Group Chief Marketing & Communications Officer
Saudi German Health
Total years of experience :16 years, 6 Months
• Reporting to the board of directors directly responsible for the marketing and commercial efforts for the different divisions of the organization (hospitals, clinics, pharmacies, academy and all other divisions)
• Leading and developing a team of 40+ members to drive innovation, team-work, and collaboration across 8 geographically dispersed locations in the MENA region.
• Spearheaded and launched a large re-branding initiative including new brand strategy, architecture, comms strategy, and a customer experience & internal employee engagement strategy
• Restructured department and developed a new scope of services and a completely new organizational chart
• Hired new team and implemented new activities and strategies for the first time in the group
• Responsible for highest ever growth in cash revenue in company’s history with over 20% increase accounting for over almost $100M in revenue far exceeding set sales targets
• Developed scientific approach to sales driven initiatives determining incorporating sales margins and cost variables
• Developed new positions within department, developed job descriptions for them and KPIs and filled the roles to complete a department transformation
• Introduced return on investment metrics and KPIs
• Developed the brand architecture, positioning and rebranding of the entire group including the holding company - currently introducing a new brand
• Responsible for corporate communications across the group including the management of key media to support brand reputation and develop board members profile, as well as press conference management
• Responsible for event management and sponsorship initiatives aimed at driving brand engagement with the community
• Introduced new partnerships and strategic initiatives to further support the business and enhance customer experience
• Implementing first ever annual healthcare event for medical professionals across the entire GCC
•Role is considered part of the Senior Management Team and reports directly to CEO as a department head
•Responsible for the organization’s overall marketing and business development strategy
•Responsible for all marketing, communications (external and internal), social media, digital and events programs
•Heading business development - responsible for generating new revenue streams, bringing physician referrals, creating tie-ups with other organizations and signing new community based doctors (CBDs)
•Responsible for yearly budgeting for all marketing and business development activities
•Leading activities to grow the business by raising awareness for the entity and by driving revenue through key tactics
•Responsible of managing and developing team members by directing and coaching them to lead their respective areas
•Managed and developed annual marketing strategies and plans ensuring they are aligned to overall business objectives
•Responsible for yearly budgeting for marketing activities
•Responsible for growing the business by raising awareness for the entity and by driving revenue
•Managed numerous successful integrated marketing campaigns through creation of TVCs, radio, outdoor, print advertising, PR, social media, events and online paid media activities to raise awareness for the brand and to increase revenue
•Responsible for all branding at the hospital and for the development of brand identities and guidelines
•Responsible for all corporate marketing collateral and content developed for more than 35 different teams in the organization
•Created and managed company’s first ever online and digital marketing program
•Managed B2B marketing activities locally and internationally to promote CCAD services to referring physicians
•Developed an omnichannel strategy to create a roadmap for future healthcare e-services
•Developed KPI dashboards to track against business objectives
•Reported KPIs and ROI to leadership and board of directors
•Developed key tactics to increase appointment leads and revenue for the business
•Created team structure and hired direct reports to expand team
•Managed and controlled substantial budget
•Developed comprehensive digital and social media strategy based on latest trends and global and local best-practices
•Managed company’s online brand reputation and developed crisis communications plans
•Implemented customer service strategy by integrating social media into contact center
•Led in marketing efforts for company-wide mass recruitment program through collaboration with recruitment team. Including developing marketing material at international conferences
•Developed plan to promote medical services and physicians to local and international patients
•Spearheaded strategy to enter new markets in the GCC and Asia through marketing and business development initiatives
•Developed several RFPs for projects and led the entire process resulting in the selection of key agencies
•Successfully led marketing efforts to create new company website
•Spearheaded the creation of a company intranet from design to implementation
•Member of several cross-functional company committees
, 2012 - 2014
•Managed agencies for development of marketing collateral
•Researched and implemented best-practices and current trends
•Liaised with business owners and stakeholders to scope marketing needs
•Developed sitemaps and managed wireframe development of microsites
•Designed governance structure through workflows for content control
•Coordinated approvals and collection of social media content
•Published updates and new content to website/social media platforms
•Monitored website traffic and executed strategies to increase traffic
•Consulted large asset management firms and investments banks including Olayan and Jadwa in Saudi, and NBK, GIC and KCIC in Kuwait
•Created and managed relationships with clients
•Provided clients with portfolio analytics and analyzed returns on their investments
•Prepared and presented presentations on financial reports
•Worked on large scale projects that optimized clients’ workflows
•Visited clients in their offices to provide on-site advisory services
•Managed brand strategy across General Motors and ASPIRE brands
•Developed and implemented marketing campaigns
•Assessed sales figures and budgeted marketing activities accordingly
•Advised on key tactics and initiatives to push vehicle sales
•Promoted sales through incentive schemes
•Solved brand and tactical messaging issues based on consumer insights
•Surveyed and researched consumer behavior
•Created and managed relationships with clients
Modules: •Corporate Governance •Risk Management •Research Methods •Economic, business and institutional environment in MENA •Management perspectives and sectoral issues in MENA •International Management
