Hyundai L&C (Living & Culture), formerly Hanwha L&C, was launched in 2019 as the home products division of Hyundai Department Store Group. Hyundai L&C is the owner of the HanStone Quartz and Hanex Solid Surfaces countertop/surfacing brands, with major manufacturing footprint in North America.● Direct contributor to annual sales revenue growth of 10-20%, reporting directly to CEO, N. America. Supported revenue growth of 30%+ in target markets.● Transform marketing strategy to digital focus, utilizing highly impactful digital platforms and tools to rapidly convert from brand awareness to leads to sales.● Build and drive brand strategy and rebrand, led by social media influencer program, to generate compelling story-telling content and extend brand engagement to 5 million+ Instagram users.● Drove website traffic growth by 88% in two years through dynamic SEO and content strategy, approaching 100,000 monthly visitors and eclipsing several market leaders’ Google page positions.● Drove sample order growth by 114% in two years.● Increased lead generation volume by 100%+ in one year through strategic trade partner education/CEU programs including record-breaking webinar attended by 800+ designers, architects, and healthcare facility executives.● Build and manage internal team of five and 20+ external vendor partners.

Surya is the premier source for coordinating home accessories for a broad spectrum of lifestyles and budgets. Experts at translating the latest apparel and interior design trends, Surya’s design team artfully combines color, pattern and texture to provide 40,000+ fashion forward products, including rugs, pillows, throws, wall decor, accent furniture, lighting, decorative accents and bedding. The company also has been named to the Atlanta Fast 40 and has earned a spot on the Inc. 5000 list of America’s fastest growing privately held companies for five consecutive years.● Led 16-member in-house marketing team to plan and execute integrated marketing programs entailing award-winning catalogs, advertising, digital/demand generation marketing, social media, loyalty program, public relations, and environmental design to drive brand engagement and customer loyalty among furniture retailers and interior designers.● Integrated campaigns drove record market attendance and increase in sales order volume by 20%.● Grew loyalty program membership by 200% from 5,000 to 15,000 trade partner members, generating sales lift of 273%, members vs. non-members.● Supported the successful launch of thousands of products per year, through four seasonal launches, six annual markets, two 800+ page catalogs and integrated print and digital advertising programs. Team included graphic designers, writer, art director, in-house photo studio, production managers, production artists, social media/PR manager, digital marketing manager and videographer.

• Created Abbas Marketing Collaborative to leverage my background in branding, marketing communications, customer experience, strategy and business development. I bring a unique perspective to consulting engagements in which clients are looking enhance their competitiveness based on designing their brand and organizations around their customers. The results of this shift include customer loyalty, efficiency and simplicity.• Providing the following Consulting Services and Implementation: Sales and marketing integration; Branding, brand positioning; Customer experience strategy; Marketing communications planning; Content marketing• Leveraging an extensive network of branding, marketing, customer experience and research partners and providers to engagements as appropriate.• Serving forward thinking clients in the following categories/industries: agencies; service organizations; home improvement and building products manufacturers; hospitality; health, wellness and fitness organizations.

● Drove 100% increase in new business/accounts outside of traditional market segments (ex: MASCO, Globe Union, Emerald Exhibitions/KBIS).● Led the launch of a groundbreaking digital customer experience (CX) initiative for plumbing fixtures client in Ferguson showrooms.● Led account service team managing approximately $7 million in firm revenue and developed new account service and account planning systems to strategically service accounts.● Collaborated with team to create new content marketing strategy and adoption of a new marketing automation platform to improve and track marketing and sales effectiveness, driving key marketing performance metrics increases of 100%+.● Led successful firm rebrand to reinforce firm focus on CX design & strategy.

• Created effective go to market strategies for Retail and Hospitality market segments.• Achieved 20% sales revenue growth in Retail segment two years in a row.• Supported the development and growth of relationships with key accounts such as Hilton Hotels, Starwood, IHG, Best Western, REI, Lord & Taylor, and many others.• Spearheaded successful high level coalition and relationship building efforts with key industry organizations and influencers, including the National Retail Federation (roundtable speaker, sustainability leadership council member), NEWH – The Hospitality Network (sustainability committee member), Retail Design Institute and the Retail Industry Leaders Association, among others.• Led segment sales training efforts for approximately 100 sales associates.• Created regional segment sales forecasts and budgets; developed successful key account strategies and assigned key accounts.

• Successfully directed team of 13 marketing communications professionals and several outside marketing agencies to plan and execute integrated marketing programs.• Achieved significant growth in brand equity, brand awareness and other key brand metrics, contributing to double digit annual sales revenue growth.• Led the creation of brand direction and positioning strategy and marketing communication program efforts, including research, digital marketing, consumer and trade print advertising, tradeshows, national sales meeting, showroom development and support, channel/showroom partner programs, literature, events and more.• Created numerous high impact partnerships with key industry organizations such as the National Kitchen & Bath Association and American Society of Interior Designers.• Helped to establish TOTO’s US leadership in environmental sustainability.• In partnership with engineering, operations, and product management, led the marketing support of numerous successful national product launches.

• Spearheaded new business development efforts that resulted in doubling the agency’s gross revenue within two years.• Led account service and account planning functions for existing clients, resulting in the implementation of highly impactful integrated marketing communications and branding programs to grow client business.• Solidified agency positioning and profile in the home improvement market.• Successfully directed new business pitches to acquire new accounts, including DreamMaker Bath & Kitchen, Coastal Shower Enclosures, Rutt Custom Cabinetry, MTI Baths, Daewoo Heavy Industries, LP Weatherbest Decking, Cellemetry/Numerex and many others.

• Led agency marketing communication support for key trade marketing programs for Pella Windows & Doors, including the Certified Pella Contractor program, national sales meeting, and commercial/architect and builder communications. • Partnered with media, creative and account service teams, including agency parent Y&R NY, to develop and implement national consumer advertising programs, resulting in steady increases in brand awareness and desirability.• Led client service efforts for Medicap Pharmacies and worked with creative and media teams to launch new brand identity and franchisee marketing support and advertising programs.