About Rami
Sharp | Smart | Striking | Simple | Seasoned
Experienced Senior-level Director of Strategic Planning, renowned for sharp intellect, smart decision-making, striking creativity, simple yet effective approaches, and a seasoned perspective. With an impressive history spanning over a decade, I have consistently led and supervised advertising accounts, guiding UAE and GCC brands to achieve exceptional ROI. Collaborating with both independent and multinational agencies, I have crafted insight-driven strategies and delivered award-winning creative solutions across diverse sectors such as automotive, aviation, FMCG, real estate, retail, finance & fintech, and luxury, among others.
English
Native or bilingual
Arabic
Native or bilingual
Can work on-site
Dubai (up to 50km)
Experience
- Livingroom communicationDirector Of StrategyPRESS AND MEDIAOctober 2015 - December 2020 (5 years and 2 months)Dubai, United Arab Emirates- Strategic oversight for all client campaigns and projects, providing the creative team direction to ensure the marketing and creative work is on-strategy and on-brand.- Develop strategies for selling ideas and provide rationale from research to support strategy.Write inspiring creative briefs and brief in-house teams or partner with agencies to develop the content/experience needed to bring channels to life.- Research, analyze and present cultural and social trends that affect the marketplace both locally and globally for client’s brands.- Lead and participate in brainstorming sessions with research, planning, and creative teams to develop brand strategies that drive rich creative thinking.- Utilize research and tools to help populate customer profiles and personas; identify unmet needs, hypothesize key customer problems and solutions.- Collaborate effectively and support knowledge sharing with colleagues from a range of disciplines including strategy, creative, and account management.- Create clear compelling content for client presentations, POVs, and other deliverables.Key Accomplishments- Coached the CS team of 5 in strategic thinking and planning, increasing productivity by 50%.- Led strategy for new business pitches resulting in over 40% growth in accounts.- Launched YAP from scratch resulting in a unique brand and great leads.-Re positioned Bin Sina pharmacy resulting in a 50% increase in brand image and affinity.- Launched Hala Taxi for Careem with a targeting strategy that achieved high awareness scores.- Strengthened Hershey's baking range in the GCC with a brand positioning strategy resulting in an increase in brand affinity and loyalty by 20% and sales by 25%.- Re-introduced Nestle's Sweet Condensed Milk with a brand revamp strategy over 5 years resulting in a revamped brand image by 40% and sales by 60%.Key accounts:RTA, Unilever, Nestle, CBD, Hershey’s, MAF, Bin Sina Pharmacy. Careem, Lacnor, Al Fakher and YAP.
- Y&RStrategic Planning DirectorPRESS AND MEDIANovember 2011 - October 2015 (3 years and 11 months)- Started as a senior planner in 2011, was promoted to Manager in Sep 2012 then to Director in June 2014.- Mastered new and existing brand strategy development and implementation.- Developed integrated marketing strategies to drive growth in existing markets as well as expand into new ones.- Managed all research projects.- Assisted regional offices with planning support for new and current business.- Managed cross-functional teams to execute strategiesKey Accomplishments- Won a list of regional and international awards, including Lynx agency of the year 2011-2013.- Orchestrated a regional research project spanning 5 markets for 5 categories for Land Rover resulting in a mega brand repositioning campaign in the MENA region and revamped brand image.- Transformed Ford's brand and sales figures acting as the consumer voice and strategic advisor on the account and being a vital member of the global Ford brand strategy team.-Launched a number of B2B and B2C products for Mashreq Bank, led on strategy for a brand repositioning campaign resulting in a revamped brand image and an increase in loyalty by 20%.- Played a major role in significant agency wins for the Dubai office and GCC offices, including STC in KSA, flydubai in UAE.Key accounts:- Ford, Land Rover, Mashreq Bank, Emaar, Coca-Cola, Colgate-Palmolive, STC, American Garden, flydubai, RAK Airways. Harvey Nichols, Mall of the Emirates, MAF, Gulf News, Dabur, Areej, London Dairy.
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