Marketing Manager
Master Investment Group (MIG)
Total years of experience :16 years, 2 Months
KEY ROLES:
• Develop & execute marketing & media plans, strategy, estimates and costing for ATL & BTL, and social media marketing campaigns for the Retail & and Hospitality brands.
• Developed, and managing company's corporate website (including images, tools, and content writing). Optimizing web pages on consistent basis to improve UX and organic search placement.
• Create annual Marketing Plan/ Activations & Manage annual budgeting process, as well as monthly forecasting and reporting for performance KPIs. Provide quantitative and data-driven business recommendations.
• Develop & build brand presence, market positioning and communication.
• Work with external company/ media agencies to create PR program, media outreach. Collaborate with media agencies to subscribe to advertising spaces for ATL marketing & Online publishing.
• Manage, measure and reporting on the performance of digital marketing campaigns, web analytics, and assess against goals (ROI and KPIs)
• Identify trends and insights, brainstorm new & creative growth strategies, and optimize spend based on the insights.
• Conduct market research to determine target market, demographic specifications, industry trends and developments.
• Manage 3rd party vendors/ suppliers for marketing collateral and print media.
KEY ACCOMPLISHMENTS:
• Single-handedly managing overall marketing scope for Grove Village shopping Mall. Created and developed all digital channels, including website development (https://www.grovevillage.ae/) from the scratch, for the mall.
• Organized, and fully Managed Grand Opening Event of Grove Village Shopping Mall.
• Was instrumental in designing the first card-less mobile-based Loyalty Program (Club Apparel) in UAE
• Implemented CRM system & singularly authored Loyalty Program roadmap from the ground up in AL SIDDIQI HOLDING.
• Formulated CRM & retention marketing strategies in alignment with Campaign Management tools & media channels; Expanded customer base by 360% (390K to 1400K Members’ Database) at CLUB APPAREL in first two years. And increased 385% (57K to 219K Quality Database) at AL SIDDIQI HOLDING in just 1 year.
• Revamped email marketing content, plans, schedule, and designed online newsletters that drove response-rates of between 11% to 17% (3X up the industry average) with 31.27% Open-rates
• Implemented CRO strategies & led redesign of product, checkout & landing pages in line with best practices, that increased CRO 2x for e-commerce website (https://www.6thstreet.com/)
• Drove 143% web traffic & engagement through integrated digital marketing initiatives & web optimizations that includes SEO, Mobile, In-App, email marketing and the use of marketing automation.
• Club Apparel won Retail ME Awards - CRM Initiatives (5X Successively) - where I acted as an enabler for the criteria “Customer Results & its Processes”.
KEY ROLES:
• Design and manage communications strategies focused on attracting, developing, and retaining customers.
• Conceptualize & design the advertising and promotion plans to position and differentiate the value propositions of the Loyalty Program in order to achieve business objectives and goals.
• Drive sales through customer loyalty offerings. Leverage analytics and experimentation capabilities to build innovative selling strategies to optimize loyalty lifecycle management across all customer segments.
• Single-handedly responsible for the development, execution, and refinement of multi-channel customer relations &retention marketing strategies.
• Analyzing Customer data, web metrics & market trends to choreograph & optimize targeted campaigns.
• Partnered with management to develop the calendar of communication plans, campaigns & events. Ensured compliance with marketing budget.
• Collaborated with external agencies & media services to manage marketing copy, web content optimization & in-store promotions. Oversaw activities of affiliate marketers to ensure compliance.
• Measure and report on performance statistics for all digital marketing efforts. Monitor and drive continuous improvement of KPIs to understand overall customer retention/repeat behavior across key segments.
KEY ROLES:
• Singularly contributed to the fulfilment process and operations of strategic customer loyalty program rollout across 596 outlets in UAE.
• Collaborated with brand, operations, and marketing team for in-store execution of loyalty initiatives, promotional activities, technical issues ensuring smooth running of the program.
• Prepared digital strategies & online campaigns including ideation, content creation, e-marketing collateral, & distribution of collaterals in various media, e-commerce site & websites. Measure & monitor analysis of impact.
• Conceptualized & executed email marketing campaigns, online newsletters, SMS campaigns, and search engine optimization. Ensure timely deployment to enhance consequential revenue potential.
• Managed & analyzed 2.1m Loyalty members’ data & insights to choreograph & optimize targeted campaigns.
• Streamlined & automated processes for loyalty enrolments, benefits, and reporting dashboards; Worked closely with IT & Web teams for a seamless UX/UI, and Analytics
• Partnered with senior management to formulate ongoing CRM strategies with a view of maximizing KPI improvement, ROI, and business impact. Ensured CRM effectiveness and management of database.
• Maintained strong relationship with key vendors, media partners, stores and external agencies to maximize marketing and advertising opportunities.
• Led customer service team & respond to escalated issues and inquiries; ensure the issue / inquiry is resolved within the least amount of time
• Maintained highest level of quality assurance and ensured SLA standards.
• Developed and implemented detailed customer care policies and business standards to streamline an improved culture of operational productivity and transparency compliant with business restrictions.
• Served as liaison between the customer and various Brand/ Operations personnel.
• Gauged customer feedback via in store surveys, feedback forms and online feedback to ensure brand principles adhered to & marketing strategies adapted in line with consumer demands.
• Authored key scripts and invited clients to participate in events and store openings.
• Supported execution of promotional and engagement strategies to drive business goals.
Completed Masters' Program in Business Management from International Institute of Management & Technical Studies (IIMT) Ahmedabad, with the aim of exploring a productive future in Marketing. Gained valuable insights such as practical and up to date industry knowledge. The course involved undergoing four core and a specialisation module. Four core modules focused on Marketing Management & Communications, Strategic Planning, Consumer Behaviour, Advertising Management, Business Ethics, Financial Management, International Business, Corporate Law and Export Management. The specialised module "Customer Relationship Management" facilitated in learning the function of CRM, Sales Force Management (SFA) Marketing Automation (EMA), Management trade, Customer Service Management, Statistics and Decision; a 360-degree view of Customers, Prospects, Competitors' and Sales force in retail Fashion Industry.
