Roberto Lumen

Assisted the Marketing Director in the successful launch of Premier Inn brand for
Emirates Group, Premier Inn as top of mind mid-market hotel in the GCC market.
Managed the Premier Inn Value Pass in bringing more than 20 partners with leading
brands on experiences and services across GCC that impacts brand loyalty and direct
booking.
Improved Premier Inn ranking within the Online Travel Agency (OTA) search metrics by
optimizing content that are properly aligned with brand guidelines.
Colllaborated with Digital and Communication Executive to create an engaging
content on Premier Inn’s social media channels.
Participated on any ad hoc tasks - new product research, brand building support, PR,
Corporate Social Responsibility (CSR), Customer Relationship Management (CRM),
Electronic Direct Mail (eDM) campaign, and developing digital campaign projects.
Responsible for the F&B of the hotel in coordination with Emirates Leisure Retail to
ensure that plans and programs in terms of alignment and compliance are properly
executed.

Assisted the Marketing Director in creating Marketing Calendar for multiple F&B.
Led the partnership of the restaurants to UAE-based online food portals, mobile commerce and rewards and Corporate Loyalty Program.
Managed the Social Media channels for multiple F&B brands (Monte Carlo Stars Restaurant, Dubai Marina | Lua Lebanese Restaurant, Sofitel Dubai The Palm, Resort & Spa | Cash Club Night Club, Movenpick Hotel, Ibn Battuta Gate.

Steered in developing the Marketing Calendar specifically in unveiling of Celebrity Silicon Figures that will impact the brand and restaurant revenue.
Organized an impactful events and prepared Press Releases to media; arranging invitation to food bloggers; organizing radio-interview; and print advertisement placement to intensify the restaurant’s brand reach.

Supported the Marketing Director in preparing Marketing Plans and Programs, conceptualizing and execution of in-store promotion, cross-marketing tie-ups and events through strategic alliance with Yas Island’s stakeholders.
Established a strong community affinity within the periphery of Yas Island through various Community Night activities.
Led the brand function with focus on building and strengthening the brand, image and positioning in uplifting the face of the restaurant - Stars ‘n’ Bars was highly commended as Best Family and Best Bar in the TimeOut Abu Dhabi Restaurant Awards 2012.
Created a standardized Monthly, Quarterly and Annual Business Review Report (Key Performance Indicators - Sales, Transaction Count, Average Check).

Reorganized the development of Annual Marketing Plan and Calendar for four Assia in Wok outlets (The Residence Downtown Dubai, The Dubai Mall and Dubai Marina Mall) synchronized with UAE calendar of activities.
Conceptualized, led and executed the implementation of all brand building activities: Local Store Marketing, Advertising media base ATL, BTL and other non-traditional channels including social media.
Initiated in conducting market research/site validation study for a prospective Assia in Wok outlet.

Organized and led the kick-off meeting for business review and new product development.
Drove in product development and marketing promotions to suit market needs in twelve assigned stores.

Process owner of Regional Marketing Calendar to support ATL and BTL activities of Max’s Restaurant franchises across provincial outlet.
Analyzed and monitored Key Performance Indicators as per sales, transaction count, average check and revenue centers performance of twenty-four assigned franchise provincial outlets.

Drove the Local Store Marketing activities to twelve assigned provincial outlets via Wendy’s loyalty program, tie-ups and corporate/community sponsorships - able to keep a stronghold of a favorable consumer acceptance level in the market amongst QSR.
Led an in-store and field market research - UAI, Eating Habits Survey, Traffic Generator Survey with the assigned trading area.

Drove the Local Store Marketing activities to twelve assigned provincial outlets via Wendy’s loyalty program, tie-ups and corporate/community sponsorships - able to keep a stronghold of a favorable consumer acceptance level in the market amongst QSR.
Led an in-store and field market research - UAI, Eating Habits Survey, Traffic Generator Survey with the assigned trading area.