Chief Strategist - Corporate Branding & Communication
Omantel
Total years of experience :20 years, 3 Months
To develop, drive, and protect company brand identity and strategy. To manage, develop and support all commercial activities and branding guidelines in the company related to advertising & publicity campaigns, events & sponsorships and social media. To develop processes to align advertising and brand communications to corporate strategy and goals. To ensure media placement effectiveness through different channels and investment strategies.
To support the commercial units (Consumer and Enterprise) with developing and providing all required Business Intelligence and Performance Analysis in order to make marketing and sales decisions, covering both external data and internal data.
To develop, drive, and protect company brand identity and strategy. To manage, develop and support all commercial activities and branding guidelines in the company related to advertising & publicity campaigns, events & sponsorships and social media. To develop processes to align advertising and brand communications to corporate strategy and goals. To ensure media placement effectiveness through different channels and investment strategies.
Developing and be the custodian of the brand both internally and externally to ensure appropriate brand expression across all touch points, to help drive the growth of brand health and brand value.
• Support the overall marketing department in development the marketing roadmap and management of the brand
• Responsible for the selection and management of agency partners / external suppliers that are reputed and have the capability to deliver quality work products that are in line with the company’s strategy and assist in realization of the company’s vision.
• Develop MarCom guidelines based on the brand strategy and review and update them when necessary.
• Safeguard the brand’s positioning and identity by enforcing strict adherence to defined guidelines to standardize brand implementation across the company.
• Responsible for developing close relationships with all internal departments to develop, manage and ensure implementation of brand standards.
• Provide consultation with respect to all elements of brand expression as and when requested.
• Establish robust metrics for monitoring the health and value of the brand.
• Develop digital communication material for offers and promotions, in line with
requests from Proposition Management.
• Manage the annual Brand & Comms media/ production budget, split it properly on projects to align with marketing objectives
• Assist in developing the Jawwy communications & branding strategy on an annual basis, provide a detailed quarterly activity plan and ensure that all communications are in line with the agreed strategy.
• Develop digital strategy and targeted multi-channel marketing programs for clients that help them successfully build profitable, long-term relationships with their customers
• Define key business challenges and needs in the digital space
• Lead design thinking and ensure success of product innovation and digital initiatives
• Educate and inspire Account Directors on digital opportunities and best practices for all clients
• Stay current on the latest technologies and identify new opportunities
• Actively participate in new business initiatives; create statements of work and client presentations
• Collaborate with cross-functional teams to plan, deliver and execute successful mobile marketing campaigns (SMS, QR, Coupons, Ads, etc.) and measure ROI
• Ensure alignment between the digital marketing strategy and the overall corporate marketing strategy
• Translate brand marketing business objectives into effective digital media planning and activation/tactics.
• Integrate digital media into overall communication plans (define portfolio strategy, recommendation, KPIs, tactics, execution, agency management, ensure alignment with overall media strategy)
• Develop performance media strategies and tactics that drive aggressive e-commerce sales growth. This need to be done across the entire digital ecosystem (including but not limited to display, video, search, social, mobile on Google, Youtube, Facebook, Twitter & others)
• Lead annual and quarterly refinement of performance media planning with internal brands and agency partners.
• Coordinate with internal analytics teams and agency partners for accurate measurement and forecasting of KPIs.
• Collaborate with Global partners to expand NA best practices to other regions.
• Maintain key reports and project tracking by brand for all digital media initiatives
• Recommend digital innovation and new partners based on brand needs
• Manage digital media budget, ROI and P&L
• Lead digital data driven strategy and insights to improve
Major sectors include Airlines, Automotive & Telecommunication
Develop the Nawras communications strategy on an annual basis, provide a detailed
quarterly activity plan and ensure that all communications are in line with the agreed strategy.
Develop ATL and BTL communication material for offers and promotions, in line with requests
from Proposition Management.
Maintain and update the social media strategy, coordinating with stakeholders across the
Company to ensure its effectiveness and encouraging adoption of relevant social media
techniques into the corporate culture and into all of the company’s products and services.
Own the roadmap budget for the social media tools in use on the Company’s sites,
directing social media tool integration.
Act as the advocate of social media integration within the Company, influencing overall site
and business strategies.
Manage external agencies for advertising and the use of the media, including outdoor press,
TV, radio, online and joint activities with dealers and partners.
Create, launch and implement a comprehensive,
targeted, and sustainable
communications program that supports Nawras' mission.
Develop and execute a major media outreach plan for significant new product launches or
initiatives.
Create and execute large-scale, web-based campaigns to expand awareness and align
resources for Nawras.
Create and execute an internal and external communications strategy.
Develop Direct Marketing strategy on annual basis and in close liaison with Sales.
Manage the annual Marcom budget, split it properly on projects, and follow it up to avoid any
over spending.
Optimize the Communication spending to guarantee the best reach.
Analyze existing market insight and mandate new market research and competitive analysis as a basis for the positioning and design of a highly competitive product portfolio.
Develop, maintain and control detailed specifications for new prepaid mobile products
Work with peers to develop bundles.
Work with the technical teams to generate design documents and processes.
Co-ordinate implementation of products between network and IT, Customer Service and suppliers to ensure a launch on time, in budget and to specifications.
Perform Sales and Customer Service training (train the trainer).
Provide input for user guides, user interfaces, etc.
Make sure that a comprehensive set of business rules, activation forms, welcome packs, price and product sheets, FAQ etc. are available in due time for launch.
Conduct UAT to ensure all requirements from the user perspective are deployed.
Manage the go-to-market process.
Following the launch, monitor product performance in terms of uptake, usage and customer satisfaction, and take appropriate actions to further develop products in terms of
revenues and margins.
Proactively manage product lifecycle, taking an active role in making future business plans.
Have an updated knowledge on competitor products and initiatives.
Major
KPI
Launched the new look and feel to the youth brand (Shababiah).
Quadrupled the customer base, maintained ARPU& decreased churn.
Maintained & increased Shababiah brand loyalty.
Part of the launch & post launch team in the agency for Zain KSA launch phase
Managing a portfolio of projects for the account & dealing with all aspects of a campaign
Assisting in the brainstorming session & research for the creative department
Leading and training other members of the account team
Managing the work of account executives
Leading project management activity
Ensuring necessary actions are undertaken by the account team
Preparation of strategic campaign objectives, development & deliverables
Delivering sales presentations & creative advertisement to high-level executives
Maintaining and expanding relationships with existing clients
Completing administrative work when required
Demonstrates working knowledge of each area of agency’s resources,
in order to evaluate recommendations before presenting to the Client.
these areas includes: Search Engine Marketing, Creative media, Email
Marketing, Web Analytics, Website Effectiveness and
Research/Planning
proactively finds new ways to build the client’s business and grow
accounts
Maintaing vast knowledge of Zain Teleco business, competition, and latest industry news and trends
Acts as primary point-of-contact for Client.
Lead day-to-day management and optimization of client campaigns & projects
Assists in strategy development.
Authors campaign summary/analysis.
Demonstrates working knowledge of each area of agency’s resources, in order to evaluate recommendations before presenting to the Client.These areas includes: Search Engine Marketing, Online Media, Email Marketing, Web Analytics, Website Effectiveness and Research/Planning.
Proactively finds new ways to build the client’s business and grow accounts.
Masters and maintains vast knowledge of client's business,
competition, and latest industry news and trends.
Monitors agency/client budgets and billing process for accuracy and timeliness.
Main Accounts: Emaar, Four Season world wide Arabic collateral & websites, Gourmetegypt.com, Saraya
Create & manage the scorecard; ensure that the strategy get
translated & linked to on the corporate Strategy Map
Standardize terminology and measures
Select and manage the reporting systems of the scorecard
Ensure the data integrity of the scorecard
Offer training and consultancy about the scorecard
Align the organization & oversea the process of cascading down the macro objectives while ensure synergy between department
Review Strategy by managing the monthly review meetings
Brief AGM before these meeting about strategic issues
Determine action plans & follow ups
Prepare adequate information to top management
Facilitate the strategy development in main departments(e.g. marketing)
Communication strategy; to be part of the PDS systems
Integrate strategic priorities (long term )
Creating the Busniees Planning & budgeting cycle
HC alignment with the Performance Devleopment System
Responsible for developing Business Plans and Budgets for new investments to enhance growth and provide opportunities for development.
Responsible for facilitating, reviewing and consolidating business plans and budgets for the Head office and the Business Units to ensure alignment with the Guidelines and strategy of the organization.
Responsible for analysing, studying, and conducting market research to aide in the interpretation of the economic & political situation
Responsible for producing reports on general economic trends, corporations, competitors and entire industries to advise the senior management in decision making.
Responsible for preparing and submitting reports to help in making decisions of expansion or new investments.
Responsible for providing assistance to own manager for conducting financial analysis and feasibility studies for internal customers in order to provide quality decision making support.
Responsible for studying critical indicators and identifying threats and opportunities to Nuqul Group as a whole and to any of its business units. Suggests means of avoiding threats and capitalising on opportunities.
Responsible for continuously providing the organization with competitive information/ market information and continuously comparing the performance of the organization to regions that they operate in.
Responsible for studying business environment trends, opportunities and competition, conducts SWOT and other economic analyses to prepare suitable recommendations to the Executive Leadership on Corporate Strategy for optimising the portfolio of Nuqul Group businesses.
Responsible for assisting in identifying new business opportunities in order to ensure growth and improve the financial performance of the group.
Responsible for assisting in the development of new Group initiatives to help in opening new opportunities for development
Manage the day to day production and coordination of marketing brochures
Research regional market situation am other critical and relevant information
Collaborate with team members and vendors (designers, printers Etc.) regarding request for information and deadlines.
Produce and participate in marketing presentation (electronic and print) for management and customers
Establish and manage Data files of leads and clients, ideas prospects
Coordinate all Public relation activity
Manage the day to day activity of marketing campaigns
An English Teacher for primary school
Intership in the Business school
Bachelor of Science in Economics with Emphasis in International Affairs