Marketing- Brand Operations Manager
Procter& Gamble
Total years of experience :17 years, 8 Months
• Leading all ATL & BTL activities for entire Prestige Division (8 brands) in the Middle East, Africa, Turkey, & Pakistan.
• Responsible for all agency relations including media planning & buying, creative, digital, public relations and DTC (over 14 agencies).
• Ensuring collaboration between agencies, distributers, retailers, and brand team on over 15 launches to ensure sales growth. Results include closing the year 16% above target and record sales and share growth on all campaigns worked on.
• Responsible for all media budgets and serving as main contact for global media team. Managed to grow share of voice while reducing media spending.
• Recognized globally as having best in class PR out of all regions.
• Developed unique PR measuring tool that was re-implemented globally.
• Developed and grew digital PR, strengthened relationships with major beauty bloggers and major editors leading to significant growth of PR coverage on print and digital.
• Won pitch to bring international celebrity brand ambassadors to MEA for the first time. Hosted Gwyneth Paltrow in Dubai mall for launch.
• Implemented several unique DTC innovations including first time scent marketing, target audience scanner for sampling, audio spotlight technology in stores, and also created a sampling program aimed at entry level consumers.
• Created first ever SEM strategy for division and increased digital presence. Online impressions grew over 30% and dramatic increases in CTR and brand awareness. Led special collaborations with Yahoo and Google to increase digital activity and branded content (was on YouTube homepage during 2nd day of ME launch) .
• Was responsible for creating retailer excitement through the organization of retailer days and strategic presentation of entire portfolio of upcoming launches in a unique and creative way.
• Responsible for training agencies on brand characteristics and campaign strategies and ensure proper implementation.
Procter & Gamble (P&G) Dubai, UAE
Marketing-Brand Operations Manager (Middle East & Africa) April 2011 - Present
* Leading all ATL & BTL activities for entire Prestige Division (8 brands) in the Middle East, Africa, Turkey, & Pakistan.
* Responsible for all agency relations including media planning & buying, creative, digital, public relations and DTC (over 14 agencies)
* Ensuring collaboration between agencies, distributers, retailers, and brand team on over 15 launches to ensure sales growth. Results include closing the year 16% above target and record sales and share growth on all campaigns worked on.
* Responsible for all media budgets and serving as main contact for global media team. Managed to grow share of voice while reducing media spending.
* Recognized globally as having best in class PR out of all regions.
* Developed unique PR measuring tool that was re-implemented globally.
* Developed and grew digital PR, strengthened relationships with major beauty bloggers and major editors leading to significant growth of PR coverage on print and digital.
* Won pitch to bring international celebrity brand ambassadors to MEA for the first time. Hosted Gwyneth Paltrow in Dubai mall for launch.
* Implemented several unique DTC innovations including first time scent marketing, target audience scanner for sampling, audio spotlight technology in stores, and also created a sampling program aimed at entry level consumers.
* Created first ever SEM strategy for division and increased digital presence. Online impressions grew over 30% and dramatic increases in CTR and brand awareness. Led special collaborations with Yahoo and Google to increase digital activity and branded content (was on YouTube homepage during 2nd day of ME launch)
* Was responsible for creating retailer excitement through the organization of retailer days and strategic presentation of entire portfolio of upcoming launches in a unique and creative way.
* Responsible for training agencies on brand characteristics and campaign strategies and ensure proper implementation.
JWT Advertising Riyadh, KSA
Brand Management 2010 - 2011
Main Client: Saudi Telecom Company (Largest advertiser in the region)
* Handled account activities for ALJAWAL (mobile) services including prepaid, postpaid, mobile internet, applications, 3G, roaming, and the entire entertainment and sports sponsorship platform.
* Responsible for all stages of campaign development including: client brief, idea generation, team coordination, and media plan.
* Investigated and analyzed industry trends, competitor activities, and consumer insights. Suggested implementation of service lounges for consumers, which was implemented in several locations.
* Managed complete overhaul and redesign of price plans and consumer packages plus entire media launch campaign
* Led most successful sports campaign, integrating international sports (Real Madrid and Man United) with local campaigns and being nominated for several awards. STC won advertiser of the year award during same period.
Prince Sultan Humanitarian City Riyadh, KSA
Performance Improvement Specialist 2009 - 2010
• Improved process efficiency and communication between departments. Identified major issues in patient registration process.
• Observed and analyzed quality indicators across all departments to insure optimal quality of services.
• Created first employee orientation program.
• Led the Patient Affairs committee for JCIA and CARF compliance. Both accreditations were received.
• Served on PR team during visits from international dignitaries.
Porter Novelli Washington, DC
PR- Social Marketing Executive 2007-2008
• Was responsible for client proposals and all stages of campaign design, development and implementation. Worked on both government clients as well as private. Reported directly to agency partners.
• Won multi-million dollar pitch and a new client within first 3 months
• Collaborated with members of the Democratic Party and their staff to plan successful public events during the first round of elections.
Co-Founder/Corporate Advocacy, Save Lives: FTC Coalition, 09/01/2006-12/20/2006
(Class project which received national news coverage through self-written press release, coalition building, and corporate negotiation)
George Washington University, MPH in Communications & Social Marketing 2008 - Washington, DC, USA
Georgetown University, Bachelor of Science in Business & Systems Management 2005 - Washington, DC, USA *Received honors and academic distinction awards