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Mazen Yassin, manager

Mazen Yassin

manager·IKEA

Saudi Arabia

High school or equivalent, business Administration Studies (BBA)

Work experience

Total years of experience: 20 years, 2 months

manager

January 2004 - March 2019

IKEA

Bahrain

January 2004 - March 2019

To make both the organization, the social system for doing the job and all the individuals
within it thrive. Continuous improvement of the co-worker experience focusing on
performance management, rewards and incentives, wellbeing and engagement.
Achievements
Re-established the engagement measure in the company.
Company industry:
Retail & Wholesale
Job role:
Management

Manager

January 2016 - February 2019

IKEA

United Arab Emirates

January 2016 - February 2019

Customer relation in
Company industry:
Retail & Wholesale
Job role:
Management

Country Marketing Manager

March 2013 - January 2016

Unilever Arabi

March 2013 - January 2016

Managing the IKEA brand, values and key benefits are communicated in the IKEA
retail organization, to its local suppliers and to the households in the Primary
Market Area. In addition, we were responsible to drive traffic through campaigns
and tactical activities.
Achievements
▪ 124% visitation increase
▪ 133% Customer increase since joining date, with growth rate of 109.5% on
AVG customer conversion to reach a conversion rate of 38.8% in 2016
▪ 122% AVG Check increase since joining date, growth rate of 108.5% on AVG
▪ Achieving 1.5 million social media followers
▪ Growth in website visitation from 4million to 13 million
▪ Launching First ever thematic campaign
▪ Achieved Gold Lynx advertising awards in 2016.
Company industry:
FMCG
Job role:
Marketing and PR

Business Development Manager

January 2011 - June 2012

RACS

Saudi Arabia

January 2011 - June 2012

Manage the internal restructuring as well as exploring the opportunities for business
Company industry:
Airlines
Job role:
Management

Marketing Manager

July 2008 - December 2010

expansion

Saudi Arabia

July 2008 - December 2010

Managing the marketing department for the distribution channel of STC, the largest
channel for the STC contributing over 95% of the revenues. The responsibility
included coordination with STC promotion to the sales department, generate new
marketing and activation campaigns.
Achievements
▪ Launched the first ever distributer telecom promotion.
▪ Branding of major Key accounts
▪ Introduction of Activation concept to the retail shops.
▪ Architected the Mystery shopper program for the Retail division.
Company industry:
Construction & Building
Job role:
Marketing and PR

Brand Manager

March 2007 - June 2008

KSA

United Arab Emirates

March 2007 - June 2008

Arabia
Managing 2 beverage brands within the Gulf region (GCC).
Managing Lipton loose tea, the second largest brand for Unilever Arabia in addition to
Lipton green tea. The responsibility includes developing & executing the brand
strategy, Regional team coordination, in-market activation, share delivery, financial
targets & premium buying items.
Achievements
▪ Stopped the market share loss of Lipton packet with the highest exit share
Company industry:
Construction & Building
Job role:
Marketing and PR

January 2003 - February 2007

Unilever Arabi

Saudi Arabia

January 2003 - February 2007

Company industry:
FMCG

Assistant Brand Manager

April 2001 - December 2002

Unilever Arabi

Saudi Arabia

April 2001 - December 2002

Assisting the "Signal2" Brand manager in his responsibilities. The responsibility
included share delivery, financial targets, promotions delivery, new innovations
launches and Market Activation
Achievements
• Launched Signal Toothbrushes in the region.
• Received the NAMET regional award for "Brand Activation" for the Signal
brand in 2002.
Company industry:
FMCG
Job role:
Marketing and PR

Assistant Brand Manager

November 2000 - April 2001

Unilever Arabi

Saudi Arabia

November 2000 - April 2001

Arabia
Managed the premium ice-cream segment in the Wall's ice-cream business unit
for the GCC. The responsibility included share monitoring & promotions
delivery.
British
American
Company industry:
FMCG
Job role:
Marketing and PR

Trade marketing Representative

February 2000 - August 2000

Tobacco

Saudi Arabia

February 2000 - August 2000

Developed a new department in Jeddah (HoReCa), where BAT promoted
cigarettes in Hotels, Restaurants and Cafés.
Company industry:
FMCG
Job role:
Marketing and PR

Brand Executive

December 1998 - February 2000

Levan

United Arab Emirates

December 1998 - February 2000

GCC &
Company industry:
Automotive Dealership & Distributor
Job role:
Marketing and PR

Education

Capilano University

January 1998

January 1998

High school or equivalent, business Administration Studies (BBA)

Canada

Completed a degree in

Skills

Leading People
Expert
Leading People
Expert
Customer Experience
Expert
Customer Experience
Expert
Business Development
Expert
Business Development
Expert
Multi channel Marketing
Expert
Multi channel Marketing
Expert
Multi channel Distribution
Expert
Multi channel Distribution
Expert
CONTINUOUS IMPROVEMENT
Expert
CONTINUOUS IMPROVEMENT
Expert
MANAGEMENT
Expert
MANAGEMENT
Expert
MARKETING
Expert
MARKETING
Expert
PERFORMANCE MANAGEMENT
Expert
PERFORMANCE MANAGEMENT
Expert
SALES
Expert
SALES
Expert
DELIVERY
Expert
DELIVERY
Expert
FINANCIAL
Expert
FINANCIAL
Expert
RETAIL
Expert
RETAIL
Expert
ADVERTISING
Expert
ADVERTISING
Expert
BENEFITS ADMINISTRATION
Expert
BENEFITS ADMINISTRATION
Expert
Leading People
Expert
Leading People
Expert
Customer Experience
Expert
Customer Experience
Expert
Business Development
Expert
Business Development
Expert
Multi channel Marketing
Expert
Multi channel Marketing
Expert
Multi channel Distribution
Expert
Multi channel Distribution
Expert