Dubai, United Arab Emirates
26 years of international experience (14 years in the UAE and 12 years in Europe - France, Netherlands and Sweden) Solid track record in leading Marketing, Brands Operations and programming activities for global Brands (Renault, Lexus, Expo 2020 Dubai, Zeekr, Mercedes) and UAE based organizations (Al-Futtaim, Gargash Entreprises) Global vision of business and trends gained from multiple work experiences (multinational headquarter, national sales company, regional office, mega-event organization committee) AREAS OF EXPERTISE: Strategic: Brand and Marketing Strategy, Business Operations, Planning & Management, Multi-millions Budget Management, Large Scale Event Management, Programming and Curation… Operational: Cost & Revenue Management, Media Planning, Advertising and Content Production, Digital Transformation, Intercultural Team Management, Negotiation and Public Speaking skills, Operations processes, Procurement… Value‐Added Attributes: Solution Driven, Creative, Forward Thinking approach. CONTACTS: Phone: +971.56.188.83.82 Email: [email protected]
Reporting to the Managing Director and Group CEO, I have the responsibility to define and execute curated programs and events for a new - and totally unique - World’s first Brand Center for Mercedes-Benz. Located at the heart of the vibrant Dubai Design District, this is a place like no other in the automotive world with a forward looking approach to modern luxury retail experiences.
Zeekr is the new pure native Electric car Brand from Geely group (Geely, Volvo, Lynk & Co, Polestar, Lotus...) launched in China in April 2021. Zeekr is on a mission to shape for its European customers the electric experience as it should be: Innovative, Convenient and Rewarding. I have joined the team as one the very first employee in Europe and was a Member of the Executive management board reporting to the CEO. Leading the User Growth department, my mission was to prepare all the ground foundation for the arrival of Zeekr in Europe starting with Sweden and The Netherlands covering the following scope: - Brand & Marketing - PR and Media - ECommerce - Communication and Social - Digital Eco-System - Community and Events Main Deliverables: - Roll-out of the European website www.zeekr.eu, - Social media platforms implementation and content creation, - Initiating and producing from scratch the photography and iconography for Zeekr 001 and Zeekr X, - Organization of the first press conference of the Brand during Shanghai Motor Show in April 2023, - Organization of the first Pan-European media test drive for Zeekr 001 in June / July 2023, - On-boarding & management of all agencies (PR, Event, Advertising agencies), - Setting up the Brand presence in all main EV fair events in Nordics and Netherlands (Ecar Expo, EV Experience, Fully Charged events)
Moment Makers Department (reporting to Director General Office) was the Headline Talent guest group owner during the 6 months event of Expo 2020 Dubai. Moment Markers mission was to plan (including artists management and contracting), curate and manage the production and delivery of Expo 2020 Headline Music concerts in Al Wasl Plaza through the lens of a unique phygital entertainment program named "Infinite Nights" Our programming was broadcasted live during the shows hosted in Al Wasl Dome, the largest 360 degree projection dome in the world and included bespoke curated performances from: - Coldplay, - Black Eyed Peas, - Alicia Keys, - Kadim Al Sahir, - Nancy Ajram, - Ragheb Alama. Before the opening of Expo 2020, Moment Makers scope of work was focused on creating, planning and delivering all strategic initiatives and key milestones events (1 Year To Go countdown event, International Participants Meeting, Special VVIP Events for UAE rulers and ministers on the Expo site). I continued to work (from Sept 2022 to Jan 2023) as Executive Producer for the delivery of the FIFA World Cup 2022 Fan Zone established at Expo City Dubai in Jubilee Park and Al Wasl Dome. I was in charge of leading the team from the event management agency to deliver the creative concept, the programming of activities, budget and overall management of the operations & relationship / coordination with Expo City Dubai leadership team.
Executive Appointments: - Member of Lexus Management committee and Al‐Futtaim Automotive Leadership Team. - Lexus contact leader for all interactions with Lexus International teams in Japan and in the US. - Executive Member of Lexus Global Marketing & Digital Transformation meetings held in Japan & US. - Graduated from Toyota Way Sales and Marketing in Feb 2018 (high profile training held in Japan). Achievements: - Named as one of TOP 50 GCC Marketers in the region by Gulf Marketing Review in Nov 2016. - Jury Member of Middle East EFFIE Awards jury 2017 and 2018. - Successfully implemented a Luxury Lifestyle platform for the Brand in the UAE. - Garnered greater Luxury market share, moving from 16.8% in 2015 to 18.4% in 2018. - Registered a record year in 2016 (volume and profit) and all‐time sales record in July 2017. - Devised and implemented the Lexus Hybrid strategic vision (+225% volume growth in 3 years). - Spearheaded launches in the last 3 years of all Lexus key business models (LX, RX, LC…) - Oversaw the launch and all brand activation of Intersect by Lexus (2nd global opening after Tokyo) Responsibilities: - Managing an intercultural team. - Overseeing marketing, digital transformation, brand positioning and activations, product, pricing, revenue management, launches event, supply chain, product planning and motor shows. - Visualizing integrated brand and media strategy, developing and managing area specific projects from concept to delivery. - Adhering to project timelines, budgets, ascertaining brand methods and providing critical suggestions on strategies to enrich brand depth and meaning. - Undertaking strategic planning, crafting best practices and managing annual and tactical media campaigns. - Ensuring an integrated approach in building brand strategy across the verticals of Content, Digital, and Social media.
Achievements: - Felicitated with the President Award received from Carlos Ghosn (Renault CEO) for Electric Cars introduction in the Middle East region in September 2014. - Sales growth achievement of 376% in the Gulf Markets from 4,200 units in 2010 to 20,000+ in 2014. - Registered market share growth from 0.2% in 2010 to 1.2% in 2014. - Profit expansion from negative in 2010 to highly positive in 2014. - Complete set‐up of Renault Digital platform in the region (website, social media, mobile). - Renault Duster launched in May 12 which became 1st European model sold in the Gulf Region. - Successful launch of the first ever electric vehicle in the Middle East (Renault Twizy). Responsibilities: - Served as Marketing Director for 12 markets comprising of the Gulf Countries, KSA, Lebanon, Jordan, Syria, Iran, Iraq and Pakistan. - Led a marketing family of 25 members encompassing regional office team and Middle East distributors. - Conceived and implemented the roll‐out of the Renault Brand Vision and the 5 years Business plan for Middle East Markets. - Defined the Renault customer promise and experience in the Middle East, with key indicators and implementation criteria. - Handled pricing, product, promotion and place elements of the marketing mix, in addition to overseeing resources and operations management. - Formulated the product planning strategy for short, mid and long term horizons, prepared contingency and backup plans, in addition to keeping abreast of competitor activity. - Oversaw P & L and budget management on all new units sales, spearheaded all elements of the commercial negotiation cycle with distributors on new market opening in territories such as Pakistan and Iran.
Highlights: - Led a broad spectrum of initiatives pertaining to Global Advertising Strategic Planning at Renault Global Marketing HQ in Paris. - Set the strategy at the global level for various operational regional hubs of Renault Worldwide. - Performed exceptionally well to merit international secondment within a year of assuming the global mandate.
Global Advertising Management at Renault Global Marketing.