Head of Marketing (Marketing Manager)
SFC Group (UAE) & Muralya Group (India)
Total years of experience :12 years, 3 Months
» Has set up a full-fledged Marketing Department for the group responsible for 18
verticals / brands across UAE & India.
» Been instrumental in the rebranding, re-strategizing & relaunching the Groups key
brands, namely India Palace & SFC Plus (formerly known as Southern Fried Chicken)
» Played an integral part in integrating marketing with various departments including HR,
Interiors (Experience Design), Menu Engineering & most importantly, identifying new
business opportunities for the Group.
» Initiated the Group to be digitally active on the internet across all their in-house brands
successfully, alongside strategic partners.
» Designed, produced & launched the first ever integrated communication campaign for
the Group’s QSR brand, SFC Plus which gained immense popularity in the Digital &
ATL Media known as #LifeIsAwesome in UAE & Kerala.
» Responsible for kick starting & devising 2 important future projects including a
unique casual dining concept (UAE) along with the Group’s entrant into the Dairy
Industry (India) - confidential.
» Was also vital in activating the Group’s CSR division alongside initiating & conducting
one of its noted initiatives - Smile Nepal (Fund Raiser for the victims of the Nepal
Earthquake, 2015)
KEY ACCOUNTS
(UAE) India Palace, SFC Plus, Sthan, Avenue Hotel, Golden Dragon, 49ers, SFC Group
(INDIA) Muralya Dairy, Muralya Foundation, Muralya Hotels (Ramada)
• Core Responsibility included being a Project Manager (Consultant) to Mindshare MENA digital wing for Nissan Mindshare Digital ( Dubai, UAE)
• Through MBR- Alternative, a JV Agreement was formed between Mindshare MENA to be their Digital Partners in handling one of their prime accounts - Nissan along with Infiniti.
• Worked on numerous launches for Nissan Middle East including: Brand, Pathfinder, Patrol, Sentra, Tiida to name a few across Web, Mobile & Social Apps.
• Was also integral in liaising with NSC’s in the region to ensure strategic sales reports formulated & send across on a weekly and monthly basis - for both Nissan and assisted the core team.
• Worked on the Al Alali’s one of a kind ‘Recipe Builder’ and also their new campaign on Tuna across Social Streams through Games & Video.
• Initiated the Region’s first Social Platform for Meat Lovers called the Dubai Meat Club. Also coproduced their DMC Websiodes aired on Youtube.
• Well versed across within the spectrums of Digital Communication including Web development, Social Media & Mobile Applications
CLIENT PORTFOLIO:
Nissan Middle East, Infiniti Middle East, Al Alali -KSA, Garmin (Amit Retail), EMS Mobile, Emirates NBD Golf, Dubai Meat Club
• Was instituted into the Jeddah (KSA)’s Leading 360* Activation Agency, Rapp (formerly known as DDB integrated) to Head Operations in Dubai (UAE).
• Took part in a 2 month on the job training and O.S creation for the UAE.
• Accountable for Overall Project Management which includes: Logistics, Talent Management & H.R, Technology, Social Media Engagement, Legalities, Activation, Execution and Report Synopsis.
• Strategic Alliances/Partnerships and Vendor Management was a key task to attain in order strengthen the base of the agency in Dubai.
• Was assigned to manage the brands existing under Reckitt Benckiser umbrella across the UAE which included Airwick, PifPaf to name a few.
• Supervised the Sun Cola Back to School Season Pan KSA Activation Campaign in Jeddah, Riyadh and Medina across prominent malls and across social media platforms.
• Executed the 6 week Regional Inspire ME Activation campaign for Airwick in Jeddah, Riyadh, and Dubai& Abu Dhabi across prime mall locations. The campaign was later podcasted on social media channels for recollection.
CLIENT PORFOLIO
Airwick (Reckitt Benckiser - KSA & UAE), Sun Cola (Bin Zagr Group-KSA )
• Worked exclusively with Carlsberg-India in launching their Youth Specific beverage brand, Tuborg across various destinations throughout India using Nightlife Entertainment as the Numero Uno platform
• Had an exclusive tie-up with Tuborg across 8 Metro-Cosmopolitan cities in India to spearhead projects with regards to Nightlife Entertainment catering specifically to the youth.
• Created, Launched and Spearheaded one of the most successful Concept Driven Experience Nightlife tours in India, UNITED WE DANCE under the patronage of reputed record labels, artist management agencies from around the globe supported by local event managers in each destination. Was also heavily supported by well-known musicians, DJ’s and producers who have proven testimonials as credentials to and for the brand, Tuborg
• With a team of international and local entertainers and performers, the brand did receive the right mileage and accolades across spectrums as the project was visible across mediums including television, radio, outdoor, mainline press and of course, social-digital media being the main platform for Tuborg’s ideal reach
• Used Social Media portals as main activation platforms to engage the target audience to experience the brand, pre and post the event(s) in terms of forums and networking channels thus showcasing the tour to be one singular event rather than separate events. This in turn led to constant brand recollection values to be instilled in the mind of the audience as they we always kept on their toes with regular activity.
• The tour, UNITED WE DANCE presented by TUBORG is currently the longest running Nightlife Experience Project which crossed 8 cities and counted up to 35 events whereas the previous record for any brand with regards to this genre has been only instant activation across 4 cities at a stretch with just 4 events to their hall of fame.
• The youngest Account Manager to be instituted in the history of the organization across the group, globally.
• Has played an integral part of the winning team which was instrumental in attaining Percept Gulf's prized Key accounts including Galadari Automobiles - Mazda (Automotive), Kensington Group (Real Estate) to name a few.
• Was the Key Account Manager for Mazda UAE (Galadari Automobiles) and was responsible for the launch activation exercises for their newest entrants into the MENA region, CX-7 and CX-9
• Was hired initially to be a part of the largest group accounts in terms of billing, Homes R Us (Retail) &the Apparel Group (which consisted of 13 brands).
• Was in charge of handling 'all' projects related to events in collaboration with Percept’s events specialist, PDM International
• Have been involved in new biz pitches across all categories including Retail, FMCG, Real Estate and others
• Was appointed Project Head- Client Servicing & Creative Strategy for Fiteselektor, the first IMC brand to emerge from the Middle East in the category of Sports Entertainment
• Was involved in Project Planning for Tiger Balm and liased with the principles directly from Singapore
CLIENT PORFOLIO
Mazda, Homes R Us, ADD ( Pehla & FirstNet)Tiger Balm, Mr. Price, Fiteselektor, Isostar, Saferfriver Lamcy Plaza, Kensington Real Estate to name a few.
• Was heading all the new accounts achieved by the agency on a professional level
• Attended to all the major meetings which is prospective for the agency in the future and which also needs immediate decision making.
• Has proven credibility a number of times in adding value to the creative aspect of the work which shuttles out of the agency.
• Assisted the P.R team of Sister Concerns in planning and strategizing various events and promotions.
• Well versed with projects inclusive of Corporate Identity Exercises, Corporate & Marketing Communication & strategy and also Experience Design.
• A vital part of the team which was involved in new business development. The job role was inclusive of R&D along with project evaluation and execution. I was also accountable to all the projects pertaining to entertainment, events, exhibition, interiors, and new business ventures.
• Was assigned to head, manage run the sister concern SPICEWORKS which was setup to be of an additional service provider for all the interiors, exhibition and P.O.S based clientele which was backed up by the in house Design shop, IDEASPACE.
• Proven instrumental in obtaining & sustaining strategic
alliances with similar thought partners and specific creative & media houses within the industry including a personalized exchange program with Watermelon Communications for 6 months to enhance media driven opportunities.
CLIENT PORTFOLIO
(IDEASPICE) Baskin Robbins, D.S.S (Dubai Spa Surpises), Dunkin Donuts, Oxygen Nightclub, SaltimbancoItaliano, Imdaad, Coast FM, Jaleel Group, Dr.Moopens Group, Profile Group, Hydra Properties. (WMC)Damas, Wimpys, AL Sayegh Brothers (L.G), ETA Star Retail Group.
• Acquired the right basics in account handling / client servicing & assisted various account teams within the agency by conducting research and participating in brainstorming sessions.
• Liaised with internal resources in order to successfully manage deadlines for the various clients through facilitating the tasks for my senior account directors & the whole team.
• Worked in an agency / design studio which handles both - above the line as well as below the line projects. The natures of projects that I have been exposed to are: Corporate Identity Exercise’s, Ad Campaigns, Event Communication, Space Design - This includes: Digital Media, Interiors, Exhibitions, POS and Set Design, Branding / Marketing, Systems Management (internal) & Production / Vendor Coordination. (Which is also includes space design requirements).
• Handled most of the clients for the company - which includes briefing, understanding the client, setting deadlines for design delivery, steering the whole project towards completion and other aspects.
• Exposed to & familiarized with all aspects and disciplines of account management across a multi- market environment.
• Had the opportunity to work with the agency’s alliances who are strategically involved in creating and designing ideologies for the branding and marketing strategies for their clients.
• Assisted the creative team in creating ideas and strategies / campaigns for the clients.
• Played an active part in creating and implementing the managerial systems within the studio.
CLIENT PORTFOLIO
Brands (Ad Campaigns), Tech Data (Publication), Rupee Room (Brand Activation), Mantra (Event Communication), Appella Watches, Bhatia Group (corporate interiors), Deyaar (Real Estate- The Launch) - are a few projects that I have been a part of.