Samy Weigel

Overseeing a diverse portfolio of brands, including Goodyear, Arisun, Sonar, and Sava, and managing B2B marketing operations, my role involved leading seasonal, brand, tactical, and performance campaigns, optimizing e-commerce platforms for better online engagement and sales, and executing brand development initiatives to enhance market visibility. I built strong vendor relationships for collaboration, established strategic partnerships, and formulated effective marketing strategies with a thorough approach to budgeting and resource allocation. Additionally, I implemented innovative e-commerce strategies and managed public relations activities to strengthen market presence.

Key achievements:
• Launched the new face of TireEX, introducing the brand to the market and expanding sales in Saudi Arabia by 43%, while maintaining a marketing to revenue ratio of 6%.
• Initiated partnerships with industry leaders, including Taawuniya Insurance and Mobily’s Neqaty, establishing TireEX as the official tires partner for Taawuniya and integrating Neqaty's loyalty points system to offer customers an exclusive loyalty program.
• Orchestrated the successful launch of TireEX in the UAEs, driving significant regional expansion.
• Improved brand reputation and implemented strategic measures to maintain a positive brand image, centralizing social media complaints to streamline resolution processes and enhance overall customer experience.
• Enhanced e-commerce conversion on TireEX Saudi Arabia from 0.6% to 1% by focusing on a smooth customer experience and implementing live chat support for direct customer interaction, improving customer satisfaction.
• Introduced the Arisun brand in Saudi Arabia.
• Launched Alrashed Tires’ B2B website, creating a centralized platform that enhanced lead generation and streamlined B2B e-commerce.
• Directed marketing strategies for Goodyear telesales, achieving a 100% increase in sales while maintaining a marketing to revenue ratio of 2.5%.

As Head of Marketing at Wall Street English, I developed and executed marketing and communication strategies across the marketing mix to ensure maximum ROI. This involved planning and implementing inbound marketing and automation, along with web analytics and tracking. I managed time and resources effectively to achieve results and meet deadlines, while continuously analyzing market trends to optimize marketing effectiveness and efficiency.

Key achievements:
• Contributed to regaining profitability post-COVID-19 by increasing revenue by 67% compared to 2020 and by 5% compared to 2019.
• Reduced Marketing to Revenue ratio by 50% while enhancing overall funnel performance from lead to closing.
• Optimized Marketing Acquisition Channels, achieving a 20% reduction in cost per acquisition and a 40% reduction in cost per lead, while also doubling the ROI

In my role as Digital Marketing Manager, I oversaw the management of digital channels and marketing activities for Mercedes-Benz Buses and Vans, ensuring the digital and social media coverage in collaboration with agencies. I was also responsible for developing and implementing the brand and communication strategies within budget constraints, managing the product and tactical campaigns, and forecasting digital budgets for display ads, SEO, SEM, social media, and database management. I led the production of localized content, managed media and influencer relations to enhance brand engagement through events and test drives, and maintained major account relations for international and local events.

Key achievements:
• Played a key role in the 2019 turnaround project at JIPCO, driving profitability and received the Best Practice Award for digital, social media, and influencer marketing with Mercedes-Benz Vans.
• Spearheaded the development of JIPCO’s website and managed all digital touchpoints, enhancing the company’s online presence and user engagement.
• Introduced and implemented digital marketing strategies, transforming them into a key lead generation tool that captured new sales opportunities.
• Managed and directed Mercedes-Benz Vans' participation in high-profile events such as the Saudi Hotel Show 2019 and Hajj & Umrah Forum.
• Developed and launched a quarterly internal newsletter, improving communication, promoting employee motivation, and enhancing OEM engagement with JIPCO's activities.

Led the client services team, driving team success while upholding company values. Managed daily operations by consistently meeting and exceeding client satisfaction targets, and contributed to process improvements.

Managed a diverse accounts portfolio including clients such as:
• Saudi Arabian Railways (SAR)
• Medgulf
• Yesser (Ministry of Telecommunications)
• Diet Center
• Little Caesar Pizza
• The Secret Room
• Burgerizzr
• The Eye Consultant

In this role, I managed a variety of campaigns, including brand, tactical, seasonal, and product initiatives, while also overseeing partnerships with approved suppliers from pitching and contracting to briefing and evaluation. I directed the production of localized product videos for social media and advertisements and handled media and influencer relations to boost brand engagement through media events, and international trips. Additionally, I led and supervised dealer marketing activities with SAMACO & Elite Automotive Alliance, and adapted international Volkswagen campaign best practices to the local market to enhance brand performance and efficiency. My role also involved collaborating on product planning and communication strategies, contributing to the Audi R8 launch campaign, and addressing market needs.

Key achievements:
• Secured Volkswagen's Silver EFI Award for the "A German for Every Saudi" campaign by establishing the brand as a leading social media influencer in the Saudi automotive industry, and launching key models including the Golf GTI & R, Touareg FL, Jetta FL, Passat FL, and Tiguan GP.
• Facilitated the successful launch of Volkswagen’s new dealer, Elite Automotive Alliance, in Saudi Arabia, contributing to brand growth and market presence.
• Developed fully localized sales collateral and POS materials, improving retail experience and supporting effective market engagement.
• Managed Volkswagen’s participation in the Jeddah Motor Shows 2013 and 2014, driving brand visibility and audience interaction.
• Created and grew the Volkswagen fan community, VW Club Saudi Arabia, making it an independent group. Also organized a successful event to officially announce the club.

I regularly visited regional showrooms to check that promotional materials were up-to-date, identified showroom needs, and created action plans. I prepared marketing reports by gathering and analyzing sales data, which helped support sales staff with information on market trends, forecasts, new campaigns, and products.

I also organized and managed marketing and corporate events, coordinating with different departments to ensure everything ran smoothly. Additionally, I researched competitors to understand their products, market share, pricing, and advertising, which helped me find new ways to boost sales and increase brand awareness.

Key achievements:
• Played a key role in the successful launch of AAC’s new showroom in Al Badiyah, Riyadh.
• Supported the rollout of General Motors’ new Corporate Identity and Retail Standards in Riyadh.
• Helped AAC earn the General Motors Grand Master Award in 2011 and 2012.
• Led regional launches for the Chevrolet Cruze, Spark, and Trailblazer.
• Played a significant role in AAC's presence at the Riyadh Motor Show 2012.

I supported the creation and launch of the company's website, and managed showroom displays and point-of-sale materials. Additionally, I assisted the marketing team with national ad campaigns and followed up on call center inquiries. Furthermore, I conducted competitor research on product features, market share, and pricing, which guided daily sales activities and facilitated coordination between the Sales and Marketing teams.

Key achievements:
• Collaborated with the Marketing team to develop a new stock control program using Microsoft Access and managed the Qassim Showroom launch event and campaign.
• Led a national test drive campaign across Riyadh, Qassim, and Hail, improving brand engagement and customer experience.