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Work Background
Ziina زينةHead of Marketing
Nov. 2023 - Dec. 2024Dubai, United Arab Emirates- Cross-channel campaign planning and execution leading to 3x growth.
- Development of brand strategy and campaign assets.
- Management of go-to-market product campaigns including radio, performance and social.
EmiratesVP Digital Product & User Experience
May. 2022 - Aug. 2023Dubai, United Arab Emirates- Managed the digital product and user experience for Emirates Airline and Group brands. - Led 50+ member cross-functional team in the successful launch of multiple digital products, ensuring seamless integration across platforms and exceptional user experiences.
- Ensured a consistent data-driven decision-making process, leveraging analytics and user research to optimize digital product performance and inform product roadmap decisions.
- Created product squads to ensure more effective collaboration within product management, design and content teams. Key Achievements • Developed a comprehensive 3-year acceleration plan for Emirates' web and mobile platforms, nurturing a successful partnership between the Marketing and Commercial teams. • Creation of a Digital Design System for Emirates.com leading to design and component library. • Successfully persuaded the Business to reconsider the technical approach for crucial functionalities within the Emirates app, placing emphasis on Native development as opposed to a responsive build. This adjustment was made to preserve the integrity of the Customer experience. • Set up a process for testing and focus groups to run throughout the design process, to ensure product market fit and optimal user experience before build starts.
Wio BankMarketing Director
Mar. 2021 - May. 2022Abu Dhabi, United Arab Emirates- Successfully established and led the marketing team for the newly launched digital bank, playing a pivotal role in building the brand from inception to execution.
- Collaborated closely with the Product team, CEO, and creative agencies to develop a compelling brand identity that resonated with various user segments, effectively addressing their unique needs and preferences.
- Developed a strategic communication launch plan for both the brand as well as the BETA SME app, that showcased the specific benefits of the digital bank's offerings to targeted user segments. Key Achievements • As the inaugural member of the marketing team, I nurtured the growth of a brand that, within its initial year, achieved remarkable recognition, securing three prestigious awards: MENA Digital Bank of the Year, Best Neobank in the UAE, and Most Innovative Mobile Banking App in the UAE. • Lead the creation and development of the Consumer website, utilising in-house design and an offshore engineering teams. This was achieved within the allocated budget, and the multilingual site was delivered ahead of schedule. • Developed a comprehensive international PR strategy, established protocols for crisis communications, and conducted real-time media training for the executive leadership (C-suite).
CAFUChief Marketing Officer
Dec. 2019 - Mar. 2021- Oversaw the planning, development and execution of the organisation’s strategic marketing program. Established and increased CAFU brand equity, executed acquisition and retention programmes to achieve target kpis. Key Achievements • Developed CAFU master brand and messaging hierarchy based on new persona segments. Pitched business case to CEO for new fleet livery, then worked with Operations to roll out repainting of entire fleet. • Lead performance marketing team to increase volume by 3x with 66% reduction in CAC. Managed data scientists and growth engineers to set up CRM programme. Initial automation of user journey resulted in 38% uplift. • Defined CAFUs Public Relations strategy, focusing on Governmental, Investor & Consumer audiences. Developed crisis communication plan, plus ongoing leadership media training sessions.
Emaar Entertainment LLCMarketing Director
Nov. 2016 - Dec. 2019Dubai, United Arab EmiratesNov 2016 – Jan 2018 - Head of Marketing
Emaar Entertainment - Accountable for the marketing and product development of all Emaar Entertainment brands. (Reel Cinemas, KidZania, Dubai Aquarium & Underwater Zoo, PlayDXB, The Storm, DigIt) Key Achievements · Developed dynamic search ads for Reel Cinema using real time API achieving an increase in ROI of 300%. · Set up programmatic media buying across brands increasing sales by 25%. · Developed rebrand of Reel Cinemas parent identity, plus development of sub-brands: Reel Jr, Reel Boutique, Dine-In · New Product development and launch of The DubaiBigTicket. Proposed the concept, name, branding. Fastracked delivery, to ensure competitive advantage with competitor pass. Canvassed leadership from other Emaar businesses within Emaar Group, e.g. Hospitality, Burj Khalifa, Malls, Communities to include product elements within DubaiBigTicket. Now grossing several $m pa.
Emirates GroupManager Digital Communications, Corporate Communications, Marketing & Brand
Jun. 2007 - Aug. 2015Dubai, UAE- Accountable for the digital strategy of Emirates Airline and Group brands, directly responsible for the central digital budget of AED60m with a team of 65 direct and indirect reports. - Ensured the correct level of spend allocated to each channel and ensured an ongoing process for optimisation. - Developmed a data consolidation and analytics roadmap to ensure all channels were accurately measured and reporting was accessible across the business, allowing data driven marketing decisions. - Responsible for the creative and front-end development of all new functional enhancements; ensuring best practice UX, design, usability, accessibility and coding standards were met. Key achievements · Solution delivery for the complete rebuild of Emirates.com, 144 local sites in 20 languages. · Vendor assessment and roll out of a cross channel marketing and email campaign deployment platform. · Increased PPC spend from 0% in many markets to global average of 7%. Developed close relationship with Google to ensure first use of BETAs. · Initiated process for usability testing all major change to Emirates.com with lab tests, eye tracking and qualitative interviews. · Winner of Gold, Silver and Bronze digital advertising Cyber Lions at Cannes, plus numerous website and usability awards in US and UK.
Emirates GroupInternet Communications Manager, Corporate Communications
Jun. 2001 - Jun. 2007UAE
Young & Rubicam / WundermanEuropean Snr Account Director
Jul. 2000 - Jun. 2001London, United Kingdom
Stewart Fenn Marketing Consultancy, LondonAccount Director
Nov. 1998 - Jun. 2000London, United Kingdom
Bates Worldwide / 141 LondonAccount Manager
Oct. 1996 - Nov. 1998London, United KingdomOct 1997 – Nov 1998 Account Manager Apr 1997 – Oct 1997 Snr Account Executive Oct 1996 – Apr 1997 Account Executive
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