Part fo the FD Reviews team - providing expert advice to manufacturers before products are launched or revised, preventing expensive mistakes.

I played a pivotal role in steering a rapidly growing SME towards a future of marketing excellence during my tenure as Marketing Director. Tasked with bringing the marketing function in-house, my focus was on digitising and modernising processes to elevate lead generation, improve conversion rates, and reduce costs. Recruited, trained, and managed a new team of six marketers, data analysts, digital specialists, designers, and website managers.  Reviewed and implemented a new CRM system (HubSpot) to replace the basic database they previously worked with.  Dramatically increased the understanding of how leads were managed across the business. Created a new ABM approach to sales management resulting in increased client engagement and revenue growth.  Generated over £3m worth of leads. Helped build the sales from £3m to nearly £6m.  Helped the company successfully launch into the US market.  Modernised the approach to delegate acquisition reducing the reliance on delegate acquisition execs whilst preserving the core brand value of being very customer-friendly. Overhauled all 14 websites and brand design assets.  Moved the company to a more digital approach reducing costs and increasing SEO.

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P+L responsibility for northern-hemisphere conferences & Global CMO for a privately owner, entrepreneurial company. Achievements:• Increased sales for lead event by 4% to £1.6m – previously in decline for 10 years.• Increased NPS by 40 points to +24.• United a disparate team in London and the global marketing team.• Reviewed all MarTech – reducing costs by 30% and modernising the sales & marketing function. • Restructured & cleaned all data – taking it from 800K to a more relevant 200K contacts. • Developed new strategy and branding for the core events, pulling together the global messaging and identity. • Flipped the events to online only, generating over £1m revenue during the COVID-19 crisis. • Introduced a new content marketing strategy including webinars & a focused content platform.

RReviewed the marketing, brand positioning & data strategy for this £10M portfolio of events. Recruited and trained new team; leaving them in a position to build on the success.

Mina led the marketing for this key profit sector of The Daily Mail & General Trust Plc. The role covered 5 events including the world-leading, 50,000m² Gastech Exhibition & Conference. Mina inherited a very disengaged team & turned them around extremely quickly; creating a loyal, hard-working team who now take pride in their work. She also enhanced their capabilities to create a strong digital focus and a more analytical approach. The team had 4 marketing directors in 2 years prior to Mina joining and needed to be inspired, refocused and given a little care & attention. Achievements: • Management of a team of 15 including digital department, designers, brand managers, area specialists & content producers.• Increased attendance on all 3 specialist conferences dramatically whilst also increasing revenues.• Implemented a thorough training & engagement programme for the marketing team.• Introduced & monitored several key digital tools & techniques including Feathr, Mention, SEMRush, InGo, Canva, Uptime Robot, Analytics, Geo Fencing, PPC, webinars, websites & HubSpot. • Integrated the content marketing team more closely within the main marketing function to increase the ROI & share consumer insights. • Implemented automated email campaigns rather than one-off emails, creating a focus on sales journeys. • Rebranded Gastech with a powerful new creative & word-grid focused on the USPs & the global leadership of the event. • Planned & managed a £2m+ budget. • Oversaw a major UX project.

A privately owned, entrepreneurial 120-year-old company. Mina oversaw the group marketing strategy for 72 events. She established best practice and ideas sharing and created team training initiatives for the world-wide marketing teams. Mina initially joined Montgomery as Head of Marketing for Fresh Montgomery and was quickly promoted to the global role. She also won most influential speaker at the company Meeting of Minds biennial global leadership forum twice. Achievements: • Oversaw the launch and development of new & geo-cloned events. • Turned-around a disenfranchised and unpopular marketing team.• Created a world-class department who led initiatives across the business. • Implemented the content strategy & team, creating thought-leadership & engagement with key stake-holders.• Created a newsletter that became an amazingly effective sales tool; reducing reliance and spend on third-party media & enhancing data-build. • Focused data quality, segmented messaging and visitor engagement; delivered a huge increase in the quality of attendees and database for all campaigns.• For Hotelymia the number of group buyers (the key demographic) more than doubled to 4400, a significant level of market penetration.• NPS increased dramatically for all events.

Mina ran her own business providing marketing and product development consultancy services for exhibitions, conferences and SMEs for companies including Upper Street Events, Imago Group, United Business Media, VNU Exhibitions, and many smaller organisers. She worked on everything from Top Gear Live to Christian Resources.Developed, marketed, and launched both consumer and B2B events from USA to Singapore creating event branding & marketing campaigns which were both industry and region appropriate. The business required her to develop outstanding relationships with a broad range of clients and suppliers. Budgets varied widely and were heavily dependent upon her ability to maximise the value gained from partnerships.

Originally a 6-month freelance contract, this was extended to 13 months.Global Brand Manager - Narrow Web Division - covering 3 exhibitions in Brussels, Singapore & Chicago. 2 magazines and 1 launch magazine. Solely responsible for creating and overseeing the brand positioning and development of marketing plans for the division and ensuring global consistency.

Covering 5 exhibitions, 3 conferences and 2 magazines in the business communications and customer strategy arenas. Developed all marketing & media plans, contra deals, research requirements and electronic marketing activity for the group in conjunction with a team of three staff. Mina reported to head-office in USA and negotiated with them to implement campaigns that met brand standards but were region specific. This role covered all the marketing and strategic plans for the specific product areas as well as a corporate marketing role.

Event Director for the Marketing Division; Mina was bought in to bring a new perspective to a failing division and a new skill-set to the Event Director team. Mina oversaw the P+L and strategy for International Confex, International Incentive and Incentive Magazine - £4.5m. Divested the incentive products. Built Confex to the largest it ever was in terms of both visitor numbers and rebook revenues.

Mina controlled a £14m above the line budget including TV & national press campaigns and led both creative and media buying. She developed the communications strategy for all Radio Rentals stores and two sub-brands. She also managed brand research and sort to identify customer ‘stress’ points & implemented a strategy to reduce churn & increase product life-time profitability.

Initially joined as a Product Manager and was quickly promoted to Promotions Manager (£10m budget) and then to Advertising Manager. As Advertising Manager Mina controlled a £20m ATL budget; reviewing the creative and media buying agencies and negotiated the contracts with the new agencies. Created the TV advert with the highest awareness ever – If only I knew it, how do it all do it. Also implemented an econometric model to predict ROI.

Responsible for all new product development and ranging policies. Controlled all elements of the launch, including research, product development, packaging and all support materials. Promoted to NPD Manager after only 5 months from Assistant Product Manager.