Head of Digital & Direct Marketing
Abu Dhabi Islamic Bank
Total years of experience :17 years, 10 Months
Responsible for:
• Digital Marketing (Website, User Experience design (UX/UI), SEO, SEM, Email & SMS Marketing)
• Digital Channel Adoption (via customer onboarding & Channel migration campaigns)
• Online Sales & revenue (200+ data-driven campaigns annual - including moneysmart.ae)
• Marketing Analytics & User Insight (Data Analytics)
• Loyalty Platform (ADIB Smartdeals app -1500+ offers across the UAE)
• Content Management (website, social media, email, print, ATM, SMS, and Internet Banking interfaces)
• Lead Management across the marketing, outbound calling,
across the UAE, UK, KSA, Qatar, Egypt, Iraq, and Sudan markets..
Performance Highlights:
Digital Marketing
• 80% y-o-y increase in sales volumes with the lowest cost per lead in the region
• Generated 42% conversions for credit cards, 20% for home finance, 24% for Personal Finance products via digital through strategic targeting and performance management
• Acquired 10% of total customers for a deposit product using various digital channels
• Averaged between 22% and 33% month-on-month Click-Through-Rates for email campaigns
• 3x increase in unique visitors to online channels with 60% y-o-y increase in acquisitions over the past 3 years
Digital Channel adoption
• XX% y-o-y increase in banking mobile app adoption
• 200% week-on-week growth in six weeks across
• Generate 10% leads through mobile advertising using targeted advertising
Business Development, Research & Analytics
• Successfully developed the ADIB Gold & ADIB Diamond Priority Banking proposition (launched in 2010).
• Develop & maintain comprehensive campaign dashboard based on different business unit requirements
• Conducted the first-ever 360-degree advertising measurement study at ADIB.
• Conducted over 22 focus groups, 6 ethnographic studies, 40 quantitative surveys covering brand awareness, ad testing, priority banking, women’s banking, youth market, lower income segments, wealth management and wholesale banking.
• Developed & implemented the Shaw regional marketing & business Development calendar.
• Established & managed relationships with specialized economic zones, sovereign wealth funds and public-private partnership entities in the GCC region.
• Design & development of Marketing Collateral including Menus, Menu Boards, Product Packaging, uniforms and vehicle branding.
• Devise outdoor, door-drops and newspaper campaigns to promote group restaurants and other retail outlets.
• Established & managed relationships with advertising, PR, media agencies, event management companies,
gift suppliers, and fabricators for local conferences, events and campaign launches.
• Creative development for existing client accounts.
• Marketing, PR, and branding for:
o The Global Jobs Messenger 2004 & 2005 releases
o Emax Business Solutions (EBS: an accounting solution)
• Participated in three Radio Shows (‘Let’s Talk’) on 89.1 answering callers’ technology & career queries
• Conducted interviews of regional tech leaders in addition to main responsibility for the monthly publication of the IT Republic Magazine.
• Organized the first Linux Summit in Dubai (2004) sponsored by Novell and RedHat Middle East.
• Graphics Design - print ads & brochures.
• Development & maintenance of group company websites.
Human-User Computer Interaction (User-Centered Design) Multimedia Design System Analysis & Design Relational Database Management Systems Distributed Networks