SHADI JOWEIHAN

Hyper Ideas (Dubai and Australia)
• High-impact, product marketing and brand consultancy role, tasked with providing strategic and operational oversight to a number of high profile cross-sector product-launches, with ongoing accountability for budget and P&L performance;
o Major projects include launch of a Superfood range (Australia) and mobile app Just Air Crew (JAC);
• Conduct ongoing market analysis, identifying opportunities for competitive advantage and giving insight into business penetration activity, pricing and discount strategy;
• Evaluate technology-based developments, leveraging emerging technologies and emerging customer needs to create world-first applications, including JAC;
• Design and execute best-in-class marketing strategies, delivering mixed-media promotional activities and evaluating ROI to ensure initial launch and continued product success;
• Forging and nurturing relationships with stakeholders, industry bodies and customers across the globe to create aligned product and marketing solutions.

KEY PROJECT - JUST AIR CREW (JAC)
• Designed and launched world-first mobile app from concept to launch, commercialising an untapped, lived experience as a crew member for Emirates to create a global air crew community using smart phone technology;
• Led initial development, conducting extensive front-end feasibility studies and creating design concept based on extensive knowledge and analysis of airline industry;
• Project managed app development, collaborating with developers to ensure effective transformation of designs into reality and ensuring compliance and approvals were secured;
• Created go to market (GTM) strategy including brand positioning, customer demographic analysis, risk management and profitability studies, and developed mixed-media marketing campaigns covering social media, digital, and a Rewards Program.
• Finalist for the 9thAnnual Business Aviation Awards 2015 for Engineering Innovation of the year.
• Extensive Media Coverage in UAE startup Magazine and Middle East Business Aviation.

KEY PROJECT - PURE SOUTH
• Conceptualized and designed Australia’s first specialty store in Dubai, UAE. Put in place a strategic Business development that spanned from conceptualization to operational phases.

• Developed, maintained and negotiated mutual business relationship with over 350 Australian Brands to work on exclusive basis on the concept.

• Certified and approved within the governmental importation frame over 2000 lines for the launch.



KEY PROJECT - J’ADORE RAW
• Designed and launched innovative global raw certified organic superfoods brand concept across APAC, spearheading product management, brand development and marketing strategy and campaign execution;
• Built a thriving international distributor network, collaborating with and managing supplier, developing sales, export and distribution plans and ensuring international compliance in the tightly regulated F&B industry;
• Led branding and positioning initiative, collaborating with creative partners to design logo, website, packaging and all marketing collateral in line with original concept.

M&H Group ( retail & trading)
• Holistic brand development role, orchestrating the start-to-finish launch of a market-first gourmet food and beverage outlet in the UAE, providing both strategic and operational oversight to take the brand from concept to household name within a year;
• Led market and competitor analysis in order to design successful GTM strategy, introducing elements such as home delivery, mobile payments and 24-hour opening to secure competitive advantage and ensure commercial success;
• Cultivated relationships with selected international suppliers, securing exclusive supply of award-winning products under the M&H umbrella to successfully introduce innovative food and beverage products to the UAE market, driving demand and increasing revenue;
• Optimised internal and external operations, developing superior service initiatives to encourage customer retention and increased spend while driving efficiencies internally in recruitment and marketing;
• Oversaw creation of marketing collateral including website, store design, labelling, packaging, merchandising, ensuring cohesive and market-relevant brand image.

ACHIEVEMENTS
• Successfully launched pioneering market-first brand from concept to profitability, seeing growth from 4 to over 100 staff and revenue increase from 0 AED to 20 million AED within 3 years, with ROI achieved after 12 months;
• Built sterling reputation resulting in adoption of business as universal best practice model by competitors, being specifically identified by MP Barry O’Farrell as driving critical economic relationships between GCC and Australian market;
• Implemented ‘5% of profit’ charity fund across business, allowing the brand to give generously to Bangladesh education charity to support in-country infrastructure, ultimately receiving Christie Award for highest donations;
• Nominated for for Ernst & Young ‘EOY Entrepreneur of the Year 2012’.

• Team-focused dedicated customer service role, providing high quality in-flight service and security training in a fast-paced, culturally dynamic and forward thinking environment;
• Trained and mentored up to 20 staff per day, leading Train the Trainer courses, overseeing in-flight performance and highlighting opportunities for development;
• Liaised with multiple teams, smoothing lines of communication between ground staff, crew, Captain and customers to ensure a streamlined and harmonious customer experience.

ACHIEVEMENTS
• Youngest ever supervisor, promoted to Senior Flight Service and subsequently to Purser - the highest crew position on the aircraft;
• Awarded Crew of the Month multiple times in recognition of outstanding commitment to customer service.

Infusion Magazine
• Conceptualised design and led ongoing development of a pioneering and highly successful music and dance magazine, traversing UAE cultural sensitivities and leading comprehensive market analysis to launch brand to market;
• Developed product strategy including establishing market demographic, developing market positioning and overseeing strategic decision making regarding pricing, quality and design;
• Manage end-to-end delivery of high-profile events for clients including Microsoft, Oasis Sparkling Water, House Blue Series and Lotus Night Club;
• Orchestrate multi-media marketing campaigns for organisations seeking to reach large markets, including Lotus One, Double Decker Deep nights and Peppermint nightclub;
• Activated relationships with high profile clients, developing revenue-generating opportunity based on market-competitive advertising and promotions models.
ACHIEVEMENTS
• Successfully developed and launched hugely successful market-leading magazine since described as “the pocket dynamo of entertainment”, achieving high levels of brand awareness throughout the UAE.
• Secured first-ever sponsorship from alcohol manufacturers, navigating sensitivities of UAE culture by providing a credible platform that was win/win for advertisers and readers.