Head of Marketing, Corporate Communications
Al Fardan Group
Total years of experience :21 years, 9 Months
value around the brand, externally and internally, to drive profitable growth of the retail business in the country (both strategically and operationally) across all products offered in the Branches
• Conceptualize various strategies to achieve business goals aimed towards the growth in business volumes as well as profitability, while analyzing the competitor’s strategies to cope up with challenges
• Manage a team of professionals in execution of marketing/communication strategies
• Develop brand architecture and standards and develop processes to adhere to brand guidelines across the group
• Lead activities supporting and strengthening the legacy brand at the business unit level
• Develop, manage and continually review corporate, brand-related communications and materials, including: key messages and positioning elements, content for all corporate marketing materials, websites, corporate collateral, presentation, and tradeshow brand elements
• Provide strategic input on business prospects and performance within the country, including business development opportunities, changes to competitive landscape and opportunities for new products and services
• Lead the Marketing team and develop connect and engagement startegies on the long term basis with the customers and help in driving growth and profit targets
• Work closely with the Operations team within specified geography and achieve the efficiency targets
• Ensure compliance with all local rules, Govt bodies and regulations, including local DED, AML compliance etc.
• Steer the organization towards digital engagement domains by strategising and implementing the Social Media plan, managing online brand and product campaigns to raise brand awareness
• Manageplanning and budgetary control of all digital marketing, the redesign of the company website, improve the usability, design, content and conversion of the same
• Review new technologies and keep the company at the forefront of developments in digital marketing & payment soultions
• Lead the pre-paid cards marketing of Visa - Travel Card with the re-loadable seven and thirteen currencies and also the wages card by Master Card
Devise and execute corporate marketing & communications strategies, campaigns and plans to drive higher visibility and create value around the brand, externally and internally, to drive profitable growth of the retail business in the country (both strategically and operationally) across all products offered in the Branches
•Conceptualize various strategies to achieve business goals aimed towards the growth in business volumes as well as profitability, while analyzing the competitor’s strategies to cope up with challenges
•Manage a team of professionals in execution of marketing/communication strategies
•Develop brand architecture and standards and develop processes to adhere to brand guidelines across the group
•Lead activities supporting and strengthening the legacy brand at the business unit level
•Develop, manage and continually review corporate, brand-related communications and materials, including: key messages and positioning elements, content for all corporate marketing materials, websites, corporate collateral, presentation, and tradeshow brand elements
•Provide strategic input on business prospects and performance within the country, including business development opportunities, changes to competitive landscape and opportunities for new products and services
•Lead the Marketing team and develop connect and engagement startegies on the long term basis with the customers and help in driving growth and profit targets
•Work closely with the Operations team within specified geography and achieve the efficiency targets
•Ensure compliance with all local rules, Govt bodies and regulations, including local DED, AML compliance etc.
•Steer the organization towards digital engagement domains by strategising and implementing the Social Media plan, managing online brand and product campaigns to raise brand awareness
•Manageplanning and budgetary control of all digital marketing, the redesign of the company website, improve the usability, design, content and conversion of the same
•Review new technologies and keep the company at the forefront of developments in digital marketing & payment soultions
•Lead the pre-paid cards marketing of Visa - Travel Card with the re-loadable seven and thirteen currencies and also the wages card by Master Card
Achievements
•Revamped the corporate brand architecture with a refreshing tagline -" Delivering Happiness. Transforming Lives"
•Launched a 360 degree campaign with 5 commercials sending the brand messages to the most fertile customer and prospect base and generated results of over 10 percent growth in the selected corridor of India
•Introduced & integrated high revenue sharing products of UBL & HBLin the system and the association was supported by an integrated marketing & communication campaign registering magical growth of 80 % compared to previous year
•Iniatiated sports marketing route of activation by identifying Cricket as the major connect element with the targeted customers as Money Exchange Partners through on air and ground sponsorships for the Cricket series like - Pakistan Vs England 2015, India Vs West Indies, Pakistan Vs West Indies, India Vs New Zealand and also Pakistan Super League held in 2016
•Launched a record breaking tactical promotion for Phillipines - Premyo Padala generating growth of over 25% for the whole business corridor YOY
Head of Marketing & Corporate Branding
• Deliver and exceute all marketing and branding strategies in consistent with company vision and futuristic business plan in trade marketing of consumer durables (telecom and other retail brands
• Develop an effective strategy for digital marketing to achieve the brand and business objectives
• Create & execute strategies for the organization in the gamut of marketing, e-business, communication & innovation
• Direct various activities of corporate marketing including, branding, corporate affairs, visual merchandising, promotions, advertising, media planning and loyalty programs through guided market and consumer research for the retail brands
• Closely with the regional teams to shape and support the Go to Market strategy spanning retail outlets across the country through market research, competitive analysis, pricing, consumer engagement & tactical promotions
• Ensure achievement of media coverage targets and develop the media planning & buying policy in conjunction with the external experts.Ensure regular initiatives to improve brand perception
• Provide support and inputs into the organization’s annual financial planning and budgeting by gather trends from historical data around consumer insights and market research to assist in the overall planning process
• Monitor the development and execution various visual merchandising strategies for margin & revenue enhancement, and to provide a consistent look and feel to the Next, Planet M & Digi World stores
• Create channels for internal as well as external communication to support business ledarship team navigate in the market space
• Create brand awareness & maintain brand position as per industry standards and manage the spends on marketing activities & ensure set targets
Deliver and exceute all marketing and branding strategies in consistent with company vision and futuristic business plan in trade marketing of consumer durables (telecom and other retail brands
•Develop an effective strategy for digital marketing to achieve the brand and business objectives
•Create & execute strategies for the organization in the gamut of marketing, e-business, communication & innovation
•Direct various activities of corporate marketing including, branding, corporate affairs, visual merchandising, promotions, advertising, media planning and loyalty programs through guided market and consumer research for the retail brands
•Closely with the regional teams to shape and support the Go to Market strategy spanning retail outlets across the country through market research, competitive analysis, pricing, consumer engagement & tactical promotions
•Ensure achievement of media coverage targets and develop the media planning & buying policy in conjunction with the external experts.Ensure regular initiatives to improve brand perception
•Provide support and inputs into the organization’s annual financial planning and budgeting by gather trends from historical data around consumer insights and market research to assist in the overall planning process
•Monitor the development and execution various visual merchandising strategies for margin & revenue enhancement, and to provide a consistent look and feel to the Next, Planet M & Digi World stores
•Create channels for internal as well as external communication to support business ledarship team navigate in the market space
•Create brand awareness & maintain brand position as per industry standards and manage the spends on marketing activities & ensure set targets
Achievements
•Lead cross-functional teams (marketing, business planning, social media) with an integrated marketing approach to produce a cohesive strategy and plan across all consumer touchpoints ranging from Visual Merchandising to advertising, retail marketing executions and social media engagement
•Successfully launched Hyundai AC - a private labelled brand of Videocon through a 360 degree campaign and generated 1% market share within the first month of its launch in the selected markets at the stores of NEXT & Digi World
planning, market research & analysis, web & print advertising, email communications, viral marketing & social media and PR
• Prepare the Annual Plan for the Marketing Communication function on the basis of defined Corporate Strategy and product launches as per the timelines shared by Product and Sales teams and determine the key focus areas for the year
• Provide thought leaderhip to GTM approach, consumer initiatives, brand planning across the various geographies & brands
• Lead the innovation & launch agenda across brands and segments as well as future hunting grounds
• Drive development of corporate image guidelines to ensure consistency in internal and external communication
• Drive the P&L for the brand/s alongside the thinking on brand planning, consumer initiatives, consumer insights & market intelligence, business model, and budget management across the various geographies nationally
• Develop the messaging, sales training modules and media presentations, and other supporting documents such as FAQs, briefing documents for the prducts and features
• Drive the media training for all spokespersons and brief them on the corporate messaging, develop and repackage the product specific communication to maintain consistency
• Develop and deliver a coherent media and analyst relations strategy, act as a spokesperson for external communication
• Analyse Media landscape, build key relationships in media (Print, TV, Online and Analyst space)
• Conduct regular briefings for the analysts to inform them about the on going company events
• Identify & expand global database, track competitor
Plan, execute integrated marketing strategies to drive & grow transactions & revenues to achieve marketing & business objectives
•Design and execute measurable remittance marketing plans to work in synchrinization with both the send and receive markets with respect to of all the major South Asian Corridor
Develop and implement Corporate Marketing & Brand positioning strategy encompassing the full marketing mix, strategic planning, market research & analysis, web & print advertising, email communications, viral marketing & social media and PR
•Prepare the Annual Plan for the Marketing Communication function on the basis of defined Corporate Strategy and product launches as per the timelines shared by Product and Sales teams and determine the key focus areas for the year
•Provide thought leaderhip to GTM approach, consumer initiatives, brand planning across the various geographies & brands
•Lead the innovation & launch agenda across brands and segments as well as future hunting grounds
•Drive development of corporate image guidelines to ensure consistency in internal and external communication
•Drive the P&L for the brand/s alongside the thinking on brand planning, consumer initiatives, consumer insights & market intelligence, business model, and budget management across the various geographies nationally
•Develop the messaging, sales training modules and media presentations, and other supporting documents such as FAQs, briefing documents for the prducts and features
•Drive the media training for all spokespersons and brief them on the corporate messaging, develop and repackage the product specific communication to maintain consistency
•Develop and deliver a coherent media and analyst relations strategy, act as a spokesperson for external communication
•Analyse Media landscape, build key relationships in media (Print, TV, Online and Analyst space)
•Conduct regular briefings for the analysts to inform them about the on going company events
•Identify & expand global database, track competitor activities and critically evaluate media and analyst reports
Achievements
•Spearheaded a celebrity marketing program with with the Captain of Indian Cricket Team, M S Dhoni, which included a campaign led by three commercials
•Built a startegic marketing partnership with BCCI for Indian Premeir League for the properties of Startegic Time-out & Play-Offs
•Instrumental in business volume growth by 10 fold in FY2011 leading to an estimated overall turnover of INR 1500 Crores
•Developed the brand architecture through development of SOP’s and the brand manual at the corporate and regional level
Manager - Marketing & Communications
Bharti Airtel Ltd. - Mumbai, India Aug 2004 - Nov 2007
• Designed ATL Campaigns encompassing TVC production, media planning &buying, product campaigns
• Implemented national marketing campaigns & liaised with agencies/ trade channels to develop innovative and cost effective local promotional campaigns
• Launched new products based on corporate guidelines and local market trends
• Planned & implemented communications for various product prototypes & tested effectiveness based on market requirements
• Implemented cross-promotional tie-ups to acquire incremental subscribers to maintain brand equity.
• Scanned competition activities & developed feedback mechanism to enhance performance of the portfolio
Played key role in the launch of digital & social media for Mahindra Real Estate projects including development, augmentation and launch of India's first residential green building - Mahindra Splendour, Mahindra Eminente& Mahindra Royale
•Repositioned projects like - Mahindra Eminente and Mahindra Royale
•Actively supported Green initiative of Corporate business spanning Automobiles, Real Estate and other sectors of the
for Bangl• Designed ATL Campaigns encompassing TVC production, media planning &buying, product campaigns
• Implemented national marketing campaigns & liaised with agencies/ trade channels to develop innovative and cost effective local promotional campaigns
• Launched new products based on corporate guidelines and local market trends
• Planned & implemented communications for various product prototypes & tested effectiveness based on market requirements
• Implemented cross-promotional tie-ups to acquire incremental subscribers to maintain brand equity.
• Scanned competition activities & developed feedback mechanism to enhance performance of the portfolio
desh
• Deliver and exceute all marketing and branding strategies in consistent with company vision and futuristic business plan in trade marketing of consumer durables (telecom and other retail brands
• Develop an effective strategy for digital marketing to achieve the brand and business objectives
• Create & execute strategies for the organization in the gamut of marketing, e-business, communication & innovation
• Direct various activities of corporate marketing including, branding, corporate affairs, visual merchandising, promotions, advertising, media planning and loyalty programs through guided market and consumer research for the retail brands
• Closely with the regional teams to shape and support the Go to Market strategy spanning retail outlets across the country through market research, competitive analysis, pricing, consumer engagement & tactical promotions
• Ensure achievement of media coverage targets and develop the media planning & buying policy in conjunction with the external experts.Ensure regular initiatives to improve brand perception
• Provide support and inputs into the organization’s annual financial planning and budgeting by gather trends from historical data around consumer insights and market research to assist in the overall planning process
• Monitor the development and execution various visual merchandising strategies for margin & revenue enhancement, and to provide a consistent look and feel to the Next, Planet M & Digi World stores
• Create channels for internal as well as external communication to support business ledarship team navigate in the market space
• Create brand awareness & maintain brand position as per industry standards and manage the spends on marketing activities & ensure set targets
Designed ATL Campaigns encompassing TVC production, media planning &buying, product campaigns
•Implemented national marketing campaigns & liaised with agencies/ trade channels to develop innovative and cost effective local promotional campaigns
•Launched new products based on corporate guidelines and local market trends
•Planned & implemented communications for various product prototypes & tested effectiveness based on market requirements
•Implemented cross-promotional tie-ups to acquire incremental subscribers to maintain brand equity.
•Scanned competition activities & developed feedback mechanism to enhance performance of the portfolio
Asst. Manager - Product Management & Communications
Videocon Group - Mumbai, India Aug 2002 - Jul 2004
• Played key role in enhancing market share of Toshiba TV by 2% in South and 1% in West within 6 months of launch
Played key role in enhancing market share of Toshiba TV by 2% in South and 1% in West within 6 months of launch
• Jan 1998 - Jun 2000 Accounts Supervisor Via Media Communications (PR Agency) - Mumbai, India
Visveswaraiah Technological University 85%