Head of Marketing - Customer Loyalty and B2B
The ENTERTAINER
Total years of experience :16 years, 1 Months
• Manage alliance partnerships with global strategic partners including Microsoft, Salesforce and Sitecore
• Content creation including proposal templates, insights, case studies and videos including customer success videos for internal and external use
• Work closely with the Marketing Cloud team in Italy to understand different use cases and customer journey results with existing luxury retail clients; as well as managed services for those clients
• Underwent training in Italy for Marketing Cloud and a Fast Track programme in Journey Builder and Contact Builder - now certified as a Salesforce Marketing Cloud Email Specialist and a Salesforce Pardot Specialist
• Customer Omni-channel communication journey design proposal to a travel and hospitality client mapping out different stages of a customers’ lifecycle
• Organized events with alliance partners such as Salesforce, Microsoft and Sitecore to reinforce PwC’s position as a global and regional strategic partner and acquire new leads
• Worked on RFPs with the business development team as well including creating the SOW
• Manage B2B marketing for Aimia, as well as B2C marketing for Air Miles, a coalition loyalty programme in UAE, Qatar and Bahrain
• Create and maintain the marketing budget and marketing calendar
• Increased acquisitions of Air Miles members by 15% in 2015 and 20% in 2016 through ATL, BTL and online marketing
• Manage the CRM (IBM Watson Campaign Automation) - increased engagement by 24% in 2015 and 31% in 2016 through targeted segmented communications
• Manage content and design on all digital channels (web + mobile app) and responsible for all digital marketing including social media marketing, online advertising, search engine optimization and more
• Refreshed the Air Miles brand including the logo and brand guidelines (2015) and act as brand custodian
• New Air Miles website and Mobile App UI content and design creation - launched in Q2 2016
• Manage the creative agency, media agency, PR agency and merchandising agency
• Consult on best loyalty marketing practice for B2B clients including industries like hotels, malls, telecoms and airlines
• Budgeting:
- Develop and manage the Annual Marketing Budget for UAE based on previous year trends and company objectives for the upcoming year
• SKU/Brand Development
- Conducted focus groups/tasting sessions to gain consumer insights on new products
- Advise production departments and QA on consumer feedback to revise recipes/raw materials
- Developed and launched 20 new SKUs in Q3 2013
- Developing 9 new SKUs for launch in Q4 2014
• Brand Management
- 360 degree marketing campaign to launch new SKUs in the market (ATL/BTL)
- Run promotions and campaigns during key seasons in the year
- Review sales and P&L statements monthly with GM & Sales Director
- Market Visits to report on brand availability, shelf space and placement, customer feedback
• Events/Exhibitions:
- Reached over 100, 000 of Del Monte’s target audience through events in one year
- Events: School events, sporting events, Weight Loss Show
- Exhibitions: Gulf Food, Back to School
• Digital Marketing:
- Increased following to 145, 000 fans on Facebook from 1, 500 in Q2 2013
- Started Twitter and reached 14, 500 followers in Q1-Q3 2014
- Active on YouTube, Instagram and other social media channels
- Online advertising (banner ads, PPC)
- Website development and management
• Branding:
- Working with the designers to develop various branding materials such as POSM, marketing collateral, product brochures, advertisements and so on
- Developing new concepts to assist marketing campaigns
- Packaging and labels - work closely with design team and concerned departments to ensure new or revised packaging and labels are launched in the market on time
• Launches:
- Launched two kiosks in 2013 - Fresh Market Carrefour and Fresh Market Al Zahra Hospital
• Advertising:
- Develop a yearly advertising plan in various B2B and B2C publications
- Manage/negotiate costs for advertisements
• Public Relations:
- Write, edit and distribute press releases through news agencies
- Monitor news releases to see when and where Del Monte is being mentioned
• Digital Marketing:
- Maintaining and updating the website through the Content Management System (CMS)
- Coordinating with developers to design and develop a TMT Blog and currently manage the Blog
- Social Media Marketing and E-mail Marketing
- Search Engine Optimization
- Pay Per Click (PPC) advertising - e.g. Google Adwords
- Saw through the development of a tailor made CRM system and currently maintain and update system as and when needed
• Corporate Branding/Identity:
- Currently evaluating Delta Partners brand strategy by conducting a competitor benchmark analysis as well as surveys and interviews with all stakeholders. Once complete, the brand strategy will be used to create brand guidelines that will be implemented across all offices globally.
- Work closely with the design agency (or design internally) and co-ordinate outsource of all marketing collateral (including brochures, booklets, gift items and other direct mailing)
- Coordinated the creation of a recruitment video in conjunction with the Marketing Manager - from conception to implementation.
• Public Relations:
- Coordinate Interviews between publications (local and international) and internal personnel.
- Manage relationships with various local and internal publications such as The National, Gulf News, Reuters, Bloomberg & the Times to name a few.
- Coordinate the editing, production and distribution of Delta Intelligence such as white papers and articles.
• Events/Conferences:
- Coordinate the sponsorship and attendance at various conferences worldwide.
- Organize the logistics and ensure the smooth operation of the yearly company offsite - including picking a venue, F&B, transportation and entertainment for over 170 employees.
- Organize an annual company event that includes high profile guests such as CEO’s and Managing directors of Telecom operators, investment houses and private equity companies worldwide; as well as a high profile guest speaker.
• Organized participation in exhibitions in the Middle East and Asia. Exhibitions that have been successfully completed include The Big 5 Exhibition 2008 in Dubai, HOSTS Exhibition 2009 in India, Project Qatar 2009 and FM Expo 2009 in Dubai.
• Organize Events for new showrooms, new brands, new product lines and other corporate events.
• Create press release material and editorials for various Retail and Trade magazines related to Hospitality, Architecture, Interior Design and Retail.
• Implement e-marketing initiatives for the corporate website and subdivision websites.
• Work with the graphics team to create Advertisements for various suppliers.
• Organize and distribute all the Suppliers literature to over 13 offices, showrooms, joint ventures and franchises in the Middle East and Asia.
• Conduct market research on an ongoing basis.
• Worked with the Graphics team to create corporate catalogues.
• Helped create the Marketing Plan for 2009.
• Achieved certificate in training of InDesign.
•Set up a new system for all catalogues - internal and external - for the entire organization.
- Developed knowledge of Marketing and Management practices worldwide. - Developed knowledge and practice in various management areas such as Supply Chain Management, International Management, Strategic Management, Human Resource Management, Production and Operations Management and Project Management. - Developed knowledge in various Marketing areas such as Marketing Research, Strategic Marketing Management, Sales Management, International Marketing, Consumer behavior and Retail Management.