Mazen Yassin

manager at IKEA

• Bahrain
• January 2004 to March 2019

To make both the organization, the social system for doing the job and all the individuals
within it thrive. Continuous improvement of the co-worker experience focusing on
performance management, rewards and incentives, wellbeing and engagement.
Achievements
Re-established the engagement measure in the company.

Manager at IKEA

• United Arab Emirates
• January 2016 to February 2019

Customer relation in

Country Marketing Manager at Unilever Arabi

• March 2013 to January 2016

Managing the IKEA brand, values and key benefits are communicated in the IKEA
retail organization, to its local suppliers and to the households in the Primary
Market Area. In addition, we were responsible to drive traffic through campaigns
and tactical activities.
Achievements
▪ 124% visitation increase
▪ 133% Customer increase since joining date, with growth rate of 109.5% on
AVG customer conversion to reach a conversion rate of 38.8% in 2016
▪ 122% AVG Check increase since joining date, growth rate of 108.5% on AVG
▪ Achieving 1.5 million social media followers
▪ Growth in website visitation from 4million to 13 million
▪ Launching First ever thematic campaign
▪ Achieved Gold Lynx advertising awards in 2016.

Business Development Manager at RACS

• Saudi Arabia
• January 2011 to June 2012

Manage the internal restructuring as well as exploring the opportunities for business

Marketing Manager at expansion

• Saudi Arabia
• July 2008 to December 2010

Managing the marketing department for the distribution channel of STC, the largest
channel for the STC contributing over 95% of the revenues. The responsibility
included coordination with STC promotion to the sales department, generate new
marketing and activation campaigns.
Achievements
▪ Launched the first ever distributer telecom promotion.
▪ Branding of major Key accounts
▪ Introduction of Activation concept to the retail shops.
▪ Architected the Mystery shopper program for the Retail division.

Brand Manager at KSA

• United Arab Emirates
• March 2007 to June 2008

Arabia
Managing 2 beverage brands within the Gulf region (GCC).
Managing Lipton loose tea, the second largest brand for Unilever Arabia in addition to
Lipton green tea. The responsibility includes developing & executing the brand
strategy, Regional team coordination, in-market activation, share delivery, financial
targets & premium buying items.
Achievements
▪ Stopped the market share loss of Lipton packet with the highest exit share

at Unilever Arabi

• Saudi Arabia
• January 2003 to February 2007

Assistant Brand Manager at Unilever Arabi

• Saudi Arabia
• April 2001 to December 2002

Assisting the "Signal2" Brand manager in his responsibilities. The responsibility
included share delivery, financial targets, promotions delivery, new innovations
launches and Market Activation
Achievements
• Launched Signal Toothbrushes in the region.
• Received the NAMET regional award for "Brand Activation" for the Signal
brand in 2002.

Assistant Brand Manager at Unilever Arabi

• Saudi Arabia
• November 2000 to April 2001

Arabia
Managed the premium ice-cream segment in the Wall's ice-cream business unit
for the GCC. The responsibility included share monitoring & promotions
delivery.
British
American

Trade marketing Representative at Tobacco

• Saudi Arabia
• February 2000 to August 2000

Developed a new department in Jeddah (HoReCa), where BAT promoted
cigarettes in Hotels, Restaurants and Cafés.

Brand Executive at Levan

• United Arab Emirates
• December 1998 to February 2000

GCC &