Director of Marketing and Brand
Majid Al Futtaim
Total years of experience :25 years, 9 Months
Majid Al Futtaim is a leading shopping mall, retail and leisure pioneer across MENA. Spanning across 15 international markets, the group owns and operates 22 malls, 15 hotels and three mixed-use communities in MENA. It also owns the exclusive rights to the Carrefour franchise in 38 markets across the Middle East, Africa and Central Asia.
Responsibilities:
• Developing corporate brand strategy for Majid Al Futtaim businesses
• Leveraging Majid Al Futtaim Holding’s value proposition and growing
corporate brand value
• Measuring brand impact, constantly analysing and improving
marketing efforts to align/deliver on their brand strategies
• Leading the development of the customer experience roadmap for
Majid Al Futtaim, aimed at ensuring that customer experience builds a
loyal customer base
• Building and maintaining strategic relationships with marketing agencies,
brand partners, community sponsors to continually further
Majid Al Futtaim’s brand visibility
• Developing and executing a rolling marketing and promotional calendar
to build awareness and build positive brand equity
• Developing & optimising annual brand marketing budget for Holding
• Managing and coordinating brand value augmentation group initiatives
• Driving all brand development, identity development and guidelines and compliance across the group
• Manage brand strategy and set framework for the group’s brands
Achievements:
• Developed and launched new corporate campaign for the master brand raising the profile of the group, including a new website,
• Centralised and led Brand strategy & development for the group, guiding on where to play and how to win strategies
• Launched the regional’s largest Loyalty brand - SHARE
• Developed internal brand to humanise the voice of MAF
• Led the pilot for integration of Experience NPS across the group’s brands in an effort to introduce the customer’s voice, measuring and improving customer experience on the fly
• Developed school of marketing curriculum aimed at setting the MAF way to build brands and up-skill marketing teams across the group
• Ran a brand valuation exercise with Interbrand for the Majid Al Futtaim brand improving & embedding tracking criteria for Brand Governance
• Developed brand extension into environment design and visual language
Brands: Majid Al Futtaim, SHARE Loyalty, Mall of the Emirates, City Centre, Carrefour, VOX Cinemas, Ski Dubai, Magic Planet, Tilal al Ghaf. Joint Ventures with Fashion - THAT, A&F, Hollister, ALLSAINTS, Crate & Barrel, CB2.
Responsibilities:
• Strategy & Planning
- Responsible for planning, developing and implementing the overall marketing brand management strategy for Dubai Airports, Dubai International & Al Maktoum International Brands
- Responsible for developing marketing & brand management strategy to support airport business units
- Led the Marketing Planning process for Dubai Airports
• Managed section managers in the Marketing & Branding Division
• Drove all marketing activities & increase exposure to revenue generating units
• Promoted Dubai Airports internationally to the aviation industry at international events and conferences
• Represented Dubai Airports before international aviation and tourism related forums, conferences and events
• Supported strategic direction for Airline Marketing & Business Development
• Reported to SVP Communications & Business Development
Achievements:
• Restructured agency and partner relationships through pitch process
• Consolidated marketing plan and objectives with KPI tracking
• Developed and launched new brand architecture for all airport brands
• Developed Dubai Airports’ internal brand identity & rollout
• Developed Dubai Airports’ external brand identity and Brand DNA
• Developed and launched 50th Anniversary brand for airport
• Worked on brand-led passenger journey & support strategies
• Strategic partnership with Google to develop an indoor airport “Street View”, the first airport in the Middle East
Brands: Dubai Airports, Dubai International, Al Maktoum International, Al Majlis, Cargo & Logistics, Dubai NX (internal DA brand)
June 2007 - To date Director of Marketing and PR - Leisurecorp
Leisurecorp, a unique, government owned but privately run real estate development and investment company, focussing on the leisure and sports industry. www.leisurecorp.com
Responsibilities:
• Management of the corporate marketing unit
- Develop best practice marketing systems and policy, procedures
- Create a department structure and react to business requirements
- Conduct audits on procedures
- Establish effective marketing partnerships and negotiate agency contracts with appropriate 3rd party agencies
- Formulate and develop marketing communications strategies
- Lead development and execution of yearly marketing plan
• Marketing strategy development
- Formulate and developed integrated marketing strategies
- Approve department budgets
- Develop company vision, mission and values
- Formulate and develop CRM strategies
- Develop and define company identity standards
- Oversee and manage corporate branding / re-branding;
- Evaluate and rationalise the events program
- Oversee and manage media communication programs;
- Lead crisis management programs.
- Oversee real estate launches
• Managed over 100 million AED yearly marketing budget
• Report to Group CEO
Achievements:
• Restructured marketing department and grew structure to accommodate company expansion
• Restructured media, agency and partner relationships
• Launched the richest golf championship in the world, Dubai World Championship and the Race to Dubai
• Launched most expensive property in Dubai - Fireside by Greg Norman at Jumeirah Golf Estates, the most premium estate in Dubai
• Re-branded and re-launched Pearl Valley Golf Estates, South Africa’s leading golf estate
Brands: Jumeirah Golf Estates, Pearl Valley Golf Estates, Leisurecorp, Snowmass - Colorado, Dubai World Championship, Race to Dubai
Managing all online and CRM related marketing campaigns for the Middle East and Africa for Nokia Mobile Phones.
This involves managing as well as developing Nokia's websites and online marketing campaigns
- http://www.nokiamea.com in English, Arabic and French.
- http://www.nokia.ae in English and Arabic
- http://www.nokia.com.sa in Arabic
Achievements:
Launched the new migrated nokiamea.com website as well as new websites for UAE (nokia.ae) and KSA (nokia.com.sa).
Responsibilities:
• Set-up within G2, a department managing Interactive & online marketing.
• Managed the Production Dept and the Studio Dept.
• Regional production of print campaigns.
• Managed the quality and timing of separations and printing.
• IT Manager managing LAN, Lotus Notes, and all Macintoshes.
Achievements:
• Ran the largest SMS based game for Nokia in the region.
• Management of the Production Dept and the Studio Dept.
• Initiated a yearly annual volume rebate with key suppliers.
• Restructured regional suppliers list for BAT BTL Projects.
• Installed & managed a LAN with 20 Macs & 40 PCs, using Lotus Notes, Win XP, Mac OSX, Windows NT/2000 and their software.
Clients: Nokia, British American Tobacco, MasterFoods, Glaxo Smithkline, Procter & Gamble, Standard Chartered Bank, Jotun Paints, The One, Emirates Computers.
Member of the management of Saatchi & Saatchi Advertising.
Responsibilities:
• Daily management of the Production and Studio Dept.
• Production of all Dubai ATL and BTL campaigns.
• Managed quality and timing of separations and printing.
• Consultant for IT related purchases for Macintosh & Windows.
Achievements:
• Initiated a yearly annual volume rebate with key suppliers.
• Installed & managed a LAN with 20 Macs & 15 PCs, running Novell GroupWise mail, Win95, Mac OS 8.5 and their software.
Clients: British American Tobacco, British Airways, Procter & Gamble, Showtime, Jebel Ali Free Zone, New Zealand Milk Products, MashreqBank.
Other positions held at Saatchi & Saatchi Advertising:
Studio Manager/IT Manager - 1996 to 1997
Traffic Manager/IT Purchasing - 1994 to 1995
BA, Business Marketing 1990 Magna Cum Laude (with honours) The American College in London 110 Marylebone High Street London, UK W1M 3DB
Studied Lebanese Baccalaureat as well as GCE O levels in Algebra, Geometry, Physics, Chemistry, Biology, Arabic, English and French.
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