Head of marketing
Air Arabia
Total years of experience :18 years, 10 Months
Head of marketing, communication and experience
Head of sales and After sales
Coached a team of 5 in product, brand, CRM and social media.
Defined the marketing strategy for the region.
Re positioned the Megane & achieved double growth in sales.
Mapped the customer journey for CRM.
Identified brand solutions based on research results.
Aligned and coached the importer markets on their marketing plans.
Coordinated with sales on the annual volume target & campaigns.
Improved marketing efficiency spend by 10% through targeting communication
.Managed the Jaguar and Land Rover business for Kuwait, Jordan, Iraq and Yemen.
.Voice of the markets for all aspects of the business within the regional office.
.Grew the business within my markets through sales, after sales and marketing strategies
.Managed the PNL for the business for the above markets
.Worked with fleet, financial services and used car managers to seek opportunities for these markets
• Developing dealer websites across the Overseas region
• Developing social media and mobile applications and plans for the Overseas regions
• Conducting Overseas workshops in markets to improve media spend and efficiencies
• Managing Overseas digital budget
• Handling the administration part of marketing such as raising LPOs and getting financial approvals
• Working closely with the sales, after sales and business development departments on developing new brand initiatives on improving sales, pricing and customer experiences
• Handling CRM to improve customer loyalty
• Launching dealer marketing frame work across the Overseas region
• Managing agencies and internal team
•Support development and implementation of the Jaguar and Land Rover Masterbrand strategies around the Overseas region
•Liaison with Global Marketing to ensure voice of the market for centrally generated materials
•Develop assets ensuring a culturally relevant and appropriate fit for the market whilst supporting global brand messaging
•Create and execute Regional Marketing initiatives
•Co-ordinate Marketing Communications inputs into robust Launch Plans in each market
•Support and coach the Overseas Marketing teams to ensure the effective implementation of all marketing communications in terms of creative execution and media planning, to time and within budget
.Monitor Overseas marketing effectiveness and Brand Health metrics and develop plans and practices with the local teams to drive improvement
•Monitor competitor marketing programmes to establish best practice strategy
•Ensure robust Social Media plans are implemented, working closely with the Experiential Manager.
•Ensure robust and effective media plans are in place across the region
•Work closely with the local teams to review spend versus plan and ensure appropriate mix of spend by channel and product line
•Manage Fixed Marketing budget allocations for Communications across all Overseas markets.
•Input into 36 month, Annual and Quarterly Marketing planning processes
•Work closely with the Overseas Sales team to proactively support the prevailing business challenges
•Work with the Overseas Customer Service team to align materials at showroom and customer level
•Manage Dual brand Communications responsibility to develop best practice and opportunities for synergies across both brands
•Developing yearly marketing strategies and communication objectives for Land Rover and Range Rover across MENAP
•Developing social media and mobile applications for Land Rover and Range Rover across the region
•Working closely with ATL, BTL, media, social media and PR agencies on developing campaigns
•Working closely with importers in 20 different markets to develop yearly marketing plans
•Monitoring importer marketing plans and is heavily involved in local dealer campaigns and on how they are executed
•Managing marketing budgets on a regular basis
•Handling the administration part of marketing such as raising LPOs and getting financial approvals internally and from our head office in the UK
•Planning and running regional events for Land Rover and Range Rover
•Visiting local importers across MENAP on a regular basis to discuss Land Rover, Range Rover and even Jaguar marketing plans
•Working closely with the sales, after sales and business development departments on developing new brand initiatives on improving sales and customer experiences
•Handling CRM to improve customer loyalty
•Traveling to the UK time to time for training and brand update meetings
•Hosting media on local and global events such as ride and drives, introduction of new name plates etc
•Managing and running regional motor shows like the Dubai Motor Show
•Managing after sales marketing for the MENAP region
Managing the Fonterra account (Anchor and Anlene milk). I previously worked on the MasterFoods, Wella professional, Dubai One and Nawras telecom accounts
Key responsibilities
• Developing and implementing ATL and BTL brand/promotional campaigns for Fonterra and previously for Nawras, M&M’s and Bounty
• Lead TVC and print campaigns such as the Nawras brand campaign, M&M’s Miss Green launch and the Bounty romantic TV sponsorship tags
• Briefing and managing creative on a daily basis
• Implemented new launches such as the Nawras 3G service
• Developed new marketing initiatives such as the M&M’s cinema popcorn bucket and the Wella hair color bar
• Assisting the regional account director on brand communication strategy
• Evaluating creative output and assessing whether or not they map to strategic objectives
• Analyzing competitive activities as well as business development in the category
• Managing and guiding executives on a day to day basis
• Media coordination and budget management
• Building and maintaining Agency/Client relations
• Handling production for all communication activities such as the Nawras mobile number portability giveaways and the M&M’s Miss Green
Achievements
• Awarded Impact BBDO’s highest achiever award for 2007
• Launched the M&M’s Miss Green campaign across the GCC which witness a double digit volume growth for the brand
• Proactively proposed the M&M’s popcorn bucket for cinemas with the objective of helping the brand to increase off take in this specific channel
Trainings
• Impact BBDO Boot camp September 2007: Was part of a 1 week training program on marketing communications and integration across all departments. The final project was an actual fully integrated business pitch and my team came in second
• Presentation skills: Was part of a 3 day program that helped us improve our presentation skills
Handled the MasterFoods account
Key responsibilities
• Developed and implemented ATL & BTL activities/campaigns for Galaxy, Twix, Skittles and Starburst
• Worked on new packaging for Galaxy Jewels and Twix
• Coordinated with production and other parties on getting municipality approvals for instore promotions across the GCC
• Executed and handled day to day Client revisions and briefs
• Coordinated with media
• Helped build and maintain Agency/Client relations
I completed my bachelors degree in marketing with a G.P.A of 3.0. My senior project was a marketing campaign to prmote the sales of Hewlett Packard computers.
I finished my freshman year program.
I have spent twelve years in Chouiefat were i got my high school diploma from