Digital Marketing Lead
MoneyGram
Total des années d'expérience :19 years, 4 Mois
• Developed digital strategies addressing business objectives in 14 markets across the Middle East.
• Overseen 6-digit budget optimization efforts across digital channels (SEO, SEM, Social Media, Display, SMS, Email & Programmatic) beating all set benchmarks and projections.
• Fully revamped website, App & mobile site assets UX/UI to improve customer experience and enhance customer acquisition, leading to significant increase in site usage across platforms.
• Spearheaded initiatives to acquire and migrate users to Self Service digital channels, leading to a much higher retention and stickiness ratio.
• Overseen online/offline campaign integrations, as well as Omnichannel full pipeline management.
• Automated creative assets development process through careful examination of customer messaging.
• Generated digital content in several forms to increase the Brand’s foot print in targeted markets.
• Utilized analytics and listening tools in addition to business intelligence reports to explore consumer insights and advise product best practise & digital campaign benchmarks.
Responsibilities:
• Championed Arabic Corridor management globally, ensured sufficient integration of Arabic Corridors within marketing plans of N.America, Western Europe and Australia & Oceania.
• Supported US to Middle East inbound Online business via MoneyGram Online dot NXT
• Led social media content generation, targeting and implementation.
• Orchestrated a global team of colleagues across multiple time zones to launch several digital initiatives in the Middle East, helping the business achieving double digit growth.
• Prioritized Ad spends based on Return on Investment; measured by customer lifetime value and churn rates.
• Directed artwork and creatives briefing up to adaptation and implementation, ran A\B tests to maximize response and CTR.
• Analysis and reporting of inbound online & offline business into the Middle East.
Responsibilities:
• Planned, aligned, and executed marketing initiatives in the markets of Saudi Arabia, Egypt, Lebanon, Jordan, Palestine, Libya and Yemen - full ownership of the marketing mix with accountability of objectives delivery in each of the country markets.
• Championed Arabic Corridor management globally, ensured sufficient integration of Arabic Corridors within marketing plans of N.America, Western Europe and Australia & Oceania.
• Managed country and regional six figure Marketing budgets, achieved high ROI rates against Marketing dollar spend,
• Regional ATL media buy, direct and through Regional media agencies ensuring MoneyGram reaching highest Share of Voice from within the industry,
• Held and maintained key business relationships with Marketing and Business Owners from the largest Financial Institutions in the Middle East, collaborated on joint Marketing Initiatives, watched over MoneyGram Brand assets usage to ensure consistency with Brand Guidelines.
• Conducted Marketing Research ensuring sufficient tracking of key brand metrics, integrated findings in annual Marketing plans,
• Regular collaboration with key business functions ensuring timely delivery of Marketing initiatives, business functions including Legal, Compliance, Operations, Business Development and Product Management.
Responsibilities:
• Strategic Planning and Direction for the set Brand portfolio.
• Execution of each Brand’s business objectives.
• Lead the NPD process cycle utilizing other departments: Operations, Procurement, Business Development, Personnel, and finance.
• Monitoring the brand performance and providing analysis towards arising issues.
• Liaise with the External Brand stakeholders - Adv. Agencies, Research Agencies and Branding Agencies in regards to project briefs, concept development and campaign launches.
• Brief, approve and analyze Quantitative/Qualitative marketing research, recommend actions.
• Allocate media vehicles and use media buying techniques to achieve the targeted Share of Voice.
• Compute and analyze Retail Audit & Plan-o-gram data, recommend actions necessary.
Achievements:
• Successfully led the efforts in defining the Brand future direction,
• Developed low-budget high-return initiatives that provided Sales uplift and share gains,
YUM Brands International. (March 08 - Now)
Company Description
A Fortune 500 Corporation and the largest fast food restaurant company in the world,
Regional Marketing Specialist
Responsibilities:
• Collaboratively managed Pizza Hut’s regional communication pipeline across the middle east.
• Maintained a seamless project management flow (per window) on Pizza Hut’s regional calendar.
• Conducted periodic weekly Sales and Transactions analysis on Pizza Hut’s brand performance, plus strategic reports on growth opportunities in 13 markets.
• Partnered with Consumer Insight manager on marketing-related research requirements.
Achievements:
• Led the Lunch Express sales layer, a new day part aimed at shifting consumer perception towards Pizza Hut.
• Managed the launch of Taco Bell in the middle east, full responsibility of marketing milestones, focal point between Dallas head office, local and international agencies, and internal departments, Brand Awareness translated to a healthy 37, 000 US sales per week.
Senior Branding Specialist
Responsibilities:
• Applying Vodafone Egypt’s RRR (Red, Rock solid, Restless) Tone of Voice across all of the internal/external touch points of the organization.
• Developed materials and tools to increase brand awareness, Supervised the brand, the brand engagement program.
• Segmentation of Vodafone Egypt’s customer base, developing tools to identify customer profiles, lifestyle and interests.
Achievements:
• Eloquently managed the adaptation of the new Vodafone identity “Now” to the Egyptian culture and mindset,
• Spearheaded the “Brand Cleanliness” project, proofing all BTL material in every consumer touch points to ensure brand consistency,
Market Intelligence specialist
• Executed the CMI (Competitor & Market Intelligence) strategy, which involved integration of input from different stakeholders as well as high involvement and coordination between all marketing functions.
• Monitored competitor’s activities (competitor calendar) through all available media sources and communicated them to relevant stakeholders.
• Provided forecast to the competitor’s performance and maintained a comparative outlook.
• Monitored macroeconomic/telecom industry indicators regularly through a detailed database of telecom KPIs.
Achievements:
• Engineered maximum lag time between competition offers and Vodafone’s, maximizing revenues,
Commercial Communication and KM Analyst (Sep. 04 - Apr. 05)
Responsibilities:
• Provided constant business communication flow and acted as a focal point between the communication & KM development division and other departments.
• Maintained the Knowledge Base (KB) with updated and relevant material.
• Following up the impact of each promotion, product, and new service in the Customer Service department.
Achievements:
• Led efforts in revamping the Knowledge Base interface, ensuring friendly layout and easy access to updated information, Improved Call Centre performance due to minimal hold time,