HEAD OF BRAND, MARKETING, CORPORATE COMMUNICATIONS
FGB
مجموع سنوات الخبرة :19 years, 9 أشهر
Role: Strategic Brand Management & Marketing.
Job Description:
♣ Brand Custodian for FGB - Brand management and governance, Brand tools and guideline development, Asset management.
♣ Consumer Banking: Marketing, Customer Value Proposition, Heading Campaigns, Development of Campaign Guide, Product & Segmentation studies.
♣ Internal & External Communication for the Bank & its subsidiaries & managing PR.
♣ Vendor management across global agencies for FGB offices across the network across various disciplines.
♣ Alignment with different Business units for Marketing & Advertising campaigns - Consumer marketing, Corporate Marketing, Treasury & Global Markets, HR & other subsidiaries of FGB.
♣ Structuring the Customer Value Proposition & Employee Value Proposition for the bank.
♣ Heading the Digital Strategy & Media, SEO, SEM, content management.
♣ Production of all branded activities and communication
♣ Management of Creative assets and Content Strategy for all channels
♣ Devising the Media Strategy and Planning for FGB.
♣ Responsible for Research across Brand Health Index, Customer Value Proposition, Customer Segmentation, Net Promoter Score & Mystery Shopping.
Designation: Senior Digital Marketing & Communications Director.
Period: Since August 2013
Role: Strategic Digital Marketing Planning.
Job Description:
• Heading a team of 32 senior professionals from Media, UI/UX, design, analytics & mobile.
• Understanding the Clients market space, objectives, competition & suggesting appropriate Marketing Strategies
with relevant Digital Marketing Mix.
• Managing the Integrated Communication & Digital Advertising with relevance of Digital media in all communication.
• Liaising with the Clients global teams or core Marketing teams from HQ to understand the Marketing goals & blueprint & to translate them into solutions with local relevance and Digital as the focus.
• Delivered online/interactive projects integrated with print, TV/radio, direct, outdoor & experimental campaigns for Qatar Airways, Flynas, Dubai Properties Group, ADIB bank, Toyota and Cleveland Clinic.
• Liaised, interpreted & executed several integrated digital campaigns for clients- across the digital hemisphere, achieving objectives from SEO, SEM, PPC applications with keen insights in digital analytics, adhering to relevant data attribution models, with appropriate user-base targeting to increase their CRM loyalty base.
A. Designation: Regional Head of Marketing, Middle East, Printing & Personal Systems.
Period: November 2009 - June 2013
Role: Strategic Global Marketing Management.
Job Description:
• Heading a Team of 8 Senior Marketing & Brand Managers & 85 customer experience specialists covering 11 regions across Middle East with an annual regional Consumer & Commercial Marketing budget of close to $45mln.
• Devising Advertising, Digital & Retail Marketing Campaigns related to sell out and high ROI generating volumes for Consumer product portfolio including Notebooks, Desktops, Tablets, Printers, Monitors, Supplies & Accessories.
• Designing and executing Go To Market solutions/campaigns for Commercial business:
a. Value (Thin Clients, Workstations, Multiseat, RPOS, Digital Signage) b. Education /Aviation Sector c. Telco d. Volume SMB/Mid Market Business e. Employee Purchase Programs f. Corporate Enterprise Business g. Retail
• Digital Marketing Planning, design and leading the brand in the Digital Media space including managing the social voice of HP PPS across Middle East on Facebook and Twitter (http://facebook.com/hpandme & http://twitter.com/hpandme).
• Create, Design & Develop Commercial Channel Partner Programs with channel including Distributors, Retailers, Alliance partners such as Intel, AMD, Microsoft & other agencies & suppliers to inspire and educate on the potential of HP’s products, working closely with the global marketing communications team.
• Trade Marketing ideation & management of solutions for best in store visibility and gaining SOS.
• Customer Experience Marketing & After Sales strategy development for PPS Middle East.
• Managing local Research across product categories to plan and implement the ideal consumer marketing campaigns.
• Organizing Events, Sponsorships & Trainings (including in store sales specialist trainings) and managing PR across the different verticals in PPS, Middle East.
• Liaising and coordinating with 5 Global Advertising agencies to manage the scope of work across Middle East. Selection & Engagement with Brand planners, Advertising agencies, Digital & Social Media agencies, Trade Marketing, Merchandising agency, Media partners for formulation of ideal media, brand & promotional campaigns across the region.
• Reporting to the SVP Marketing, EMEA Region, Printing & Personal Systems, Hewlett Packard.
• Liaising with HP’s Management Globally, Marketing Managers, EMEA level & Cross-functional teams locally in order to share local best practices and reports for performance and achievement of ROI.
Trainings:
Best in Class Training on Trade Marketing in Milan
MEMA Talent Program 2012 in Munich
Trade Marketing Forums in Madrid
Negotiation Skills Training in Istanbul
Achievements:
Won PSG EMEA Marketing Country of the year 2011
Key EMEA Talent 2012 program in HP (200 people across WW/year)
EMEA Women's Career Conference Program 2011 - RoME
Employee of the quarter award - Q2’10, Q3’11, Q4’12
Employee of the Year award - 20’11 with Key Performance ratings
Designation: Regional Director
Period: June 2006 - February 2009
Accounts: Hewlett Packard, Heinz, Dubai Duty Free, MasterCard International, Etisalat.
• Heading a Team of 8 account directors/managers responsible for the Advertising and Communications for the top multinational accounts of the agency with a business over $40 mln across 12 regions in the Middle East.
• Account planning, for through the line activities which include Below The Line, Above the Line, Digital Advertising & Media Mix, Event Management & Sponsorships, Corporate Communication & Retail & Channel Marketing.
• Manage the Annual Budget - ensure all costs are reviewed and controlled within agreed parameters and client spends are deployed in order to achieve the overall Corporate Objectives.
• Digital Marketing planning & Social Media activations for several clients with success case studies.
• Experiential Marketing, Events/Sponsorship - Creation & Execution of New Product Launches across the Middle East Region, Participation/Sponsorship in Industry related conferences, road shows, trainings, trade fairs & exhibitions.
• New Business: work with the McCann network globally on Pitches and presentations to win new business and securing the needs of the existing clients.
• Partnership: Global Co-ordination with the Global McCann network for HP & Heinz.
• Reporting: Reporting to the Managing Director of the McCann Dubai.
