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Work Background
IncubetaMENA Operations Director
Nov. 2024Dubai, United Arab EmiratesManaging the agency’s operations across the MENA region, with direct oversight of the Paid Media, SEO, and Creative departments. Driving performance, profitability, and client satisfaction while leading a high-performing cross-functional team. - Leading the regional operations with a focus on integrated delivery, aligning strategy and execution across Paid Media, SEO, and Creative.
- Overseeing financial reporting, forecasting, and P&L, with a sharp focus on margin improvement and sustainable growth.
- Responsible for achieving the retention target, optimizing client satisfaction and long-term value.
- Spearheading the agency’s restructuring efforts, introducing new operational models that promote agility, collaboration, and client-centricity.
- Contributing to revenue acceleration by developing and executing cross-sell and upsell strategies, aligned with evolving client needs.
- Overseeing a team of 5 HODs, ensuring alignment, collaboration, and accountability across all service lines.
AbilityBusiness Director
Aug. 2021 - Nov. 2024Riyadh, Saudi ArabiaManaging the communication strategy and execution of several clients in the portfolio, such as the Royal Commission of Riyadh, Royal Commission of Jubail & Yanbu, Klasse Beer, Original Juice, Berain Water, Lynk&Co and SAB Bank to name few. - Monitoring progress, overseeing media budgets and ensuring project quality
- Making strategic decisions and providing leadership and direction to project managers to implement the overall strategy
- Overseeing production plans, timelines and executions
- Meeting with client, stakeholders and project managers to report on project progress
- Liaising with client and building strong working relationships
- Devising cost and time-effective plans to enable effective project completion
- Collaborating with Media agencies to develop media plans for Social Media and Digital campaigns
- Managing risks to avoid delays in milestones deliverables
- Formulating strategic directives and offering guidance to project managers for strategy implementation
- Cultivating client relationships and fostering strong partnerships
- Developing cost-efficient and time-effective plans to facilitate project completion
- Mitigating risks to prevent delays in milestone deliverables
Arrow Food GroupPortfolio Manager
Feb. 2020 - Aug. 2021Jeddah, Makkah, Saudi ArabiaManaged the French brands portfolio across the Kingdom: Evian, Volvic, Milka, LU, Panzani, Elle&Vire and Le Saffre - Analyzed brand positioning through different market channels qualitative and quantitative
- Brands forecast and financials including price structures
- Monitored product distribution through the market and by channel
- Doubled the business (+97%) in one year period for one of the brands in the off-trade
- Translated brand elements into plans and go-to-market strategies across channels
- Promoted the brand in different cycles and during key occasions
- Maximized the depletion contribution per channel of each brand
- Measured and reported performance of all marketing campaigns, and assess ROI and KPIs
- Monitored market trends, researched to grow the business and our market share
- Scrutinized competitor’s activities and promotions throughout business cycles
FAWAZ HOLDINGPernod Ricard Portfolio Manager
Jun. 2016 - Jan. 2020Beirut, LebanonManaged Pernod-Ricard brands: Absolut Vodka, Jameson Irish Whiskey, Havana Club, Beefeater Gin, Olmeca Tequila along with Beluga Russian Vodka and De Kuyper portfolios in both the on-trade and the off-trade - Analyzed how Pernod Ricard brands are positioned in the market and developed targeted consumers insights
- Took brand ownership and provided the vision, mission, goals and strategies of each brand vs. allocated budgets
- Translated brand strategies into brand plans, brand positioning and go-to-market strategies
- Studied the brands P&L and strategic role in the portfolio, as well as its impact to the P&L of the company
- Gain market share of Beluga From 2% to 8.5% in the Vodka SP category in 2 years
- Sales increase by +4% on Absolut across channels and +22% volume increase in the on-trade channel
- Expanded distribution of Beefeater Gin across the traditional trade and increase sale by 85% in 3 years
Geometry GlobalRegional Account Manager
Dec. 2013 - Jun. 2016Dubai, United Arab Emirates- Main client: British American Tobacco
- Markets: GCC & Levant, Iran & Yemen - Focused all the efforts of agency personnel so that projects are completed as proposed, on time and within client budget
- Managed and led the agency’s day-to-day relationship with key client contacts
- Clearly established objectives and priorities for client initiatives
- Presented the agency’s decisions, recommendations and creative product to a range of client audiences
- Provided support to account executives
OgilvyRegional Account Manager
Feb. 2012 - Nov. 2013Beirut, Lebanon- Client: British American Tobacco
- Markets: Levant & Yemen - Provided client with insights as per market research and analysis
- Wrote Creative and strategic briefs for each campaign
- Developed activation for the different brands such as KENT, Dunhill and Lucky Strike
- Created proxy-brands and campaigns such as Light Up The Night by KENT
- Analyzed consumer behavior in different L&Y markets
- Monitored the competition and its communication activities in the market
- Liaised with our different offices including the region
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