Synertia Consulting

Synertia was born of the principle that teams, organizations, and brands thrive when they focus on developing their people. That is why our workshops and engagements always place the individual at their core.
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The second principle we abide by is that only when facilitators have themselves spent a substantial number of years in the corporate or entrepreneurial work can they become effective facilitators. We believe we can only take people on journeys we’ve been on ourselves.
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Genuine empathy and care for our clients’ success is our third principle, as well as what makes us a little different. We spend an above industry average amount of time and effort learning about the purpose and objective of our engagements. The result is impactful and deep work that spurs change and drives results.

Managing Partner

Brand Development Group FZE

London Business School

Volunteer leadership position with the LBS Alumni Gulf Association.
Our mission at the London Business School Entrepreneurship Club, Middle East is to bridge and connect entrepreneurs and founders with industry leaders and mentors, and to open doors to sources of funding and strategic advisory, providing a nurturing ecosystem that entrepreneurs can come back to at any point in their journey and find resources to help them thrive.

President, LBS Entrepreneurship Club, Middle East (Alumnus Volunteer)

GEMS Education

Vice President Marketing and Loyalty (contract)

DXB Entertainments

Led the sales, marketing, partnerships and customer service teams for Dubai Parks and Resorts, the region's largest theme park destination.

Vice President - Sales & Marketing

BREITLING

Overhauled the Breitling operation in the UAE, increased revenues, decreased OPEX and brought back key financial ratios to par.

Divisional CEO, MSA Retail

The Walt Disney Company

KEY ACHIEVEMENTS
•	Strategic and operational MENA CMO for Disney, Marvel and Star Wars, managing a $Multi-Million annual budget encompassing seven lines of business including Media, FMCG and Fashion among others
•	Secured and leveraged earned media from third parties valued at 600% of bought media. One result of this tactic was $15Million in over budget revenue over three-years for Walt Disney theatrical business
•	Substantially increased equities of Disney, Marvel and Star Wars brands. Consumer awareness reached 98%, 78% and 88% respectively, with overall “excellent” ratings increasing by 20 points over two years for Disney and Marvel
•	Launched the Arabic Disney and Marvel digital and social media channels, reaching target metrics in record time
•	Recipient of the Disney Star Award (2014) for Exceptional Business Contributions

RESPONSIBILITIES
•	Drive a 360° strategic marketing and communication operation across the region, aligning with the seven lines of business to deliver effective campaigns on time and on budget as well as meeting challenging commercial goals
•	Develop and direct the marketing teams consisting of 3 distribution agents, 75 licensees and 7 broadcasters, creating synergies in alignment with global strategies encompassing eleven franchises across the three focus brands
•	Serve as the representative for EMEA on the Workforce of the Future strategic think-tank and global planning group

Chief Marketing Officer Middle East & North Africa

Chalhoub Group

KEY ACHIEVEMENTS
•	Increased revenue by 15% for the Group’s 16 luxury fragrance and writing instrument brands despite that period’s global financial crisis through LEAN strategies and focusing on the highest ROI activities and marketing
•	Drove growth through distribution and brand development, acquiring distribution rights for 4 brands in one year

RESPONSIBILITIES
•	Motivate and challenge team of 51 members through empowerment to drive business-building practices
•	Effective category, portfolio, inventory, distribution channel and KPI management
•	Implement innovative and effective promotions and partnerships to support sales and per- door performance

Division Head, Selective Distribution

KEY ACHIEVEMENTS
•	Redesigned and updated the identity of 65 point of sale outlets across MENA
•	Oversaw marketing of content and platform across outlets covering the MENA region

RESPONSIBILITIES
•	Seek out and successfully secure additional revenue channels with major retailers and content distributors including, but not limited to, Etisalat, Virgin and Zajoul
•	Introduce best practice models for sourcing, developing and analysing retail sales outlet performance

Regional Retail Marketing and Distribution Manager

Alghanim Industries

Managed the sourcing, contracting, building and operational evaluation of a 65 point of sale regional retail network.
•	Ensured all commercial targets and KPIs were consistently met by each point of sale.
•	Created additional channels for revenue growth by building strategic partnerships with major retailers and distributors i.e. Etisalat, Virgin, Zajoul and other high profile regional and national retailers.
•	Introduced best practice in terms of sourcing, developing and analyzing retail sales outlets performance.
•	Redesigned and updated the identity of over 65 outlets across the MENA region.

Sales Operations Manager
Managed the operation of 8 electronics megastores with a team of 320 and 16 direct reports.
•	Managed a challenging restructuring for Kuwait’s largest consumer electronics company, delivered 30% YOY growth despite layoff of 20% of staff. Achieved by redesigning the compensation and benefit scheme to align with business objectives and by raising staff morale through close communication and direct support for the operation with robust marketing activations.
•	Successfully drove the team to achieve over budget sales, achieved 20% increase in ’03 and 30% in ‘04 and Q1 Q2 of ’05.
•	Managed the hiring of key staff and promoters, ensured best recruits were retained by providing a career path and training.

Sales Ops Manager - Product Manager

An expert team and leadership development facilitator with over two decades of multi-disciplinary professional experience.

Prior to being a facilitator, Randy held C and V level positions in the entertainment, luxury, and consumer product industries with brand-names such as Disney, Marvel, Lucas Film, Breitling, Adidas, GEMS Education, Dubai Parks & Resorts and others. He holds an MBA from the London Business School.

His advocacy for people-centric organizations has driven a transition from developing brands and organizations to developing leaders and teams. Randy is an advocate of diverse, equitable and inclusive workplaces that offer safety and development opportunities to their people.

What Randy brings to the room is authentic and connected facilitation, blending best in class theory, instruction, and training with his extensive professional experience.

Randy’s clients span various industries such as Pharmaceutical, Luxury, Mobility, Oil and Gas, Government, Consumer Products, and Start-ups.

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