Brand, PR & Marketing Manager
Rasasi Perfumes
Total years of experience :11 years, 8 Months
Reported to Sales & Marketing Head January 2014-April 2023 Spearheaded up to AED 10 million A & P budget at Rasasi Perfumes - leading Dubai based perfume house with 165 stores across GCC; Scope - B2B, B2C & Corporate Communications - PR, Events, Advertising, Digital Marketing, Social, Influencer Marketing, Media Planning, Brand & Marketing Strategy
• Expanded omni-channel marketing strategy beyond UAE to GCC
• Led Rasasi's re-positioning strategy; Boruzz launch sales @AED 21M
• Increased brand equity, affinity, and market share by 20%. Brand perception uplift by 30%. Grew digital & social footprint by 1400%
• Led brand foundation workshop to develop brand attributes, tone of voice, brand guidelines, protocols, and assets usage copyrights
• Developed crisis communication strategy saving 100% agency cost
• Led content development, review & approval across touchpoints
• Achieved high profile partnerships- Amazon UAE Pro League CSR
• Led two successful Beauty World Middle East Award Pitches. Brand & Market Intelligence
• Spearheaded brand, media, and consumer behaviour research
• Led communication strategy alignments to optimise A&P budgets
• Drove knowledge inventory - product profiles, catalogues, surveys Marketing Communications
• Led annual ATLBTL marketing & store merchandising calendar
• Led competitor analysis, pricing, sales, and incentive strategy
• Achieved 30% saving on partnerships with Vogue Harper's Bazar
• External audit validated 90% efficacy of social, digital, influencer and offline marketing campaigns Agency Management: Branding Creative PR Social & Digital Events Research Influencers
• Delivered a year-on-year AED 6-8 million in earned media through PR & influencer outreach
• Spearheaded agency pitches, engagement, scope of work MoU's & evaluation @ JWT Initiative C&B Interbrand Landor Ogilvy. Closed contracts 25% below budget
• Spearheaded creative assets development from RFP to handover Stakeholder Communication
• Implemented team protocols, immersions, training to increase efficacy and productivity
• Customised communication helped in securing high profile orders and retail spaces
• Earned social, digital, outdoor media from malls worth AED 2-3 million per annum
Coordinated media outreach for developmental programmes and drove 25 research studies
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