Associate Partner- Head of Marketing and Communications

• Jan 2023 - Present

Head Of Marketing

• Jun 2019 - Jan 2023

Developed and launched a brand-new community mall strategy for the launch of Al Futtaim Malls’ second mall in the country after 14 years. Head the marketing function with strategic planning and lead brand development, responsible for the annual strategic plan, brand health, budgeting and P&L, development and enhancements through marketing. Created a fresh brand identity and brand DNA with smashables with brand values to stand out through the clutter for a new age community mall servicing the south of Dubai Developed and drove successful launch strategies and unique & innovative marketing campaigns through the first year of operations through the covid phase for the annual marketing and retail calendar and achieved a triple in engagement %, footfall and over 38 million in PR exposure for the maiden year of the mall. Achieved a variety of unique partnerships & media collaborations to drive competitive advantages for a new mall with local media partners, influencers as well as sporting councils and government bodies to stand out through the clutter.

Marketing & Promotions Manager - Regional

• Apr 2012 - Jun 2019

Develop & launch successful regional strategies for local and external cinema projects and regional movie campaigns in new markets while running the existing UAE fleet of cinemas that range across the seven emirates. Build and manage P&L High profile event management with talent, PR and communications strategies Successfully expanded the brand across 8 different countries in the GCC and Levant region and led the expansions into the Saudi Arabia market after a 30-year ban on cinema and the entertainment industry. Led the pioneer efforts in mainstream cinema and premiers in KSA and expanded across 4 cities in KSA. Effectively managed a business rebrand function multiple times to align the business with the group’s initiatives & objectives Relaunched the Rewards Program and grew its member base by 93% via organic growth management strategies Generate revenue through non-box office channels & increase sales Developing, managing and tracking the trends of social and digital marketing by creating brand visibility on online platforms and using data analytics and segmented customer research to do target marketing Manage strong relationships to develop and implement innovative marketing campaigns with industry leaders such as 20th Century FOX, Yash Raj Films, Disney, Warner Bros, Pepsico, Du, OSN, Arabian Radio Network etc. Effective strategies for high grossing movies to increase market share to 52% in a highly competitive market through unique campaigns Establishing VOX Cinemas as a destination for entertainment Generate content rich marketing on online & social platforms to increase visits on digital platforms increase e-sales & app downloads F&B marketing for the brand's home grown food and beverage offerings that includes restaurant style dining and cinema pop ups Partnerships worth 12 million of barter agreements bringing the largest deal the company has ever signed Plan launches and brand marketing for new sub brands (a portfolio of 8 sub brands within VOX)

PR and Marketing Manager

• Nov 2011 - Mar 2012

Developed marketing campaigns to promote the services provided by the group to government based companies and private businesses. My role included: -planning and research, -above and below the line advertising, - Writing monthly and quarterly press releases and public relations, - Planning and strategy of events, - Creating brand awareness and promotion opportunities - Market positioning and starting up a new branch. - Managing social media and blogs for the company The role was challenging and exciting at the same time and required dealing with large Government bodies for events and seminars. There was equal ground work for research and networking purposes as well as strategy, planning and implementation. I had to liaise and network with a range of stakeholders (mainly B2B) to promote the new branch of the company and to try to build new relationships and media base in the new market as well as source advertising opportunities and placing adverts in the press -national, international and specialist publications depending on event location and radio advertising. I had the web production and design team under me and it was my responsibility to manage the production of marketing materials, including leaflets, posters, flyers, newsletters, e-newsletters and all website deliverable for new websites made for events. Event organisation was a major part of the role from location scouting to the eventual event strategy and post-event survey and research, managing budgets, monitoring competition and other market activity levels. I had to closely work with business development and involve the sales team during my tenure with the company.

Assistant Manager HR

• 2008 - 2011

I undertook this role during university on a part time basis and was promoted to assistant HR manager within the first 3 months. My role required me to support the HR manager with the recruitment and selection process of retail operatives in Oxford. I had to monitor the number of hours existing staff were getting and whether each employee was working according to the allocated hours per week according to their N.I allowance. Students were not allowed more than 20 hours a week and exceeding this would affect the company. - Evaluation, hiring and allocation of extra staff to cover the busy and holiday seasons. - Arranging short-listing and interview packs; - Conducting training and induction and attend recruitment interviews as a panel member. - Liaising with payroll to allocate leave, termination and hiring; - Processing honorarium and other payments. - Individual appraisals for job evaluation - Probation procedure - Monitoring safety, health and culture procedures are maintained and followed. - Monitoring bolster staff team who are sent to other sites to set up new stores and petty cash allowances. I was also on the bolster team for setting up new stores across the UK and traveled extensively within the UK to help setup operations and HR as the start up team for many new stores.