Head Of Marketing
Tilal Development Company SAOC
Total years of experience :17 years, 8 Months
Head of Marketing at Tilal Development Company, Responsible for Muscat Grand Mall and Salalah Grand Mall
• Budgeting and planning, create an annual marketing budget.
• Delivery of a strategic and tactical marketing calendar.
• Developing the brand identity along with establishing creative components and brand guidelines.
• Identifying customer base and catchment areas.
• Creation of segmentation based upon demographics, geography, etc.
• Social media activities.
• PR, during pre-opening, post-opening, and crisis management.
• Commercial aspects of marketing strategy.
• Growth of footfall and increase of dwell time.
• Online Marketing, Guest Communications, Internal Communications, Consumer PR, Marketing Plan, Marketing Campaigns & B-2-B Relationships.
• Develop and manage relationships with retailers, head office, suppliers, and retained agencies ensuring cost efficiencies.
General Responsibilities
• Responsible for guiding the overall strategic direction of the business as well as managing its daily activities.
• Accountable for setting goals and objectives, supervising daily activities, monitoring performance, and driving business growth.
Handling all landmark group brands in Egypt Fashion, Furniture, Furnishing retail brands and Loyalty Program (Shukran) http://www.landmarkgroup.com/
Budgeting and Planning
•Prepare and get management signoff on the annual marketing budget for the territory in coordination with the concept marketing team
•Manage the territory's marketing budget. Provide feedback to the concept marketing team on approving key marketing expenditure
•Review the budget at regular intervals and appraise the management on quality and quantum of utilization. Update the Concept marketing team on the brand budget utilization
Territory Branding
•Build and Enhance the Group's image in the territory also for the respective brands
•Maintain relationships with agencies and vendors at the territory level for efficient execution of branding exercises.
•Ensure that the entire corporate/ concept brand building strategies/exercise are implemented consistently across all stores
Campaign & Media Planning
•Coordinate with the Concept Marketing team for seasonal campaigns for each brand
•Follow through the media advertising maintained with the agency
•Coordinate for the photo-shoot with the advertisement agency
•Review the effectiveness of advertisement promos and take corrective actions
Market Research
•Partner with Concept and Corporate Marketing for periodic market research to study the customer profile / preferences and buying patterns
•Partner with Concept and Corporate Marketing for periodic market research to study the effectiveness of the media campaign by evaluating the return on investment from the campaign
Other Marketing Activities
•Coordinate with other outside agencies in consultation with Concept and Corporate Marketing for order placements and printing needs, shopping bags, stickers, .flyers, and other sales material
•Manage and responsible for Cross Promotion (i.e. Banks, Airline) in the territory
•Coordinate with Public relation agencies for PR and media coverage in consultation with Concept Marketing team and Group’s Corporate communication & PR
People Management
•Manage and support recruitment
•Monitor staff welfare and facilitate complaint resolution
•Set KRA's for direct reports and conduct performance appraisal
•Oversee staff deployment and drive motivation levels of the direct reportees
Planning & Budgeting
•Support in monitoring the spends of the annual marketing budget
•Support in maintaining budget controls on the assigned marketing budget
•Conduct monthly/quarterly budget vs spent reviews to ensure the budget is being spent and allocated effectively.
•Assist the Territory Marketing Manager in planning the Marketing Calendar
•Assist in implementing all planned thematic and tactical activities in adherence to the Marketing Calendar
Marketing Execution
•Support in building and enhancing the brand Image of the concepts in line with its objectives
•Manage advertising creative for the territory ensuring brand image is kept consistent within Middle East requirements. Creative include magazine and newspaper adverts, billboard images, radio scripts and SMS.
•Manage all in-store creative including generic, seasonal, promotional and sale POS
•Work alongside the Marketing Manager to approve all Media plans and buying for both brand and tactical campaigns for Ads, outdoor and radio
•Work closely with the Graphic Designer in managing the entire window process - sourcing suppliers and samples, completing allocations for all stores across territory
•Assist Graphic Designer in supplier and vendor management - approving samples, negotiating cost, new material development etc
•Collate competitive research on window schemes, season launches, sales, promotions and offers
•Help review the effectiveness of advertisement promotions and take corrective actions
•Manage the production of marketing materials, including leaflets, posters and flyers - writing and proof-reading copy, and liaising with designers and printers
•Support in recommending store promotions in consultation with Retail Operations/ Concept Marketing
•Ensure adherence to Concept brand / Brand Principal guidelines by conducting regular store brand audits
•Prepare the LPOs (job orders) for the same and maintaining a monthly update to the 'spend vs. budget'
Marketing Co-ordination
•Coordinate with Concept managers on a monthly basis, to understand and meet their requirements of signage’s, POS materials, display stands etc and ensure consistency in creatives, advertising, promotions and events
•Coordinate all marketing activity including advertising campaign, in-store graphics, windows, launch event and PR for store launches
•Coordinate with the Stores for the following:
oPOS Requirements for the launch of Marketing Promotions
oConsolidation and follow up of their requirements with regards to marketing and retail consumables
oPlano gram for the launch of the activities in stores and follow up on the same to ensure timely launch
•Liaise with Concept Marketing teams to
•Coordinate with the PR agency, this includes briefing the agencies with the required job and closely following up until finalization
•Coordinate cross promotions, tie-ups, brand events for store launches, customer evenings and fashion shows (if applicable)
•Follow through the media advertising maintained with the agency
•Coordinate with the Advertising agency for the artworks, media materials, photo shoots
•Arrange for the printing and production of new materials (literature, exhibition stands, giveaways etc.) prior to events / shows
•Coordinate all corporate / brand events including brand launch, seasonal launches etc under the guidelines of the Territory/ Regional Marketing Manager
•Coordinate all direct mailing activities
•Coordinate with PRO for various permissions/approvals required for sale, promotions, flyer distribution etc
•Coordinate with local suppliers/agency for quotations, negotiations, deliveries and payments
Other Marketing Activities
•Help manage the loyalty program/privilege clubs and recommend strategies to ensure increase in the perception level of the program
General Responsibilities
Account management, business development, market research, sales prospecting, public relations, customer relationship management, event planning and coordination, logistics oversight, revenue management, and communications. Preparing proposals for clients and maintain well-organized event records. Maintain working relationships with internal and external partners, and leverage these relationships to deliver innovative and memorable events.
• Prepare all event documentation and coordinate with sales, hotel departments, and customers to ensure consistent, high level service throughout the Pre-Event, Event and Post-Event phases of hotel events
• Recognize opportunities to maximize revenue opportunities by up-selling and offering enhancements to create outstanding events
• Understand the overall market - competitors, strengths, weakness, economic trend, supply & demand
• Handling the Key Accounts of the Hotel Corporate Division
• Responsible for achieving the required yearly budget
• Managing the S.O.S Music Festival on a quarterly basis in cooperation with Vodafone Egypt Main Sponsor and Vodafone Live Music Division from Vodafone UK
• Worked on eleven SOSes and one SOS regional tour.
• Responsible for all details in the venue setup and production implementation.
• Coordinating between bands and performing artists.
• Supervising sound and light and other event logistics.
• Supervising a team of a copywriter, a TV director, and VO’s for the TV & radio ads.
• Coordinating the artwork and brainstorming with a team of copywriters, illustrators and art directors from the point of brief to the point of print.
• Acting as a link between the client and a team of designers, illustrators, and a PR executive.
• Managing events (Meetings, Conferences, Music Festivals……etc such as the Dunhill launch in Egypt and NokiaXpress Music Festival, in which I managed the stages and co-supervised the production implementation at the venue.
• Following up on new clients and contracts.
• Checking internal documents for accuracy and accordance with procedures, noting all discrepancies to facilitate work.
• Keeping a schedule of pending deadlines and all coordination with concerned persons.
• Supervising a team of copywriters, PR executives, illustrators, directors and designers.
• Doing PowerPoint presentations for new pitches for several clients
• Managing events and coordinating with different departments to achieve guest satisfaction.
• Achieving revenue targets.
• Keeping an accurate and updated filing system to ensure constant and smooth office and work flow.
• Performing all administrative related work with high efficiency
• Developing hospitality skills to ensure total guest satisfaction.
Arts & Crafts/Painting teacher, Step Center
Graduation project - Drawing lessons for children (Private and public lessons at El Guizerah Club).
Bachelor of Arts – Faculty of Art Education – Helwan University, 2004. Grade: Very Good