Sebastian Fernandes

• Digital transformation, Marketing Strategy, CRM & Growth Leadership
○ Managed an AED 2.1 billion marketing annual budget, spearheaded comprehensive omnichannel
marketing, built a digital ecosystem, CRM, Loyalty, new launches, events, digital transformation, digital
marketing, lead generation, and e-commerce growth for B2C channels that delivered 230% growth
compared to the previous year, with the brand expansion to top premium locations in UAE. Real estate: 4
projects(buildings) sold out within 1-week through 360° marketing campaigns and advanced tactics.
Hospitality: Achieved 100% occupancy rate by omnichannel marketing and loyalty campaigns
throughout 2024.
• Team Management
○ Built, mentored, and developed a marketing professional team covering creative design, content, media
production, web development, social media, CRM, Loyalty, e-commerce, and digital operations.
• Branding
○ Rebranded and launched all 3 companies with omnichannel marketing campaigns from awareness to
advocacy. Launched new projects(10+ buildings) by maximizing reach and awareness via online and
offline media focused on generating awareness and conversions.
○ Launched the Loyalty program, trained, and integrated CRM. Customer acquisition, Conversions, & Loyalty growth
○ Acquired thousands of new customers monthly through targeted growth campaigns, referral programs,
and data-driven marketing tactics via Online and Offline marketing channels.
○ Launched campaigns: in-store promotions and activations, organic, paid, email marketing, influencers,
affiliate, WhatsApp marketing, etc.
○ Built an additional 40% revenue growth via loyalty marketing tactics. E-commerce Support and Operations
○ Ensure seamless integration across online and offline booking experiences along with marketing initiatives
concerning promotions, loyalty, feedback alignments, operations, etc.
○ Gather customer insights and align improvements for customer satisfaction and retention. Partnership & Development: Key partnerships Bayut, and brands,
promote health & wellness apps, expanding the brands footprint. Vendor
○ Planned, researched & identified, onboarded, integrated, trained, launched, and managed: ecom website,
loyalty, CRM, automation, affiliate, partnerships, external agencies, martech solutions, etc.

Managed global trade marketing, digital, e-commerce, and online operations for a leading FMCG group across the GCC and USA markets.
Managed an AED 7 million marketing budget, expanded the brand across marketplaces, and managed 11 brand websites while boosting sales,
retention, and engagement through CRM and data-driven campaigns.
• Digital Transformation, Marketing Strategy, CRM & Operations
○ Developed and executed digital framework and CRM operations, and spearheaded comprehensive digital marketing campaigns.
○ Led Marketing, Digital, eCommerce, CRM Operations, Social, Influencer, public relations, and Event planning teams in the development
and execution of marketing initiatives, communications, events, and campaigns that elevated the brands mindshare.
○ Create a marketing calendar and strategical approach across channels.
○ Built digital tactics across digital(SEO, SEM, social media, content), securing top 3 rankings for 30+ high-intent keywords, boosted organic
traffic by 50%, and improved conversion rates by 25% YOY. Performed CRO activities by AB tests.
• Team Management
○ Mentored and managed a team that included graphic designers, content, media production, social media, digital marketing, e-commerce,
and digital operations.
• Branding
○ Built digital framework, rebranded and launched new products in GCC & USA by offline and online marketing including events, radio, brand
websites, marketplaces(like Amazon, noon), paid ads, and organic media.
• Customer acquisition, retention, and partnerships
○ Launched campaigns across paid media with behavior-driven personalized marketing.
○ Launched personalized CRM initiatives (email, SMS, WhatsApp, Push notifications), increasing customer retention by 35%.
○ Collaborated with arab influencer campaigns that grew brand reach by 60% and social media engagement by 30%.
○ Partnered with fitness groups, health events, and affiliates, and managed 100+ contractual influencers base and their performance.
• Analytics & Optimization:
○ Built Looker Studio and Power BI reports to track KPIs (CPC, CTR, CVR, etc), optimizing performance and reducing bounce rates by 20%.
○ Conducted market research and forecasting, ensuring strategic budget allocation and revenue maximization across regions.

GCC Turnover: Annually AED 400 Million with an overall marketing budget of AED 2 Million. Managed 38 brands, which included Seiko, Casio, Grand Seiko, Armani Exchange, etc.

● Digital Ecosystem, Omnichannel Strategy, CRM, and Loyalty
● Team Leadership
● Customer Loyalty, Gamification, & CRM
● Collaboration & Optimization

Built and executed omnichannel marketing, CRM, loyalty & e-commerce strategy for organic grocery supermarket retail brands, driving 60%
revenue growth and 35% ROI improvement through marketplace expansions and integrated campaigns, enhancing brand engagement across the
GCC.

Drove omnichannel marketing, CRM, and operations for a leading retail group across the GCC, boosting online sales by 30% and offline by 15%,
website traffic by 50%, and organic reach by 35% through data-driven SEO, SEM, CRM, Loyalty, and remarketing strategies. Launched and
optimized digital ad campaigns and email initiatives, increasing customer engagement by 25%, conversions by 15%, and retention by 20%.
Spearheaded 300+ product launches and in-store promotions, achieving a 30% uplift in brand engagement and 15% in sales while aligning online
and offline experiences to capture market share.

Led multi-channel promotional campaigns across 10+ supermarket locations, boosting promotions and customer engagement.