Joyce Salloum

Strategic Brand Team Leadership
- Orchestrate regional commercial governance and marketing strategy for a USD 200M+ multi-brand portfolio, aligning
P&L targets with brand positioning.
- Directly report regional performance and strategic growth roadmaps to the Board and International Brand Principals.
- Translate global brand vision into locally relevant GCC strategies; act as key strategic partner to senior leadership across
cross-functional decisions.
- Lead, develop, and structure high-performing regional marketing teams across multiple markets
Financial Planning & Campaign Management
- Own end-to-end marketing budget planning, allocation, and reforecasting (USD 15M+) across brands and markets; drive
ROI-focused investment strategies.
- Govern a 360° marketing ecosystem across digital, CRM, and experiential channels, ensuring absolute brand integrity
across all consumer touchpoints.
Customer, Digital & Omnichannel
- Lead digital transformation and performance marketing strategies; manage marketplace partnerships (Namshi, 6th Street,
Amazon) and CRM lifecycle programmes.
- Drive seamless integration between online and offline channels; oversee segmentation, personalisation, and targeted
communications.
- Drive integrated marketing strategies across retail, e-commerce, and distribution channels to maximize revenue
and profitability
- Oversee financial governance, including budget controls, forecasting cycles, and performance tracking

- Managed regional brand marketing for Karl Lagerfeld, Tumi, St. Dupont, Tag Heuer, Longchamp, and Loewe.
- Executed seasonal campaigns across digital, print, OOH, and in-store channels; coordinated media buying and
production with regional agencies.
- Maintained strong relationships with international brand principals; presented regional performance and quarterly
marketing plans.

- Executed brand marketing campaigns for Tumi, Longchamp, Loewe, Mulberry, Zadig & Voltaire, Dsquared2, Alice +
Olivia, and Katakeet.
- Coordinated photo shoots and product launch events across regional retail doors.

- Executed brand marketing for CH Carolina Herrera and Purificación García; planned and delivered press and customer
events across regional doors.
- Coordinated with PR representatives to drive qualitative media coverage against annual KPI targets; managed budgets
and supplier relationships in full adherence to brand guidelines

- Developed strategic marketing and advertising plans; managed budgets, negotiated with media and agencies, and
delivered multi-channel campaigns (TV, print, radio, OOH, digital, social, sponsorships).
- Conducted market research including surveys, focus groups, and quantitative competitive intelligence to inform planning.