Melanie Renales

Pressman’s Pressed Sandwiches (Quick Service Restaurant - 6 outlets)
Marketing Duties:
* Develops and maintains relationship and communication with Outlet Managers and the whole
team to create solid marketing plans
* Executes marketing initiatives for new projects, new outlets menu changes, special menus,
remodels and rebranding campaigns
* Manages store promotions to drive sales
* Manages restaurant’s online delivery and review portals (like Zomato, Talabat, 24H)
* Develops and executes customer acquisition and retention marketing programs, manages
customer database, and direct to consumer marketing (SMS and email dispatch)
* Manages advertising and corporate partnerships for chosen companies/groups
* Recommends development and implements in-store marketing materials as needed
* Designs all shop and social media collaterals
* Organizes in-store events like Bloggers’/Foodies’ Night, Tasting sessions, etc.
* In-charge of acquiring and retaining new catering clients
* Overall in-charge of staff training and development (product knowledge, customer service
excellence, communication skills, etc)
Operations Duties:
* Ensures that proper Food and Service Standards are followed at all times
* Does regular outlet audit (cleanliness, food handling and storage, staff grooming, cash
management)
* Prepares each outlets’ P&L report
* Management of service team and drivers’ schedules
* Monitors each outlets’ daily sales (Dine-ins, takeaways, deliveries)
* Evaluation and assessment of all staff

TIDJOORI INTERNATIONAL - Restaurant, Vegan Food Products Retail, E‐Commerce (Vegan and Bio-Organic
Products)
Led a team of professionals responsible for all aspects of marketing and advertising. Responsibilities
included: market positioning and brand management, budget management, media planning and buying,
lead generation, B2B partnerships, content management, online and social media marketing, and execution
of trade shows and events.
* Ensured budgeting control on promotion and advertising expenditure
* Developed and conceptualized all Corporate Presentation Materials: Corporate Profile, Corporate
video, Retail Products Catalogue, Special Flyers and Brochures
* Over-all in­charge of e­commerce and corporate websites re-development: Content,
Structure, Organization
* Maintained social media pages (Facebook, Twitter, Instagram)
* Organized in-store activities and events (21-DayVegan Challenge, Tidjoori Little Chef, etc)
* Developed weekly and monthly meal subscriptions
* Acquired and managed catering clients
* Product presentation to B2B customers: Supermarkets, Restaurants, other Distributors
* Corporate partnership with major airlines, schools, and banks
* Staff training and development
* Initiated Customer Loyalty Program

Successfully developed and managed all aspects of retail marketing for all 12 retail stores in the UAE,
including campaign strategy, media buys, direct mail, digital media, in-­­store promotions/events.
* Executed retail-­­centric program strategies across different channels: retail, digital, and catalogue.
* Managed vendor, mall management, and corporate partner relations.
* Employee management - schedule, performance evaluation, incentives, retention and dismissal.
* Inventory and stocks analysis - proper forecasting to minimize cost and maximize profit
* Seasonal Buying/Purchasing - analysis of latest market trend, consumer behavior, moving and non-
moving items, stock move-out.
* Developed POP signage supporting brand, lifestyle, product and promotional initiatives.
* Revitalized the company image through new packaging designs, collateral materials,
media campaign, and point-­­of-­­sale programs.
* Managed external marketing partners such as advertising agencies, publishing companies, print and
production companies.
* Developed and executed pocket shop and promotional kiosks concept.
* Visual Merchandising
* Designed (content and organization), maintained and updated company website through
Content Management System.
* Over­all in­charge of new product launches and new shop openings.
* Spearheaded company’s Loyalty Program for customers.
* Conducted trainings for all staff.
* Developed company profile kit, brand standards and usage guidelines.

Pyrex, Visions, Corningware)
* Handled all Retail Marketing related activities - Promotions, Visual Merchandising, Direct
Marketing, etc.
* Implemented marketing plans.
* Designed Incentive Program for all Promo Consultants.
* Handled all Store Outlets and Promo Consultants nationwide.
* In­charge of new product launches - planning, conceptualization, logistics, implementation,
assessment

Direct Selling

Finance