Director of Marketing and Strategic Partnerships
The First Group
Total years of experience :18 years, 6 Months
Orchestrate marketing communications and promotions across MENA, CIS, and India encompassing implementation of brand development and lead generation strategies for digital / offline campaigns. Generate communications, and advertising plans as well as related materials. Manage online media strategies, digital presence, lead journey and call center resource allocation. Manage cross-functional team of senior, digital and brand managers.
Manage business operations across India for channel partner development and sales with a team of 6 business development managers.
Key achievements
- Secured over 900K new leads via effective marketing campaigns leading to a 15% y-o-y revenue increase.
- Generated over 190K fresh online leads accounting for 20% of total sales volume in 2015/2016.
- Led the India online lead generation strategy attributing to 38% of total India sales for 2016.
- Maintained online cost as a percentage of revenue to below 5% on average.
- Launched Live Chat project across three languages; increased website dwell time by 27% and produced an incremental $10M in sales for 2016.
- Boosted qualified leads by over 25% via strategic management of lead communication and telesales teams across UAE & India.
- Conceptualized and facilitated successful brand partnerships with Mr. Sunil Gavaskar, BMW, Canali.
- Created a new channel for lead engagement through live webcast programs resulting in 50% qualification growth.
- Developed the channel partner business and setup infrastructure in India with a team of 6 managers contributing 18% of total country sales in 2016.
- Managed brand development and lead generation through promotional venues accounting to 30% of sales.
Drove marketing operations across local and international markets, including GCC, North Africa, CIS, Asia, and Europe. Managed sales activation planning as well as strategy team across markets. Spearheaded direct marketing / CRM initiatives as well as analysis for international markets, including PPC and SEO campaigns.
Key achievements
- Fuelled sales growth by more than US$100M.
- Launched innovative media strategies / plans for international markets worth over USD$8M.
- Catapulted qualified brokers by over 50% to 1350 and launched preferred agent initiative in China with two of the country’s top five brokers.
- Facilitated planning and launch of Akoya Oxygen - 55 million square-foot green master development across 13 markets simultaneously with a budget of US$12M.
- Delivered additional sales of over US$10M via innovative branding & promotions for affiliate partners such as Trump, Versace, and Fendi Casa.
- Created seasonal 360-degree marketing campaigns for Eid, Dubai Shopping Fest / Summer Surprises, resulting in 6.3% sales growth against previous year.
- Secured 20% increase in referral business and contributed 7% to Indian sales revenue having spearheaded creation of special sponsorships with Times Group and Hindustan Times in India.
- Cut budgets by 9% through strategic vendor negotiations.
Led, retained, and grew key accounts with clients, such as Swatch Group, Nivea, DAMAC Properties, First Gulf Bank, Network International, Intercontinental Hotel Group, Majid Al Futtaim, Burjeel Hospital, Jumbo Group, Life Pharma, and DBI Bank. Provided planning, development, and implementation of cross-country go-to-market plans as well as promotional initiatives. Coordinated team of account managers and executives. Managed billing and revenue.
Key achievements
- Fuelled billing by 15% and revenue by 7% for fiscal year 2013-14.
- Grew store sales by 4% for 2013 -2014 through store re-branding and communication enhancements.
- Contributed to increases in footfall by 50% at Burjeel Hospital through strategic marketing campaign.
- Assisted in increasing admissions by 9% for IVEI through creation of sales / marketing plans.
- Member of team that strategically launched Collegiate American School and Burj Day Care Nursery in Dubai.
- Created campaign for Manchester City FC Credit Card launch, attracting 25, 000 customers. 12% over previous.
- Launched the Ferrari Credit Card which attracted 30, 000 customers. 20% increase over previous launch.
- Managed branding, advertising, media, and PR operations for Omega’s 2012 Olympic sponsorship in GCC.
- Led sponsorships / brand activations for Dubai Desert Classic Golf, 007 Launch, Sailing, and Football.
- Played a key role in securing three new accounts resulting in an additional US$250K in net revenue.
Managed and serviced major accounts with HTC MENA and Citibank UAE. Regional brand ambassador; ensured compliance with global brand guidelines while building optimal positioning with cross border product launches. Monitored competitor performance to provide clients with strategic guidance. Set and managed social media targets and budgets of US$20K/month.
Key achievements
- Drove new card launches and campaign planning for Citibank UAE - ATL / BTL.
- Surpassed MENA market share target for the year within eight months (from 1.7% to 8%. Target was 4%).
- Launched nine new devices across the region in nine months, executing 360 brand activations.
- Rebranded 20 stores across KSA / EGP and 35 across UAE for three product launches.
- Successfully managed HTC at GITEX 2011, including stand creation, production, and partner branding.
- Orchestrated events and press conferences for up to 500 guests including new product launches.
- Catapulted fan base by 900% through social media strategies / implementation.
• Accountable for managing the daily activities & budgets of the enterprise, involving overseeing prompt distribution
of magazines, newspapers & BTL collateral.
• Managing the key contract publishing of the magazine 'Signature' for Emirates Bank International.
• Responsible for conception & execution of direct marketing campaigns for brands and advertising agencies in the
region. Includes; Media Edge, UM 7
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