Selina Dixon

Reporting the Vice President, and managing the marketing budget, responsible for the delivery of the integrated communications plan for the Under Armour brand products.
Accountable for managing the brand marketing strategy/activation plan.
All aspects of collaborating internally and externally, for marketing/communications projects, and project management from inception to completion.
Managing all external agencies to ensure complete alignment of Brand message, to ensure consistent market positioning.

Key Accomplishments:
• Developed and implemented short/long term PR strategies to increase brand awareness/exposure.
• Conceptualised and managed the complete Social media strategy and presence, including engaging with media agencies,
copywriters and designers.
• Project managed the opening of the flagship Dubai Mall store:
o Budget AED1.5m, Media coverage in 104 pieces of coverage across print, online, broadcast & social media. Worth a total of $1, 888, 928
o Event was divided into 2: an interactive aspect with 9 hours of training/fitness competitions - 300 participants.
o Media interview with Michael Phelps in English and Arabic, proceeded by ‘Conversation with Michael Phelps’ event -
attended by 15 VIPS, Fitness Influencers and key stakeholders.
• Project managed the 2-day visit for the Chairman/CEO and President/COO, including media interviews/influencers work out.

PR Manager - Gulf Marketing Group (Sports Division)
Sun & Sand Sports, The North Face, Vans, Timberland, Columbia, Basketbolista & Pedaliere

*Made redundant

o Conceive, develop and implement integrated, strategic PR & influencer communications programs for GMG Sports
o Day-to-day efforts related to execution of the overall PR & influencer PR & Marketing plans (strategic, innovative & effective thinking)
o Talent negotiations & daily talent (influencer) management, including relationship building
o Oversee multiple brand engagements
o Execute creative & content requirements with in-house and agency teams
o Collaborate with PR agency to secure features and product mentions among targeted consumer & trade press
o Proactively identify new angles for pitches to secure coverage for all brands

Chanel (Abu Dhabi, Kuwait & KSA), Ralph Lauren, Tod’s, Hogan, Issa, Anya Hindmarch, the multi-brand concept boutique- Etoile ‘La boutique’ and Ingie Paris

o Developing & implementing effective regional PR plans for the above brands in the following markets: UAE, Kuwait, Saudi Arabia, Bahrain, Lebanon & Qatar
o Assist in conveying the brands’ regional strategy. Ensure that branding standards are maintained throughout all internal and external communications
o Brief and control on press releases ensuring respect of timeframes and group/brand standards
o Build media list and maintain strong relationships with key press, bloggers and stylists with constant liaising with the PR agency
o Ensure consistent editorial coverage, develop ideas for interviews, features, product placements
o Celebrity/influencer gifting and samples movement coordination
o Organise & execute of product photo shoots
o Liaise with Commercial to define events’ objectives and sales targets. Brief and manage agencies and suppliers, VM and Retail teams, acting as project leader and link within all involved parties
o Implement seasonal event concepts and store openings such as:
o Fashion shows (i.e. World of Fashion in collaboration with Harper’s Bazaar Arabia, Dubai Shopping Festival ‘Fashion Central with Omi’)
o in-store seasonal event
o Chanel ‘Little Black Jacket’ event, Kuwait

Chanel Middle East, DAFZA
Working in the Corporate Press & Public Relations office on a temporary basis for the Chanel Cruise SS 2014/15 show. 
Reporting to Press and Public Relations Manager (Middle East) and Head of Press Tools (Paris)

o Organise Meet & Greets for 250 International Press & bloggers
o Implement & Execute entertainment bookings for 250 International Press (cultural visits in Dubai & Abu Dhabi, desert safari, gallery tour, restaurant reservations)
o Manage the contents for 2 Dubai Guidebooks
o Recruiting & supervising 20 hostesses/help desk over a 6 day period
o Managed a team of 3 people - internal staff

With my direction & leadership Mahiki won 2 key awards:
• Best Ladies Night Nov 2013 - Ahlan Best in Dubai Awards
• Best Nightclub Dec 2013 - What’s On Awards

Reporting to the General Manager, my responsibilities include:

o Define and implement an all-encompassing marketing strategy for the business
o Calculate and monitor the overall budget and media plan
o Negotiate media deals with relevant organisations to gain maximum exposure whilst remaining within budget
o Coordinate with London Head Office
o Lead the design / production of all marketing collaterals including; web banners/emails, conference/sales brochures, print advertisements and more.
o Be forward thinking with new media tools, especially with the digital/social media marketing channels
o Copy write and proof all marketing materials in collaboration with the Head of Brand
o Produce marketing KPI report, linked with targets set out by Head Office, Board of Directors and General Manager
o Develop the Corporate and Events side of the business
o Communicating, maintaining and developing client relationships
o Managing supplier relationships as well as introducing such (new promoters, clients and partners)
o Providing leadership, motivation, direction and support to the rest of the Mahiki team
o External Networking and Venue Representation
o Ensuring excellent customer service and quality delivery
o Develop new night concept

o Lead and execute the Marketing & PR strategy including budget management and planning
o Work to proactively build on the favourable reputation of Quintessentially Lifestyle with target audiences
o Create opportunities for partnerships and sponsorships to drive revenue and build brand awareness
o Drive targeted communications relevant to members’ lifestyle
o Act as a support to the sales teams for business development initiatives to ensure individual, corporate and renewal revenue targets are achieved
o Build on existing media relationships while creating new contacts, working to secure positive coverage
o Work closely with the Global team across all offline and online marketing and PR activities to ensure that all marketing activities are in keeping with brand values and guidelines
o Establish the brand as the leader in the luxury lifestyle field through delivering compelling global marketing strategies
o Areas of accountability include: brand growth, driving market share, revenue generation and ROI (return on investments)
o Promoting the exclusive nature and the upmarket image of Quintessentially on all appropriate occasions
o Building relationships with external suppliers within the region and globally

Video https://www.facebook.com/photo.php?v=10152645775565157&set=vb.330636393681543&type=3&theater
Pictures - https://www.facebook.com/media/set/?set=a.400453830033132.95309.330636393681543&type=3


o Act as Quintessentially Lifestyle Brand Ambassador
o Lead and execute the Marketing & PR strategy
o Budget management and planning
o Lead and execute the global Marketing strategy in conjunction with Director of Sales & Marketing
o Work to proactively build on the favourable reputation of Quintessentially Lifestyle with target audiences
o Create opportunities for partnerships and sponsorships to drive revenue and build brand awareness
o Drive targeted communications relevant to members’ lifestyle
o Act as a support to the sales teams for business development initiatives to ensure individual, corporate and renewal revenue targets are achieved
o Build on existing media relationships while creating new contacts, working to secure positive coverage
o Respond to media inquiries on behalf of Quintessentially Lifestyle UAE
o Work closely with the Global team across all offline and online marketing and PR activities to ensure that all marketing activities are in keeping with brand values and guidelines
o Manage and execute PR events
o Present ideas for and execute strategic initiatives that add awareness, buzz - sales/members
o Establish the brand as the leader in the luxury lifestyle field through delivering compelling global marketing strategies
o Areas of accountability include: brand growth, driving market share, revenue generation and ROI (return on investments)
o Promoting the exclusive nature and the upmarket image of Quintessentially on all appropriate occasions
o Building relationships with external suppliers within the region and globally
o Build on existing media relationships while creating new contacts, working to secure positive coverage

o Leading the Customer Care & Fashion Advice Team (Online Personal Stylist).
o Day-to-day management of Customer Care & Fashion Advice team.
o Clients: UAE & GCC’s Royal Family, Loren Ridinger, Louise Nichol (Editor in Chief of Harpers Bazaar Arabia), and Daria Zhukova
o Building Customer database
o Liaising with external Payment Gateway companies, regarding possible cases of fraud.
o Helping customers to register online and process their orders.
o Ensure timely verification/approval of orders and processing payments and refunds and carry out necessary credit checks.
o Intense training of Store Staff and Order Fulfilment Team.
o Developing relationships with Regional & National Bloggers and managing the Affiliate program
o Implementing standard operating procedures, ensuring through discipline that requirements are met.
o Handling complaints and resolving customer problems and issues with great time management and awareness.
o Contacting Brands for online approval
o Collecting background information and image material from brands to be used for editorial requirements.
o Compiling weekly competitors list/research.
o Giving input regarding content and layout, across trends and usability ideas.
o Work directly with the E-commerce Manager, Head of Marketing & CEO with regards to implementing new services/products.

o Processing and managing returns (Customer and Shop) with a range of international suppliers. Ensuring returns were dealt with in a timely manner, across 14 stores.
o Processing and managing Press Gifts, Directors and Staff Purchases and Uniforms.
o Processing and managing internal and external alterations costs.
o Developing a personal client base.
o Store Management of Matches Spy, Matches Notting Hill (flagship store), Diane von Furstenberg Wimbledon & Mayfair (flagship) on occasion
o Continual objectives to deliver 1st class customer service.
o Provide and inspire outstanding service to our customers.
o Some of my most famous Clients include: Kate Moss, Victoria Beckham, Elle MacPherson, Bianca Jagger, Princess Beatrice, Julia Stiles, Trinny Woodall, Susannah Constantine, L’Wren Scott, Lulu Guiness, Elen Rives, Nicola Formby (Editor at Large at Tatler), Thandie Newton, Eddie Redmayne, Jake Gyllenhall, Reese Witherspoon
o Assisting External Personal Stylist/Shoppers like Iman Pasha, Caroline Stanbury, Susan Hildebrandt, Elizabeth Saltzman, Cheryl Konteh and Leesa Whisker of Whisker Agency
o Recruiting of new staff, staff appraisal/performance review and disciplinary responsibilities.
o Train, coach, develop, and manage sales associates in selling skills
o Achieving sales targets month on month.
o Assisting in the process of deliveries and stock control, along with management of stock room.
o Keeping stock loss to a minimum through excellent stock control and security.
o Weekly branch Visual Merchandising.
o Conduct and participate in regular store meetings to discuss performance, sales training, product knowledge, merchandising, and to convey other necessary information to management staff and associates.
o Regular meetings with immediate team, Senior Management, Buyers and PR.
o Assisting with Ad-hoc events - clearance sale, Press Days & Trunk shows in stores and external venues

o Undertaken media relations to maximise media coverage and delivery of brand messages, negotiated features and bylines on behalf of RPCushing
o Working with the MD and external PR agency on developing & implementing short and long term strategies
o Oversaw an outside PR agency, attending meetings and assuring that key objectives are achieved, liaising with agency personnel on a regular basis.
o Organising events, exhibitions and travel arrangements.
o Developing New Business Packs, Cataloguing press releases and clippings.
o Providing support to the MD & Director with Diary Management
o Management of office and maintaining HR files. Project managed office expansion.
o Maintaining a professional relationship with suppliers, landlords & contractors.
o Team administration and secretarial support to 13 Consultants and training of new admin staff.
o Compiling various databases and executing mail-shots.
o Book keeping using Sage & Excel. Assisting the Financial Director & Accountant.
o Assisting the Business Development Manager with targeting and generating new business.

o Meeting and greeting VIP clients.
o Answering 3 busy switchboards.
o Organising and booking meeting rooms, Couriers and Taxis.
o Providing extra supports to some of the PA’s
o Assisting the Art Buyer with photo shoot productions, sourcing images and calling in portfolios of Photographers, Stylists & Models

o Providing administrative support to a team of 8, plus 2 Directors.
o First point of contact for clients, both face to face and over the phone.
o Processing timesheets, factoring invoices, filing, placing and managing recruitment ads, dealing with suppliers, ordering stationery, and ensuring the office equipment are all working, managing databases and processing expenses.
o Organising training days and office moves.