iOS & Android)
o The app has an active user base of over 15, 000+ users, primarily international over 1000+ point of interests in the database that facilitate creating and modifying itineraries based on interests, proximity and other demographics
♣ Visa
o Managing client relationship and digital strategic initiatives for this retainer account that has been with the agency for over 3 years
Leveraging an agile approach, overseeing a team of 3 content managers that maintained the CEMEA region websites of Visa on the Adobe Experience Manager platform
Responsible for end-to-end integrated digital marketing for 3 key accounts - IKEA, Lexus and Dubai Festival City (real estate & mall) with a team of 4 resources. Accountable for strategy planning, tactical/brand campaign life cycle management from creative to technical production and go-live, paid media performance analysis and optimization, stakeholder expectations and team management. Reporting to GM.
♣ Joined with mandate of spearheading, scaling up and growing the 3 key businesses in terms of digital marketing
♣ Managing increasing budgeting responsibilities for budget which has grown from AED 0.6 MM to AED 2.5 MM during tenure; involved in estimation, forecasting and compliance of budgets
Strategic Initiatives
♣ Defined the digital road map including the processes, policies and systems; built the entire digital marketing landscape for the 3 businesses right from scratch
♣ Formulating long/short term digital marketing strategies & action plans which can be integrated in the holistic marketing strategy blue print as part of Executive
Decision Making team
♣ Represented the brands at prestigious and reputed events such as City Scape, Dubai Motor Show and more
Digital Marketing Excellence
♣ Automated the entire lead generation process for the real estate entities under Dubai Festival City such as Al Badia Phase 3 and Marsa Plaza
♣ Led digital campaigns for launching several new Lexus cars - most notably the Lexus IS and Lexus RC; leveraged social media to amplify campaign effectiveness and performance
o Engaged in developing communication platforms right from the ideation phase; included SEO/SEM/social media platforms
o Generated over 1, 000 video views within 24 hours of the campaign go-live, >1 MM impressions on social media (FB/Twitter/Instagram) and nearly 2, 000 book-a-test-drives
o Optimized campaign performance leading to 20% reduction in CPL (cost per lead)
♣ Acted as IKEA’s brand digital marketing arm for the launch of its annual catalog; created an innovative catalog concept, personalizing and generating customer connect:
Awards & Recognition
♣ Shortlisted for IKEA Feed Your Inspiration at Dubai Lynx Awards 2015
Received Lexus Drone Chase Award (Bronze) at MENA Awards 2014
RAKBANK
♣ Led and managed the strategically important account of RAKBANK worth AED 1.8 MM from a digital marketing standpoint which included fully-fledged SEO & always-on-SEM strategy
♣ Developed strategy to establish RAKBANK on the social media landscape; ensured digital presence in line with banking industry standards and best practices
♣ Developed individual video content for each of their offerings; created story boards/mood boards, and engaged in creative production in coordination with bank’s teams
♣ Launched the bank’s online banking portal in close coordination with IBM and the prepaid card division on their digital platform
Tejuri.com
♣ Managed an AED 3+ MM e-commerce initiative Tejuri (B2C website); launched the online shopping portal tejuri.com funded by the Department of Economic Development
Involved right from strategizing to branding, UI/UX, creative and partnering with consultants on technical production
♣ Joined as Senior Web Programmer and rapidly progressed to role of Digital Account Manager
♣ Managed digital marketing campaigns for customers like P&G, Master Foods, Mercedes-Benz, Emirates, Pepsi, Showtime and many more
♣ Involved in creative brainstorming and briefing, identification/establishment of communication platforms, technical production, go-live, performance measurement/optimization and more
♣ Received Mercedes M-Class Launch - FWA Site of the Day 2009 Award