About
Devising the retail strategy of a new global icon, the new heart of Riyadh, the New Murabba.
Putting over 20 years of experience in marcom, digital and retail into of the most exciting projects to see the light this coming decade.
Experience
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New Murabba (3 yrs 1 mo)
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Senior Director, Retail Strategy
Jan 2025 - Present · 1 yr 11 mos
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Jan 2025 - Present · 1 yr 11 mos
Present
• Develop retail strategy for iconic project New Murabba, focusing on next-gen retail experiences
• Rely on technology to redefine retail, allowing brands to offer unique customer experiences
• Spearheaded initiatives allowing brands to showcase DNA and enhance customer engagement
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Director, Retail Strategy
Nov 2023 - Feb 2025 · 1 yr 4 mos
The New Murabba defines the new downtown of Riyadh, and at its heart, an architectural icon, the Mukaab.
Working in synergy with planning and development teams to set the footprints of the project's retail strategy.
Provide outstanding and immersive experience to consumers, and unique opportunities for business and retailers, local, regional and global.
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Country Manager at Piaget
Feb 2019 - Nov 2023 · 4 yrs 10 mos
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Drive Dentsu (12 yrs 4 mos)
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Managing Director
Jan 2011 - Apr 2018 · 7 yrs 4 mos
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Member of the Abdul Latif Jameel group and affiliated to Dentsu Inc – a leading agency in Saudi Arabia, holding accounts in the automotive (Toyota, Lexus), financial, retail and other industries
Ensuring year on year profitable P&L deliveries, growth and keeping optimized resources, in terms of manpower and overheads
Diversification of services with an integrated approach to MARCOM, encompassing brand strategies, marketing support, digital and traditional communication schemes
Collaborate on a senior level with Toyota Marketing Operations and key clients to define brand strategies, communication tactics and measurable targets with respect to brand equity and sales
Placing the agency on the map in terms of awards and recognition (Dubai Links, Cresta, Epica, Dentsu Creative Link)
Business development and involvement in the preparation of tenders and pitches
Understanding of Saudi Labor Law and respect of Saudization requirements
Sales & Marketing, Presentation Skills and +5 skills
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Managing Director
May 2007 - Dec 2010 · 3 yrs 8 mos
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Restructured operations in terms of human resources amidst stringent labour laws, reduced overheads, turning the business profitable from year one of joining, and ensuring a steady growth
Forged solid relationships with key accounts, notably Toyota on a nation-wide scale, as well as government flagship Sonatrach, in providing them with effective marketing and communication solutions
Enhanced people skills and improved the overall approach to client servicing, translating in higher customer retention
Focused on business expansion and the acquisition of new accounts and government contracts
Presentation Skills, Human Resources (HR) and +3 skills
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Client Servicing Director
Jan 2006 - Jun 2007 · 1 yr 6 mos
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Lead the Client Servicing Department, cultivated talents, implemented strategic planning and enhanced the overall approach towards managing key accounts.
Formulated innovative, cost-effective communication strategies in an exigent market tight on budgets.
Prepared, executed and acquired new business pitches to grow the agency's portfolio.
Directly involved in the formulation of marketing strategies for automotive brands Opel, Seat, and Saab, both online and offline.
Presentation Skills and Communication
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Business Development Director at Cleartag
Apr 2005 - Dec 2005 · 9 mos
Presentation Skills and Communication
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Account Manager at IMPACT BBDO
Sep 2002 - Mar 2005 · 2 yrs 7 mos
Established Impact Proximity, one of the first in-house digital agencies in Lebanon, introducing online communication and database-building models to existing BBDO clients in addition to developing the business with the acquisition of new accounts.
Established a strategic cell to build online strategies, database mining, CRM schemes to assist clients in web and mobile brand equity building and leads generation.
Worked closely with regional offices to operate all aspects of the business unit.