Sr Marketing Strategist and Data Analyst
Emirates Center for Strategic Studies and Research (ECSSR)
Total years of experience :25 years, 9 Months
reports to the Ministry of Presidential Afairs of UAE. Serving the country decision makers. My work covers following segments: Analytics of Media, Social Media and Digital Portals
• I provide quality visual and text reports to elite oficials in the country and commander after converting the monitored and analyzed data collected from universal press media, social media and digital portals, to demonstrate a neat optimized message.
• I provide conclusions and recommendations concern public opinion after transforming the extracted insights from various media sources and then construct a visual presentation to be delivered to the countrys decision makers.
• I anticipate and provide alerts about potential variation and risk in public opinion by maintaining a well established database. Marketing and Commutations
• I made the department strategy and annual planners verses both marketing and events which cover conferences and VIP lectures.
• I maximized the distribution zone of publications and the reach out of the Think Tank brand.
• I converted the brand image to be more leading and prominent in both local and regional markets.
• I organized the marketing and event calendar to enhance engagement with promoted content and increase awareness about the objective of the campaign.
• I succeeded in digital transformation in content optimization, and implement this principle to all concerned departments. Corporate special requirements
• I arranged several marketing, digital and communications strategies based on requests for outside federal entities requesting intelligent advice to boost their presence in foreign countries.
• I produced several presentations on certain PR and public opinion topic to the top oficials of the country about a certain case.
• I converted few cohesive studies to presentations of key messages and insights to help in taking the proper action accordingly.
Corporate. Owns and Manages Marina Island in Abu Dhabi city and run mega projects. I made several noticeable achievements as following: Budget, Capacity & Team:
• I run 10 million dirhams annual budgets achieving zero margin of waste or debt. Covering the marketing and events calendar.
• I mentored in house team of 4 professionals responsible for sustaining communications against pubic and internal management.
• I lead 6 outsourced agencies (PR, Printing, Creative, Events, Media & Social) to achieve our set of goals against each milestone in the annual calendar.
• I established corporate barter deals and loyalty programs with: ADCB Bank, Etihad Airways and AD Media. Marketing, Advertising & Communications
• I defined the directions in marketing to be clearer to B2B & B2C and created them in bilingual communications involving campaigns which ensure the key message to reach out in both Arabic & English the target audience.
• I enhanced the process of producing the content and made the creation more appealing and optimized and supervised designer to sustain the organized flow.
• I guarded the brand image through media, event and communication promoting the mall as high end leading shopping center for both Arabic and English speakers.
• I created a connection with the DMCs & tourism industry along with Tourism Department to maximize the visiting and footfall to mall venue as well to the website and digital channels.
• I transferred all achievements to senior management through integrated visual reports with recommendations and highlights.
• I created a systematic inquiry with media planners and buying company to be per daily, weekly, monthly and annual plans.
• I handled all formal memos, internal, external and government communications with regard to PR and Marketing. e-Commerce & CRM
Budget, Capacity & Team:
- I run 10 Million dirhams annual budget divided as per the planned and created annual calendar by me.
- I run in house team of 4 persons to generate communications and align events besides the tenants inquires.
- I run 6 outsourced agencies (PR, Printing, Creative, Events, Media & Social) besides the barter deals and loyalty programs likewise: ADCB Bank, Etihad Airways and AD Media.
Marketing, Advertising & Communications
- I run B2B & B2C communication & campaigns which ensure the message reach out.
- I handle overview the content and supervise the optimization as well the creativity of it.
- I plan and organize the media, event and communication plan for the mall events.
- I connect the DMCs & tourism industry along with Tourism Department to the Mall flow and maximize the visiting to the venue as well to the website and digital attachments.
- I generate reports of frequent events happening often inside the Mall.
- I create and plan daily, weekly, monthly and annually the scope of content and the paid media.
- I execute all formal memos, internal, external and governmental communications with regard to PR and Marketing.
e-Commerce & CRM
- I execute all aspects of digitalization project including new platform, new way finding kiosks and CRM system.
- I do collect data and analyze it through CRM system and manual as well then re-use it to target further more.
- I handle the content and the CMS on the platform as well segregate the quires form tenants.
- I generate the newsletters and maintain the communications after receipt.
- I implement the policy and the message of the Mall at various layers of orientation to audiences as well tenants. Content & Community Management
- I supervise the creative team and the social media ones in-house and outsource to ensure the quality of the content and the presence online is aligned to policy.
- I run a team of 4 as well many outsource suppliers to extract the quality work related to marketing, prints, advertising, media, digital & others.
- I supervise the community growth as well the archive of the initiated content of the Mall against records and reports.
Events & Activations
- I plan the full year calendar and then execute the events as per the subject carried off.
- I do the budget allocation and computation against the event requirement.
- I perform the joint point between the tourism industry and the retail when I link activations, events and arrivals to the function created against the purpose on the calendar.
- I do the analytics and survey to fit out the event to standards and deliver the best message through.
- I manage the approvals of the activation in the Mall either owned by the Mall or by other party.
- I source the supplier and register them to contract them on the project and procure the needful for the same.
- Supervise the events and functions to increase the tourism aspect of the venue as well visitors.
Tour Dubai - High end operators provides tourism programs, excursions and tours to local tourism company and international ones. Hosts over 300 arrivals per day. I have built serval projects and a department as following: Establishing Digital Marketing department and achieve digital transformation.
• I switched the company module of 1989 traditional booking system to be digital and automated via advanced e-Commerce platform and, I connected online booking portal to other media channels and partnered with external APIs in order to gain more trafic and enquiries.
• I implemented CRM solution which enabled the company to retarget clients and anticipate their potential bookings.
• I established the brand presence digitally on most of online funnels and gain it more competition. Brand Equity & Content Creation and Management:
• I created the company new logo to speak an urban language to the local community.
• I produced creative bilingual content on a daily basis to interact with the audience and public via social media and digital platforms.
• I sustained growth and progress by enhanced through CRM communication with over 500 suppliers as part of the B2B. Digital Marketing & Advertising ATL & BTL:
• I Increased visibility over online by optimized creative content and applying SEO method.
• I managed to increase online (Digital) new inquiries by running paid campaigns through google AdWords & SEM.
• I endorsed spots for backlinks in order to increase ranking for the website and company main keywords.
• I managed CMS to maintain the e-Commerce portal and activate SEO. Run Social media & Community management:
Established an independable Digital Division:
- To manage online (Digital) market and social media tools generating new inquiries for the company and its clients who use our services for this aim.
- To empower e-commerce solution and endorse it to clients.
- To maintain website and other digital platforms reaching out with creative content.
- Sustain the optimization for both the company URL and its clients’ ones.
- Provide optimized content to be utilized on social media and websites.
- Media buying and run paid media campaigns on Google, Facebook and YouTube.
Business Development for subsidiary (Gulf Classic):
- Made new marketing & communication strategy to increase visibility of the retail shop.
- Made new brand materials and communication collaterals for better optimization.
- Made digital, social media and e-mail campaigns to have more inquires.
- Add value to business by present class face and keen experience through PR & Communications.
- Re- Activated clients from old data base in order to place frequent inquiries.
Market Search:
- Implement digital strategy to approach fresh markets and new clients via social media tools.
- Use SEO, SME and digital tools to increase ranking of company name and costumers to be approached by fresh eyes who see high rating for content.
- Analyze clients’ interests and feedback with interacting posts to feed divisions with input in order to be transformed into action plan which re direct their attention to our content.
Other duties and actions:
- Corporate meetings and communication in between both quarter management and clients.
- Design and implement the brands social presence.
- Develop and implement the brands short and long terms plan, defining objectives, strategies and KPIs.
Team Management:
- Run a team of 4 designers producing quality work aligned with the company policy.
- Help marketing & Digital to achieve more by providing high quality artworks and designed content.
- Create creative content, copy write, essential designs and presentations besides all type of collaterals.
- Retain high performance for graphic team by coaching and feeding new technical implementation.
- Maintain department strategy and develop it to excel new trends and market changes.
Artworks, Presentations and Library:
- Create high quality artwork according to client brief leading to the final products.
- Provide clear vision through graphic presentation about new submit or tender. Like: (Al Dar Academes Uniform Tender, AD Police Gift Items Tender, Dubai College Gift Items Tender, National Ambulance Apparels, Grand Millennium Hotel Uniform Supply, Gasco National Day Prints).
- Refine supplied data from outsource to fit with library standards.
- Convert artwork to production file which goes in/out side production house.
- Maintain brand materials and add new updates to keep ranking in market as known image.
In House Production:
- Run production line according to artwork and meeting deadline, which includes publications and various types of printing on soft and solid media and objects for giveaways and collaterals.
- Maintain technical procedures to keep production effective and productive.
- Keep update from supplier to retain quality at top level.
- Deliver quality products within the deadline and matching the initial brief.
Development Plan, Planner and Reposts:
- Fix daily performance and tasks report to mentor development.
- Fix daily report shows progress and production line delivery.
- Fix weekly meeting to feedback and obtain issues or/and team updates.
- Fix annual strategy plan and planner for workflow and development.
- Analyze data from report to convert them to (Dos/DON’T) and report to General Manager.
- Develop and manage the brand’s marketing, PR and design team.
- Report and Measure performance of both offline and digital marketing activity and assess against goals
BBM Creation - Advertising Agency and Production House. I worked for this company for total 9 years, 4 of them were dedicated to this role. Here are highlighted achievements: Established a Digital Division
• Managing online (Digital) market growth and social media channels generating new inquiries.
• Maintaining the website and other digital platforms to keep reaching out efective.
• Sustaining the optimization for both the company website and its clients ones.
• Providing optimized bilingual content to be utilized in social media and websites to the agency clients, and manage their media buying for Google, Facebook and YouTube. Business Development and Brand management (Gulf Classic):
• Repositioned the brand in the local market to be competing with a lead.
• Made new marketing & communication strategy to increase visibility of the retail shop targeting both English and Arabic speakers.
• Made new brand materials and bilingual communication collateral, digital, social media and email campaigns to increase inquiries. Market Search:
• Digital strategy implementation to approach fresh markets and new clients via social media tools.
• Analyze clients interests and feedback from the interactive posts and reviews to recommend a conversion technique.
I joined the agency to boost the artwork and presentation work, but I excelled my job and achieved a noticeable development in terms of quality, efectiveness and supervision which allowed me to be promoted to handle the department. On the way I used to deliver: Creative artwork for publications, prints, gift items, uniforms, collaterals, presentations for projects, products, advertising campaigns and creative concepts.
Creation) after outstanding performance. Here are highlighted achievements: Team Management: I built a team of 4 professionals in graphic design, content administration and production operation. I trained them to generate quality Artworks, and execute them in media production in compliance to strict quality standards.
Artworks, Presentations and Creative Content:
I produced over 9 years plenty of refined presentations to convert inquiry to customer. I created countless high quality artworks transforming clients needed for the products. I contributed to substantial projects involved (Al Dar Academies, AD Police, Dubai College, National Ambulance, Grand Millennium Hotel, Gasco & ADMA).
In House Media and Prints Production:
I excelled operations in media and print production which covered thousands of items in multiple lines. I managed the process from A to Z and trained associates to master it in short time. I supervised artwork implementation
against publications and various types of printing on soft and solid media and objects for giveaways and collaterals.
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