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Work Background
National Bank of KuwaitHead of Digital Marketing
Mar. 2017KuwaitMy mission is to develop and implement data-driven digital sales and marketing strategies that deliver the overall digital acquisition strategy and ensure optimisation of paid and owned campaigns across all digital touch-points.
◆ Ensure the delivery of sales targets and grow sales for product lines by driving a performance marketing mindset and prioritising marketing programs that identify cross-sell, upsell and retention opportunities.
◆ Develop ROI driven social media communications strategies with a focus on a values-based progressive messaging across channels. Including Instagram, FB, Twitter, TikTok, Snapchat and LinkedIn.
◆ Leverage data analytics to develop innovative digital solutions, identify data monetisation strategies for new and existing services/products, generate leads, and enhance customer targeting methodologies. ◆ Develop and manage complex marketing budgets, covering all performance marketing, paid media, Martech and Adtech, ensuring ROI, value for money, and market KPIs are met.
◆ Collaborate with business heads and other stakeholders to identify digital acquisition bottlenecks and improvement opportunities.
◆ Design and execute Digital Strategic Initiatives from concept initiation to successful launches. Key Achievements
◆ Designed and implemented an integrated digital solution to enhanced digital acquisition channels and increased digital sales to 10% of overall sales compared to 2% previously. ◆ Developed and further enhanced Banking APP functionality and customer journey.
◆ Increased team from 5, focused on owned assets management only, to build a fully fledge digital team of 11, split into 4 entities: Owned Digital Communication Channels, Social Media team, Digital Communication & Acquisition and Marketing Intelligence team. ◆ Led negotiations and further built relationships with local and international partners and cut the spending budget by 10% by negotiating for added value services and rollout within project plans.
National Bank of KuwaitVP - Digital Marketing
Mar. 2017Kuwait
ZenithRegional Business Managing Director
Apr. 2011 - Feb. 2017Middle EastBased in Kuwait, covering Kuwait, Saudi Arabia, and later Oman, my mission was to establish new strategies and trends in digital to help clients fully utilise technologies and to generate improved ROI on digital spend. ◆ Held full management and P&L accountability, exercised reasonable skill, care, compliance and due diligence adhering to all ethical and legal governance requirements.
◆ Managed full client portfolio across all business areas with responsibility for planning, resourcing, developing, and managing ROI focused digital marketing programs to maximise visibility and impact.
◆ Held oversight of all digital marketing strategies, web, mobile, email, social media advertising, publications, etc. Led any investigations of outcomes and ensured rapid adjustments to strategy when required.
◆ Helped build effective solutions to address business needs and identify business opportunities and issues.
◆ Led business development efforts and market expansion by identifying the need for and then opening a new office location in Oman.
◆ Created bespoke client solutions in partnership with Google, FB, Instagram and Snapchat, ensuring efficient use of data management, data science, business analytics, financial analysis & reports to deliver ROI.
◆ Leveraged analytics to develop innovative digital solution recommendations, identified new or improved monetisation strategies for clients' products and services & recommended new product development. Major Clients included: Ooredoo Kuwait, National Bank of Kuwait (NBK), Redbull Kuwait, Samba Bank, Jazeera Airways, BMW, Omantel and National Bank of Oman (NBO) Key Achievements
◆ Expanded operations into a new geographical location by opening an office in Oman.
◆ Overachieved targets by increasing Kuwait Digital Media budget by 400% in the first year and then maintained this and a consistent increase YoY of 15%-20%.
◆ Created bespoke solutions in partnership with tech giants that included Google, FB, Instagram, Snapchat.
ZawyaHead of Regional Digital Advertising Sales
Sep. 2008 - Mar. 2011United Arab EmiratesHeld responsibility for leading on the monetisation of the website and increasing revenues by enhancing existing products and introducing new products to better serve and expand the market and drive company growth. ◆ Delivered on digital sales volumes goals for various product lines and spearheaded marketing strategy to grow revenues and engagement across new and existing clients. ◆ Developed and implemented competitive and relevant digital sales and marketing strategies. ◆ Led a team of digital-first, highly accountable sales, marketing strategy, and lifecycle marketers, and acted as the catalyst to drive a performance marketing mindset, prioritised programs that deliver business growth.
◆ Implemented and measured campaigns to maximise performance across cross-sell and up-sell.
◆ Established a framework for measuring digital channel performance, including KPIs, benchmarks, and acceptable ROI levels, and ensured these were met and exceeded.
◆ Identified and led the integration of new products, offerings, capabilities and technologies to improve customer offerings and digital targeting and funnel performance (analytics).
◆ Delivered key insights to business partners to assist continued growth of current and new client portfolios. Key Achievements
◆ Increased campaign performance by 15% by integrating market insights with analytics to improve customer proposition, and ensure relevance in a constantly changing world ◆ Increased sales revenue by 30%+ by expanding the product range offered by 40%, introducing new formats, and targeting features that increased existing customer spend and attracted new business.
◆ Increased sales team efficiency by changing the old sales culture from "Group" work to effective "Team" by imposing new discipline actions and meeting daily to discuss challenges and ideas.
◆ Personally delivered over $200k in sales revenues per month.
eworksGeneral Manager
Jun. 2004 - Sep. 2008United Arab Emirates - Serving Regional Clients◆ Set digital strategies for international players like HP, Siemens, Cisco, British Airways, Dubai Shopping Festival, Nestle, Carrefour, CineStar (VOX) Cinemas, Virgin Megastores & Computer Associates (CA)
◆ Attained competitive media rates by negotiating with e-media suppliers ◆ Increased Y2008 digital media budget by 30% compared to 20% in Y2007
PAN ARAB RESEARCH CENTER (PARC)Marketing Associate
May. 2003 - Jun. 2004Assisted in launching and developing a PR monitoring product online.
JWTIT Manager
Nov. 2001 - Nov. 2002All IT related task to keep the office alive and up and running.
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