Dubai, United Arab Emirates
I lead Digital & Consumer Experience for Pernod Ricard across the Middle East, working with some of the most iconic spirits brands in the world: Absolut, Chivas Regal, Jameson, and more. My focus is simple: build digital experiences that actually move people, and turn that into real commercial growth. That means owning everything from CRM and eCommerce to content, influencers, and brand experiences, across 15+ markets with very different consumers, languages, and expectations. Over the last few years I've led the digital transformation of the region, driving over $2M in online revenue and building a high-performing in-house team from the ground up. More recently, I've been pushing AI adoption across the organization, from strategy to hands-on tools, because I believe the brands that win the next decade will be the ones that use it well, not just talk about it. Based in Dubai. Always building. Always testing something new.
Lead the Digital Strategy for Absolut Vodka, Chivas Regal and Jameson Whiskey.
• Drive the development and execution of digital brand strategy across the Region (United Arabic Emirates, Qatar, Bahrain, Nepal) with key channels focusing on content strategy and development (including owned social media platforms), eCRM, e-commerce and media strategy. Include driving online to off-line (both on & off-trade) consumer engagement and footfall at the Last 3 Feet to fuel consumption. • Develop data-smart capabilities and lead data-smart media planning. • Create and implement an eCRM program and ensure better consumer intelligence/targeting capabilities to drive efficiencies and build consumer advocacy. • Drive the implementation of social media listening and reporting across all teams • Manage internal creative studio ensuring training, empowerment, capability building and excellent leadership skills to ensure elevating the content creation.
Responsible for the creation, execution and control of the digital strategy for the NAN®, NESTUM® and KLIM® Infant Nutrition brands, both for health professionals and the final consumer, maximizing and increasing the profitability of the business through the main platforms. digital (Owned, earned and paid) - Execution of the digital strategy integrating (Email Marketing, Mobile Applications, Content Marketing, Social Media and influencers) aligned with the business objectives and the brands' communication plan, focused on ROI and key digital KPIs. - Research and development of consumer behavior On line – Off line through relevant insights to be used in communication to consumers and health professionals. - In charge of the commercial strategy of the E-Commerce channel in alliance with our main retailers, monitoring and controlling online sales of the infant nutrition category. - Budget optimization through media centers under different online advertising models (SEM/SEO, influencers, social media, Display ads and web optimization. Main Achievements: - Launch of an online educational platform for mothers, managing to increase the database by 30%. - Increased online sales (+120%) throughout the portfolio through the main eRetailers, delivery Apps and Pure Players - IAB Awards Gold Award Content Marketing Category - Launch of the loyalty plan for final consumers (+25% of new users) - Launch of Vademecum Online for health professionals, achieving more coverage within the medical panel. - Digital Mentor of the eBusiness team as responsible for the Digital acceleration of the entire company.
Planning and execution of online campaigns complementing the communication strategies of important brands (NIVEA, COLGATE, MICROSOFT) on digital platforms under the Display, performance, mobile ads, E-mail Marketing guidelines, doing the respective monitoring and optimization of KPIs. ´s through the use of Ad serving and social media platforms. - Preparation of strategic online media plans for advertising campaigns under different payout models (cpm, cpc, cpl, cpa, cpd), adjusting each model to the communication objectives of each brand - Advice on online actions and campaigns under special Rich Media formats seeking notoriety and brand positioning with disruptive and high-impact executions on different web pages. - Strategic analysis and planning of social media campaigns through content creators and special actions, increasing user interaction with our brands.
Direction and creation of the marketing and advertising plan at the national level according to the product portfolio and implementation of strategies aimed at commercial objectives and brand positioning. Budget management and distribution in both traditional and digital media under the demands of HQ and brand manuals in the United States. Establishment of commercial relationships and brand presence in traditional media through ATL/BTL and Digital advertising agencies. Opening and launch of the company's website and social networks, implementation of the Online strategy through relevant digital platforms for the end customer. Management of Email Marketing campaigns, Google Adwords, and optimization of SEO/SEM campaigns.
Planning and execution of BTL activities, events, coverage of brand activations and POS – Trade strategies. Coordination of activities aimed at interaction with the shopper through launches, Street Marketing, fairs, public relations, Trade Marketing among other actions that generate an incentive for consumption and added value to the brand.