Category Manager
Noon.com
Total years of experience :16 years, 11 Months
Turned around marketing department at the largest toy retailer in Saudi Arabia; developed and implemented new strategy across campaigns, events, digital marketing and PR that was instrumental to growth.
Transformed marketing strategy and performance; sharpened focus on digital marketing, trade marketing, PR and CSR. Improved alignment to brand standards and overhauled customer journey.
Collaborated with New York HQ to align instore experiences to brand standards; established best practice.
Spearheaded 15% growth in number of transactions between 2016 and 2017, with further 3% increase in 2018. Achieved market leadership with top performing brand recognition against competition.
Restructured and galvanised Marketing team of 7; recruited high quality specialists in events, trade marketing and production to drive effective in-store presence. Attracted market-leading social media expert and coached high potential talent to become effective community managers.
Employed first rate PR and CSR specialist who engaged communities and optimised brand positioning.
Embedded team spirit of professionalism and commitment; replaced those who couldn’t respond.
Enhanced marketing function efficiency, including robust budget management, insightful analytics, implementation of ERP system, with leading edge e-commerce and sophisticated loyalty programme.
Pioneered change initiative to improve customer journey and instore experiences developing innovative store formats, remodelling and renovations, closely aligning brand standards and identity.
Transformed neglected, unloved and frequently dull store experiences into market-leading best practice.
Designed and launched new standalone BabiesRus store that appealed to different demographic.
Established large format stores in the country’s biggest mall - Red Sea Mall, Jeddah - and Riyadh’s most influential neighbourhood.
Developed new instore initiatives, including branded areas and popular weekend play activities.
Overhauled social media; increased Facebook likes from 40, 000 to 235, 000 and Instagram followers from 3, 000 to 85, 000. Enhanced social media reputation and developed loyal, engaged communities.
Developed marketing strategy for Lifestyle Brands division of Saudi German hospitals group; set up sustainable expansion plans with core marketing departments for brands, including Golds Gym, Planet Beach Spa, Spark Eco-Friendly Car Wash, Jan-Pro Commercial Cleaning, American Spine Care Centers.
Hired to develop new marketing function for the Middle East’s largest sports and fitness chain, Fitness Time; drove rapid growth with new marketing strategy across campaigns, social media, PR and production to secure market-leading brand status; drove growth from 16 to 100 clubs across Saudi Arabia and UAE.
Built new marketing department from scratch; designed and executed commercial and organisational strategies, including setup of marketing, social media, production and customer care teams.
Recruited and trained high quality business unit of up to 10; attracted and mentored top potential talent; embedded strong team spirit, driving performance with structured KPI frameworks.
Created highly efficient, effective marketing function; established and continuously streamlined policies, procedures and SOPs; designed and executed high impact advertising campaigns within budget restraints.
Enhanced efficiency and drove growth through collaboration with PwC on re-engineering project.
Established lucrative partnership with FC Barcelona; launched Escola training clubs regional arrangement for Saudi Arabia and UAE, driving brand reach and loyalty.
Won prestigious Mohammed Bin Rashed awards for excellence in sports creativity in 2014; acknowledged for social responsibility and positive impact on lifestyles of >350, 000 people.
Played lead role in successful growth of PIX, from an entry level English movie brand to 2nd most watched English movie brand by viewership. Exceeded targets, consistently beating HBO.
Designed marketing strategy that helped make Slumdog Millionaire and Ong Bak II in 2009 the highest rated movies in English since 2007.
Conceived and managed popular Short Film Festival with 900 short film entries from across India.
• Planning, developing and organizing advertising and marketing campaigns for company’s rural customers.
• Coordinate production of artworks from agency and printed collaterals from printers
• Develop and execute special communication collaterals for farmers like flip charts and flow chart books.
• Plan, develop and execute special rural infomercials for micro finance customers.
• Account Managed Saffola and New Delhi Television (NDTV)
• Saffola portfolio included Edible Oils, Functional Foods and Salt.
• NDTV portfolio represented English news channel NDTV 24x7, Hindi news channel NDTV India, business news channel NDTV Profit, corporate brands - NDTV Media and NDTV Corporate.
• Account Managed Kinetic Engineering Co. and Small Industries Development Bank of India (SIDBI).
• Serviced Kinetic Engineering Co. for the existing range of automatic scooters as well as launch of “Kinetic Italiano” series of automatic scooters. Worked on nationwide launch campaign. The project was a tie-up with SYM Motors of Japan.
• Serviced SIDBI on the revamp of the brand with unveiling of new logo and a national campaign supporting and communicating the new look of the brand.
• Account Managed TATA Salt India and Steinmetz Diamonds Company
• TATA Salt is one of India’s most trusted brands instigating a sense of pride in the countrymen
• Account Managed Tata Wiron - Tata Steel (Wire Division).
• Implemented state wide BTL campaigns of ICICI “Yehi Hai Sahi - Condom Hamesha”, UNICEF Pulse Polio, Pidilite Raanipal, Sun-Silk Mobile Saloon and Dalda Vanaspati.