Assistant Vice President, Products Marketing Manager,
Mashreq Bank
Total years of experience :21 years, 4 Months
• Build marketing strategy for the year, by quarter, in line with business objectives & within budget
• Drive ATL/BTL campaigns to achieve monthly business objectives and develop a comprehensive calendar of BTL actions
• Track competitor activities and develop suitable marketing responses
• Drive product activations via rewards & BTL/owned channels campaigns
• Drive portfolio initiatives in order to boost activation and relationship deepening
• Develop campaigns that will work effectively across digital channels - paid, organic and owned channels
• Build comprehensive 360-degree plans and campaigns across offline & digital
• Own the campaign implementation plan and execute it end to end, up to final evaluation
• Track the results of all campaigns and perform analysis / learnings for improvements
• Engage / influence all related internal stakeholders (e.g. frontline, product teams)
• Manage assigned budget, vendor accruals & payments in line with Finance policies
• Maintaining the Emirati/Arabic Brand via Print (BTL), Social Media (LinkedIn, Twitter, Facebook), Arabic Website, Customer EDMs
• Mashreq Al Islami: Ensure fulfillment with Sharia’h & Islamic Compliant as well as culture values across all communications channels such as customer letters, press releases and website content
• Enhance the image of brand amongst Islamic Banking customers through clear and transparent communication for Mashreq Al Islami in line with Sharia’h law and regulations
• Manage the Arabic communications of the CEO including but not limited to Arabic speeches, and interviews, create strong Arabic speeches, statements and announcements that are relevant, solid and most importantly boost his image within the Arabic segment
• Arrange the annual media roundtable with Arabic media (wires, dailies and magazines).
• Emiratisation: Monitoring the entire communication suite for Emiratisation across the bank that included radio, print and various initiatives to maintain the Bank’s image as Employer of Choice among Emiratis
• Creating and executing the PR strategy in line with the vision of the bank and its stakeholders.
• Handling all bank PR requirements (retail & corporate) for UAE, Egypt, Qatar, Bahrain and Kuwait
• Work closely with the PR agency to ensure all PR opportunities are leveraged
• Preparing PR campaigns/events for new products launches of the bank
• Preparing quotes and statements for media within deadlines on behalf of the bank’s spokespersons
• Strategic solutions for customer complaints received through media
• Setting PR target to be achieved every month viz. interviews, feature stories, etc.
• Crisis Management as and when required
• Manage the bank’s events including liaising with suppliers, overseeing logistics, managing budgets and creating post-event reports
• Media Monitoring of all UAE & Pan-Arab newspapers
• Build and sustain relationships with key media across mediums and publications
• Organize and supervise Media interviews with key Mashreq spokespersons
• Liaising with the PR agency: Brief the agency on PR requirements and follow up with them on deliverables requested
• Manage a team of telesales agents to ensure that all telesales activities meet sales targets
• Develop and implement telesales strategies in line with business objectives
• Maintain service standards and monitor, evaluate and measure performances to achieve productivity and greater efficiency from systems as well as human resources
• Design performance measurement metrics, evaluate performance and take corrective action
• Call monitoring, coaching and feedback of telesales agents
• Creating a PR strategy, in line with the vision of the company
• Ensure to have strong relationship with the client
• Arrange for the company events
• Putting together a plan for crisis management and steps to implement it