Group Internal Communication Leader
IKEA
مجموع سنوات الخبرة :17 years, 5 أشهر
Prepared and rolled out marketing and communication strategy, roadmap and calendar of events for
launch & expansion leading to immediate high exposure and awareness of the new brand driving traffic
to our website, landing page and downloading of our new app.
• Setup the marketing and communication dept. including to include the screening, drafting of RFPs,
negotiation of contracts and hiring PR and advertising and digital / social media agencies/teams and
interviewing and hiring marketing team members (designers/ field members).
• Facilitated brand and PR workshop with founder and agencies to craft brand guidelines, tone of voice,
imagery and messages to build brand pillars and values managing to approve them w/management
• Managed all marketing campaigns, digital media buying, online/offline brand presence monitor ROI
• Worked with Product team to create promotions, new products/pricing packages and enhance the app
branding and user experience
• Grew the social media fan bases and managed closely community management agency
• Developed sponsorship and CSR partnership strategy and plan
• Grew App downloads, subscription figures quadrupled within the first 2-4 weeks of campaign launch
Responsible for the development and implementation of effective marketing communication strategies in line
with annual business plans and budgets. Leading the yearly promotional calendar & implementing different
promotional activities increasing marketing KPIs and support sales and revenue.
• Developed and executed integrated marketing and brand campaigns across all communication platforms
throughout the 40 TSC retail stores encompassing large and small service stores, warehouse stores and
convenient stores, leading to increased sales and market share.
• Translated customer driven insight and analysis to creative briefs, targeted and effective media plans and
communication with positive ROI.
• Oversaw all brand and communication projects execution and manage budgets
• Lead the brand communication, marketing, digital and PR/ CSR team of 20+ to deliver ATL/BTL and digital
and community integrated communication
• Support insight, loyalty, commercial and operations teams to implement plans and activations in and out of
stores
Senior Group Marcom & Brand Communication Lead, United Networks,
Centrally supported and provided top level guidelines to Opcos in order to ensure that local markets
advertising activities are aligned with the brand values, style and tone of communications to ensure that the
brand is represented consistently and that the brand values are reinforced at all times, across the 17 countries
of the Qtel Group footprint.
• Supported in strategizing and creating integrated brand and Group value propositions, innovations advertising
campaigns with relevant mix
• Researched and collated advertising communication best practice toolkits to support upcoming launches
throughout markets in Group footprint (eg: 3G launch)
• Developed advertising campaign raising the Group brand profile and positioning on international front during
Mobile World Congress (MWC 2012)
• Liaised and rolled out across the Arabic speaking OpCOs in our group footprint (9 markets) during the 2011
Arab Games, sponsored by Qtel. Supported in development of campaign to be relevant to the markets and
developed regional ATL/BTL, media buying, online and mobile app development, in addition to coordinating
with each market on specifically local and targeted activities eg: competitions, product offerings and other
online activities etc.
• Developed Group forum collaterals - across departments for external and across Group Operating markets
(some highlights: GSMA mWomen, mHealth Universities sponsorship, IT, Roaming, HR, PR forums etc)
• Led the procurement and selection process of Group advertising agencies and design/production houses
• Launched new brand guidelines to create consistency across the group
• Handled the concept development and execution of all internal communication and engagement campaigns
for the Group. Launching engaging activations to support our diversity and inclusion agenda of the Group.
• Launched the first Group targeted recruitment campaign handling all media selection, creative development,
and implementation, delivering effective campaign results and attracting right audience and exceeding
planned hit rates by 20%
• Effectively managed the regional advertising and media agencies relationships, purchasing of marketing
services (print, media space, etc)
• Ensured PR key messaging are in line with Group’s strategies and objectives, supporting the development of
messages for CEO, and Group initiatives as well as group level announcements/statements.
• Co-led agency handling the Group managing media enquiries, as well as the coordination with regional and
international press during Mobile World Congress 2012.
Activated brand communication tools that constantly reinforce engagement with company culture and values
at brand startup
• Developed key messaging and brand stories that are in line with the brand guidelines and promise and that
emphasize to customers and shareholders the VIVA and STC group strategies and objectives.
• Rolled out VIVA Kuwait’s brand identity and continuity across all communications touchpoints through
standards and guidelines, ongoing reviews of internal/external projects and processes and brand training
educational programs.
• Developed, and managed the implementation of company's branding strategy and brand communication
platform
• Created and rolled out comprehensive branding policies and guidelines in alignment with organizational
business strategy and goals to unify look and feel and tone of voice
• Managed and executed the first internal employee engagement communications program to all internal
stakeholders to bring to life the company vision, values, and culture. Leading a task force team to conduct
trainings and internal workshops, that included development of key messaging, creative thinking of initiatives
training of C- Level management and directors.
• Developed and implemented internal corporate collaterals including VIVA Kuwait’s 1ST: corporate newsletter,
Corporate Social Responsibility collateral, all core services brochures and in-store collateral, Annual Report
• Developed and implementing brand activation programs to support corporate initiatives, and enhance the
brand awareness and presence in collaboration with the Marcomm team initiatives, ensuring brand
consistency across brand portfolio
• Led internal branding and supported human resources with internal communication to ensure employee
communication and engagement is in line with tone of voice and company vision and values
• Re-vamping the corporate portal from look, feel and content and assisting in launch of the employee
enterprise portal, supporting online presence and social media channels with key brand messaging and
guidelines
• Co-managed advertising and media agencies to ensure key and impactful corporate messaging is translated
creatively to respective customers (internal/external) and relevant manner and in the most efficient and
effective channels
Led development of field campaigns and promotional strategy derived from the international strategic
direction.
• Worked closely with the Europe Middle East & Africa and Starbucks Coffee International counterpart teams
for alignment and best practice sharing
• Conducted workshops and seminars to heads of functions and Operation teams on effective local store
marketing, community
• trade area mapping, community involvement, SWOT analysis and action planning
• Set Cross functional commercial objectives for all campaign activity and follow through on evaluating
reporting results
• Led execution of activity through promotional planning, creative brief, and project recommendations, in line
with brand and legal parameters.
• Led and managed key agency relationships for in-store communications agency, print agency, on-line and
PR/media events.
• Developed and implemented plans for Starbucks ME new store openings and challenged stores
• Generated the highest ever coverage for Starbucks ME since been introduced in the region
• Developed and handled the MEA brand marketing, PR/Comms and local CSR strategies
• Successfully led the brand and marketing market opening strategy and plan for Egypt (including pricing
strategy, media, messaging, and key communication/CSR pillars for entry)
• Led and rolled out the 1st ever national CSR program platform for the region, handling and supervising PR
agency, local NGOs and local contractors -introducing "CSR lead" position in the organization
• Developed marketing business review and annual operating plan
• Led the development and implementation of the Middle East marketing plan and promotional calendar.
Promotional launch cycle from development to production and execution, including projects/programs,
products and promotions.
• Developed and reviewed all Starbucks PR and communication messaging, in development of press releases,
media and customer events and press conferences.
• Ensured in-store execution with excellence and visual presentation standards, in line with brand guidelines,
for all marketing programs and initiatives.
• Worked with international team to understand and apply promotional strategy and customize offerings to
fit middle east
Extensive exposure to qualitative & quantitative research; ad/concept testing, product testing, adhoc &
continuous tracking, brand health/equity studies, U&As/H&As
• Account management included the different Coca Cola (Coca Cola/Sprite and Fanta) and Nestle products
(Bouillon, Ice creams, Dairies and Coffee) allowing exposure to different types of research with different
target markets and positioning.
• Work extensively with several MR tools, global techniques such as; IMPSYS®, Tracker, Quanvert
Developed and executed brand marketing strategy, marketing and media plans to support brand initiatives
and throughout the year projects, securing brand short and long-term profitability.
• Handled accurately and effectively the brand’s budget, implementation, and monitoring.
• Directed, led and guided a complete multi-functional business team, including a research planning
manager, financial analyst, cost analyst, category sales manager, and category production planner, and
corporate marketing coordinators, to execute initiatives and on-going projects.
• Managed and delivered projects including broad scale sampling, product upgrades and all its supporting
activities, consistently meeting sometimes exceeding objectives and within allotted time.
• Led the biggest ever launch for the brand in Egypt over the past 8 years, adding LE 4 million to the brand
business in Egypt.
• Assisted in developing regional marketing initiatives and recommendations for Egypt and the region in
product packaging design, pricing, advertising, sampling and promotion. Developing breakthrough local TV
advertising to accompany product launch. Received company wide recognition.
• Led and materialized a huge saving project that saved the company in the first year +$100k receiving a
special award from the GM for “Speed, Innovation and Creativity”.
• Conduct fieldwork and research to learn about the consumer, brand and competition. Extensively
researched and analyzed consumer habits, practices, & attitudes to the brands and competition
continuously with aid of advanced statistical software like “Tracker” and oracle organizer.
• Analyzed periodically brand performance in trade channels and different geographies summarizing findings
and learnings as well as proposing plans to increase distribution and shelf visibility of our brands, retail
Neilson audit.