Dubai, United Arab Emirates
I'm a global marketing and digital leader with full P&L responsibility and a track record of driving organisational, operational, and cultural change to consistently deliver customer impact, business objectives and commercial targets. My 15+ years experience encompasses high turnover multi-channel retailers (Alshaya, Boden) and successful high growth and strategic exit eCom and DTC start-ups (Resident Home/Ashley Furniture, MyOptique/Essilor,) across MENA, US, UK and EU markets. Throughout my career I have architected high performing marketing functions, developing in-house and off-shore centres-of-excellance alongside key agency and media partners. Responsible for 8 figure marketing budgets I have strategized, localised and optimised 360-degree marketing campaigns to drive incremental, omni-channel revenue, ROI and CLV. Collaborating with senior stakeholders I have orchestrated the launch of new brands, stores, markets, partnerships and technology to increase consumer awareness, improve customer experience and drive continuous, sustainable growth. At Alshaya I designed and led the omni-channel transformation of the marketing capability with the unification of Brand Advertising, Performance Marketing and CRM into a single, central team with a new off-shore hub, new operating model, and advanced marketing measurement. As a direct outcome marketing budget and omni-channel ROI both increased. The enhanced capability enabled the successful launch of new brand Primark, the expansion of existing retail and F&B brands, and supported the regional recovery of Starbucks. As a leader I am empathetic and energetic, leading by example with vision and passion to motivate and support those around me. Now more than ever I’m a firm believer in people power: building the right team, enabled by the right technology, and inspired by the right culture, to create purpose, resilience, and the spark to make the magic happen.
• Providing strategic marketing and digital consultancy to MENASA SMEs. • Learning and building agentic AI for marketing augmentation and automation.
Designed and led the omni-channel transformation of Alshaya’s media capability with the unification of Brand Advertising, Performance Marketing and CRM into a single, central team including a new off-shore hub, new operating model, and advanced marketing measurement. As a direct outcome marketing budget and resulting omni-channel ROI both increased. The new omni-channel marketing capability additionally enabled the successful launch of new brand Primark, the expansion of existing retail and F&B brands, and supported the regional recovery of Starbucks. • Responsible for development, management and performance of the Alshaya media and CRM capability, supporting 37 brands across 8 MENA markets. • Marketing budget +$50m to exceed incremental brand awareness, engagement, acquisition and retention, against ROI, revenue, and profit targets and to deliver business objectives. • Built and led a team of 82 FTEs across 3 country locations. Restructured and increased team by 50% including creation of new off-shore location. • Operationalised advanced marketing measurement including O2O and MMM. Marketing mixes rebalanced resulting in increased incremental omni-channel performance. • Co-led internal taskforce to localise KSA marketing channels and creative. Snap, Influencers and WhatsApp leveraged with local, native content, resulting in increased sales and awareness for KSA National Day. • Supported the creation of an omni-channel SCV and 1st party customer data strategy. RFM, affinity audiences and propensity models integrated across CRM and digital media to pivot marketing to acquisition, retention and loyalty. • Full-funnel channel mix diversified and developed to meet customer and brand opportunities: paid social, paid search, influencers & affiliates, SEO & GEO, display advertising, app advertising, CTV, OOH & DOOH, RMN, email, SMS, app push, WhatsApp.
Led the Performance Marketing function at Alshaya, supporting 28 brands with performance marketing, ecommerce marketing, app marketing and CRM. Responsible for strategy, planning, production, activation and optimisation. P&L responsibility and marketing budget of +$20m to exceed eCommerce targets for ROI, revenue and profit. • Re-organised and scaled an inhouse team of 35 FTEs for paid media, CRM and digital trading to create an in-house centre of excellence and strengthen shared capability and relationships with brand teams. • Successful new brand and market launches localisation for Alo Yoga, H&M app, New Balance, Charlotte Tilbury. All campaigns full-funnel, aligning and collaborating with internal brand teams, external franchise owners and agency partners. • Led the We Own November peak sales initiative for marketing to close a Q4 sales gap and deliver company targets. Action plan and contingencies successfully deployed across e-commerce brands. Strategy replicated in future years. • Strategic partnership with TikTok to test, optimise and scale lower funnel campaigns with solutions including creative, technical, and training. ROI and spend for test brands both increased. • Built and operationalised CRM RFM segmentation, to segment and target addressable customers, personalise and automate campaigns, and to improve revenue and customer retention. • Evolved the performance marketing database to integrate last click, first click, and multi-touch attribution data and improve budget allocation and marketing channel efficiency.
Lead and develop marketing for all Resident brands (Nectar Sleep, DreamCloud, Resident Home) for D2C and marketplace in the UK / EU to achieve profit targets and business objectives. Marketing budget of $20m and matrix management of 16 FTEs plus freelance & agency resources. Responsible for marketing & eCom strategy and delivery including price/promo and product marketing. • Nectar revenue more than doubled within 2 years, achieving EBITDA positive and joint #2 online mattress brand in the UK • CAC halved within the first 6 months through rebalancing the marketing mix, affiliate tiering, and creative testing. • Conversion Rate increased by 50% from UX best practice and testing framework with use of Optimise and ConvertFlow. • CRM launched as a new channel with customer journey mapping, content creation and key team hire. Revenue from email increased to 15% with use of automated campaigns for prospect and buyer segments. • Project-led the migration of Nectar website to Shopify platform, delivered in 8 weeks, including redesign and data migration. • Brand proposition and articulation reviewed and refined for Nectar and DreamCloud following qual and quant research. • Third brand Resident Home developed and launched through 2020 Q4 while achieving record revenue for core brands.
Build and deliver strategy for Performance Marketing and all Paid Media including OOH and TV, to achieve triple digit YoY revenue growth for DTC and marketplace across US and UK markets. Marketing collaboration with retail partners Amazon, Walmart and Target. Marketing budget of $10m across performance marketing, brand marketing, TV and OOH to achieve channel specific and blended ROI and revenue targets. • Relaunched and self-managed performance marketing mix for 2016 Q4 to deliver 55% of D2C revenue at target CPO, increasing company revenue 100% YoY. Activities migrated to new team hires 2017. • Planning and activation of ‘Unleash Creativity’ 360-degree marketing campaign to rapidly build 2017 pre-peak trade awareness and support product launch in 4000 retail partner stores. Total company revenue +60% YoY. • Pioneered use of Amazon Marketing Services (AMS) for 2017 peak trade, delivering 30% of total Amazon revenue at 10x ROAS. Lead to additional hire in 2018.
A one year opportunity with seed funding to launch and scale and DTC eCommerce for West End art gallery Scream, with owner Jamie Wood. Full marketing, ecommerce and P&L ownership of the Scream London website, gallery and brand including launch of Scream Creations sub-brand and product range and relaunch of Scream Editions art prints sub-brand.