Melissa Pinto

KEF Holdings is a privately-owned company with a presence in the Middle East, Singapore and
India, having operations in offsite manufacturing technology, healthcare development, and
strategic investments across sectors. I am responsible for building and managing the Group's
communications plan across media outlets in line with the business strategy.

Creating the strategic direction for the Group’s external and internal business marketing and
strategic communications in line with vision and business strategy, and executing it to target
audiences across media outlets in EMEA
Building a team, prioritize tasks and ensure strategic communication plans are completed
promptly.
Alongside external partner created and launched the Group businesses' websites & social
media handles - KEF Holdings, KEF Infra, Faizal and Shabana Foundation and Printeresting.
Working on the launch of Group's hospital and e-commerce real estate website
Work in coordination with PR agency, to maintain media relations and increased PR Outreach
for the Group, and its businesses by 15% in comparison to the previous year benchmark across
publications
Counsel, write and designing communication for the Chairperson and Vice - Chairperson
internal, external and digital communication
Work in coordiation with the advertising agency to create the B2B marketing strategy, campaign
and high-quality material like brochures, blogs, corporate videos, technical product pamphlets
amongst others branding material for trade shows and target audience
Working with the Group's external agency on media buying and execution across traditional
and digital media outlets
Successfully launched new employee communications platform and conducted value-drive
exercise across 2, 500 employees, 17 nationalities with an adoption rate of 98% and monthly
engagement of 78% - 83% mom against industry benchmark of 75%
Work cross-functionally in creation and execution of employee communication material
Launched the Group's flagship hospital project and implemented the marketing plan to attract
local patients and medical tourists. Achieving an occupancy rate of 80% in one year
Product management for the launch of new e-commerce home building concept
Reduced budget spends by 15% while increasing effectiveness by improved purchasing and
negotiations
Supported business growth of 30% working with B2B sales team and developing a plan based
on market research of competitive brands
Leading communications for the Faizal and Shabana Foundation the Group's philanthropic arm
and working on collaborations and partnerships

Landmark Group is a leading retail and hospitality conglomerate in the Middle East, North Africa
and Asia spread across 20 countries, 2500 stores including 25 own and 50 franchise brands.
www.landmarkgroup.com I joined the Group in 2011, as Corporate Communications Manager. Over
the next 6 years, my role and responsibility within the Group grew consistently in line with my
performance.
Creating with the core team the strategic direction for the Group’s external and internal
communications and CSR, in line with the Group's strategic vision, to establish a leadership
position
Effective implementation of agreed yearly plans and goals across verticals and territories
Counsel, write and designing communication for the Landmark Group brand, and its key
spokesperson including Chairperson, Vice - Chairperson and Board Members across platform:
press conferences, government engagements, industry events, partner relations, awards
functions and brand pitch presentations
Working across brands, verticals, country teams to support content creation, design and ensure
consistency of delivery of Group brand content to target audience including press material,
advertisements, brochures, website, corporate identity material, presentations, social media and
video content
Lead in managing PR, real-time crisis management, media training, for Landmark Group across
15 countries with a YOY increase of 21% in overall coverage
Leading PR launch and supporting marketing launch of new brands including Landmark
Group’s e-commerce portal, confectionary brand Candelite, Sportsone, Home Box and Auchan
Writing internal communication and key leadership messaging including writing annual letters,
leadership change communication and employee newsletter
Supporting media buying alongside marketing team in line with brand positioning across
mediums print, online, radio, OOH and cinema
Negotiation and budget management to achieve cost reduction YOY 5% inline with benchmark
targets
Working with the Human Resources team to support
communication across 53, 000 people, 78 Nationalities, 15 countries across the employee
journey including induction material, on-boarding packs, training material, sales manuals,
appraisal, and KPI material with an employee engagement rate of 93%
Working cross-functionally with internal audit, supply chain, corporate finance, IT to create
relevant content for respective departments to achieve communication goals
Group’s annual financial report for stakeholders, code of conduct for employees, migration to
new software including Facebook workplace, Office 365, Oracle systems, headquarters
relocation, distribution centre launch amongst others
Leading strategy, creation and implementation of the Group’s CSR Initiative - Beat Diabetes
across 6 countries. Increasing reach by 43% YOY by launching new programs, developing social
media platforms and building partnerships with the International Diabetes Federation, Dubai
Health Authority, Al Jalila Foundation and Dubai Sports Council, Dubai Municipality, Johnson
and Johnson, Bright Foods amongst others
Achieving goals in a cost-effective manner, using creative tools, skilled supplier negotiations to
end each year with at an average of 15% under budget

Planman Consulting is a multifaceted consulting firm working in the areas of marketing and
communication, human resource consulting, information technology, sports and entertainment
management, financial and investment consulting. www.planmanconsulting.com I joined the firm
as Management Trainee, during my 7 years there I grew to the role of Sr. Manager Marketing
Communications, Western Region.
Write and design press releases, fact sheets, brochures, newsletters, presentations, emailers,
catalogues, training material and other public relations, marketing communications and internal
communications documents
Handle media relations and managed the primary spokesperson during both routine, highly
sensitive, complex and real-time emergency situations
Worked with the media buying agency to support effective deliver of 360-degree
communication plans on projects
Created, developed, marketed and managed events and tradeshows from 3000 to over 50, 000
attendees for clients including, concerts, galas, movie premiers, fairs and launch events.
Managed vendor negotiation, supplier management and media relations for events
Business development expanded client base by 53% in four years by consistently delivering
goal-surpassing results and ensuring complete client satisfaction
Key projects worked on: Reliance info comm launch, Jaslok Hospitals, Hindustan Lever Network,
Honda Automotive, Eveready, State Bank of India, Yes Bank, Titan, Ray-Ban, Zuari Cements,
Mahindra Finance and Canon amongst others
Ideated and launched CSR projects for clients