Creative and Brand Strategy Lead
Chalhoub Group
Total years of experience :14 years, 11 Months
• Led the development of creative campaigns and strategic branding initiatives for prestigious luxury brands,
including Tory Burch, Louis Vuitton, Jacquemus, and Lacoste, significantly enhancing their market presence and
consumer engagement.
• Oversaw the brand strategy, positioning, and value proposition development for Chalhoub's own concepts such as
Tanagra, Tryano, and Faces, ensuring a unique and compelling brand identity that resonates with the target
audience.
• Applied expert knowledge of luxury market dynamics and consumer behaviour to drive brand growth and
positioning, establishing a strong brand narrative that aligns with business objectives and market trends.
• Coordinated with multiple stakeholders across the organization to ensure that brand strategies are integrated and
consistent across all channels, contributing to the cohesive and impactful presentation of brands and enhancing
the customer experience.
• Utilized a combination of creative thinking and strategic insight to develop and implement comprehensive
marketing strategies, achieving notable success in brand visibility and consumer loyalty.
Spearheaded the development of long-term campaign strategies and brand repositioning for esteemed brands like
Roberts and Morphy Richards, significantly enhancing brand perception and market positioning.
• Played a key role in product naming for Roberts, applying creativity and market insight to establish memorable and
impactful brand identities.
• Crafted short-term campaign strategies, defining creative messaging, look, and feel, while also conducting
thorough research to identify key insights and audience personas, ensuring highly targeted and effective
campaigns.
• Led the creation and execution of content strategies across various brands, optimizing engagement and brand
consistency across all consumer touchpoints.
• Utilized deep understanding of consumer behaviour and market trends to inform strategic decisions, leading to
improved brand engagement and performance across various platforms.
• Transitioned into a role initially intended for brand innovation to become a pivotal figure in product development, reflecting adaptability and a keen ability to drive product strategy and innovation.
• Led the accessories business, demonstrating exceptional leadership and strategic planning skills, significantly
contributing to the growth and expansion of this product line.
• Played a crucial role in the development and marketing of flagship products including the Dyson V11, V12, and
V15 vacuum cleaners, collaborating closely with suppliers in Malaysia to ensure product excellence and
innovation.
• Developed and implemented a comprehensive global content strategy for Dyson, enhancing brand visibility and
consumer engagement across digital platforms.
• Responsible for performance reporting of marketing campaigns, employing data analysis to refine strategies and
achieve optimal engagement and ROI, showcasing a strong analytical acumen and a results-oriented approach.
• Initiated and led the development of insights at Red Bull TV, a pioneering streaming service aimed at monetizing
and engaging a global audience, by conducting in-depth consumer journey mapping, audience persona creation,
and market insights analysis.
• Transitioned from insights to creative advertising, applying data-driven insights to develop and execute impactful
marketing campaigns, significantly enhancing audience engagement and content reach.
• Spearheaded content strategies across key domains including motorsports, dance, gaming, and social innovation,
driving ticket sales, can sales, and online engagement through innovative campaign strategies and content
initiatives.
• Orchestrated a ground-breaking campaign for a breakdance championship, which included a remarkable event of
flying a break-dancer to the top of the Matterhorn in Switzerland, creating standout content that significantly
boosted brand visibility and audience engagement.
• Played a pivotal role in the content and strategy team, leveraging insights to inform creative decisions and align
with business goals, resulting in substantial growth in audience engagement and brand presence across multiple
platforms.
Store Assistant in Retail Store
Received Award for Top Customer Service Representative in the country.
• Identified a market opportunity for an own-brand range of budget shaving products, leading to the successful
development and launch of the line under the Waitrose name.
• Spearheaded the entire product development process, from initial concept and market analysis to product
formulation, packaging design, and final product launch, demonstrating comprehensive project management and
product development skills.
• Successfully negotiated with suppliers and managed cross-functional teams to ensure product quality, cost-
effectiveness, and alignment with Waitrose's brand values, resulting in a product line that was both competitive
and profitable.
• Achieved significant retail success, with the product range being stocked in 280 stores across the UK,
contributing to Waitrose's market positioning and brand strength in the personal care category.
Responsibility of having a good understanding of the luxury automotive industry and clients’ values.
Required to offer creative suggestions for various live communication campaigns for Audi and Mercedes.
Added value through strong understanding of tech industry and offering creative solutions.
4 Year Degree with 1 Year Work Placement. Received Chartered Institute of Marketing Qualification Received Launchpad Leadership Course Accreditation