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Beauty & Luxury | Client Partnership Manager, MENA

Digital Natives | Client Partnership Manager, MENA

L'Oréal

My mission to evolve L'Oréal's marketing research to a digitally-focused consumer approach based on new technological tools and methods and continue L'Oréal's consumer insights & media measurement agenda.

Media & CMI Director

Established the digital analytics function: objective setting, inventory, “plumbing” architecture, resources assessment, roadmap, MVP dashboards, etc.
Commissioned, supervised and presented successfully Marketing Mix Modelling, Geo-testing and more.

Formed the “CRM squad”: drew data cartography, shaped data protocols and made L’Oreal middle East GDPR compliant.
Responsible for on/offline data collection, activation and insights.

Media and Data Director

Responsible for offline/online media buying, planning, optimisation and reporting.
Managing partners’ relationships and Joint Business Partnerships with: media agencies, advertising networks, technology partners, etc.
Responsible for media auditing: compliance and performance audits (costs & quality).
Conducted major regional pitches: social media agency, analytics agency, performance agency and media agency.
Conducted digital transformation: team recruitment, train and motivate organisation (marketing, digital community) with weekly rendezvous and seminars.  Day-to-day animation of digital community.

Head of Media

Dubai Tourism

Plan and implement the overall analytics and business intelligence strategy.
Deliver business outcomes through improving the tourist experience.
Responsible to manage, organise, and enhance value of digital data across 
Establishes data quality standards, prepare and present insight reports (KPI dashboards) that leads to actionable insights
Lead the design and development of analytical projects to understand key business behaviours that drive tourist acquisition, retention, and engagement.

Data & Performance Manager

Grey Group MENA

Clients: Danone, HSBC Commercial Banking and Ferrero (Kinder, Raffaello, Ferrero Rocher, …)
Oversee the digital marketing strategy and solution (mobile apps/website, website, social media, POS) seamlessly with traditional channels.
• Devising digital strategies to drive traffic/action/conversion to the brand
• Managing online brand and product campaigns to raise brand awareness
• Partner with internal account managers to build business cases

Achievements:  
• Won pitch and developed the MENA social media strategy for Ferrero brands 
• Won SEO Pitch for NADEC
• Developed the digital strategy for Danone infant nutrition (Apta-Advice.com)

Digital Lead

Your Favourite Story

Gather, analyse and funnel online data into actionable insights to affect positive change in the leads conversion and user experience of all digital channels.
Assist meeting objectives for both the client and the account, creative, and technology teams. 
Ensuring the customer focus is at the heart of all online activity.

•	Perform analysis and identify strategic efficiencies
•	Develop customer acquisition, retention and conversion strategies
•	Conduct Competitive analysis & audience analysis
•	Reviewing third-party research to derive marketing best practices, consumer trends, and developing reports for the clients
•	Interpret web analytics data, develop key insights and recommendations

Always listen, constantly learn, challenge and frequently advise.

Head of Digital Insights

• Primarily responsible for efficient and effective analysis, research of digital marketing & advertising campaigns against business goals, campaign metrics and ROI in order to lead to appropriate insights and actionable recommendations for Mercedes-Benz UK digital platforms (websites, mobile, etc.)
• User Experience: information architecture, interaction design, page-level content organisation, navigation, and prototype creation
• Search Engine Marketing: SEO guidelines, Key phrases/words identification/evaluation, On-Page Optimisation, SEO & PPC synergy

Senior Digital Analyst for Mercedes-Benz UK

sophus3

Responsible for the delivery of web analytics solution for Peugeot and Citroen on a global basis (40+ countries).
• Assist markets in identifying, developing and implementing new tools of analysis and best practice solution.
• Interpreting and presenting complex extracted information in a clear and appropriate level for the different audiences.
• Provide first line support, consultancy, and training to clients.
• Retain and nurture the account on a global basis.
• Working closely with Head Offices and markets to optimise the digital advertising investments.

Skills developed:
• Managing multiple projects and diary management in a deadline-driven environment.
• Good analytical skills and excellent numerical skills.
• Developed listening and communication skills.
• Ability to work individually and be well organised.

Web Analytics Account Manager

Automobiles Peugeot

Led Internet promotional product launches and campaigns.
• Managed projects from briefs to post-mortem stages.
• Analysed web metrics and provided actionable reports to directors.
• Coordinated Internet strategy with other departments (marketing and sales).
• Provided budget planning and management.

Achievements:
• Introduced and led search engine marketing (SEM) strategy.
• Co-developed a department KPIs dashboard.
• Led the major 2009 digital campaign: www.drivesexy.com 
• Pilot for the new web analytics group solution.

Internet Executive

Responsible for Peugeot’s technical projects (platform evolution, continuous functionality development, etc.).
• Liaising with central web team in Paris on global issues and technical initiatives.
• Co-ordinating Peugeot’s digital presence (web showrooms, dealer websites, etc.).
• Constantly interacted with third party suppliers (managing, negotiating, relationship building, etc.).

Achievements:
• Led new development (RSS, news blog, etc.).
• Succeeded in developing/deploying the new version of the car and van Configurator Tool.
• Fostered mutual trust, and developed strong relationships with 3rd parties and internal resources.

New Media Project Manager

Razorfish

Management and set up of promotional web and CRM campaigns for L’Oréal Paris International (5 countries).
Accountable for the entire projects scope, project team, resources, and the success or failure of the project.
Contract documents writing: Quality Assurance; Technical Specifications; Production Planning and Risk Analysis.

Junior Project Manager

Client Partner, Beauty & Luxury @ TikTok

Data-driven marketing professional with over a decade of experience across EMEA in diverse sectors such as Travel, Automotive and Beauty. Maintaining a focus on creating a seamless customer journey for global brands as a member of Technology firms, agencies and in-house teams, I thrive on new challenges and constantly discovering methods to optimise performance in order to drive business results.

I utilise my digital expertise to solve complex business dilemmas.

Specialties: Online marketing strategy | Insights | Web Analytics | Email marketing | Search marketing | User Experience | Campaign Measurement

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