shadi dukum

Head of MARKETING & Business Development at RTM

• Saudi Arabia - Riyadh
• My current job since February 2022

Directed design and development of marketing strategies & plans to drive profitable growth for our clients, while streamlining business
operations and ensuring superior customer service.

 Leaded business management activities for company’s projects and provided insight into such project implementations. Advised course correction and work with relevant functional units to ensure implementation and achievement of objectives.
 Developed and executed demand generation programs and customer facing campaigns for our clients.
 Envisioned strategic marketing reforms to generate incremental marketing investment, amplify sales, and boost revenue.
 Devised inventive online campaigns to increase audience engagement, customer acquisition, and drive digital brand loyalty.
 Conceptualised and implemented branding standards to elevate corporate identity and product awareness.

HEAD OF MARKETING, CORPORATE COMMUNICATION at Saudi Ceramics Company

• Saudi Arabia
• June 2021 to February 2022

Led a team of 32 members, including marketing, e-commerce sales, call centre and product managers of 32 members spread across Saudi Arabia and Middle East to increase market share and presence. KEY ACHIEVEMENTS
Accomplished e-commerce sales growth of 145% in Q4 2021 by developing the e-commerce platform, running E-commerce Awareness Off-line and online Campaigns, and completing the pricing structure associated with Amazon website.
Conceived and implemented 3 big customer Campaigns and promotions (Saudi National Campaign, Water Heater Campaign, and End of Year Mega Sale Campaign) in 2021 that generated more than SR 19M in additional sales.
Developed and integrated customer profiling tool with POS system for all 52 Showrooms to influence buying decisions while creating customer loyalty programs.
Designed brand awareness campaign and media plans for 52 new showrooms / concepts and Low performing Showrooms to expand market share and business competitiveness.
Planned and executed 3 high-impact marketing projects focused on organisational structuring, team alignment, brand awareness, and synergy development.

REGIONAL MARKETING MANAGER, ME & PAK at SAFETY & INDUSTRIAL BUSINESS GROUP ▪ 3M ▪ RIYADH & DUBAI

• June 2019 to May 2021

Directed design and development of marketing strategies and plans to hit and exceed business targets for Middle East and Pakistan regions with a high-performing team of 4 direct reports. KEY ACHIEVEMENTS
Attained sales growth of 15% in 2020 by designing and implementing the yearly B2B marketing Plan.
Boosted sell-out growth by 24% in 2020 by devising and implementing account-based marketing plan for the prioritized distributors in Middle East.
Drove implementation of Point of Sale (POS) project with 3M channel partners by gathering data and creating POS dashboard using Power BI tool.
Conducted several customers Seminars (6) and workshops (18), webinars (8) in Saudi, UAE, Qatar, Oman, Jordan, and Egypt for 3M Key accounts.
Devised pricing strategy in Middle East (ME) and aligned the selling prices with 3M distributors for personal safety products.

SENIOR MARKETING MANAGER at SAFETY AND COMMERCIAL CARE BUSINESS ▪ 3M ▪ RIYADH

• May 2017 to May 2019

Charted and implemented personal safety and commercial care divisions marketing plan for Saudi regions to drive profitable growth while managing designated product portfolio to increase market share.

PILLAR LEADER at (ALL 3M BUSINESS GROUPS) ▪ 3M ▪ RIYADH

• August 2014 to April 2017

Designed and executed demand generation programs and customer facing campaigns to increase market share by 4%.
Piloted extensive e-marketing activities / marketing campaign and products promotion programs; grew sales by 13%.
Oversaw a team of 2 to execute profitable growth programs and campaigns through new product introductions, portfolio management, and price oversight. PRICING OPERATIONS PILLAR LEADER (ALL 3M BUSINESS GROUPS)
▪3M
▪RIYADH Aug 2014 - Apr 2017 Positioned as Pricing Pillar Leader for all 3M Business groups in Saudi Arabia; led a team of 8 to manage the pricing operations including pricing management, order/quotation management, Tender management, and data analysis. KEY ACHIEVEMENTS
Built, aligned, and integrated sales and marketing modules with legacy system and with 3M business models in Saudi Arabia to automate manual marketing tasks and boost efficiency.
Created and managed merchandising plan and rebate programs for Saudi customers aimed at increasing Sell-in Sales and share of wallet with 3M Partners and providing POS data continuously and regularly.
Formulated sales compensation plan in Saudi Arabia to drive the sales team's performance and gain increase in revenue.
Accomplished operational excellence and rendered best in class services to sales and marketing functions by managing the centralised imperatives of pricing and product data functions within the business transformation model.
Directed SAP deployment as one of the global super-users and optimised Price Leakage by monitoring price effect/ growth.

PRODUCT MARKETING & KEY ACCOUNT MANAGER at ▪ 3M ▪ RIYADH

• September 2010 to July 2014

Mapped marketing plan, calendar and $320k annual budget for Saudi Arabia to increase brand awareness and market competitiveness. KEY ACHIEVEMENTS
Propelled launch of innovative products for Electrical, Communication and Security Business (ECBG) and Safety & Graphics, Fire Protection and Cleaning Solution (SGBG) to increase revenue.
Steered organisation and management of several high-profile events, seminars, and workshops in Saudi Arabia to maximise media coverage and audience engagement.
Added 5 partners especially in Northern and southern region through market analysis for geographical expansion.
Designed and launched email marketing campaign for Saudi customers to increase online traffic while developing and maintaining customer's database.

SENIOR MARKETING OFFICER at Zamil Steel Industries

• United Arab Emirates
• July 2006 to September 2010

Analysed and interpreted market and consumer trends and behaviours to align corporate marketing strategy while preparing and conducting marketing surveys and questionnaire. KEY ACHIEVEMENTS

Imparted training to all sales team and application engineers across the Gulf, Middle East, Europe, and Asia on SalesForce.com/CRM platform.
Organised and managed customers facing activities, such as seminars, exhibitions, workshops to expand business outreach.
Crafted favourable brand narratives through content curation, development, and publication.
Developed engaging marketing collaterals, such as brochures, website, sales presentation, and press releases to drive audience behaviour and engagement. Early Career Highlights

Marketing Studies & Research Supervisor at National Paints Co.

• Egypt
• February 2002 to May 2006