Head of Corporate Communications and PR
First National Operation & Maintenance - NOMAC
Total years of experience :22 years, 1 Months
Played a major role as a key member in the company planning and responses to emergency and crises situations. Prepared the communication plans with local agencies to identify and execute internal and external communication opportunities. Devised and applied company internal and external corporate communication/PR strategy and plans. Bridged the communication gap between employees, stakeholder, and customers to drive business growth. Spread awareness about NOMAC as a leading global O&M service provider through the digital platforms, external events, conferences, seminars, and exhibitions. Gained the public attention through reach media without advertising directly.
● Established for the first time; the company Corporate Communication/PR function and its integrated team structure
● Increased performance and engagement across company globally by building the culture of continuous improvement and efficiency (High Performance Culture).
● Led the roll out of the orientation initiative of the company new identity (Mission, Vision and Core Values) and managed to train and align 89% of the total company employees.
● Improved the communication, reach, and interaction with NOMAC target audience by building NOMAC digital platforms that resulted in saving time and money for the company.
● Built relationships with stakeholders and public by 35% plus year that resulted in raising the company positive image and service awareness by designing digital platform and improving communication.
● Administered corporate communication annual budget, spending, and evaluation of ROI for timely delivery of project.
Created the marketing & PR Plans to promote MOL, HRDF, and related entities initiatives, programmes, and services by determining main stakeholders/target audience in public/social media. Utilised the right communication content and touch points/channels for increasing the reach to main stakeholders, media channels and public audiences. Organised and managed special events, such as sponsorship, events that introduced new initiatives and programmes, and other activities MOL & HRDF supports in order to gain public attention through the media without advertising.
● Enhanced the quality of MOL & HRDF communication and media content by articulating relevant information and messages related to the promoted services, initiatives, and programmes.
● Reduced the 25% cost and increased 33% targeted vs PY by raising MOL & HRDF participation in special/public events.
Steered creation and launching of ATL & BTL campaigns of the McVitie's key products. Established consumer, customer, and shopper opportunities by building local understanding and applying research findings. Devised and executed the brand's 2011/2012 strategies/plans for Middle East markets to increase business. Determined and captured target consumer base with an intention of promoting various products and services by creating the marketing master plan and conceptualizing marketing activities and policies.
● Defined and implemented all brand consumer Trial Offers across the year that helped in optimising trial in Middle East markets and gained shares at the expense of the key competitors.
● Enabled the delivery of 110% sales growth vs. booklet through management of planning and launching of the first new product from McVitie's under the confectionery segment.
P&G is the world's largest Multinational consumer goods company and the 8th largest corporation in the world by market capitalization. P&G touches the lives of millions of people around the globe with superior quality brands.
Inducted as Senior Marketing Admin. Assistant and charted a phenomenal growth curve to the post of Marketing Assistant Brand Manager.
Designation Chronology:
• Apr ‘08 - Present: Fem Care Marketing Assistant Brand Manager
• Aug ‘07 - Mar ‘08: Pantene Marketing Assistant Brand Manager
• Jan ‘02 - Jul ‘07: Hair Care Senior Marketing Admin Assistant
Highlights as Marketing Assistant Brand Manager (Apr ‘08 - Aug'10) (Continued):
• Bestowed with ‘Special Recognition Award’ for outstanding support & quality contribution to Arabian Peninsula (AP) Hair Care Business in October 2002.
• Presented with ‘Team Award’ for outstanding contribution in re-launching the Herbal Essence in AP in April 2005.
• Conferred with ‘Beauty Star Award - The Unsung Hero’ in recognition of invaluable contribution and impact on Business Growth in July 2006.
• Honored with ‘Power of YOU Award’ for Thinks and Acts Decisively by P&G rewards and recognition program in August 2008.
• Maneuvered the design and implementation of brand trial offers which led to an increase in the trial services in AP and proffered top-notch execution processes of the same.
• Designated as a Brand Spoke and Project Leader for Yemen Market business development. Formulated and implemented novel strategies/ plans to reach 50% conversion rate among non brand users and sourced 120% of sales growth to the company.
• Managed to achieve 135% sales growth vs. YA as well as significant distribution growth, within the first half of the year, by reducing the complexity and improving the pharmacy trade channel business.
Achievements & Responsibilities as Marketing Assistant Brand Manager (Aug ‘07 - Mar ‘08):
• Achieved 120% incremental volume by designing and executing the brand's consumer trial offers across AP.
• Decreased 35% of total brand's line by leading the Pantene variants complexity reduction plan - the company’s biggest strategy to increase profitability and sales potential.
• Accelerated and executed the Hair Care portfolio's defense plan (the biggest multi-brands initiative in AP) encountering new global competitor and delivered +14% share points growth in key accounts.
• Administered the brand's budget of +23MM and supervised the expenditure to acquire 98% accuracy of the planned strategies.
• Handled the 2nd biggest commercial innovations in the brand's mega plan which led to an enhancement of the trail offers.
• Spearheaded in developing the launch's strategies/ plans for new super premium product from Pantene for the first time in AP targeting to deliver a profit incremental of (11%) in 3 years.
Achievements & Responsibilities as Senior Marketing Admin Assistant (Jan ‘02 - Jul ‘07):
• Served as a Local Project Leader (LPL) and handled the overall company’s product packaging & artworks for AP markets, coordinated with various agencies and studios and global team for product development and penetration.
• Oversaw major activities pertaining to the Hair/ Beauty Care products including the supervision/ implementation, budget management, promotions/ campaigns, marketing/ logistics, report generation, etc.
• Handled brand support activities by liaising with marketing department/ teams to set appropriate sales plans and suggest relevant/ innovative ideas for product development through various campaigns and promotions.
• Designed turnkey solutions to facilitate packaging improvements based on consumer insights, competitive changes and new technologies (stacking, easy open, environmental friendly packages).