Marketing Director - Diesel, Fred Perry, Pinko, Scotch & Soda and Carhartt
Beside
Total years of experience :21 years, 10 Months
Marketing & PR
• Head of Marketing for brands such as Diesel, Fred Perry, Pinko, Scotch & Soda and Carhartt across the Middle East.
• Budget planning and management of both the Marketing and VM Departments.
• Ownership of ATL, BTL, and PR strategies for the complete brand portfolio, as well as acting as key liaison with brand principals to ensure that each brand’s marketing guidelines are adhered to.
• Launch and management of the CRM platform to maximize turnover by analyzing customer data through the RFM model, customer segmentation, and customized engagement.
• Building a social media strategy to support the overall marketing goals through organic & paid growth as well partnerships with stylists and regional influencers.
Visual Merchandising
• Managing the Visual Merchandising department, which is responsible for the execution of the VM guidelines according to the principal’s standards.
Business Development & Leasing
• Took over the leasing responsibilities for a year in the absence of a Retail Manager securing locations for new stores, and renegotiating lease agreements in The Dubai Mall, Dubai Marina Mall, The Galleria, Yas Mall, and Abu Dhabi Mall amongst others.
• Part of the strategic team responsible for pitching and acquiring new brands for the group’s portfolio.
Marketing
• Planning and executing the ATL and BTL plans across the region while adhering to the brand values set by the brand principal.
• Designing and launching marketing tools (i.e: in-store POS, flyers, invitations, promotions) according to customer segmentation and market needs.
PR
• Developing and executing all aspects of the PR plan including: agency pitch, press release, content development, and approvals.
• Planning and managing the PR budget.
CRM
• Designing and rolling out a loyalty card for Mexx VIP customers across the region.
• Maintaining an up-to-date customer database across the region whilst ensuring quality data capture.
• Utilizing existing customer databases to drive sales by communicating events and promotions via CRM channels e.g. SMS/E-mail to preferred customers.
• Responsible for the complete Line Architecture which encompasses; Range, Price & Annual Gross Order Value (GOV) planning for the division.
• Owning and monitoring the Division's GP (Gross Profit) and ensuring that GP targets are met during the product development process.
• Liaising between international sales-reps and men’s division regarding all product related issues as well facilitating solutions to regional needs.
• Analyzing weekly retail checkout reports and utilize the findings in improving the range planning process.
Sales executive in the brand's Rotterdam retail store.