Head Of Marketing
Maristo Hospitality
Total years of experience :20 years, 9 Months
Led the marketing, communication and menu strategy, plans, and execution for
Popeyes, the American QSR franchise brand with 40+ locations in UAE; achieving set
KPI’s including an increase in average ticket value, incremental transactions, improved
profitability and steady growth with winning aggregators while adhering to brand
guidelines and directives
o Spearheaded the home-grown brand development project, identifying and collaborating
with design experts, chefs and agencies to bring Sisi’s Eatery, the premium casual dining
concept to life successfully with its’ award-winning premiere in Dubai both for brick and
mortar and ecommerce, positioning it for global scalability
o Established the in-house marketing and branding department including setting the
structure, hiring and enabling the assigned team, implementing efficient workflows, best
practices and managing to KPI’s
o Conceptualized and developed corporate identity for the F&B startup and secured
presence on digital, social and PR channels
Partnered with a culinary specialist and launched the successful virtual brand CHKN
Kitchen during the pandemic
o Created a global ambassador program for WoodWatch to increase affiliate channel
sales contribution
o Crafted social media strategies and content for 20+ F&B clients including Al Hallab,
Babaji, and Grom Gelato
o Planned and managed events and influencer marketing initiatives for several brands
including Twin Set flagship opening
Provided regional guardianship on brand equity as a franchisor to ensure consistency in
execution at market level
o Developed a holistic marketing and communication roadmap for GCC, Levant and
Europe including leading key projects such as website, app and franchisee platform
containing marketing guidelines, toolkits and refreshed image library
o Headed the menu revamp project utilizing menu engineering principles, working closely
with the culinary, commercial and design teams
o Led the branding and concept creation of the homegrown concept brand Chixter
Directed the 10+ marketing & design team members and ensured deliverables for F&B,
confectionary and home divisions are timely, creative and to the highest standard
o Created and oversaw execution of marketing and social plans for 12+ brands, including
Social House, Angelina Paris, Candylicious and Ethan Allen
o Orchestrated the new concept creation of Two by Symphony
OLDER
Lead the Marketing department for the key business units including Retail, F&B, Contracting and Distribution in the UAE.
Created in-house design department, saving AED 1.5M & improving turnaround time considerably.
Implemented procurement policy saving over AED 3M in packaging orders.
Independently providing marketing support to retail clients in the UAE & GCC.
Headed the Marketing & VM functions of the rapidly growing lifestyle fashion brand American Eagle Outfitters- in the region fuelling market launch plans for Saudi Arabia, Lebanon and Egypt.
Formulated the annual Marketing & Promotional Calendar by Market including Seasonal launches and promotions, Sale and other Market-specific opportunities to support the business plan.
Created communication strategies for Seasonal Advertising & PR and adapt material accordingly.
Supervised the VM Team operational activities like seasonal theme planning and ensuring implementation meets host brand standards while maximizing product presentation in-store.
Key Projects include:
o Planned and executed with excellence the market launch strategies for KSA, Lebanon, Morocco, Egypt & more as part of an aggressive brand expansion plan
o Sourced local production of all POS, saving costs by 20% and reducing timelines considerably
Headed the Marketing of the Beauty Division in UAE, Oman and KSA including three business models:
o Areej: the homegrown multibrand retail chain
o Harvey Nichols & Bloomingdales Beauty: the concessions multibrand departments
o Mono Brands: the standalone retail brands like Korres & Missha
Partnered with leading international brands to create best in class events, advertising campaigns, promotions and product launches within the Areej & concessions
Created 360 degrees marketing programs for the Areej annual Beauty Extravaganza, Gift with Purchase operations and other seasonal promotions
Key Projects include:
o Conducted brand research to create and define Areej as a brand and developed the Identity Kit including positioning, design and execution guidelines
o Cooperated with Chanel to host a global exclusive launch at Harvey Nichols Beauty
o Re-launch the Beauty department of Bloomingdales
Lead the Brand Strategy, Marketing and PR for Middle East and Indian Subcontinent for HUGO BOSS Fragrances and assisted on other P&G Prestige brands like Lacoste, D&G, Escada & MontBlanc.
Key projects include:
o Setting product launch strategy and creating KPI’s for distributors
o Conducting Usage & Attitude Research to evaluate the launch of BOSS Skin
o Develop key retailer meetings at brand level to build the relationship and communication
o Sponsor for the first time with HUGO the world-class event with Disney X-Games
• Awarded with P&G Recognition awards:
o July-Aug 2005 for Leadership
o Dec-Jan 2007 for Best Male Fragrance Launch- BOSS Selection
Supported the Marketing, VM & PR activities on Nivea Beaute make-up brand as well as the other Nivea sub-brands for the Middle East, Egypt and Iran markets
Key projects include:
o Make-up Display Units revamp throughout the region, from design to implementation
o Media, PR and event planning for the market re-launch in Qatar with newly appointed distributor
Supported the brand marketing team on luxury skincare and color cosmetics brand Helena Rubinstein.
Worked closely with the Principle brand and distributors on executing the strategies for product launches in the Middle East through retailers, malls and other partnerships.
Assisted the Marketing Manager on Commercial tasks like forecasting and allocating.
Coordinated Media Advertising, Promotional and PR activities with agencies.
SEO, PPC, Online Advertising & PR, Email/Mobile/Viral Marketing, Social Media and Metrics
o Successfully completed American Curriculum Program including management, marketing, finance, statistics and other elective courses o Graduated with score of 78% and ranked eighth among fellow graduates o Listed on the Honor List for outstanding semester grades in the 2nd Semester, Third Year o Attained Minor in Finance
o Completed 2 A-Levels & 6 O-Levels with an equivalent score of 85% o Other schools attended: King Fahed Academy, London and Al Maaref School, Amman