Head of Marketing & Visual Merchandising
Landmark Group
Total years of experience :25 years, 8 Months
Complete responsibility of building the brand Lifestyle and driving its business growth. Key Performance Indicators include positioning the brand as the Beauty Destination in the masstige business, aligning marketing programs across territories (GCC, Egypt and Lebanon) to achieve synergy and consistency, drive digital marketing initiatives and create strong brand properties and assets including Loyalty, Business Analytics & E-commerce with full integration of strategy and implementation including SEM (PPC & SEO), social media pages and campaigns, influencer marketing, optimization, content (strategy, creation and management.
Driving an Omni culture across the business and aligning all stakeholders to think of the customer journey across all touchpoints.
Carrying out optimizations across channels using Machine Learning and Data Scientists to deliver business KPIs like; increased retention rate, reducing customer churn, increasing frequency and AMS.
Driving store visits through digital channels and reporting on incremental footfall and revenue in stores.
The LAB Beauty Store - Full on start up project, including exploring the beauty industry, fetching for brands, finalizing exclusive contracts, looking for physical locations, recruiting and training staff, opening two stores, managing orders and commercials
Supporting Local designers to build their brands and help them commercialize their work while introducing them to major department stores.
Develop marketing strategies for Corporate and group brands (House of Fraser department stores, Oscar De La Renta, Hamleys, Joe Fresh, and many other new brands) by studying economic indicators, tracking change in the market, identifying customers and their current and future needs and monitoring the competition.
Create digital marketing function new to the organization: defining and embedding strategy, organizational resourcing model, governance framework, global common processes, standards and technology toolkit, platform roadmap, and work with business line marketing managers to embed digital marketing in both go-to market approach and innovation
Build the CRM system for the group and aim to maintain research database by identifying and assembling marketing information. Achieve financial objectives by preparing an annual budget; scheduling expenditures; analyzing variances; initiating corrective actions.
Marketing plan: Design, implement, and facilitate annual marketing plan and translate organizational objectives and strategies to develop brand portfolio objectives, strategies and plans to facilitate growth. Marketing budget: Plan and administer the company’s Marketing Operations budget and support development of regional marketing budgets. Business development: Strategic planning for client presentations, jewellery shows etc. Corporate communications: Oversee the Public relations efforts and direct them as per company’s directions and the external vendors and consultants activities. Manage Marketing department: Manage and retain a marketing team which is competent, commercially astute, dedicated and efficient. Make staffing and hiring decisions within marketing department. Develop and administer marketing database with the help of Marketing Manager - includes client and prospect information, mailing list applications, access to financial reports etc. Administer the performance evaluation process of own team.
Managing the Marketing division of Bloomingdale’s - Dubai luxury department store, the only Bloomingdale’s store outside the US.
Impact & Recognition:
Directing development of interactive, direct marketing, media, creative, sales promotion and PR strategies
Translating business-objectives strategies into brand portfolio objectives, plans, and strategies of enhanced growth of business unit.
Analyzing profitability of projects and market potential.
Main Contributions:
Administering organization’s marketing-operations budget.
Succeeding the New York, New York campaign (a 360 Marketing campaign that put Bloomingdale’s - Dubai on the retail map in 2011) Contributing to the success of Bloomies Shop merchandize assortment and designs. Frequently developing brand building campaigns and promotional activities, such as the yearly successful Kids Fashion show.
Developing and effectively put to use marketing databases that includes access to financial documents and reports, client and prospect information, applications of mailing list, etc
Market Research: Working with research companies on conducting a yearly market research for measuring the brand equity of the Bloomingdale’s - Dubai brand and develop the required strategies to enhance it.
Managing the marketing department of Etoile Group - the distributor/retailer of CHANEL Fashion, CHANEL Jewelry, Valentino, Ralph Lauren, Christian Lacroix, John Galliano, Tara Jarmon, Antik Batik, TOO'S, Hogan, Fratelli Rossetti, Ungaro, and the Etoile concept boutiques in the region (UAE, KWT, KSA, Qatar, Bahrain and Lebanon)
Main Contributions:
• Delivered considered strategies and insightful presentations to business department and executive committee.
• Managed a team of 10 people, which included corporate marketing, PR, Events and Visual Merchandising.
• Worked on the marketing budget along with the commercial team, and took full control in all the countries handled.
• Worked on the advertising and promotional plans closely with the advertising agency according to each market’s need.
• Worked on big scale events such as International designers' visits, new collections shows.. etc
• Worked closely with the Dubai Fashion week committee being part of that.
• Maintained cordial relationships with the partners and brand owners around the world.
H/R:
• Cooperated with regional offices to develop and use client-contact and prospective systems.
• Made frequent hiring and staffing decisions within company’s marketing department.
• Built and sustained dedicated, competent marketing team.
Managing the Lancôme brand's marketing, export, and procurement activities in the Gulf, Jordan and Egypt. The job's top priority was to strategically plan for the growth including short and long term plans, to succeed the international plans of the brand and following up on a big luxury distribution of 200+ doors. Managing a team of experienced - well trained people
Marketing Activities:
• Managing entire product marketing cycle - Planning and applying the use of various sales strategies.
• Building the business plan for the brand (P&L, Profit sources and expenses details
• Initiating and coordinating advertising campaigns and promotional activities.
• Building the media plan for the launches to go on with the strategies built.
• Working on a detailed product forecast (by country) to assure satisfying stock situation and clean market.
• Defining the Market size and the Market share for the brand future plans for each axe (make up, skincare and perfume).
Market Research:
• Conducting frequent surveys among the customers regarding the requirements of products at present and estimating the requirements in the future.
• Analyzed current market trend and competitor information. Prepared the pricing strategy of the product.
Teamwork:
• Worked hard as a team and as a good leader.
• Motivated the subordinates to work hard by assisting them.
Develop Strategic Positioning advertising strategies
Managing and coordinating work of all agency departments to meet agreed upon client needs/timetables
Communicating all key marketing information to other agency departments and presenting marketing recommendations.
Executing of marketing and advertising programs on the accounts.
Supervising the work of the Account handlers, handling other accounts.
Account handled:
ALCATEL – Public Relation
AL Bustan Residence Hotel (& center)
Al Malik Office Furniture
National Auto – Dealers of GMC, Fiat, Lancia, Ssang Yong and Proton
Novartis Consumer Health – Orofar, Otrivin and Nicotinell
Pirelli Tyres
Rodeo Drive – ready-to-wear signatures
Safilo Group – Eyewear
Managing and coordinating work of all agency departments to meet agreed upon client needs/timetables
Communicating all key marketing information to other agency departments and presenting marketing recommendations.
Following up the day-to-day activities of the accounts handled directly by myself.
Creating PR events for the clients handled by myself.
Supervising the launches of new products.
Accounts Handled:
Burger King
Dandy Chewing Gum (Dirol / Stimorol)
Jordan River Designs (Queen Rania association for the Children Care)
Jordan Export Development Corporation
Le Meridian Amman
Mirsal Telecommunications
Nestle Jordan
Parodontax & Sensodyne (Tooth Paste)
Following up the day-to-day work of the Agency accounts.
Coordinating work of all agency departments to achieve the Agency goals and meet the clients needs
