Marketing Manager
Musafir.com
Total years of experience :16 years, 8 Months
Leading an in-house team of 4, and responsible for identifing market opportunities, developing strategic marketing plans, building relationships with media / tourism boards /airlines etc., executing campaigns and optimizing
performance for all online & retail verticals.
HIGHLIGHTS:
Orchestrated the successful launch of 'Musafir Business' a B2B online corporate travel platform - through PR, Digital and on-ground campaign; which generated 206 new corporate subscribers in 1st quarter
Developed 5 years marketing plan for all verticals to pitch for investors
Achieved 100% sales target for 'National day' holiday packages with 10% revenue, by optimizing advertising sources
Designed structured customer targeting, channel, content, bidding and media strategies for advertising campaigns and daily communication; to improve over-all performance on all verticals
Created processes and formats for internal approvals, reporting, optimizations, content calendar etc.
Implemented 'Mobile monkey chatbot' on Facebook, to improve customer experience on social media
Integrated all lead channels through 'Zapier' with customer support software 'Freshdesk', to capture all leads generated
Increased organic leads by 36% and 15% site conversion, through 'notify visitor's' direct lead form and pop-ups
Improved web presence through SEO, A/B testing, PR/link building, blog writing and revised website content; which increased traffic by 20-25% and improved time spend by 124%
Initiated join activity of raffle draw with Grand mall, to drive footfall and produce database for Jabel ali branch; generated 12, 000 entries in 1 week with only AED 3100 spends
Tied-up with FAB to attract new users through their database and drive flights sales with minimum marketing spends
Drove sponsorship in barter format with event companies and brands, while ensuring minimum 10-15% profit
Initiated JMP with tourism boards & airlines, to maximize awareness and conversion with shared cost
Successfully advocated for Visa price change, to be in par with competition; while still attaining 14% profit
Proposed inbound idea of bundling product together, which increased sales revenue by 13%
Established & Managed the New Brand Positioning for Middle East markets in 2016
- Launched Double click DCO solution with personalized communication based on
Google Analytic Segments integrated with DMP audience data; that lead 63%
decrease in CPC (Cost Per Click) and 167% increase in CTR (Click Through Rate)
- Developing, implementing, testing, scaling & optimizing ‘Digital marketing
campaigns’; to achieve higher Clicks, Leads, Calls and Brochure downloads
- Implemented Spinklr at Regional level to leverage on it’s management and listening
solutions. Designed workflow que process plan to add efficiency & utilized its
listening capabilities to analyze and benchmark results for performance optimization
- Developing, experimenting with Targeting & Retargeting strategy for In-market
Audience based on trends, A/B testing and insights; to optimize User Funnel, Media
Efficiency & to improve Qualified Audience on Website
- Increased Fan base, Engagement & Lead generation on Social Media with Influencer
Program, Channel/Content Strategy and Targeting Optimization by 23%
- Leading and Managing all Social Media activities, SEM,
- Deploying successful marketing campaigns from ideation to Customer facing Events
- Implemented Chatbot & Pop-in to improve UX on the website, which increased time
spend and organic leads
- Implemented 1st DMP and Sapience nods and utilized agencies analytical ability to
evaluate end-to-end customer experience across multiple channels
- Responsible to ensure integration & consistency between Global, NSC’s and Regional
Communication planning
- Responsible to measure and report performance of all digital marketing campaigns,
and assess against goals (ROI and KPIs)
- Managed Middle East brochures for an year from creation to production
- Manage 3 agencies to ensure all the Social & Digital planning + KPI’ are on track
- Work on Marketing Calendar and Budget planning for Digital and Social Media
BRANDS: EMIRATES NORTH AFRICA l CENTREPOINT
Work to resolve problems and ensure that products are delivered timely and as expected, while managing account across media & market
HIGHLIGHTS:
- Emirates North Africa annual planning for all markets and mediums
- Centrepoint Movember online campaign
- Centrepoint Women’s month and Mother’s day online campaign
- Centrepoint back to school campaign
- Centrepoint Autumn Winter collection campaign 2015
Brands: Baskin Robbins l Nikon l Budget, SNTTA and Prime Limousine l Himalaya Pharma l Himalaya Herbals (Baby Care, Hair Care & Face Creams) l Britannia l Silex (Zarah Spices & Pulses, Enviro) l Aster
Developed & planned campaign strategies, marketing support and managed accounts across media & markets
Highlights:
- Launch of Baskin Robbins Al Dhabi campaign, which was nominated for Retail ME and Effie
- Launch of Baskin Robbins Ice cream cake 360 campaign
- Nikon heart event
- Handled BTL & production jobs for Budget, SNTTA and Prime Limousine
- Conducted & attended several qualitative consumer researches to extract key insights for formulating strategy for Britannia
- Himalaya Hair cream TVC
- Himalaya Nourishing skin cream TVC
- Launch of BTL campaign of Britannia rusk & cake
- Brand building excercise & packaging for Zarah
- Assisted the senior management of the company for new business pitching
Brands: Garnier (Skin Care)
Managed & executed overall communication solutions - ATL, BTL, packaging, events; including research, market & communication analysis
Highlights:
- Launch of Garnier tinted eye roll-on and its packaging
- Launch of Light Ultra along with photoshoot (Priyanka Chopra)
- Major revisions in Light Night, Agelift and Light Moisturiser TVCs
- Development of Brand key
- Handled financial hygiene and coordinated with vendors, photographers and models
- Constant trade visit and competitive analysis to evaluate the target audience and to collate market trends
Brands: Oberoi Constructions (Oberoi Exquisite & Oberoi International School) l Bank of India l BMC l Star Union Dai-chi l Taj Holidays l ICICI Bank l Vodafone Qatar
Handled operations from briefing till releasing artworks/betas. Maintained finance sheet and analyzed competitor brands. Attended market research & survey
Highlights:
- Bank of India IPL TVCs
- BMC pitch
- Star Union Dai-chi TVC
- Oberoi events
- Contributed to the pitch presentations
Managed online merchandizing, online portal, operation, database and assisted the senior management of the company for new business pitching
Developed database and worked on marketing strategies, media targeting & planning with senior management
