Leila Issa

After setting up the marketing and communications department that created a profile for the local office, promoting business solution services, and product development, which led to a 40% office growth rate in 2016, which was the highest growth rate out of our five offices in Japan, China, US and UK.

I created a complete brand strategy; that includes B2B partnerships with Dubai Lynx, The Customer show and The Saudi Marketing Conference, and I introduced the consumer communications plan to the local office in 2015 that has been growing exponentially since then with partnerships with comicon and Emirates Festival of literature


B2B:

• Promoting the GUINNESS WORLD RECORDS services and products to targeted audience raising awareness about the brand’s business solutions for unique campaigns.
• Market targeting and segmentation base on internal business units, products and offerings versus geographical location and market dynamics
• Supporting the sales team with product development, pricing and selling strategies and lead generation with quantifiable ROI
• Creating partnerships in the region that serve as a networking platform for the commercial team to not only generate leads but also support the brands presence in the region. These partnerships are amplified on a global scale; specifically the Cannes Lions festival.
• Participating in speaking slots, and creating a profile for myself and the Country Manager to create B2B PR articles and expert opinions in top business publications
• Management, creation and delivery of all B2B marketing, case studies, sales and promotional materials to the Commercial Sales team.
• Sales Force Super User for ME territory: Responsible for updating and maintaining sales and client information on salesforce, analyzing information on an ongoing basis and reporting on KPI’s.
• Managing and updating the Arabic section of the GWR website periodically with information about the adjudication service, news, stories, pictures, etc.
• As a trained Adjudicator, I verify record attempts and attend certificate presentations when required.
• Supporting GUINNESS WORLD RECORDS book sales in the region



B2C:

• Managing our PR agency Cohen and Wolfe to create an integrated consumer campaign in accordance to a statistical market analysis.
• PR positioning and maintaining the stability and integrity of the GWR brand
• Increasing GWR associations with different events to promote the presence of GWR in Dubai on an international level, comicon/ Emirates Festival of Literature etc.
• Increasing association with local talent agencies and schools to continuously support talents in the region
• Increasing the followers from MENA on the GWR Social Media platforms and launching Arabic Instagram, through creating localized extraordinary content
• Celebrity certificate presentations
• Increasing GWR’s TV presence, whether through TV partnerships or commercial adjudications
• Working in conjunction with the UK team to provide content for GWR day, and book launch
• Monitoring and controlling all PR and communications and coordinate with Edelman crisis team when necessary

STRATEGY & MANAGEMENT:

 Define specific Marketing & Communications strategies and action plans in co-operation with Sales & Retail Departments
 Generate new ideas to develop the brand awareness and notoriety

COMMUNICATIONS:

 Assisted in developing a Sales plan in terms of market positioning and segmentation as well as tools and technology used in promoting company services
 Created a process flow of communication between high level management and sales
 Competitor benchmarking information (events, actions, etc)
 Develop and maintain CRM activities for the internal boutique (eg: direct mail, emailing)
 Manage on time delivery of campaigns within the allocated budget
 Oversee monitoring of leads and sales for individual campaign activities and report regularly to CEO

Events & PR:

 Participate in numerous entertainment and sport events as well as exhibitions as a part of brand awareness and corporate hospitality strategy
 Manage appropriate press activities in line with vertical marketing campaigns to include new product announcements, enhancements and partnership news and align with the corporate PR team
 Manage all related press and PR activities with agencies
 Digital: Develop and implement a digital communication strategy and regional action plan and day to day online advertising and social media operations
 Carried out a Marketing campaign for branding new corporate identity
 Creating website and online/social media marketing plan as a part of the strategy for high growth revenue profitability
 Managing and co-ordination of all external suppliers including Print, Mailing House, Design and Research.
 Continuously monitoring and updating content on company website and Follow up and analyze effectiveness of Marketing Strategy

 Developing and implementing a general marketing & branding plan for all events
 Selecting and using appropriate marketing channels
 Developing the Social Media Platforms for the events
 Researching audiences, target population(s) and markets in order to identify market potentials
 Leading & managing event coordinators, copywriters, graphic designers and web developers
 Developing and implementing PR plans for each show
 Coordinating press releases and other PR items & communications
 Monitoring media appearance & advertisements of each show
 Establishing & managing relationships with media channels, planning & placing communication through said media channels
 Advising management on best course of action in regards to marketing, media, PR, branding and advertisement
 Create and set prices for sponsorship packages for the Annual Investment Meeting and International Property show.

 Assist with administrative tasks such as preparation and distribution of press packs, production of hand out DVD's and CD's, manage excel sheets, etc.
 Assist with day to day PR functions including coordination with PR team and internal departments, as well as Managing interviews schedules and requests with them.
 Ensure delivery to all participating media outlets, to generally assist with any tasks or additional assignments within reason, during the term of the agreement in order to contribute to success of the event.
 Liaise with guest relations and program admin department to develop itineraries for key guests, speakers in attendance.
 Manage press clipping wall for AIM with monitoring PR agencies.
 Manage press conference room schedule and ensure all requirements.
 Coordinate and implement press conference, events and other media related activities during event.