Leen Al-Haffar

Transformed marketing into a growth engine across CityBus and Citylink, strengthening acquisition, retention, customer experience, and digital innovation across Kuwait, Dubai, and KSA.

Repositioned both brands and built the customer growth agenda across CRM, lifecycle marketing, automation, WhatsApp, and omnichannel engagement.

Redesigned the marketing performance model across brands and markets, leveraging Google Analytics, attribution, SEO/SEM insights, and executive dashboards to optimize investment allocation, strengthen decision-making, and deliver KD145K in savings (~57% reduction).

Built the CityBus loyalty business case and vendor RFP which is still in early-stages, and championed the KD10 Mobile Pass to accelerate app adoption, pass sales, and wallet top-ups.

Supported Citylink expansion into Dubai and Riyadh while increasing brand visibility and digital engagement through a unified content and social strategy.

Owned the commercial growth agenda across CityBus and Citylink, aligning marketing, customer growth, and digital initiatives to drive revenue expansion, rider growth, and stronger unit economics across Kuwait, Dubai, and KSA.

Built the growth analytics agenda across CityBus and Citylink, embedding attribution modeling, A/B testing, and marketing mix optimization to improve investment decisions, sharpen performance visibility, and scale customer and revenue growth across markets.

Delivered a 32% out of 40% Group Net Profit performance weighting score in 2025.

CityBus: registrations +45% in 2025 vs. 2024 and +44% May YTD 2026; daily new users +58% in 2025 and +60% May YTD 2026.

CityBus: KD10 Mobile Pass reached 17K+ average monthly purchases and 5K-6K monthly wallet top-ups, with 52% overall growth.

Citylink: surpassed 1M rides in Kuwait within two years, increased rides 9% in 2025, and grew registrations 43% in Kuwait and 80% in Dubai May YTD 2026.

Citylink: maintained ~17% retention across 3 markets, optimized CPC to $0.08 for paid campaigns, and sustained CAC at KD4.5-5.5 in Kuwait and KD3-4 in KSA.

Championed the adoption of AI across the marketing ecosystem, leveraging customer data, predictive insights, automation, and AI-powered creative development to improve marketing performance, customer engagement, and operational efficiency across all brands and markets.

Transformed marketing into a growth engine across CityBus and Citylink, strengthening acquisition, retention, customer experience, and digital innovation across Kuwait, Dubai, and KSA.

Repositioned both brands and built the customer growth agenda across CRM, lifecycle marketing, automation, WhatsApp, and omnichannel engagement.

Redesigned the marketing performance model across brands and markets, leveraging Google Analytics, attribution, SEO/SEM insights, and executive dashboards to optimize investment allocation, strengthen decision-making, and deliver KD145K in savings (~57% reduction).

Built the CityBus loyalty business case and vendor RFP which is still in early-stages, and championed the KD10 Mobile Pass to accelerate app adoption, pass sales, and wallet top-ups.

Supported Citylink expansion into Dubai and Riyadh while increasing brand visibility and digital engagement through a unified content and social strategy.

Owned the commercial growth agenda across CityBus and Citylink, aligning marketing, customer growth, and digital initiatives to drive revenue expansion, rider growth, and stronger unit economics across Kuwait, Dubai, and KSA.

Built the growth analytics agenda across CityBus and Citylink, embedding attribution modeling, A/B testing, and marketing mix optimization to improve investment decisions, sharpen performance visibility, and scale customer and revenue growth across markets.

Delivered a 32% out of 40% Group Net Profit performance weighting score in 2025.

CityBus: registrations +45% in 2025 vs. 2024 and +44% May YTD 2026; daily new users +58% in 2025 and +60% May YTD 2026.

CityBus: KD10 Mobile Pass reached 17K+ average monthly purchases and 5K-6K monthly wallet top-ups, with 52% overall growth.

Citylink: surpassed 1M rides in Kuwait within two years, increased rides 9% in 2025, and grew registrations 43% in Kuwait and 80% in Dubai May YTD 2026.

Citylink: maintained ~17% retention across 3 markets, optimized CPC to $0.08 for paid campaigns, and sustained CAC at KD4.5-5.5 in Kuwait and KD3-4 in KSA.

Championed the adoption of AI across the marketing ecosystem, leveraging customer data, predictive insights, automation, and AI-powered creative development to improve marketing performance, customer engagement, and operational efficiency across all brands and markets.

Heading the Marketing department for Chevrolet and managing a team of 4, defining brand, product and marketing strategies in addition to elevating
customer experiences throughout different touchpoints to increase market share, grow leads and increase showroom visits, conversions and sales.

Engagements & achievements include:

- Developed a strategic marketing plan to build the brand, drive positive opinion and increase sales in Q4 2019 and FY 2020, resulting in a growth of market share by 0.6pts in 2020 positioning Chevrolet as #2 player in vehicle sales in the market up from #4 in 2019. Chevrolet today stands with a 1.1pts market share increase in 2021 May 21 YTD maintaining the brand as the #2 player in the market.
- Developed youth plan increasing youth penetration by 2.4pts in 2020, and a further 1.2 pts in 2021
- Developed and successfully launched digital platform: E-commerce website, virtual sales, mobile application to deal with covid-19 (15K downloads in 1 year - making it #1 automotive app in Kuwait), being the first brand to launch these digital services in the market.
- Awarded #1 Customer Service for Chevrolet in 2020 by Service Hero as a result of the experiences offered during the challenging times
- Successfully launched the all new Corvette, Captiva, Tahoe 2021 during covid-19, resulting in market share growth for Captiva to #2 in SUV-C Segment by end of 2020 and #1 in the SUV-C segment YTD May 2021.
- Successfully launched 2 fully compliant CI showrooms for Chevrolet, first in the region, in Fahaheel and Shuwaikh increasing sales by 30%.
- Increased conversion of total leads by 3.6pts YTD May 2021 vs. YTD May 2020 and generated over 1, 100 sales from online leads received in 2020
- Awarded International best practice by General Motors for the safety video developed for Chevrolet Showrooms and Service Centers in covid-19.
- Developed and executed a new delivery experience for customers and a privilege lounge for Tahoe 2021 + high end customers
- Successfully launched a fully electric vehicle in Kuwait (BOLT EV), and established the largest network of electric charging points across various locations in Kuwait - the first and only brand to drive this initiative in Kuwait.
- Strengthened social media presence for Chevrolet achieving the highest following base and engagement level amongst auto brands.
- OPEX Green Belt Project - Best Practice - Improved ROI on marketing spend by optimizing the marketing spend/unit sold cost by 18% reduction, generating net annualized savings of KD 165K. This also led to 23% more units sold & growth of leads by 49%.

Raised Chevrolet from #4 to #2 in market ranking, growing share by 0.6pts in 2020, 1.1pts in 2021, and 0.4pts in 2022, and sustaining #2 for three years.

Built a youth strategy that increased youth penetration by 2.4pts in 2020 and a further 1.2pts in 2021.

Launched Kuwait’s first end-to-end automotive digital platform during COVID-19, including e-commerce, virtual sales, and a mobile app that reached 15K+ downloads in year one and ranked #1 in the category locally.

Earned #1 Customer Service for Chevrolet in 2020 and 2021 from Service Hero by elevating customer experience during a highly disrupted period.

Led major product and retail launches including Corvette, Captiva, Tahoe, Groove, ZR2, and Silverado; grew Captiva to #2 in SUV-C by 2020 and #1 in FY2021-2022, and Silverado to #2 in Pick-up E in 2022.

Opened two fully compliant Chevrolet showrooms—the first in the region—in Fahaheel and Shuwaikh, increasing sales by 30%.

Improved lead conversion by 1.1pts in FY2022 vs. FY2021 and generated 1, 600+ vehicle sales from online leads in 2022.

Won General Motors international best practice recognition for a COVID-19 safety video created for showrooms and service centers.

Launched Kuwait’s first fully electric vehicle for the brand and built the country’s largest EV charging network, while leading EV infrastructure readiness across Alghanim Auto brands for 2023-2024, with 18 stations installed in key areas.

Built Chevrolet’s strongest social following and engagement in-market, while reducing marketing cost per unit 18%, saving KD165K annually, increasing units sold 23%, and growing leads 49%.

Engagements & achievements include:
- Grew market share of Cadillac by 0.4% YTD19 vs.18 due to the successful launches of XT4, CT6 and sustaining other nameplates.
- Developed a strategic marketing plan to launch the first ever XT4, a regional best practice, establishing the XT4 as the #2 in the SUV-2 segment.
- Successfully launched a College Grad Program increasing youth penetration by 5.2pts to 30.6% for the first time ever.
- Improved lead conversion 5pts by setting the right criteria and improving optimization for online campaigns, generating better quality of leads.
- Successfully launched the first standalone Cadillac showroom in Shuwaikh focusing on a strategic approach to increase traffic to this location
- Elevated Premium experiences to the brand providing unique delivery experiences to customers which resulted in increased NPS Scores.
- Elevated Cadillacs participation in the annual Kuwait Motor Show, winning the award for “Best Booth” amongst all auto brands.

Grew market share of Cadillac by 0.4% YTD19 vs.18 due to the successful launches of XT4, CT6 and sustaining other nameplates

Developed a strategic marketing plan to launch the first ever XT4, a regional best practice, establishing the XT4 as the #2 in the SUV-2 segment

Successfully launched a College Grad Program increasing youth penetration by 5.2pts to 30.6% for the first time ever

Improved lead conversion 5pts by setting the right criteria and improving optimization for online campaigns, generating better quality of leads

Successfully launched the first standalone Cadillac showroom in Shuwaikh focusing on a strategic approach to increase traffic to this location

Elevated Premium experiences to the brand providing unique delivery experiences to customers which resulted in increased NPS Scores

Elevated Cadillac's participation in the annual Kuwait Motor Show, winning the award for "Best Booth" amongst all auto brands

Clients include: Zain Telecommunications, IKEA, KFAS, Assima Project and New Business
Main responsibilities include leading and managing clients in addition to creating strategies and communication plans for new business pitches. This
includes developing and launching integrated marketing strategies and campaigns for the clients by addressing key objectives and KPIs through
multiple media channels, support the digital team in devising social media strategies and content ideas, continuously looking for new business potential
to increase the agencys portfolio of clients and managing and coaching team members of 3 including 1 Manager and 2 Executives to bring out the best
in them. Hiring new potential candidates to help drive out clients business objectives.
Engagements & achievements include:
- Develop long-term professional relationships with clients
- Launched a new brand segment under Zain known as Zain Life in Kuwait in March 2018 along with the opening of Zains first flagship store in
Avenues Phase 4
- Developed a new platform for Zains eeZee brand focused on digital activations and engagement through SM
- Developed 3 main campaigns for IKEA based on a new strategic approach which has launched in September 2018
- Increased Zains scope by adding both the corporate communications and social media division to the portfolio alongside marketing
- Generated over KD 30, 000 additional revenue in retaining existing clients and new business/projects for 2018 till date

Led two of the biggest JWT's clienteles - National Bank of Kuwait and Zain Telecom account - driving a Zain roaming campaign that generated 100%+ sales increase; expanded scope to include corporate communications and social media

Launched a new brand segment under Zain known as Zain Life in Kuwait in March 2018 along with the opening of Zain's first flagship store in Avenues Phase 4

Developed 3 main campaigns for IKEA based on a new strategic approach which has launched in September 2018

Delivered a relaunch of Al Wazzan food products that tripled tuna sales year-on-year
Co-led a campaign for Bank Boubyan (#Laish) that won the 2016 MENA Effie Gold Award
Won new business including Infiniti Kuwait; generated KD 30K+ additional revenue from client expansion in 2018

Managed, coached, and developed teams of 3-4 account executives and managers

Clients include: Zain Telecommunications, Infiniti Kuwait, Sky News Arabia,
Public Utilities Management Company (PUMC), Al Hamra Real Estate Co. and New Business

Engagements & achievements include:
- Appointed to lead and manage JWT’s biggest client - Zain Telcom - in August 2016 along with all other clients listed
- Managed a team of 3 account executives and senior account executives
- Developed and launched one of Zain’s biggest campaigns for Roaming, creating strategic platform for a full year based on local insights.
Zain generated an increase of over 100% sales of customers who subscribed to roaming service
- Drove proactive CSR and Social Media initiatives for Zain
- Developed and launched an awareness campaign for Sky News Arabia across 4 markets from Kuwait (KSA, UAE, Kuwait and Jordan)
- Played a role in one of the initiatives for Bank Boubyan as a team support under the Consumer Banking Group positioning campaign (#Laish) that led to us winning a 2016 MENA Effie Gold Award winner for it
- Developed a full 1-year strategic plan for the re-launch of Al Hamra Mall and Business Tower in 2016
- Developed the pitch and won the new business of Infiniti Kuwait for a period of 1 year

Clients include: National Bank of Kuwait, Al Hamra Real Estate Co. and Mezzan Holding Company
Engagements & achievements include:
- Managed client requirement and execution of deliverables for various product campaigns across all clients
- Managed and trained an account executive
- Launched the retail positioning for NBK across all segments to unify the brands look and feel
- Relaunched Al Wazzan food products in the market with a new look and feel. Challenge was to position the brand as a modern brand derived from a
heritage brand without losing market share. Sales of Tuna product increased by x3 of its total sales from previous year
- Support the pitch of Al Hamra Real Estate business in 2015, which resulted in winning the business

Clients include: National Bank of Kuwait & Nailique
Engagements & achievements include:
- Establish and build a strong relationship with clients by managing and handling activities by maintaining a clear communication in a timely and
efficient manner to ensure client satisfaction and expectations
- Analyze market dynamics, trends and developments in the banking industry as well as monitor and analyze competitive media spend to support the
client in identifying potential growth areas as well as business opportunities
- Effectively and efficiently manage internal resources to develop effective campaigns as well as integrated media plans to achieve strategic and
business objectives for all divisions of NBK: corporate, segments, investment and capital, international banking, e-channels
- Develop clear, concise creative and marketing briefs as well as work closely with the creative team to inspire and deliver effective results
- Increased clients spending by recommending, up selling and promoting services. Encouraged client to increase spending on online media based on
positive results
- Handled media production projects including TVCs, photo shoots, radio as well as other multimedia projects
- Developed corporate identity and successfully launched ‘Nailique to achieve breakeven after 6 months

Automotive - Chevrolet, Cadillac, Hummer, Saab, KromOzone and After Sales businesses)

Engagements & achievements include:

- Contributed to annual marketing plan as well as developed, implemented and measured the effectiveness of all marketing campaigns, promotions
and activities
- Monitored competitors advertisements and activities and generated reports on the overall automotive market size and findings
- conducted key analysis on focus models through price positioning by developing price specs, price segmentation and price ladder reports
- Developed corporate identity for two local brands (KromOzone and Bumper-to-Bumper) as well as the operational manual for Bumper-to-Bumper
- Managed and followed up with Advertising & PR agency to ensure creatives are in line with the objectives, brand guidelines and to ensure timely
executive of all deliverables
- Organized and managed over 20 successful events including 2 Motor Shows, numerous product launches, inauguration of the worlds biggest and
most advanced automotive service center, road shows, youth activities, service center tours, press conferences and employee reward ceremonies to
accomplish companys goals
- Budget planning and management for all activities
- Generated leads from activation business and outdoor activities as well as measured the effectiveness of conversion and closing sales. Improved
leads prospecting and follow up process resulting in an increase of 5% in actual sales
- Developed and managed the design and planning phase of the Safat Alghanim Showroom renovation plan
- Managed and conducted training projects to a total of 12 Automotive Call Center Agents to provide them with insight knowledge on the general
automotive needs and to improve overall business goals and objectives. Training topics included: Essential Skills for CRM and Call Center Personnel,
Car Components, Car Specifications, Alghanim Service Center (Service Information, Process and Center Facts)
- Developed the scope of work and content for the Alghanim Automotive website

Trained 12 Automotive Call Center Agents on automotive needs to enhance business goals. Topics: CRM skills, Car Components/Specs, Alghanim Service Center info

Managed 20+ events including motor shows and product launches; built and maintained brand identity for two local brands (KromOzone, Bumper-to-Bumper); improved lead prospecting resulting in 5% increase in sales conversion