Group Marketing Manager- Brand, Digital, Development
Jumeirah Group
Total years of experience :25 years, 7 Months
As a senior member of the corporate brand and digital team, I manage the marketing initiatives for the Jumeirah brand portfolio on a group level. My objective is to drive commercial results by crafting and executing the strategy of the brand and digital marketing initiatives, as well as optimizing the digital content of the brand’s e-commerce direct channel. Furthermore, I am responsible for the marketing initiatives for development functions including the branded residential projects. I lead a team of 4.
Key achievements:
Restructured media buying approach with partner agency resulting in a 40% cost reduction.
Website enhancement project resulting in a 55% conversion rate increase.
Digital brand campaigns results, 86% increase in bookings, revenue and ROAS.
New website project, delivering a new ecommerce website, new designs and technology stack.
Lead, motivate and coach my team to ensure alignment with company objectives.
Strategic planning of annual marketing initiatives and ensure alignment with all Hotels.
Monthly reporting and knowledge sharing with all international hotel teams.
Manage the relationship with global media agency and other partners.
Manage all Offline media planning and advertising.
Manage multi-channel digital media planning including acquisition campaign execution, optimization and management.
Lead the Brand visual assets creative execution across all formats.
Lead all digital website content governance and optimization of brand.com including localization, guidelines development and training.
Experienced with EPiServer and Site core CMS.
Set KPI’s and measure to ensure continuous data-driven improvement.
Manage the design of the brand tradeshow presence.
Manage the marketing initiatives for development functions including the branded residences projects valued at approximately 1.6 billion USD.
Safeguard the brand while providing expert support to all branded residential project partners.
Developing and applying brand guidelines.
Manage various projects such as video shoots, photo shoots, and special activations.
Member of the corporate pre-opening committee, pre-opening eight new hotels to-date.
Built strong relationships with various clients. With a focus on luxury, retail and real estate development industries.
Perform audit assessment for business strategy planning, marketing, and sales.
Perform Brand audit and assessment; formulate a brand path including positioning, marketing mix, product mix/lifecycle and data management to ensure value building.
Provide executive recommendations to enhance marketing effectiveness boost awareness and increase profitability through strategic alignment and enhancing processes utilizing best business practices.
Custom design tactical solutions through sales training and specialized programs to achieve the strategic vision.
Conduct training in marketing and sales skill development.
Tasked with rebuilding the marketing function internationally, during a major change management initiative. Successfully repositioned the brand while effectively building the marketing team across 13 countries.
Formulated the strategic marketing plan for all product segments of the group.
Manage the international execution of tactical marketing activities of the group.
Budget planning and allocation, an annual budget of USD 3, 000, 000.00; monthly P&L reporting and quarterly review.
Managed the creative and graphic design team.
Established brand standards and ensured adherence.
Led the international launch of a new watch brand, including product development and market strategy.
Product lifecycle planning and analysis of existing collections and new launches.
Measured the effectiveness of the marketing activity through KPI’s.
Managed the online/social media team increased Facebook fans from 8, 000 to 569, 000 fans.
Formulated and managed advertising plan, direct marketing plan, and CRM process.
Managed events such as openings, community events, and CSR.
Coordinated the PR activities for the group with PR Agency.
Planned and managed exhibition participation-Doha jewelry and watch exhibition.
Coordinated TVC campaigns, negotiated endorsement deals with A-list celebrities, negotiated product integration deals for top TV shows.
Formulated marketing plan and study for a new brand launch.
Perform training and audits at various boutique locations.
Collaborated with the head of departments to establish the “Customer Experience Manual” for the Brand.
Led multiple verticals within the organization. Responsible for the brand development, marketing and sales strategy for a mixed-use development. As well as leading the startup import distribution vertical through a successful growth phase by expanding geographical reach, product offering, and POS footprint.
Developed the strategic marketing and sales plan for Jumeirah Private Island project, a luxury hotel, villas, and marina development.
Coordinated with brand representatives to follow the Jumeirah brand standards in all marketing materials, brochures, communications, and PR plans.
Set up the sales center for the project.
Trained the sales team on selling technique and ensured adherence to brand standards.
Coordinated the branding, PR and communications, advertising and social media strategy for the project.
Collaborated on the design of marketing collateral, print and online.
Formulated sales points and add value for villas both private estates and leaseback villas.
Established a sales plan, investment criteria for ROI and rental sharing program.
Researched and recommended luxury buyer expectations and habits.
Designed and executed the marketing and sales plan that resulted in an 83% sales rate of the project over three years.
Following my entrepreneurial spirit, led my company activities from single property project to medium size multi-unit projects, all while completing my studies.
Founded and managed property development operation completing 11 projects with an average of 98.2% ROI.
Responsible for property evaluation and investment planning, negotiations, financing, project and property management.
o Scheduled subcontractor activities and oversaw multiple processes to ensure quality, timely finish within budget. Marketed and sold the finished property.
Performed financial analysis including Net Present Value (NPV), ROI and cost and benefit schedule.
Preformed leasing, tenant relations, annual building repair, and maintenance budget.
Residential, multi-unit and commercial level experience.
Learned to build customer retention, manage complexities across all functions, cost control and operational management. As well as numerous entrepreneurial skills that proved invaluable to-date.
Manage restaurant operations at multiple outlets including leading managers (6) and employees (60). Oversaw daily operations of a 200 seat family franchise restaurant, financial statements, P&L, payroll, inventory control, internal & external marketing, hiring, customer service, union and head office relations.
o Increased Sales by 11% while reducing food cost by 4% and increasing profitability by 6%.
o Named Top Young Gun and selected to open new expansion locations.
Developed new café bistro concept for Café Supreme (existing specialty coffee concept)
Planned and managed the entire turnkey project for the first location in Ottawa.
Improved procedure, compiled operations manuals and enhanced internal communication methods, formulated marketing plans.
o Increased sales by an average of 25% while cutting costs and raised business valuation by 32%.
o Turned over five locations with 97% ROI after one year.
o Implemented Café, Café Bistro and fine cuisine Lebanese food concepts.
- Major in Economics, Minor in Political science, International relations
- Completed training courses on Operation Systems, Management, Communications, Human resources and Customer service.
- Proficiency diploma in Arabic Language