Freelance Consultant

Marketing, Digital Transformation, CX, Customer Engagement, Acquisitions & Brand Leadership

Relaunching Consumer Business, Alignment with QNB, & Digital Transformation

Driving the core business P&L by leading the sales, products, portfolio and marketing organization for Majid Al Futtaim Finance.- Setting the strategies and growth objectives for the marketing, sales, products, portfolio, and talent development. - Transformed the organization to embrace decision making based on analytics, data, information and research. As a result, customers’ offers are based on customer segmentation & profitability using sophisticated analytics & CRM.- Led talent through hiring, goal setting, training, empowerment, performance development including productivity enhancement, new points based incentive schemes, process re-engineering, SMART KPIs, governance framework, & fraud controls that led to behavioral shift in the sales and marketing organization for responsible growth.- Changed the direction of the marketing and sales organization which resulted in steady month by month customer acquisition growth and the significant reduction of the cost of doing business. This also included the introduction of new acquisition channels such as digital and telesales. As result, achieved the highest ever acquisition per month since the inception of the company. - Realigned strategic partnerships, through contract re-negotiation that led to significant cost reduction. - Increased the number of net customers by 16%, spend active customers by 19%, spend per active customer by 22% & achieved the 2014 planned spend. As a result, achieved the highest ever billing per month since the inception of the company.- Increased interest generating income by 15%. Interest income product sales increased by 63%.- Improved the interest margin by 35% by focusing the sales strategy, introduction of new products, and portfolio segmentation towards higher income products offered to the right segments.- Reduced the involuntary customer attrition by 25%.- Leveraged the relationships with other sister companies and achieved more synergies in marketing and sales.

Driving the business agenda by growing share and revenues through superior customer value, consistent marketing strategies, seamless brand experience across chosen segments, touch points with the aid of consumer insights, analytics using online and offline channels across all markets. Leading teams while influencing others in a heavy matrixed organization. Managing budgets and ensuring cost efficiencies while extracting great output. Key Accomplishments:- Transformed the organization from offline to an online with huge strides into digital & smart banking. This includes the launch of a new online banking system (front and back end), the first smart banking centre in EMEA at Dubai Airport, the first priority banking telesales unit in EMEA, best in class decision management and analytics team with the highest product depth in EMEA & Asia Pacific.- Instilled a “customer centric” culture in the organization through an integrated ecosystem that included training of a multinational, multi-lingual staff, setting goals, measurement tools, and helping all depts. to re-engineer processes to increase the Net Promoter Score. - Achieved the world’s 3rd highest “brand awareness” score among 21 key markets across North & Latin America, Asia, Europe, The Middle East, Australia & Africa and well ahead countries like the USA & the United Kingdom. The UAE score had also the highest growth globally vs. the previous study.- Successfully introduced “Real Time Marketing” through the migration to eCRM which brought in incremental revenue and new customer services dashboard.- Grown cross selling by significantly, double digits, through business analytics including the use of predictive modeling & other tools. The cross sell revenue contribution was amongst the highest globally.- Re-aligned the business from a sales “push” organization to a customer “pull” through the creation of alternate channels. Alternate channels revenue was within the highest globally.

Led the marketing strategy & customer communication for the airline’s network in more than 30 countries & 40+ cities in Europe, the Middle East, Africa, Asia and Australia. Key Accomplishments:- Guided a multinational team of marketers, sales and global agencies across the global network for passenger, corporate, cargo and holidays business streams.- Created a consistent brand look & feel across the network and standardized marketing practices making with aim of creating a seamless brand experience while optimizing costs. - Increased margins by focusing the strategy on premium class passengers and key stations leading to a double digit increase of passenger traffic, despite a decrease in passenger capacity.- Revamped the online business by re-launching the website that resulted in a double digit increase in online booking over the previous year.- Transformed the marketing dept revenues by pushing the sales of ambient media significantly, which in return started generating profit and winning international industry awards.

Led the marketing function for 40+ countries in Europe, the Middle East, Africa and India which resulted in achieving market leadership in key countries.Key Accomplishments:- Focused the business into less but more powerful & profitable brands, thus achieving target market share & exceeding profit targets in excess of 30% YOY.- Created & led the South Region’s functional leadership team to evaluate new opportunities in terms of products, & market entry strategies for new geographies. - Managed to change the mindset & corporate culture within the region to a “can do” culture for the first time in the company’s history only 6 months into the job. As a result, championed the first ever launch of a new benefit “breathe free” with the same formula, packaging, brand and communication in 20 countries in Africa & the Middle East. - Integrated Joyco, an acquired Spanish Company, into the Wrigley’s business and assessed other companies for acquisitions in the Middle East & Africa as part of the Wrigley leadership team.- Accelerated the pace of innovation as part of a strategy to grow organically, by leading a global project team to launch a new category, “sugar free” chewing gum, in India for the first time in the subcontinent. Other innovations included the launches of Professional gums & drops across markets. - Improved overall profit margin through streamlining products & production utilizing existing lower cost manufacturing capacities within the South region by consolidating the Mediterranean, African & Middle East businesses. - Improved media efficiency by delivering up to 40% worth of free advertising besides negotiated spends for the GCC/Middle East, Greece, Cyprus, & India through regional media benchmarking. - Led the implementation of a “Real Time” market share and competition information system,WERA, across all distributors in the Gulf countries.

Arig has been a trusted risk partner for over 30 years and is a publicly traded company owned by over 6,000 private and institutional investors and listed on the stock exchanges of Bahrain and Dubai.