Head of eCommerce
Al Futtaim Group
Total years of experience :19 years, 5 Months
Head of E-Commerce MultiBrand - Al Futtaim Group - Dubai - U.A.E
Leading E-Commerce for the MultiBrand vertical (Ace Hardware, Toy “R” Us, Al Futtaim Watches & Jewelry)
Achievements January to date:
- Ace: +72% vs Target and +161% vs LY / NPS score from -70 to +40
- Toys “R” Us: +299% vs Target and +381% vs LY
- All Brands: revamping of on the site Marketing and merchandising approach, revamping of the Taxonomy and Naming convention for
more than 380 categories of products.
- Tech development: Migration to new ecommerce platform (in house tech), development of a Courier Management System, WhatsApp partial fulfillment service, Dropship vendor management solution,
- Analytics & BI: Creation of high-level actionable dashboards on Tableau for all retail brands and business units (Marketing, Buying, Merchandising, Last Mile, Customer Service)
Mumzworld.com is the leading E-Commerce website for mother, baby and child in the middle east.
Leading the Digital department: Marketing, Data, eCRM, Email Automation, CDP, Social Media, SEO / SEM, Content as well as the traditional Marketing team (14 people) across 3 countries
Achievements:
- Digital Marketing Strategy & Planning: 360 Overhaul of the Digital Marketing and social media strategy
- Performance Marketing: +5.9% average revenue growth MoM
- Branding: Initiated Mumzworld repositioning (Future customers) and communication strategy (WHY discovery, Digital guidelines creation etc..)
- Marketing Automation: Identified pain points and fixing them; open rate by +15%, conversion by +10% in 3 months thanks to better segmentation and A/B testing
- CSR: New strategy vs previous year leading to an increase of 58% in gifts purchased for Eid
Bayut.com is the leading UAE property portal. Part of EMPG (Emerging Market Property Group)
Creation / consolidation of 2 departments of champions; Performance Marketing & Data Science at www.bayut.com
Achievements:
- Lead Generation: Driving traffic and conversion through all know digital marketing channels and techniques such as SEO / SEM, Social Media
ads, programmatic, affiliates…. Acquisition and setup of a DBM, Audiences profiling and creation tool (Oracle Bluekai), email marketing
automation (Responsys)
- Data science and analytics: Recommendation engine with in-house machine learning technology, machine learning, image classifier,
reporting & optimization
Axiom Telecom is the major authorized retailer and distributor of some of the most recognizable mobile phone, gadgets & accessories brands including Samsung, Apple, Nokia, Blackberry, Huawei and Lenovo in UAE & KSA
Leading Social Media, Retail & E-commerce Digital Marketing Activities, Social Media, Retail Digital Signage for www.axiomtelecom.com & www.JustSwitch.com (SEM, Ad networks, DPA, SEO, PPC…), Axiom Group Corporate Marketing and Branding / Marketing activities for myCandy and FOUR Mobile
Achievements:
- Revenues: +130% UAE / +85% KSA direct revenues coming from Social Media, +1173% total revenues including assisted conversions
- Digital Strategy: 360 revamping - Targeting, Mediums, Creative Approach, Tone of voice, Content Types
+300% videos views on Facebook & Instagram, +27% Reach, +12% engagement
- Social Media: Team building, Creation of infrastructure: Ownership of channels, best practices, Business Manager,
implementation of new ad formats & tracking (DPA, offline conversion)
- SEO / SEM new strategy and implementation: +33% overall traffic YoY, +91% from Social Media,
Implementation of Dynamic Remarketing and Prospecting, MCC creation
- Retail Digital Signage: Complete overhaul of the look & feel, duration, content types and duration - optimized for mall
consumption
- Analytics & Reporting: New GA implementation for websites & mobile app, automatic reporting creation through Data Studio
MOBY GROUP, a leading media and entertainment company with a focus on emerging and frontier markets extending from Central Asia to the Middle East and beyond. 21st Century Fox is a stakeholder of MOBY GROUP
Leading Digital Marketing Activities for the 6 TV channels, 2 radios stations, and Digital content across 6 countries (TOLO TV, TOLOnews, Kana TV, Lana TV, 101 India, FARSI1…)
Achievements:
- Creating the social media and digital strategy proven track record on Facebook, Twitter, YouTube, Instagram
- To date: 15 websites, 30+ Facebook pages with 5 of them above 1M+ fans, 10+ Twitter accounts 253K followers
for the best one, 15 YouTube channels 3 of them with 100, 000+ subs (Silver Button), 6+ Instagram accounts
- YouTube Yearly Viewership of 77 Million views representing more than 1003 years of content in 2015
(+119% already recorded in 2016)
- Mentoring and training of the social media teams across 6 different countries
- YouTube Certified Partner certification for Audience Growth
- Successful launch of the Afghan Premier League (4 Seasons to date): www.afghanpremierleague.com
(232, 000, 000 eyeballs online on a news talking about the APL)
- Successful launch of Afghan Star S8 to S11: Reality TV singing talent show (3M+ online views/month, 2M+ monthly reach on Facebook
- Successful launch of The Voice of Afghanistan S1 and S2: singing talent show (international format)
- Successful Digital Campaign for the movie “Journey” promoted on social media in 4 countries
90M reached / 6M+ engaged / 8.7M+ video views
- Started a YouTube creator program: building & development of influencers from scratch (August 2016)
JCDecaux is the number 1 worldwide in outdoor advertising, reaching more than 400 million people on the planet every day
Development of the Marketing & Innovation Department within the Middle East African Branch Management of 3 people within
the Marketing and Creative Department
- Creation and development of the Web 2.0 strategy (Social medias, YouTube Market surveys)
- Development of marketing tools: Social Media, Newsletter, Website, Video, IPhone App, Brochures…
- Build partnerships to bring cutting edge solution to our clients
- Working hands in hands with creative and media agencies to build and launch innovative campaigns
Creation of the department for the 4 brands of JCDecaux Group: JCDecaux Street Furniture, JCDecaux Avenir, JCDecaux Airport, JCDecaux Advertising,
- Management of 6 people within Marketing & Multimedia teams
- Surveys and Business Development on digital networks displays
- Communication & brand image: Leaflets, brochures, press releases, websites, gifts, newsletter
Management of a 15-people team
Management of more than 30 DVD projects for sales purpose
Management of DVD catalogs: René Château, Hennessy Cognac, Cegetel, Cartoons…
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