SENIOR OMNI-CHANNEL MARKETING MANAGER
adidas
Total years of experience :26 years, 7 Months
Managing a team of 5 specialists who is supporting adidas’ B2B/wholesale partners
across the MENA region - Key partners include Foot Locker, Sun & Sands Sports, GO
Sport, etc.
• Preparing timely and accurate Sales Working Budget reporting, forecasting and analysis,
by managing a budget of approximately EU5mil which is servicing over 670 doors and 25
B2B/wholesale e-com sites, across 15 key GCC and LENA markets.
• Planning and executing annual strategies to drive growth, conversion and sell-through.
• Liaising with internal and external stakeholders in order to achieve KPIs of sell-through,
conversion, sign-up, reach, engagement, ROAS, etc.
• Building and maintaining courteous and effective working relationships with B2B/
wholesale partners’ marketing teams as well as with internal and global stakeholders.
• Planning and coordination in order to align B2B/wholesale partners’ calendars with
launches and commercial moments.
• Planning, alignment and implementation of campaign milestones and deadlines to
ensure that campaigns are launched on time with global launch dates and in full across
all participating markets.
• Executing launches by developing customized and elevated consumer journeys and
bespoke activations in a multi-brand environment in order to build brand loyalty and
enhance share of shelf.
Accomplishments:
• adidas x Namshi Fortnite Leaderboard Challenge
• adidas x Foot Locker (Mission: ZX)
• adidas x FIFA World Cup’s Official Match Ball launch
• adidas x Foot Locker Ivy Park Drop 4 launch
• adidas x Foot Locker Forum launch
• adidas x Foot Locker Ivy Park Drop 5 launch
Supported 11 distributors with the trade marketing visual merchandising and brand
marketing of Coty’s luxury fragrance portfolio, which included brands like Gucci, Hugo
Boss, Chloe, CK, etc. (These distributors were situated across 54 North & sub-Saharan
African markets.)
• Defined strategies and seasonal plans that delivered category growth in key markets and
priority channels, based on consumer insights and requirements.
• Developed a channel plan by identifying opportunities in collaboration with distribution
partners and designed a commercial and brand activity calendar for the respective
channel.
• Sourced, updated and communicated latest market developments, trends, initiatives and
competitive actions within the channel, assessing threats and opportunities for key
categories and luxury brands.
• In conjunction with the fashion house design teams, developed and proposed the in-store
vision of success for the luxury brands, while supporting its implementation and
continuously review the effectiveness of its sales performance.
• In partnership with the distributors’ marketing teams, coordinated and implemented the
in-store plans: launches, key commercial moments promotions, planogramming, in-store
sampling and all other trade marketing actions required.
• Developed and executed promotional programs, including gift with purchase, CRM
promotions and in-store “retailtainment”, liaising closely with the operational teams and
area managers.
• Managed third party suppliers in the UAE from Cape Town, South Africa in line with the
fashion brands’ standard and brand protocols.
• Worked with the brand managers and field sales team to implement training and
communication programs across channels.
Accomplishments:
• Piloted and launched “the perfect store” program, which included the testing of a
planogram application, called Honey Bee. This pilot resulted in increasing shelf
productivity by 45%.
Lecturing final year B.Com students in Marketing and
Distribution Management
Managed a team of 10 talents with portfolios ranging from visual merchandising, brand
communications, sports & partnerships and trade marketing, which supported wholesale,
retail and e-com channels.
• Managed a Marketing Working Budget of $5.5 million.
• In partnership with the global marketing teams, developed a seasonal strategy for brand,
retail and key wholesale accounts. This included the continuous alignment of the
marketing plans and KPIs with the global brand marketing teams and internal
stakeholders.
• Regular collaboration the functional leads to ensure the marketing plans and KPIs have a
positive return on investment.
• Worked in partnership with multiple PR, social media, activation and media buying
agencies to ensure that communication and activations are aligned with Under Armour’s
global and local strategies.
• Planned, organized and executed brand events and activations such as product launches,
store openings, sale & promotions, sports sponsorships, etc.
Accomplishments:
• Facilitated the official brand launch, called The Armour Challenge. During this event, Under
Armour became the first brand within the Middle East to use Facebook Live
• Launched the Under Armour influencers’ and brand ambassadors’ program
• Grew the aided brand awareness of Under Armour Middle East from 19% in 2015 to 46% in
2016 (Survey conducted by Millward & Brown)
• Collaborated with Nomad Productions to produce Fighting Fit Dubai - powered by Under
Armour, an award-winning reality TV show, which was broadcasted on OSN primetime.
This activation won the SPIA Award in 2017
• Opened nine stores in 10 months across three different markets within the GCC
• Organically, increased the Facebook followers from approximately 12 000 in February 2016
to almost 100 000 in January 2017 and increased Instagram followers from approximately
1 500 in February 2016 to approximately 8 000 in February 2017. This resulted in an
average reach of 15 million per month, average engagement of 10% - 12% per month and
average no. of impressions of 17 million per month.
Led the end-to-end marketing function from planning to execution, while managing the
overall annual budget for Foot Locker and Kids Foot Locker Middle East.
• Worked in partnerships with the principle’s teams in New York and Amsterdam and with
annual business trips to these cities to align on seasonal strategies and training.
• Collaborated with internal corporate marketing teams and external agencies in order to
ensure alignment with Alshaya’s corporate guidelines and to optimize brand expenditure
through effective marketing and project management protocols.
Accomplishments:
• Opened 26 doors in two years and increased the door portfolio from 13 to 39.
• Initiated Foot Locker Middle East’s first social media platform (Facebook) which
contributed to a record-breaking day in sales, sell-through and footfall during a new
product launch.
• Selected as part of a small and specialized project team who was responsible for the
launch of Alshaya’s first CRM platform. This million-dollar project was a first of a kind for
the organization and involved more than 70 different international brands ranging from
Foot Locker, H&M, Boots, Mothercare, Pottery Barn, Starbucks, etc.
• Collaborated with the National Bank of Kuwait to partner in the annual The Kuwait
Walkathon
• SoleDXB pop-up shop
• Kareem Abdul-Jabbar in-store meet & great in partnership with adidas
• Supported economic development spheres of South Africa’s government and economic
development policies by designing projects and SMME programs. This ranged from the
South Africa’s largest entrepreneurial business plan competition to establishing SMME
incubators across various provinces within South Africa.
• Reported project status, financial updates and KPI results to internal and governmental
stakeholders.
• Reviewed performance against targets, and then identifying risks and opportunities for
future projects.
Co-founder and brand manager for Rockets Compression Garments. These products
catered for the sports, fitness and wellness markets and were distributed through
various wholesale, DTC and e-comm. Channels.
• Planned and created all the product launches and managed the promotional calendar
through performance marketing and CRM investments.
• Developed extensive financial plans and financial forecasts to determine break-even
points and securing long-term cash-flow availability.
• Conducted regular market analysis, keeping updated on trends, activities, risks and
opportunities.
• Recruited and onboarded distributing agencies. Selections were based on industry
experience, skills, network capacity and growth determination.
• Managed all product R&D activities from start to finish, including designing, material
sourcing, developing and market piloting.
Accomplishments:
• Successfully grew company profits by 130% YOY by developing and implementing an
innovative growth strategy and marketing plan.
Experienced operations & customer relationship manager at the Sports Science Institute
of South Africa
• Directed day-to-day operations by spearheading implementation of short-term and
long-term strategies to achieve business plan and profitability goals.
• Oversaw general P&L management.
• Defined business requirements and workflows to enhance organizational efficiencies.
