imen azzabi

Leadership & Strategy
• Collaborated with senior business leaders to support all businesses to capitalise on the SHARE
proposition, working with top business unit stakeholders to develop events and experiences.
• Strategized with corporate leaders on the use of CSR to boost recognition of SHARE in markets,
and personally led experiential aspects of member gifting and charitable giving.
• Steered the allocation of marketing budgets and efforts across activities with a view to growing
the member base via marketing, referrals, retailer partners and influencer marketing.
• Build an exclusive, highly personalised SHARE journey for each tier/segment that enabled
seamless setup of profile, app, wallet, and use of SHARE points to maximise member retention.
• Successfully introduced monetisation strategies at a tier level to grow lifetime value, and
designed rewards programs focused on high-value and volume purchase members.
SHARE Program Operations
• Innovated and delivered programme marketing activities to 4 million members, driving value and
brand affinity boosting efforts through a tiered member experience that enabled the acquisition
of new high-value customers into the MAF ecosystem.
• Structured the SHARE tiers (Classic, Plus, VIP, Elite) based on revenue spend goals, with the
discrete Elite tier focused on recognition of spend, engagement and reward for high value spend.
• Executed a Beta trial of the SHARE Program to the VIP segment prior to commercial launch, and
worked with business leaders on improvements to reward, recognition, and purchase incentives.
• Personalised launch campaigns for each tier, defining omnichannel marketing for website, social,
app and online, with successive ownership for initial and future content productions.
• Operationalised customer experiences across the ecosystem, including introducing exclusive
luxury fashion offers, dining offers, VIP cinema and lifestyle experiences.
• Created and executed ‘Money Can’t Buy’ experiences to boost membership value.
• Managed fundraising campaigns on the SHARE app and sensitised donors to charitable vision.
• Oversaw the functional aspects of member acquisition, loyalty, and revenue generation
campaigns, including NGO and CSR charitable gifting operations.

Spearheaded a key initiative to define the customer experience (CX) through discovery, mapping
and launch initiatives, using Design Thinking to refine what the bank views as CX excellence.
• Executed a soft-introduction campaign for the Digital Banking solution to 5000 customers,
subsequently rolled out to 10, 000 in 2 months as a pilot to capture initial user sentiment.
• Created and launched the first-ever Mashreq Corporate Social Responsibility (CSR) webpage,
mobile app, and social media platform to drive improvements in brand sentiment and visibility.
• Managed 11 CSR marketing campaigns that resulted in +60% growth in acquired donations/funds,
and which tied into NPS improvements that resulted in a 51% uplift in customer advocacy.
• Secured key CSR affiliate partnerships with the UN, UNICEF, Habitat, Dubai Cares, Red Crescent
and Al Jalila Foundation, and key government organisations to drive CSR activities and events.
• Executed the launch of the Digital Bank Identity across the region with ownership of the Marcoms
strategy, corporate communications pack, and changes to BTL and ATL marketing.
• Drove the Marcoms for the Arabic and Islamic banking segments, including in the launch of the
‘Future Generation’ initiative via a series of customer, employee engagement and sponsored
events that elevated customer experience, sentiment, and the impact of CSR activities.

Advanced the use of shopper insight to drive a series of marketing campaigns, critical to the
launch and further development of the CX Shopper Journey and multitouch point transformation.
• Executed successive NPS, Mystery Shopper, Barometer and Spider Survey projects to create a
continuous feed of consumer insight used to define and refine marketing programs.
• Pioneered the Loyalty Campaign that delivered a 140% YoY rise in the membership base, and
further launched the MyClub Loyalty program as a first in the Qatar region.
• Grew customer satisfaction by 75% (£2million+ members) that resulted in an AED 2.5m
reduction in costs of complaint handling, reducing complaint volume by 78% in under 2 years.
• Successfully launched the BrandIndex Weekly Newsletter to support qualitative research and to
focus consumer marketing research initiatives.
• Analysed consumer shopper data to define and refine segmentation profiles used in marketing
campaigns, strategy and channel programs for the UAE, Qatar, and Oman.
• Mapped the customer journey across touchpoints, hosted audits in stores to assess customer
journey changes at a localised level, and strategized way to deliver premium CX at a local level.
• Generated recommendations on routes to personalised and influence purchasing behaviour
across touchpoints, and to raise the ROI of existing marketing campaigns