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Work Background
MastercardDirector of Segment Marketing EEMEA
May. 2022Dubai, United Arab Emirates
Samsung ElectronicsHead Of Marketing
Jun. 2015 - Apr. 2022Dubai, United Arab EmiratesHead Of Marketing and reported to the Marketing Director / General Manager, managing a team of 3 direct Marketing Managers, leading delivery of mobile partner marketing strategy, execution, and campaign optimisation across EMEA. Key Achievements: • Collaborated with sales team to increase brand awareness across Operator channel by 20% and enhance sales by 10% by building and maintaining relationships with 12 key accounts and distributors across the GCC.
• Achieved president vision to increase .com visibility share by 18% across GCC partner online channels by collaborating with key account managers, corporate marketing department and 30+ partners.
• Developed and executed digital marketing campaigns for Samsung across Enterprise, Samsung Pay as well as partners including SEM, SEO, Social and digital. Exceeded global benchmarks by 2% on average.
• Planned and executed GITEX, Fintech and internal B2B workshops, increasing qualified leads by 20% YoY.
Samsung ElectronicsHead of Insights
Jan. 2009 - Jun. 2015DubaiI was employed as the Head of Consumer & Retail Insights and reported to the Head of Corporate Marketing / VP, managing a team of 9 personnel, including Marketing Managers and Assistant Managers, and indirectly responsible for 3 outsourced consumer insights and visual merchandiser companies (30 staff), delivering corporate marketing across EMEA. Key Achievements: • Analysed competitors, industry / technology trends and relevant benchmarks, and distributed automated newsletter to over 200 employees monthly.
• Aligned objectives and bridged communications with Head of the TV Department to execute joint business plans with key retailers, increasing market share by 16%.
• Conceptualised and instituted loyalty programme for independent retailers, increasing market share in the independent retail segment by 10% in addition to fostering relationships and yielding increased data coverage.
• Selected by Regional President for 6-month HQ assignment with Global Strategy Office in Korea.
L'OréalMarket Research Manager
Jan. 2008 - Aug. 2009Dubai, United Arab EmiratesI was employed as Market Research Manager and reported to the COO / Division Directors, cultivating and directing market research agencies, acting as single point of contact for all project completion and follow-up. Key Achievements:
• Standardised new processes, procedures, standards, benchmarks, and reports to establish marketing governance.
• Evaluated consumer preferences / behaviours, market trends and historical data to adjust / enhance campaigns.
• Centralised all research departments into 1 company-wide ‘hub' for advice, consultation and implementation, and influenced headcount additions to support new division.
• Contributed 5% market share increase by identifying missing consumer need in the market.
• Prepared reports of findings by illustrating data graphically and translating complex findings into written text.
IpsosAdvertising Research Manager
Aug. 2003 - Dec. 2007KuwaitI was employed as Advertising Research Manager and reported to the Managing Director, managing a small team of advertising and research professionals, delivering business development, research activities and advertising campaign optimisation for clients, including Nissan and Americana Group. Key Achievements: • Increased profits by 15% through effective client engagement.
• Secured high-value $multi-million accounts through consultative selling, effective customer solutions and promoting compelling business opportunities.
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