Global Marketing And Partnerships Manager
Etihad Airways
Total years of experience :15 years, 9 Months
Started off as a marketing officer at Etihad Holidays from 2012 to 2014 and got a promotion to work in the global Etihad Airways central team based in the headquarters of the airline.
Key achievements:
- Developed and implemented the multi-channel marketing strategy of USD 2 million that covers brand awareness, loyalty and tactical promotions globally by integrating with relevant disciplines.
- Managed the product development of Fare Choices and baggage policies which generated incremental revenue of USD 60 million.
- Managed the conception, development and sustainment of "Unforgettables" a first-of-it's-kind always-on global B2B CRM campaign targeting front-line travel agents, with prizes including access to UEFA Champions League final, Cannes Film Festival, and appearing in a hollywood movie as an extra. The campaign resulted in activity rate increasing by more than 50% and the revenue target exceeded by 17%.
- Managed the execution of the launch event and communications plan for Etihad's groundbreaking first virtual reality film starring hollywood actress Nicole Kidman - the event had over 200, 000 live views.
- Developed and executed the event strategy for Etihad Cargo and took charge of three key industry events to date including WCA Global Conference 2016 in Abu Dhabi (over 2, 500 delegates), Air Cargo India 2016 (over 3, 500 delegates), Air Cargo China 2016 which saw 22, 000 visitors and Etihad Cargo won the coveted Air Cargo Week Award for Cargo Airline of the Year
Started off as a Junior Account Executive in February 2010 and got promoted the following year to Account Manager . Job description as follows:
- Managed Etihad Airways; a global airline account, and solely handled its Middle East & North Africa, Asia Pacific and Australasia regions in support of business growth targets and geographic expansion.
- Developed creative briefs for clients' marketing projects, including working on ATL campaigns (press, TV commercials, web banners, etc.) and BTL materials (calendars, leaflets, brochures, etc.) from concept to implementation & execution stages across different markets.
- Managed over 25 Arabic campaigns for Etihad Airways to date.
- Developed a competitive analysis that greatly assisted clients in evaluating their presence and practices in the market.
- Directed the recruitment and Emiratization advertising campaigns of Etihad Airways locally and globally and introduced new activation tactics that led to a 35% increase in number of applications.
- Managed the creative campaigns of Etihad Holidays which included both ATL and BTL collateral.
- Handled project budgets, timelines & communications to ensure the delivery of each project on time.
- Participated in new business development, and acquired Rotana Hotels as a client.
- Organized and hosted the launch of the new offices of TBWA Abu Dhabi - The first of its kind in the region and achieved double the expected attendance.
* Implemented Red Bull marketing mix in student community.
* Opened up opportunities for Red Bull to organize events directed to the target audience in universities.
* Defined industry segments and identified opportunities in domestic and international markets.
* Worked on marketing requirement reports and presentations for further development of the brand.
* Managed the media zone during the Red Bull Air Race and achieved maximized coverage of event.
* Organized a first-of its-kind High School prom fully sponsored by Red Bull with 600 attendees.
Concentration in Management & Marketing. Internships/Part Time jobs: June 2007-July 2008 Resident Assistant, American University in Dubai (AUD) * Organized various large scaled and small events * Hosted conferences and seminars * Handled sensitive issues and conflicts * Handled administrative functions for the student housing September 2007-August2008 External Affairs Coordinator, Palestinian Cultural Club, AUD * Organized several events including events with celebrities and political figures * Acted as a medium of communication between the American University in Dubai and the media * Participated in conferences and events on behalf of the Club October 2005-January 2006 Office Assistant, Dr.Rocco’s Specialized Dental Clinic, Abu Dhabi Data entry and formatting, Drafting letters and memos, dealing with VIP patients. July 2005-August 2005 Customer Services Intern, ABN AMRO bank, Abu Dhabi * Trained for customer service work, using specialized banking software, * Promoted new products, services and offerings * Assisted the branch manager in administrative work.
American High School Diploma - Graduated with Honors One of the highest scores in TOEFL across schools in Abu Dhabi Citizenship Award, RPS High School (2005) Certificate of Appreciation from MSF (2004)