Marketing & Communication Manager
The Mall
Total years of experience :13 years, 2 Months
Achievements: Managed to increase footfall of the mall by more than 50% within three months of advertising Prepared marketing plans to share with the new tenants which helped them in their feasibility reports Developed and derived the strategic direction for social media channels which increased interaction and doubled the numbers on the pages Initiated communication with Dubai Tourism and DED for a long term strategic partnership for promotions and events at the mall Initiated and successfully signed contracts with Radio stations for a long term partnership Successfully launched shuttle service for hotels to bring their guests The rate of inquiries for leasing and activation increased by at least 100% Training of customer service and security staff effected a drop in the number of complaints Major Responsibilities: Developed, implement and evaluate annual marketing and communication plan Proposing annual marketing budget with monthly monitoring of expenses Effectively coordinating and managing all external agencies including social media, digital, creative and media agencies Coordination with internal teams including leasing, customer service, soft and hard operations and facility management Maintaining positive relationship with all tenants to sustain and grow the business Pro-actively handling all legal and official documentation for retailers, contractors, suppliers and the government (DED, DFRE, DSMG etc) Efficiently developing & managing communication assets, event setups/removals, mall brandings and event management for all campaigns Supervising the junior manager in execution of marketing activities
Marketing resource for Dubai Festival City Mall- Alfuttaim, Account Manager- GMASCO (Alfuttaim).
Prepared and Managed all campaigns for the mall. Collaborating with internal/external vendors, ATL/BTL and PR agencies
Aramex and Shop & Ship
Worked closely with the creative and the client to upgrade the advertising guideline
Worked on Shop & ship stand at comic con 2014, from creative development to production till managing the stand
Successfully rolled out the biggest campaign for SnS for the year 2014
Liaising on creative and the client for the development of the new Shop and ship website.
Major Responsibilities:
Handling ATL account of Aramex and Shop & Ship
Maintaining close contact with the Aramex office in Jordan for all branding, Production and creative needs
Branding of offices, vehicles, uniforms and warehouses.
Managing and coordinating resources who provide assistance on the account
Writing creative briefs after obtaining data from the client to suit and deliver their creative needs Worked on requests from all Aramex offices around the world for all collaterals, email shots and promotion that they have to offer
Maintained a work sheet with status updates for clients and used internally
Account Manager - JWT November 2012 - September 2013
Nokia: • Launched the Nokia Consumer Promotions campaign in March 2013, taking charge of the TVC production, its digital campaign execution,
documentation of all contracts and other legalities, coordination with the director, the production team, the brand team, and talent effectively to ensure all requirements of the idea were executed efficiently and also rolled out the campaign on major TV and radio channels.
• Leading the ongoing Nokia "Be Original, Buy Original" activation campaign, by handling the creative concept design and the selection and monitoring of the activation agency to ensure the effective execution of the campaign.
Major Responsibilities: • Handling the ATL account of Nokia Pakistan, Shan Foods and Shell
• Regularly Develop the Nokia and Shell Pakistan Case Study and presented it to the region to give an analysis on the dynamics of the Pakistan
market.
• Effectively execute and develop campaigns to introduce new Nokia devices in Pakistan by creating product demo videos, liaising on creative
concepts and design for each and its printing. Also, look after developing promotional merchandise and creating avenues for product sampling.
• Central contact point for JWT's Regional Office while corresponding on projects for Nokia and Shell Pakistan to keep them aligned with the brand's
global strategy and vision.
• Budgeting and keeping a track of all Nokia, Shan and Shell's ATL finances, whilst actively search for and lock out-of-scope projects to add to the company's revenue.
• Managing resources, who provide assistance on the accounts.
• Maintaining close contact with both the JWT and Nokia and Shell regional offices to regularly report on ongoing projects.
• Handle the development and creative execution of the Shan product portfolio.
• Coordinating with external vendors and media partners.
Account Executive - Lowe & Rauf (Pvt.) Ltd. July 2011 - November 2012
• Magnum: Launched Unilever's largest 360 campaign for the year 2012 - actively involved in managing Operations, responsible for the creative design and execution of Still Shoots, Talent Management, coordination with various stakeholders and execution of the mega Launch Event, with managing the ongoing releases of Press, TVCs, Advertorials and TV and Radio appearances of the talent onboard, making it a worthy nominee in the Ice Cream
& Frozen Dessert Category of the PAS Awards 2013.
Lifebuoy: Launched the annual 360 campaigns for the brand in 2011 and 2012, whereby owning the platform of - Global Hand Washing Day through managing its creative execution, TVC production, post-campaign amplification via events, TV and press coverage and digital presence; and the annual Lifebuoy School Program (largest school activation in Pakistan) by creative design and event management and winning in the Soap & Handwash Category of the PAS Awards 2013.
Paddle Pop: Launched the ATL campaign for the brand in 2012, with its TVC and movie releases, making it the “Best Campaign” in the Ice Cream & Desserts category in the PAS Awards 2012.
Close Up: Launched the annual ATL campaigns for the brand in 2011 and 2012, featuring new variants each year - constantly taking care of TVC releases, production of animations and guaranteeing the best radio spots for the brand.
Fruttare: Launched the ATL campaign for the brand in 2012, being the lead on its TVC production and Talent Management.
Blue Band: Launched the ATL campaign for the brand in 2012 and winning in the Breakfast Foods and Dairy Category of the PAS Awards 2013.
Faysal Bank: Launched China Union Pay (CUP) Cards for the client, making them the first ones to do so in Pakistan, by being involved from its inception, through creative design and execution of collaterals, press and radio presence till the grand launch event management and even further. Also, the Account lead on Faysal Bank’s premium product, Solitaire, amongst handling other products.
Major Responsibilities:
Handling the ATL Account of Faysal Bank and noteworthy Unilever brands, including the entire WALL’s product portfolio, Lifebuoy Handwash & Soap, Close Up, Pepsodent, and Blue Band.
Budgeting brands and their campaigns, whilst negotiating costs for optimum benefit to the company.
Keeping close contact with the Region to align local campaigns with the brands’ global guidelines.
Regularly monitor and report ongoing campaign performances.
Supervise regular Focus Groups & Interviews for Market Research
Developing Media Planning Strategies and their execution
Production of Promotion/Communication materials
Coordinating with external vendors and media partners
Intern - Pakistan State Oil (PSO) June 2010
Designed a marketing campaign for PSO, aiming at enhancing the company's corporate image, as a Team Leader for the Internship project - involving a consolidated plan for Television and Print and drawing empirical evidences by conducting customer surveys and outlet visits.
Intern - Pakistan International Airline (PIA) July 2009
Visiting sales agents and international air travel authorities to collect data by observing the interaction between agents and sales promotion officers.
Analysing and post visit presentations about the findings to reflect current market situation and recommendations to improve standards in the future.
Intern - ICI Pakistan (Akzonobel) June 2009
Facilitated coordination between departments to attain the standards criteria set by the Akzonobel before complete acquisition; Compiled literature of the Health, Safety and Environment Department for the ICI yearly report; and Initiated the CSR campaign involving the Children Development Centre.
Intern - Citibank June 2008
Designed a marketing campaign for a new product launch by conducting market research through customer surveys and information of the products
available through customer portfolios; Managed the distribution of literature for products; and Hosted Citi-PPAF Micro Entrepreneurship Awards.
Student Ambassador Middlesex University, London Major Courses: Operation Management, Cross Culture Management, Strategic Management, Managerial Finance, Branding and New Product Development.
Higher Secondary Certificate, Pre-Engineering Govt Gulshan College, Pakistan 2005
Higher Secondary Certificate St.Gregory's High School, Pakistan 2003 Captain of the Cricket Team Head Boy House Captain