Karen Cordeiro

• Lead a team of 25 specialists across digital marketing, social media, traditional marketing, production, and creative.
• Designed and executed the strategy for paid media to boost lead generation and increase conversion rates.
• Collaborated with internal stakeholders to streamline the customer journey from lead submission to
qualification, incorporating feedback into future strategies.
• Created the annual content strategy across channels to reach key audiences (B2B/B2C), to drive acquisition and engagement.
• Served as a master agency for developers, successfully launching five major projects in 6 months, including
notable developments such as Rixos Financial Centre Road Dubai Residences and Sunrise Living by H&H.
• Developed comprehensive marketing strategy and materials for exclusive projects, including brochures, floor
plans, videos, and global market entry strategies.
• Implemented a more strategic use of data and insights, as well as producing dashboards that track media spend
efficiency, customer insights, and sales trends.

• Led a team of over 45 marketing professionals across the GCC, South Africa, and South-East Asia to drive sales, customer engagement, and retention through effective marketing strategies.
• Created and executed marketing strategies for the business globally, covering branding, CRM, digital marketing, social media, and more.
• Consulted with existing clients on loyalty best practices, customer journeys, and the use of data analytics to drive consumer behavior.
• Developed customer acquisition, engagement, and retention strategies for both the ENTERTAINER app and B2B clients, while measuring campaign effectiveness and ROI across channels and markets.
• Worked closely with data and analytics teams to create consumer segments for marketing campaigns and increase Customer Lifetime Value (CLV) while reducing churn.
• Created channel strategies for consumers based on both the marketing funnel and customer lifecycle stage.
• Led the ongoing marketing services for over 50 clients, including full-fledged loyalty programs, from strategy to creative to CRM execution.
• Worked on RFPs for new business opportunities specific to creative marketing services and loyalty marketing.

• Worked closely with Digital Platform leadership to create thought leadership pieces and reports to position PwC Middle East as leaders in the digital space.
• Organized events (virtual and in-person) with existing and potential clients to discuss the latest trends, challenges, and opportunities in digital transformation, including AI, data & analytics, cybersecurity, digital trust, and technology implementation.
• Built lead pipeline and monitored ROI with Salesforce Sales Cloud.
• Transformed global campaigns and reports into regionally relevant campaigns to address the relevant target audience.
• Created content, including proposal templates, insights, case studies, and videos, including customer success videos for internal and external use.
• Managed alliance partnerships with global strategic partners, including Microsoft, Salesforce, and SAP, to reinforce PwC's position as a global and regional strategic partner and acquire new leads.
• Developed a customer Omni-channel communication journey design proposal for a travel and hospitality client, mapping out different stages of a customer's lifecycle.
• Managing strategic partnerships with Microsoft, Salesforce, SAP and Tanium
• Worked on RFPs with the business development team, including creating the SOW.

• Led B2B and B2C marketing strategies and implemented them across the Middle East.
• Optimized marketing investments to maximize ROI and shifted spend to more effective channels.
• Managed the Omni-channel marketing automation platform (IBM Watson Campaign Automation).
• Designed and executed triggered customer journeys through a multi-channel approach, including on-boarding, redemption, and lapsing journeys.
• Analyzed customer data with the Analytics team and Account Development teams to implement communication strategies that shifted consumer behavior to profitable segments and met yearly targets.
• Created tactical campaigns and communications for customers based on loyalty lifecycle and shopping behavior to increase retention, engagement, and reduce churn.
• Managed content and design on all digital channels (web and mobile app), responsible for all digital marketing including social media marketing, online advertising, and search engine optimization.
• Designed the UI content for the new Air Miles website and mobile app, launched in Q2 2016
• Managed the creative agency, media agency, and PR agency.
• Worked on RFPs with the Business Development team to secure new business.
• Recommended best practices for loyalty marketing communications for B2B clients, including industries such as hotels, malls, telecoms, and airlines.

• Managed the Annual Marketing Budget for UAE.
• Led all brand activations at school and sporting events, as well as all CSR events throughout the year, reaching
300, 000 people.
• Conducted focus groups/tasting sessions to gain consumer insights on new products and advised production
departments and QA on consumer feedback.
• Successfully launched 17 new SKUs in Q3 2013, reaching over 250, 000 people, and set up the launch for 9 new
SKUs for Q4 2014.
• Reviewed sales and P&L statements monthly with the General Manager and Sales Director.
• Conducted market visits to report on brand availability, shelf space and placement, and customer feedback.
• Managed social media presence, calendar, and content for Facebook and Twiter.
• Launched two Del Monte kiosks in 2013 at Fresh Market Carrefour and Fresh Market Al Zahra Hospital.

• Content creation, website CMS management, digital marketing, and event and conferences management

• Content creation, website CMS management, event and conferences management