Marketing Director
ALMED RETAIL
Total des années d'expérience :19 years, 6 Mois
JJ Chicken | Un Dimanche A Paris | Solidaire | Derwandi
Responsible for the marketing and communication strategies of all brands in the company’s portfolio as well as their overall branding and image.
o Setting the strategic marketing plan for all brands and overseeing the implementation, including campaigns, internal and external company events, digital marketing, and PR
o Recruiting and managing of a new team for in-house graphic design and social media management
o Restructuring the whole department including the social media strategy to save money and create efficiencies
o Coordinating with finance department to calculate ROI of all online and offline campaigns and making sure learnings are set for the upcoming ones
o Launching of internal Ambassador program to gather feedback and data
o Setting the plan for the “Inactive Customers program” to reconnect with customers who haven’t order for a while
o Conducting a menu engineering to enhance and update menus for the brands
o Attending board meetings with all concerned stakeholders
o Planning and preparing for professional photoshoots
o Setting the processes of the marketing department including the monthly budget tracking and follow up
o Coordinating and planning all marketing activities for aggregators (Zomato, Talabat, Deliveroo, Careem Now, etc.)
o Launching of the first branch with KITOPI in the UAE and planning the launch outside of the country
o Creating dark kitchen concepts from within our kitchens
o Preparing for the franchising of the JJ Chicken brand to new countries by working on a brand uplift and brand guidelines for franchisees
o Launching of a new brand in Abu Dhabi - Derwandi - starting from site visits, to market studies all the way to creating the concept brief, pitching and selecting agencies (branding, architecture, operations), and developing the full concept
Responsible for planning, developing and monitoring the Marketing Strategic Plan in alignment with the company’s strategy, in order to achieve sales & growth targets by:
- Setting the strategic marketing plan for Roadster Diner and Deek Duke and overseeing its implementation, including campaigns, events, digital marketing, and PR
- Aligning with Creative Agency on yearly campaigns and activations
- Coordinating with research companies to perform a market research study in order to identify commercial opportunities
- Ensuring that a monthly competitive analysis is done to come up with proper action plans
- Working closely with other departments to generate relevant reports (menu engineering, market segmentation, day time parting, etc.) and analyzing them in order to provide the marketing team & other departments with information for better decision making
- Evaluating the efficiency of all marketing activities by reviewing sales assumptions pre and post campaign
- Reviewing the effectiveness of the marketing program through periodic examinations of the department's performance, tools and methods
- Overseeing all modifications on menu design and content (innovation, pricing, etc.)
- Managing all corporate identity and branding activities while ensuring proper usage of the brand guidelines
- Monitoring the Mystery Shopper program to ensure a smooth process and making sure the relevant reports are being sent on time to all stakeholders
- Lead the Sales & Marketing cycle meetings to bridge the gap between Marketing and Operations team
- Building, coaching and supporting a strong and strategically focused team and conducting timely performance appraisals of all direct reports to encourage, motivate and improve team performance
- Assisting the Organization Development function in developing related processes and procedures, and ensuring good implementation within marketing department
- Managing Publicis Media’s social performance unit in the region, under Performics. The unit is in charge of strategizing, running and optimizing ad buying campaigns across all applicable social media platforms including Facebook, Instagram Twitter and LinkedIn. Currently the unit is handling more than 50 brands across the MENA region with a very high YoY growth rate in terms of resources and revenue
- Putting in place numerous social media advertising strategies for our brands, favoring performance marketing and utilizing the latest platform offering (Custom Audiences, Website Custom Audiences, FB Audience Network, Mobile App. Install ads, Twitter Cards, Twitter Tailored Audiences, etc.)
- Contributing to various pitches through building and presenting the social media strategy for potentially new clients
- Deepening client relationships through continuous reviews and technology updates as well as delivering various training and educational sessions to help our clients understand the importance of identifying objectives and matching them with the right platform and ad products
- Help developing social performance marketing products, creating & delivering performance marketing strategies, campaign reporting and analysis
- Creating and sharing case studies, reviews and technology updates, as well as maintaining constant communications with technical and creative departments within the clients' and partners' organizations
- Managing a team of 10 people while making sure they’re delivering quality service to each client
- Working with the digital business development teams to identify the right portfolio and work with them to engage based on the categories and their readiness
Responsible for the development and implementation of the marketing communication plans & activations of all three brands, in order to achieve the corporate goals on brand equity level as well as tactical targets on products level. All this while insuring a positive ROI on the campaigns and maintaining the yearly set budget
- Implementing the new concept and re-branding of Zaatar W Zeit
- Planning, developing, implementing, executing, monitoring and evaluating campaigns/brand related activities, including Local Store Marketing, after setting the yearly marketing plan & budget
- Liaising with all agencies as well as developing creative briefs
- Evaluating all campaigns pre and post implementation
- Coordinating with the regional franchisees concerning all marketing requirements for Zaatar W Zeit as well as performing brand audit visits
- Designing, managing and implementing the Loyalty Program of Zaatar W Zeit
- Handling the Online Marketing, Social Media presence & Website content
- Controlling the production and distribution of promotional material
- Packaging and branding selection for merchandising material & new items
- Coordinating with HR for internal communication activities
- Preparing press releases for specific marketing events
- Developing and implementing market research policies to identify commercial opportunities
- Participating in the innovation of new menu items
- Setting processes and procedures for the department (quality management)
- Coaching and developing the marketing team as well as planning the career path of each member
- Manage the company’s website.
- Manage the production of marketing materials, including the company profile and brochures.
- Manage Marketing campaigns.
- Maintain and update mailing databases.
- Organize and attend events and exhibitions.
- Arrange for the effective distribution of marketing materials.
- Forecast and perform sales studies from internal data to maximize turnover by linear cm and to increase profitability per department.
- Formulate, restructure and implement seasonal floor plans to maximize profitability and meet customer needs and product focus.
- Formulate marketing strategies: Operating APOLLO application on which products’ and brands’ displays are set, based on products sales, volume, buyers’ deal with supplier as well as customer needs.
- Reimplementation of floor plans for different stores.
Graduated first of class.
Internship done at Bou Khalil Hypermakets