Brought on board to develop overall Marketing strategy and take Marketing beyond mere lead generation for the TRPE brand across the UAE and the UK.

Boutique mortgage advisory socialising in residential real estate in the UAE.

Responsible for establishing the group’s brand architecture and directing Marketing and Communications, especially in Europe and the UK, to ensure uniformity and adherence to standards and regulatory requirements. Also responsible for managing the Marketing function for auxiliary business units – a mortgage brokerage in the UAE and a media entity in the UK – in order to generate leads and enable cross-selling between the brand’s other lines of business.

Established the Prime Estates brand, created the brand architecture. Led the Marketing, PR and Communications functions. Took charge of strategy development, growth plans, tactical implementation, content creation and vendor management.

Launched the KiwiRide brand of eco-friendly mobility solution in the UAE. Generated over 14,000 active users in 14 days, making the mobile app the 4th most downloaded app in the country within 10 days of launch. Developed overall Marketing strategy and all associated tactical plans, content calendar, media and PR channels, and content creation methods. Assigned budgets, KPI's and measurement metrics for every department. Selected, appointed and managed external agencies and service providers. Recognized for my public speaking skills, and made company spokesperson for all media, and responsible for all Government liaisons and external communications. Identified opportunities for overseas market penetration, and developed overall corporate strategy for entry into more mature markets.

Re-engineered Marketing operations completely, which included the re-structuring and relocation of the creative and digital teams, and developing KPI's and measurement metrics. Established systems and protocols for workflow within the department and communication with all other departments. Improved department efficiency by over 70% by cutting down completion times and speeding up the approval process. Determined department budgets and allocated for internal communications, external campaigns, channel marketing, cause marketing and other initiatives. Increased lead generation by 500%, acquiring greater numbers of qualified leads and realistically expanding the Sales funnel. Introduced Marketing Automation systems and initiated the development of a CRM system, which led to more efficient lead management and higher conversions. Organized road shows in the UK and Africa, generating leads and prospective development opportunities from these overseas markets. Developed internal sales teams’ and channel partners’ incentive structures and reduced pay-out times, leading to an increase in channel revenues. Won second place at the Gulf Real Estate Awards and the MEED Awards, in the Luxury Project category.

Set up the Sales and Marketing departments for a project of over 8000 apartments, spanning 4.2 million sq.ft. across 4 phases of development, taking responsibility for the recruitment and training of the staff each department, assigning budgets, developing KPI’s and determining measurable performance metrics. Led an inter-department task force to develop the pricing matrix and escalation strategy to determine the optimal price of each individual apartment according to views, elevation, etc. Appointed and managed two industry-leading consultancy firms, JLL and Knight Frank, to conduct feasibility studies and provide industry benchmarks for launch pricing of each phase. Developed global Sales and Marketing strategies for market penetration in China, the GCC, Europe and the UK. Prepared monthly and annual local market intelligence reports to present to C-level management, which included a detailed analysis of present conditions, a forecast of the following period, and a recommended course of action to adapt as required. Recommended transforming the project’s specifications, and redefined its positioning accordingly, going from chic modern apartments to branded luxury living spaces; and re-branded the project and the company to match the new product. Led the development of a bespoke ERP system, which comprised Lead Management, CRM, Payroll, Accounting and Customer Service components. Successfully led the company’s participation in two Cityscape campaigns, managing the entire process from exhibition space to stand building, production of all Marketing collateral, and media training for all company spokespersons.

Achieved 300% revenue growth in the span of 12 months by expanding and restructuring the Sales department, training the Sales teams on personal branding, and implementing comprehensive use of the CRM system. Expanded the company’s inventory and portfolio of projects by establishing exclusive and non-exclusive relationships with key property developers. Reduced the Marketing budget by 60% for more specific, targeted and effective reach, which led to a significant improvement in the quality of leads. Set up a successful Developer Services unit, enabling the smaller developers to focus on their core strength, knowing that their Sales and Marketing are being professionally managed. Successfully launched and re-launched property projects: (1) via exclusive, elaborate events attended by VIP’s, media and leading realtors from local and overseas markets; (2) showcasing them in Cityscape; and (3) consistent and relevant Marketing and PR.

Established a profit centre within the first year of operation by converting a failing design and print company into a full-service advertising agency within the first year of operation, through intensive re-branding and expansion of services to include media production, digital and PR. Developed the Marketing and Business Development strategy for the newly formed ad agency to maintain primary focus on acquiring clients from the local market. Expanded the core team, re-assigned key areas of responsibility, and established KPI’s and performance management matrix for team members and for client accounts. Capitalised on the upswing in the real estate market and trained a team to become specialists in property Marketing; and likewise, trained Account Managers to be the perceived experts in the industries they serviced. Retrieved over 60% of the previous clientele, and led the development 12 new key accounts which made a 76% contribution to the annual revenue.

Exceeded the company’s annual revenue targets by increasing billing from existing accounts; and attracting new business from the flourishing banking, finance and real estate sectors. Independently set up a new business unit to introduce VOILA – a video-over-Internet platform focusing exclusively on Web TV – and supervised the creation of the region’s first Government Web TV channel with Dubai Chamber. Recognized the trends in digital media and led the digital migration process for all client account, educating them on the what, why, how and how-to of going digital. Simultaneously continued to grow the company’s core business of corporate video production, expanding services into other GCC markets like Saudi Arabia, Qatar and Bahrain through strategic partnerships and collaborations with other agencies.

Managed the execution of strategies and tactical plans, including all branding activities, design and production of all Marketing collateral, product literature, and event participations. Diversified the company’s product and service range by identifying supplementary products and relevant brand partners, and negotiating exclusive agency for those brands. Responsible for setting up the corporate sales division by recruiting and training the Sales team, and extensive B2B Marketing campaigns, and PR in industry-specific publications.

Received rewards and recognitions, and 2 promotions in 2 years, for consistently achieving over 80% of assigned sales and collections targets; and also helping team-mates with achieving their numbers; with area of responsibility expanded to training of all new recruits. Led a task force, reporting only to the General Manager, which re-established the company’s credibility, regained almost 90% of the clientele lost to competitors, and took back 35% market share.

Re-assigned to the head office for having achieved highest retail footfall and incremental monthly revenue performance in the branch. Successfully launched new product line and penetrated the hospitality and corporate sectors.

Launched a Dubai restaurant guide for the European market, independently handling all restaurant subscriptions, and the complete photography and copywriting. Developed theme and tagline for a DSF 2000 campaign.