ANNA MATHEW

Seasoned marketing leader with 18+ years of experience across fashion retail, FMCG, and media sectors in the GCC and India. Currently leading the marketing strategy for the footwear division at the Middle East’s largest retail group. Skilled in scaling brands, driving financial growth, and managing multi-million-dollar budgets. Proven success in building strong brand narratives and executing integrated marketing strategies aligned with business goals. Passionate about developing data-driven, consumer-centric strategies grounded in market insights and category trends. Committed to integrating emerging trends and adapting to fast-changing environments to keep brands relevant and competitive.

• Promotion to Head of Marketing and Strategic Leadership: Elevated to Head of Marketing for the footwear division within four years; established a structured marketing team, achieved significant cost efficiencies, and crafted a clear strategic roadmap to drive brand growth and market expansion.
• Brand Growth Acceleration – Shoemart In-House Brands: Drove 20–40% revenue growth by leveraging targeted storytelling, strategic marketing initiatives, and in-depth sell-through analysis to identify challenges and implement effective solutions.
• CRM-Driven Revenue Uplift: Scaled CRM initiatives to enhance personalised targeting, boost customer retention, and drive direct revenue growth.
• Media buying & Planning: Drove a 50% reduction in agency and production costs by optimizing media buying and planning through established market networks and strategic negotiations.
• Influencer Management: Successfully collaborated with the right influencers to strengthen brand positioning, drive growth, and generate measurable revenue.
• Event Management & Activations: Planned high-impact events in India and the UAE, including IPL, Dubai Mall Skechers activation, Steve Madden’s visit to the UAE, and multiple store launches, successfully driving significant footfall and revenue growth.
• Efficiency Program – Landmark Group: Recognized for high performance and selected for the EEP initiative.
• Cultural Champion – Landmark Group: Recognized as the internal ‘Speed & Agility’ champion; hosted key leadership sessions, including a fireside chat with the Group’s Chief Supply Chain Officer, contributing to the strengthening of internal culture and communication.
• Jury Member – MENA Content Creator Awards: Selected for jury panel, recognizing expertise in content strategy, storytelling, and creative evaluation.
• Pioneering Marketing Leadership in Oman: Appointed as the first Marketing Manager in Oman. Launched and built brand presence for 30+ global brands including R&B, LC Waikiki, Calvin Klein, Aldo, and Skechers. Promoted to lead Skechers marketing across the GCC from Dubai.
• E-commerce Launch – SteveMadden.com: Successfully launched SteveMadden.com in the Middle East within one month during COVID-19, ensuring uninterrupted brand presence and revenue growth.