Chief Marketing Officer
Papel Group
مجموع سنوات الخبرة :18 years, 8 أشهر
• Member of the board of directors and responsible for setting, approving, and monitoring the global marketing strategy of the group across all businesses and global and regional brands.
• Lead the global marketing team consisting of country marketing managers, partnership/loyalty
supervisors, social media, digital marketing, PR and event specialists, data analysts, and lead generators.
• Develop the group’s overall branding, marketing, and corporate communication strategies in line with the commercial objectives in very fast, dynamic and ever-changing markets.
• Maintain market intelligence on all major competitors and industry stakeholders’ marketing and commercial executions and prepare monthly reports and presentations to share key insights and market trends with the board members and key business stakeholders.
• Supervise the design and execution of effective campaigns, impactful brand awareness and PR
strategies, thought-leadership influence and inter-region and internal corporate communications.
• Oversee and manage all third-party collaborations with creative, PR and media agencies, service partners, technology providers, banks, etc. to uphold high level of impeccable service.
• Direct the periodical analysis of local and regional strategies across all business pillars and work closely with the sales, product and commercial teams to continuously improve and achieve targets.
• Identify, supervise, and participate in the company’s representation at key industry events and exhibitions across the globe.
• Successfully increased the firm’s revenues by 10-15% year on year since 2019 by establishing new channels of business and acquiring new collaboration agreements with multinational law firms, business councils and major national corporate groups.
• Initiated and led the customization and implementation of a CRM system in collaboration with Salesforce, which improved the overall operation efficiency by 25-30% across departments, and provided key automation functions for marketing and PR, business development, and client services activities, in addition to the instant access to periodical productivity and KPI reports.
• Achieved tremendous results with the implementation of dependable digital marketing tactics with a focus on SEO, which let to generating an average of 10 new leads daily, with a conversion rate exceeding 50% in certain services.
• Developed, implemented, and managed the firm’s business development strategy and client services plan consistently with the firm’s comprehensive commercial growth objectives and policies.
• Researched and analyzed clients’ businesses to identify new opportunities and cross-practice pitching potentials, and managed internal resources to produce, review and present collaborative pitches.
• Created, executed, and monitored the yearly marketing plans for all the legal services within the targeted sectors, across all practice areas, and for individual partners, legal consultants, and attorneys.
• Managed the firm’s social media platforms and corporate communications by producing and maintaining all marketing and website content, seminars, webinars, conferences, tradeshows, and panel discussions.
• Consulted with in-house specialized attorneys to produce legal insights and share the latest law updates.
• Designed the digital marketing approaches and their implementation tactics (SEO, SEM, SMM, Google AdWords), content (blogs, e-brochures, e-newsletters) and evaluation matrix.
• Created and conducted client satisfaction surveys quarterly and market research on ongoing basis.
•Led the overall business set up and commercial operations in Dubai with a focus on the revenue generation strategy through the regional sales and marketing functions.
•Successfully achieved the company’s new market penetration objectives by acquiring major accounts in the hospitality, technology, healthcare, and entertainment industries within 1 year.
•Built the customer acquisition methodology and tactics that generated consistent monthly growth of 10% in leads and doubled the conversion rates from awareness to account activation within 6 months.
•Worked with the creative and technical teams to formulate new video package offerings as tactical solutions suitable for a range of clients within various industries (social media video packages, corporate video, event coverage, live streaming/broadcasting, etc.)
•Planned the yearly regional marketing strategy and set deliberate budgets to support the overall business commercial objectives in various markets.
•Conceptualized and implemented digital and social media marketing campaigns to increase awareness.
•Collaborated with the creative and digital agencies to develop brand awareness, composed online content and managed Facebook, Instagram and LinkedIn accounts.
•Developed and maintained a database of qualified leads through referrals, cold calling, direct mail, email and social media campaigns, and networking events.
•Monitored competitive activities and market conditions to bring together necessary resources to deliver on client requirements and objectives.
• Planned and executed the biggest event initiative in the company to date - Platinum Sponsorship of the Arab Health 2015 Congress and Exhibition in Dubai that saw attendance of more than 170 C-suite leaders and resulted in a ROI of $2M in Q1, 2015.
• Launched CIELO Mobility, a new relocation service in the ME market with an effective marketing campaign that achieved forecasted sales targets in the first month of operation.
• Managed and implemented the company’s global channel marketing initiatives, strategies and activities in the fast-growing ME&A markets in collaboration with global marketing team (in USA and Europe).
• Developed and implemented all the regional sales enablement marketing campaigns targeting various key industries (Healthcare, Construction & Engineering, Education, Oil & Gas, etc.).
• Prepared major pitches and proposals as part of sales support and composed press releases, fact sheets, brochures, newsletters and other PR and corporate communications materials.
• Executed comprehensive social media campaigns on all platforms and blogs.
• Assessed the feasibility of CIELO and Moorland Gray’s involvement (sponsorship, speaker opportunity, workshop provider, exhibitor, etc.) in the yearly regional industry related third party events (summits, conferences, exhibition) based on potential ROI, relevancy and caliber of attendees.
• Organized monthly round table events with specifically handpicked c-suite sector invitees for closed door sessions on how to strategically penetrate emerging markets with our innovative RPO solutions.
• Advised and helped the talent solutions team with all media, marketing, and communications strategies to attract, source and hire very niche candidates.
• Developed and managed a team of six marketing, social media and promotions personnel.
• Set the budgets, expenditure plans and profit-loss projections of the sales and marketing departments.
• Acquired two new radio dedicated frequencies from the government of Umm Al Quwain to expand the company’s network and in turn create new revenue streams in a very competitive market.
• Researched, planned, and launched 2 radio stations (Arabic & Hindi) broadcasting from Dubai.
• Developed and implemented annual marketing strategies for the entire network of five radio stations.
• Planned and executed revenue generating events for the network and for each radio station separately.
• Increased revenues from indirect sales and sponsorship of major musical and sporting events in the UAE by 25% in 2012 and 2013.
• Responsible for all corporate external communications including: Marketing campaigns, sales and sponsorship agreements, newsletters, press releases, event presentations and media representation.
• Partnered with the creative agency (Fortune PromoSeven) to develop ads for integrated marketing campaigns that subsequently won many Dubai Lynx awards.
• Responsible for all the R&D projects and worked closely with IPSOS, Parc and Edison Research to conduct and analyze various studies for each radio station.
• Planned and implemented strategic communications plans and campaigns for high-net-worth clients, including ADMM-Yas Marina Circuit, Formula 1, Flash Entertainment, Rotana Hotels, Abu Dhabi University, Union National Bank and Daman.
• Maintained strong relationships with clients to attain their business needs and objectives.
• Regularly prepared monthly competitive reports for all clients in various industries.
• Built strong relationships with local and national media, creative teams, and researchers and worked with media suppliers to execute creative ideas, book advertising space, and negotiate rates.
• Responsible for identifying target audiences and their segmentation using research mechanisms and programs such as TGI, IPSOS (Statex, Zplan and Xplan).
• Exceeded annual sales objectives by 20% each year by focusing on corporate and private events.
• Increased profit margins by 20% in 2008 by signing long term contracts with major clients.
• Exceeded sales revenues by 40% of plan in 2007 by introducing new products.
• Conducted market research to determine business potential and identify the desired target audience.
• Analyzed competitive activities and product offerings in terms of features, quality, and price points.
• Planned and executed strategic marketing tactics to sustain corporate goals and local initiatives.
• Reviewed monthly sales reports and completed performance reviews for all inside sales representatives.
• Implemented CRM programs to maintain strong customer relations and support the sales team.
