Mahmoud Shaban

Working with different multinational & local brand & communication agencies throughout the ME; such as: Mullen Lowe KSA as Director of Strategy (Won Almarai Pitch 3 out of 4 BUs, total value over SR 2M). Also, consulted for Milk Design Studio (developed their business transformation strategy along with brand strategy for existing clients such as Barns). Recently, joined Cheil KSA to help them in strategizing how to connect with the Saudi Consumer on brand level along with product launches of their flagship devices.

Fully in charge of all aspects relating to business & managing 24 employees based out of Riyadh & Dubai. Mandate: redesign business model; deploy new Ops system (plug & play) allowing for customizable, scalable and innovative (holistic, strategic & creative) solutions; member of the MENA Strategic Team: translate Y&R Global Strategy into Regional; Main POC with STC & generated SR Millions in BD within a couple of months timeframe.

Performing a cross-functional & strategic role aimed at revolutionizing the entire Brand, Marcom, Content & Amplification Ecosystems of the company. With the ambition to evolve & inject the brand strategically into all aspect relating to forming the customer experience & engagement, in real time with precision at scale.

Major Achievements:
1. Main advisor to brand head on all strategic projects related to guarding & evolving the brand
2. Rolled out new comms process aimed at driving alignment & empowerment of decision in real time
3. Transformed Marcom into value center, increased efficiency by 70% & secured SR Millions in hard cash savings
4. Revolutionized comms model by launching agency of future model in collaboration with the Globs 4 Comms Groups
5. Introduced 1st of a kind OOH monitoring project. Result: 1000% ROI & SR Millions in added value in 6 months period
6. Led complex content & amplification projects, corporate strategy & convergence modelling (SEO & SEM)
7. Diagnosed, re-scoped STC’s Brand-Marcom requirements & accordingly restructured Ops model with all agencies
8. Acted as media head during crisis mode for 3 months yet increased productivity & efficiency by more than 50%
9. Led entire process for brand, advertising, media, public relations, digital, events & activation RFPs
10. Architected several internal structure, business models & operating systems to evolve the foundation
11. Completed the entire Brand-Marcom budgeting exercise for 2 consecutive years; presented same to board

Business Impact:
Ranked 1st in ME Region for 2017 by Brand Finance, 11% increase in brand value & in TOM / BEI YOY. & Increased Corporate Marcom productivity 70% & with significant impact on corporate image.

Led a global team consisting of heavyweight strategists and creative executives during the rebranding exercise of STC resulting in: formulating a new brand strategy that was then translated into visual, verbal and behavior evolution. Thereafter, I was fully in charge of the brand guardianship setup, performance & revenue stream.

Key Achievements:

1. Fully in charge of relationship with client (STC) on all levels from: analysts to VPs / key executives
2. Led & delivered +100 complex & strategic brand projects e.g. positioning, architecture, naming & design systems
3. Steered global restructure initiative that resulted in increasing efficiency by 35% (reduce cost, increase revenue)
4. Secured contract extension twice accounting for more than double of what was originally agreed
5. Managed delivery of all guidelines related to visual elements, tonality and behavior of the brand

Establishment of a holistic communication hub serving all 9 subsidiaries, in diversified sectors, owned by the holding company TP belonged to, with the creative kitchenette based in Jordan. Services offered varied from brand development, strategic comms planning, advertising, digital and film & photography. Also, performed an instrumental role in developing the business plan, brand strategy, and setup of the Marcom department for the flagship subsidiary (EDEX) with a total value well over $500M.

Started my career with the company as junior planner and worked up the ranks to become Director of Strategy and thereafter 2nd in command across all the companies that used to operate under this group: Public Graphics, ZenithOptimedia, E-Works, PG Events & Headline PR. Eventually, i became In charge of 60+ employees across such vast disciplines and accordingly was granted the opportunity to master the art of holistic planning which have led to winning many businesses (locally and regionally).

Main responsibilities entailed: 1. Operational: training staff, client relations, business development, hiring, financials and supplier dealings; 2. Strategic: led a specialized branding unit in charge of all brand projects won in the local and regional (GCC) market, set holistic comms strategies for existing / potential partners; 3. Media: assigned as deputy GM for ZO thus handled planning, booking and bulk buying for brands in market as well as liaised with regional network to service their requests.

Started as a marketing executive reporting directly to the Managing Director of the organization, my role included: conducting market studies, developing the band and designing all communication collateral. Soon thereafter, I was selected and appointed by chairman of the board, and personal advisor to His Majesty the King in his capacity as the supreme commander of the Jordanian Armed Forces, as commercial executive. My scope expanded to include but not limited to: presenting high level briefs (presentations) to high level delegations, representing Jordan in the Nato convention during which i've presented to the audience a brief about Jordan and it's industrial / military capability, participating in the development and presenting of the organization’s business plan to His Majesty the King, proposing and implementing a new brand architecture and liaising between the chairman and 28 joint venture companies from around the world.

I was assigned as the liaison officer between Mawared and their management consultancy firm. This opportunity was priceless as it provided me first-hand with the fundamentals, and critical aspects, of how large organizations are established from a strategic /systemized perspective. I’ve taken on these learnings to heart and accordingly was able to plan and orchestrate the first outward mission with our embassies abroad to attract FDI; results of which were lucrative. Moreover, I was fortunate to participate in the first brand development exercise and translating the latter into a powerful communication arsenal while roaming the world with high level and key public figures promoting Jordan and the various investment opportunities it has to offer.