Leading all brand marketing, advertising and communications for Toyota and Lexus in the UAE.

Directly responsible for the departments of:o Marketing Communicationso Product Planning and Pricing Managemento Supply Chaino Network Developmento Customer Experience• Led Lexus to #2 in brand intimacy in the country (behind Apple) with a series of progressive brand focused initiatives• Launched ES and UX with unorthodox launch campaigns• Developed and executed overall brand strategy to maximize sales, segment share, gross margin• Drove a stronger and more profitable business in year ’20 despite a reduced economy and grew from 18% to 20.1% market share in 2 years• Global dedicated lead for Middle East Customer Experience. Increased loyalty, retention and sentiment• Worked directly with the Principal in Japan and USA for business improvement across the region

Managed all Lexus Business sales channels with an objective to maintain brand leadership and increase market share across the luxury automotive segment.Key focus on volume and margin growth, model mix diversification, customer retention and enhancing customer base.o Reengineered Corporate and Dealer Sales departments for stable and more efficient businesso 15% increase in sales, 10% increase in gross margin YoYo Increased B2B share from 34% to 48% of overall Lexuso Launched and strengthened luxury limousine market share with 94% dominance

• Identification of process improvement areas, recommending changes and re-engineering structure for better, more efficient operations in up coming Lexus facilities and After sales business. • Led the implementation and launch of INTERSECT BY LEXUS Dubai, in continuation from Tokyo.

At the Lexus Brand Management Division, responsible for project planning, implementation as well as communication of:INTERSECT BY LEXUS, luxury brand space in Tokyo, Dubai and New York.• In charge of end to end project planning, execution and control of Dubai space.• Responsible for project development of New York and operational brand planning for Tokyo.LEXUS SHORT FILMS, initiative to support up and coming creators as part of the brand direction• Involved in redesigning the strategy for Lexus Short Films to increase global engagement.

• Strategic development and implementation of marketing measures to enhance the Lexus brand.• Creating annual marketing plans with product and volume focus.• Planning events, product launches and sponsorship activities. • Creation of an online community of aspiring and potential Lexus owners with brand based engagement.• Pricing analysis and positioning with life cycle planning of all products in line with competitive environment, markets requirements and exchange rate development.

• Project lead for mid-term business plan and strategy development of the Group. Collaborating with technology partners and agencies on strategy creation, campaign launch & sustainment activities. • Managed Group communications, preparing and implementing advertising plans.

Beverages Marketing and Research team • Tracked tea launch across various cities.• Developed an activation plan for new packaging.