Lead Marketing & Digital
FireFly Concepts
Total years of experience :19 years, 11 Months
Firefly is a part of a group offering designer marine crafts, architectural customized furniture & marketing consultancy. I manage 360-degree marketing which incorporates leading & creating omnichannel marketing & positioning strategy, brand strategy & content strategy. Overlooking ATL/BTL, digital marketing, social media, content curation, performance marketing (customer funnel), SEM/SEO, PR and influencer marketing, events, research & customer insights. Managing agencies and budgets. Part of business developmental & Investor pitches. Work on the expansion plan to Canada, UK, UAE & Singapore.
Achievements:
• Marketing for an Eco-Luxury Beauty E-commerce. Digital Marketing Strategy, social media, product portfolio, PR, content management & growth marketing. Devising & monitoring the customer journey.
• Ecommerce roll-out plan for fashion ecommerce brands Artees & Fancape. Performance marketing, google Ads, FB, Insta, google analytics, social media, UI/UX with a team of 7.
• On page content and technical SEO for RGV Dubai driving enhanced organic visitor growth by 10%.
• Customer journey deep dive, AB testing and suggestions for Improved CLV for Cashvisory.com Singapore by 30%.
50-year-old conglomerate with 50+ verticals spread across 44 Countries.
Handled all marketing functions for F&F (UK) & Kiabi (French). Managed retail brand marketing, strategy and implementation across GCC for value fashion and fashion retail as a category. Implemented integrated marketing comprising of online, offline, PR, events, activations and CRM. Facilitated innovative marketing via deep consumer understanding and leveraging insights from formal and informal research. Cohesively worked with business teams, operations, brand principals across UK and France for the growth of the brand. Optimized brand assets and managed the brand budgets. Drive agencies and internal teams to achieve out of the box activation across platforms.
Achievements:
•Drove business growth by enhancing “resonance & awareness” for F&F by 5% in GCC in 9 months.
•Launch plan for Kiabi E-Commerce, retail stores, mall activation and the loyalty program.
•Turned 93% of retail presence to Profits via ROI driven marketing activations online + in mall stores.
•Increased Mall Visibility of the brand by 80% purely via mall management relationships and cross branding.
Developed a retail marketing tool box for the oldest financial institution in the UAE. Created and implemented the yearly strategic plan. Conducted detailed consumer segmentation and focused marketing activities for potential segments and interest groups. Managed ATL/BTL, online, social media, email marketing, events, exhibitions, vendor negotiations & media agencies and financial planning for the brand.
Achievement:
•Received an award for exceptional performance for the marketing tool box.
•9% conversion on outbound channel (Comicon), by creating high relevance and scripted training.
WizHeadz & Company is a business consultancy with operations in 4 countries. As a Lead marketing consultant I handled marketing programs across various industries like education, radio channels, real estate, fashion accessories and ancillaries.
Achievements:
•Organic increase of visitors to the new website. (145%)
•Build skill based successful teams’ eradication duplication by BSC implementation.
Jashanmal Group is one of the oldest retail & wholesale company with over 60 international brands in fashion retail, appliances, luggage, beauty, perfumes & gift accessories. My role encompassed marketing as well as corporate communications.
Corporate Marketing Strategy & Execution
• Yearly strategic marketing plan and implementation, with focus on consumers in the MENA as well as principal partners in the US and the UK. Build the corporate identity manual, corporate website (www.jashanmalgroup.com), newsletter, corporate presentation, and corporate video.
Strategy, Planning & Implementation for individual brands
• Kipling/Kate Spade/CKU/Multi brand Jashanmal Stores: Social media plan, content mgt. and instore activations.
• Cross-Pens, watches & accessories: social media strategy & performance marketing planning and execution.
Achievement:
• Appreciation from the Cross-international marketing lead for the online and offline recommendation for 2012-2013. 1300% ROI on expenditure on the Cross business via social media and performance marketing.
WizHeadz & Company is a business consultancy with operations in 4 countries.
Built brand marketing strategy with budgets and ROI indicators. Media planning and buying, creative, research, vendor management, store launches, CRM, loyalty programs, PR, Events, social media marketing & online strategy and implementation for the brands like: Mazda, Lufthansa, Tom ford, Reebok, Adidas. Handled a team of 8 people and lead all marketing activities.
Achievement:
• Luxury brand message training to the retail staff as way to sell brands for fashion accessories leading to 10% higher conversions.
Marketing lead on DVB. The marketing role encompassed driving the brand health, consumer connect, trade resonance and sales forecasting, training and implementing marketing plans for achieving business results. Reporting to VP Marketing. Handle B2C as well as B2B marketing initiatives.
Achievement:
•Promoted DB ASSIST: Media tool, which effectively enhanced the image of the publication across the trade fraternity. (5% increase in the brand health in a period of 6 months)
Handled the marketing function for McDonald’s India. Planned & implemented 31Q strategic marketing, new product launches, shopper marketing, brand promotions, pricing, retail branding and its impact assessment, good value rating, brand track & mystery audits, events, budget planning and management.
Achievements:
• Planned and managed the PAN India “Nuggets” launch: ATL & the first in India “The Pogo Human Viral activity”, airport innovation and online innovation, which featured in the McDonald’s worldwide white papers.
• Highest ever meal UPT (Units per thousand) 340 for the meal promotions, raising profitability by 200%.
• Penny Profit pricing strategy drove an additional benefit of 1 million dollars in 3 months.
Handled multiple market research and brand consulting projects, focusing on domain level knowledge to enable consumer modeling, analytics, and inferences. Worked across 25 industries during this tenure. Few stellar brands worked with were Shoppers Stop, Nokia London, TNT, Disney, Sony TV, Times of India, Bi-century Germany, Whirlpool & UPS.
Achievement:
• Developed a consumer model for Disney to enable advertisers evaluate effective programs for their category which is presently used as a sales stack for the channel.
• Barista Coffee reached 95% mystery audit scores due to benchmarking initiatives.
courses: Digital Marketing XLRI
