william lane

Leading the brand and marketing strategy, planning, and execution. Utilizing data analytics and consumer insights to deliver data driven marketing campaign. Covering the ADNOC Loyalty App, Convenience retail (>450 service stations), premium fuels, car services, and global lubricants expansion. Driving new customer acquisition, revenue growth, and digitalization.
• Tripled active monthly members on the ADNOC Loyalty app during a twelve-month period. Reaching 17% penetration of entire driving population of the UAE.
• Implemented digital marketing and consumer insights integration for all large multi-million-dollar campaigns. Consistently delivering ROIs greater than 15%.
• Campaign Recall and unaided Brand Recall consistently above top UAE ad norms (IPSOS Research)
• Launched the first ADNOC premium fuel campaign. Premium fuel share increased 9% to reach the highest on record.
• Launched ADNOC’s first free-to-play mobile online game tied to the Abu Dhabi F1 Grand Prix. Live for 1 month. Reaching 148K users, 203K sessions, and 314K page views.
• Created the first internal creative team delivering 40% OPEX saving, faster speed to market, and stronger creative execution.
• Manage team of 12 direct reports. Including the consumer research department, creative department, brand team, brand finance and planning team, and 5 external agencies.