Sara Ali Email & Phone Number

Berkhamsted, Gb

United Kingdom

I returned back to the UK&I market, promoted into the senior leadership team accountable for brand, content, social media and partnerships. My talented team consists of 125 people covering comms planning, media strategy and buying, content sourcing, production and distribution as well as retail media planning and activation. Since joining I've introduced a dedicated Influencer team as well as a Marketing Effectiveness function with bolstered brand analytics.• Remixing media spends across the funnel and channels through marketing effectiveness• Influencer team introduced and collaborated with PR on celebrity talent campaigns as well as introducing increased, targeted content creator campaigns such as accessible holidays campaign • Establishing creative effectiveness measurement framework • Embedding automation and AI into content processes

Global

I was promoted to the lead central team and manage B2B / B2C brand strategy, architecture and positioning across hotel, cruise, airline, experiences, HR & corporate communication businesses. • Proposed and gained company-wide approval to direct implementation of a new unified brand strategy, Successfully executed the strategy across all markets and categories, from digital to commercial and brand. • Won multiple awards, including ‘Best Marketing Team’ by Marketing Week and the Marketing Society, ‘Most Inspirational Story’ and Gold at Internal Comms and Engagement Awards for Culture Programme.• Overhauled the cultural programme to fit new brand purpose and customer-centricity focus in conjunction with CX and HR teams.• Co-launched the Employer Brand in January 2023 in collaboration with Talent Acquisition, endorsed by CEO, aimed at placing people front and centre. • Unified and elevated digital customer experience across all markets by launching a new digital vision, uniting web, mobile and app technologies. • Uplifted awareness of hotel brand by 6%; influenced MDs and Heads of Brand of need to align to master brand, then developed and launched TUI Blue B2C strategy end to end, subsequently leading to new B2B strategy. • Consolidated two ‘Experience’ brands into one to reduce marketing spend by 25% and create synergies and efficiencies.• Programme lead for major restructure during pandemic to reduce headcount by 30%. Collaborated with key stakeholders across business to create target operating model for Global Marketing, Sales & Service organisation.

Advanced to govern a global nine-strong team focused on promoting all hotel brands, identify new market opportunities and channels, and devise B2B / B2C marketing strategies. • Steered consolidation project ‘Blue Sky’, merging multiple brands and launching flagship brand, TUI Blue. Delivered 16% uplift in awareness. • Delivered TUI Blue’s first profitable year; strengthened presence in European markets and introduced Poland. • Entered Chinese market, growing customer base from zero to 1,000 within a year. • Improved ROI visibility; devised a system track spend by brand, market, channel, a first for the business.

Luton, United Kingdom

Hired to unite disparate product and marketing teams, and develop and deploy central marketing strategies, campaigns and initiatives across all channels. Managed a team of three with 32 indirect reports.• Directed rebrand of Thomson to TUI through all channels, from digital to retail. • Nominated to partake in a sustainability project in Croatia that led to continued involvement in TUI sustainability agenda and communications planning.• Honoured with ‘Divisional Recognition’ award after streamlining and optimising product portfolio.• Designed and established integrated marketing process, delivering >26 successful marketing campaigns.

London, United Kingdom

Brought in to turn around this cosmetic brand and reposition business for scale. Headed marketing strategy and implementation across national and international environments, supporting profitability, growth and competitive performance of the brand. Engaged new audiences and re-established reputation through effective marketing planning, customer and commercial KPI setting, creative development, product innovation, enhanced budget systems and monthly tracking process.• Achieved company’s first profitable year; transitioned the brand from exclusively agency-run to in-house, delivering the company’s first profitable year.• Expanded targeted audience from niche to broader makeup enthusiasts and professionals.• Launched industry-leading product innovation; introduced new suppliers, challenging artists and manufacturers.

London, United Kingdom

Engaged to professionalise and reposition this cosmetics brand to win key accounts.Modernised the marketing strategy to elevate and reposition brand in the UK and internationally with selected partners . Instilled new structure and efficient ways of working to future-proof team, delivering exceptional results that secured new accounts in UK and globally. Introduced robust product lifecycle management and effective channel management.• Won Boots account and new partners in Africa and Eastern Europe, significantly expanding distribution.• Delivered record breaking creative campaigns that often surpassed forecasts by double digits.• Uplifted web sales by 70%; overhauled web experience and redesigned customer interface.

Aylesbury, United Kingdom

Successfully progressed from Marketing Executive to Marketing & Merchandising Manager, within this marketing-driven business. My role was central to all operations from seasonal promotions and events to stock management and new launches for this distributor of professional hair care. (Master distributor of Paul Mitchell® Luxury Hair Care as well as other salon brands). I was responsible for all marketing communications and activities as well as the management of the product portfolio and pricing.

Aylesbury, United Kingdom

Aylesbury, United Kingdom

Mini Mba, Brand Management

Education record

Ba Hons, Marketing

Education record

Education record

Mini Mba, Management