sonia waters

Hire, lead and develop sales agents, in secondary & off plan sales
Ø Define the optimal sales strategy, marketing strategy, target segments, project mix
Ø Responsible for the revenue target for the business unit
Ø Developed training plans for the sales team
Ø Developed International road shows calendar for optimise revenues
Ø Keeping strong relationships with all developers to gain insight of markets / product trends
Ø Managing the CRM agents & conveyance agents
Ø Monitoring the CRM system for reporting
Ø Assigning sales targets for the sales teams
Ø Monitoring KIPs & sales performance indicator
Ø Researching market trends & conducting competitors analysis
Ø Analyse customer insights to help product and marketing teams to deliver robust online and offline customer
experience

Generated AED 1.4 Billion of business through real estate brokers - increase of over 32% Ø Activated over AED 830 Million of new business - increase of 60%
Ø Managing Sales targets & maintaining sales operations
Ø Lead, motivate and manage business development teams ensuring financial targets
Ø Reviewing broker activity and identifying new business opportunities
Ø Recruited a team of business developments managers
Ø Setting quarterly and annual sales goals and motivating the team to achieve their goals Ø Plan teams training & developing programs
Ø Training agents on New launches & ARADA projects
Ø Producing reports for senior management
Ø Activating dormant agent through strategic planning and establishing relationships
Ø Developed the agent portal (Sales force)
Ø Develop, lead and implement Business Development strategies for growth
Ø Increasing business with existing agents
Ø Working along side VPS of sales to push business through brokers
Ø Organising broker awards & open houses

Ø 2017 in the top 10 agents 5 agents were managed by me who gave business of over AED 300m Ø 2018 in the top 10 agents 7 were managed by me who gave business of over AED 500m
Ø Activated over 100 new brokers with Damac
Ø Strong relationship with all agents in Dubai
Ø Worked with International agents to promote & sell Damac Ø Producing weekly reports on brokers engagement
Ø Training and mentoring my team
Ø Organising top brokers awards ceremony
Ø Getting sales team introduced to brokers Ø Attending over 20 broker meeting a week

Responsible for planning, development and implementation of all of the Organisation’s marketing strategies, marketing
communications, and public relations activities, both external and internal. Oversees development and implementation of marketing
tools, marketing plan, sponsorships management and all other support materials and services for chapters in the area of marketing,
communications and public relations.
Caravel Wealth Management

Providing strategic marketing support to the board, developed the annual Marketing Plan including objective setting and the
strategies to support the corporate sales target for growth, retention & enhancement. Other activities included Website management,
Direct Marketing, Customer Relationship management, Lead Generation, Market analysis, Sales Tools, Sponsorship Management
and

3
Dalkia provides a wide range of outsourced services that complement the core business of their clients. Dalkia deliver
comprehensive Energy & Utilities Management Services for a wide range of sectors - Industry, Healthcare, Education,
Retail, Developers, Manufacturers, Hotels, Leisure, and Local authorities, Chemicals, Pharmaceuticals and Food &
Drink.
Reporting to the Head of Marketing & Communications, my responsibilities were the annual Marketing Plan including
objective setting and the strategies to support the corporate sales target for growth, retention and enhancement. Other
activities included Website management, direct marketing, Customer Relationship management, Lead generation,
Market analysis, and Sales Tools, Branding and Events management.
Main achievements:
Ø Established the Customer Relationship programme across the business setting vision and direction for the UK
Ø Managed the direct marketing activity for Biomass business unit which achieved 2.5m tonnes of life expired wood
and sales leads including UKs first Biomass heat plant (10MWth)
Ø Managed the design and development of Dalkia Website & Intranet including foreign languages
Ø Worked in close conjunction with sales team to execute tactical marketing plans for 2011 across three sectors and
differentiating products / services to meet customer needs which generated over £150m of new business pipeline
Ø Actively explored new exhibitions and trade shows to increase Dalkia brand recognition that contributed to over
£50m of new business pipeline in 2011
Ø Conducted full branding exercise & delivered creative consistency across the communication mix
Ø Conducted yearly service reviews with major blue chip, retail clients and formalising account planning to ensure best
practice resulting directly in recognition for excellence in customer service
Ø Responsible for the marketing department budgeting with P&L responsibility including metrics to assess ROI
performance on marketing expenditure
Ø Developed market intelligence through the management of external research agencies for customer perception,
needs and market potential which improved business performance
Ø Managed all corporate events / trade exhibitions / VIP openings achievement of securing Prince Charles to open
customers site
Ø Worked closely with PR agency in making sure Dalkia’s brand name was well established and secured editorial in
trade magazines
Ø Raised value of Dalkia brand to differentiate from competitors, drive demand & reduce cost based commoditisation
by providing clarity of offering & positioning added value in target sectors
Ø Developed close working relationships with Sales team, sector Directors and operational teams to move prospects
through the sales channel
Ø Analysed different market sectors for organic growth potential and involvement in acquisitions of businesses to meet
sales growth targets
Ø Carried out qualitative & quantitative market & customer analysis to build a thorough understanding of the dynamics
in the Industrial & Healthcare sector’s target segment