Head of Marketing
Olayan Food Division
Total years of experience :26 years, 3 Months
Master franchisee BURGER KING® MENA, Master franchise Buffalo Wild Wings® ME, Texas Chicken UAE, Oman, Egypt and KSA Western region, and Turnstone Pizza
Marketing Director and Member of the following: Olayan Food Division Executive committee Regional operations steering committee Buffalo Wild Wings' International Brand Fund Advisory Council BURGER KING® MENA steering committee Texas Chicken® regional marketing committee Rolling 5Y plan committee BK MENA ops regional committee
Responsible for more than 450 Olayan-operated restaurants across GCC, and four brands including BURGER KING, Texas Chicken, and Buffalo Wild Wings across KSA, UAE, Oman, Egypt, and Morocco, as well as developing global expansion plans for a casual dining concept - Turnstone Pizza - launched in June 2017
• Defining short/long-term strategy for designated brands; developing annual marketing plans across GCC
• Developing and implementing annual marketing calendars while ensuring overall profitability
• Leading product innovation and developing yearly new products pipelines
• Responsible for marketing P&L - Budgeting/marketing spends across brands/operating markets
• Defining media strategies including Ad & Media agency selection, media contracts and media buying
• Managing creative, media and digital media agencies as well as menu reengineering and optimization
• Driving high performance and technical excellence across the marketing team
• Developing and implementing integrated brand communication to leverage the brand positioning
• Defining marketing research objectives for existing and new products, assessing new market potential to accelerate region expansion, and leading launch and execution of social media promotions and activations
• Collaborating with and supporting other departments to develop their annual strategic plans, encompassing market environment scan, current market trends analysis, and future plans and strategies outline
• Responsible for sites selection and market mapping Achievements
✓
Made history by launching the 46th BK National Day promotion in December 2017
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changed the Burger King logo and exterior signage to UAE flag colours - for the first time ever
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launched a new burger in line with UAE national flag priced at AED 46 - more than double regular price, revenue od the burger was donated to Dubai Care charity ✓ Promoted through 8 structure grades over 16 years from regional marketing coordinator for 9 BK restaurants in the Eastern region in 2001 KSA to Marketing Director for 4 brands and 450 Olayan-operated restaurants ✓ Developed the Turnstone Pizza brand from scratch as one of the 3 key members ✓ Launched Buffalo Wild Wings® in new countries as subject owner of Marketing, Operation
&
Supply Chain ✓ Turned around OFD comp sales to positive growth since taking over the role of Marketing director in 2015 ✓ Led the BWW brand to win numerous awards, including ‒ Best ever new country launch for BWW brand in Dubai - Global convention 2016 ‒ Highest ever daily and weekly sales award - Global convention 2016 ‒ Culinary excellence award for a product created personally - Global convention 2017 ✓ Personally, won the Texas Chicken global award for innovative product of the year - 2014 ✓ Repositioned BURGER KING® KSA in 2004 after taking over as marketing manager which resulted in double-digit comp sales/traffic growth ✓ Played a key role in turning the BK KSA from loss making to profitable since 2004 to date, through top line sales growth. Today OFD is amongst the top 3 companies of OLAYAN group in terms of annual profitability ✓ Developed more than 60 successful new products some of which are launched in other markets ✓ Launched more than 300 promotions (New products/tactical/value/ price point/ joint promotion/branding) ✓ Increased company bottom line by an average of $1 .2m / year since 2011 through menu optimization ✓ Turned around Texas Chicken UAE after taking over as the head of marketing in 2011. Double digit comp sales since 2011 to date and won many sales achievement awards ✓ Instrumental in launching BK Home delivery KSA (first country globally) in 2004
Other positions held: Head of Marketing - BK Middle East & North Africa Head of Marketing - BK & TC KSA, UAE, Oman Head of Marketing - BK KSA Marketing Manager - BK KSA Asst. Marketing Manager - BK KSA Snr. Country Marketing Coordinator - BK KSA Country Marketing Coordinator - BK KSA Regional Marketing Coordinator - BK KSA (Eastern Region)
Earlier Career
Franchisee of some of the world's most recognized brands in the Middle East - Quick Service, Casual Dining & Fine Dining categories - KFC, Pizza Hut, Hardee's, TGI Friday's, Costa Coffee, Krispy Kreme and Red Lobster Restaurant General Manager (Pizza Hut Satwa) Restaurant Manager (Pizza Hut Ras Al Kaimah and Fujairah) Assistant Restaurant Manager (Pizza Hut Karama) Achieved operational efficiency and created a highly motivated team to drive profitable sales by maintaining the highest level of QSC, managed overall food cost and increased profitability of the restaurant
• Responsible for developing staff, launching LRM activities to drive sales growth, and promotion execution Achievements ✓ Promoted to Restaurant Manager within 4 months (company record) and was the only Non- Arab RM ✓ Received many letters of recognition from the company as well as YUM for being sales/service champion ✓ Opened two new Free-Standing restaurants in new remote cities and two overnight relocations ✓ Turned around two negative company restaurants to positive in two months respectively ✓ Awarded the "Best Restaurant Manager of the Year 2000" ✓ Enhanced service quality standards and optimized guest satisfaction & retention ✓ Trained and developed 3 Assistant Managers to be promoted to Restaurants managers