Experience

Jazeera Airways

• Kuwait
• Airlines and Aviation
• 700 & Above Employee

• Vice President Marketing & Customer Experience

  • Aug 2017 - Present

  • Developed and implemented new brand and marketing strategy for re-launch of the Jazeera brand, including new corporate identity, across all channels and customer touchpoints • Implemented digital transformation programme: including upgraded E- Commerce platform, improved website user-experience, and CRM system for personalised targeting and messaging - reduced cost of sale by over 20% • Upgraded marketing team capabilities – hired new heads for Digital Marketing and CRM. Designed PPC, SEO, programmatic display and social campaigns - increased online and mobile revenues +28% yr./yr. • Expanded presence on social media platforms (increased base by 65% in 2 years) and introduced community management customer service operation achieving target SLA of 95% response in 2 hrs. Created innovative video and influencer branded content programmes which increased engagement by over 150% 2018-19 • Introduced Crisis Management PR capability – enabled smooth handling of two significant incidents Show less



airberlin

• Germany
• Airlines and Aviation
• 400 - 500 Employee

• SVP Marketing & Guest Experience

  • Jan 2016 - Jun 2017

  • Seconded to airline during difficult restructuring and turnaround program to head and develop market repositioning for the new Air Berlin, involving brand strategy, corporate identity, communications planning, product & service innovation • Led brand positioning, brand identity and product & service design for new leisure airline in Europe (JV between Etihad & Tui Group) • Generated incremental revenue (+17%) from loyalty program by introducing RFM analytics to target higher value customers • Restructured marketing department and introduced best practice for marketing planning, data analytics and campaign development Show less



Etihad

• United Arab Emirates
• Airlines and Aviation
• 700 & Above Employee

• Vice President Marketing

  • Sep 2009 - Jan 2016

  • Headed and mentored team of 120+ across over 40 markets developing global and local marketing programmes, managing budgets of $140m • Took initiative to champion and deliver major data driven customer segmentation model to optimise commercial strategy and budget allocation against high value customers • Launched over 40 new route destinations - organised media and trade events and marketing campaigns to establish the Etihad brand in new markets across the world • Led major brand upgrade project for Etihad: new brand platform, corporate identity, aircraft livery, uniforms, cabin design and development of ‘Flying Reimagined’ ad campaign, featuring Nicole Kidman. Raised travel intention score from 56% to 82% in 6 months • Tailored a comprehensive sponsorship strategy for key markets using sports, brand ambassadors and cultural assets in major markets - Manchester City FC, F1 Abu Dhabi Grand Prix, Major League Soccer, Sydney Opera House, Mumbai Indians. Video link • Initiated tenders for agency resources across 4 partner airlines –generated over 50% savings on fees and media rates Show less



TBWA\Worldwide

• United States
• Advertising Services
• 700 & Above Employee

• Executive Vice President

  • 2005 - 2008

  • International client service and new business development • International client service and new business development



McCann Worldgroup

• Advertising Services
• 700 & Above Employee

• Global Director

  • 1998 - 2005

  • Advisor to client (Nestlé) Strategic Business Heads on marketing communications strategy & planning across 60+ markets • Advisor to client (Nestlé) Strategic Business Heads on marketing communications strategy & planning across 60+ markets