Arab Ameereh

(Branding and Experience of the Blue & Green Zones) - seconded by ADQ

Key Projects:

• COP27, the Sharm El Sheiakh, 2022
• Abu Dhabi Sustainability Week (ADSW), the UAE, 2023
• World Government Summit (WGS), the UAE, 2023
• COP28 (Branding and Experience) the UAE, ongoing

• Branding and Experience Strategy: Support the development and implementation of the COP28 UAE branding and experience strategy, ensuring consistency with brand guidelines and identifying opportunities to elevate the brand.
• Event Execution: Work with the team to execute the event plan, including developing the visitor's journey, integrating digital elements, managing wayfinding and signage, and coordinating logistics with vendors.
• Visitor Experience Strategy: Support the development and implementation of the COP28 UAE visitor experience strategy, ensuring accessibility, inclusivity, and engagement for all attendees.
• Administrative Support: Provide administrative support, including managing calendars, preparing reports, and handling general inquiries related to the event.
• Sustainability Initiatives and Stakeholder Coordination: Collaborate with the team to develop and implement sustainability initiatives, coordinate with internal and external stakeholders to meet event requirements, and assist in managing the event budget.

Experience & Engagement (Internal & External Communications):

Sponsorship, CSR, Events, Project Management, and Marketing

• Communication Strategy Implementation: Successfully implemented external and internal communication strategies, developing comprehensive plans, tactics, and media approaches for effective execution.
• Media Presence and Reputation Building: Proactively increased presence in local, regional, and international media, positioning the organization as a reputable authority. Developed media-savvy executives through training and understanding of the industry.
• Sponsorship Program Management: Led sponsorship program initiatives, including identification of partners, negotiation and execution of agreements, and day-to-day performance monitoring to maximize sponsorship value.
• Event Planning and Execution: Planned and executed various events, including launches, exhibitions, trainings, and appreciation activities. Maintained an event calendar and liaised with external parties and strategic partners to enhance brand awareness.
• Supplier and Vendor Management: Managed procurement processes and ongoing relationships with internal service providers, creative agencies, social media agencies, and other suppliers. Negotiated agreements for cost savings and quality assurance.

• Strategic Marketing Leadership: Spearheaded marketing and business development initiatives for retail space, including shopping malls, to drive business growth through effective promotional campaigns and compelling marketing strategies.
• Portfolio Management and Financial Performance: Ensured the successful management of the assigned portfolio of properties, exceeding budgeted financial goals and achieving operational performance objectives.
• Integrated Marketing Function: Led the end-to-end integration of the marketing function, aligning it with the marketing budget to unlock the market's full potential and achieve long-term ambitions.
• Revenue Growth and Marketing Strategies: Implemented annual marketing strategies that resulted in incremental revenue growth for the company's real estate portfolio of commercial properties. Led strategic planning, budgeting, and differentiation efforts to enhance the ALDAR brand.
• Team Leadership and Performance Management: Provided guidance, evaluation, and mentorship to marketing personnel, optimizing individual and team performance through training and development opportunities.
• Maintained strong media relations and adjusted marketing materials based on market conditions, customer insights, and emerging opportunities.

• Strategic Planning and Market Research: Conducted comprehensive SWOT analysis, market research, and competitor analysis to develop strategic plans for marketing the company's products. Implemented ATL and BTL advertising, PR, events, and promotional activities.
• Growth Planning and Expansion: Drove ambitious growth plans and expanded ALDAR projects' footprint by devising long-range planning, market research, budgeting, pricing, and forecasting strategies.
• Market Positioning and Corporate Contact: Positioned the company as a market leader through concise messaging and positioning. Served as a key point of contact for ALDAR projects sites and the corporate marketing department, coordinating marketing activities and updates.
• Financial Management and Performance Tracking: Monitored and managed financial responsibilities, including budgets, marketing spend, and forecasts for ALDAR projects and the Core Business portfolio. Implemented strong tracking systems to control inventory, contain expenses, and improve marketing performance.
• Business Development and International Representation: Leveraged innovative ideas into successful promotional and business development initiatives. Implemented PR and communication plans, marketing campaigns (including digital and social media), and successful advertising campaigns. Actively participated in international events, capturing new business opportunities and fostering strong business relationships

• Senior Support and Interface: Acted as a senior support to management, serving as an interface between management and allocated marketing initiatives.
• Sales and Market Improvement: Developed and improved sales for products and services, executing business strategies to generate new revenues and outperform competitors in highly competitive markets. Implemented effective post-sales information reporting systems and improved market visibility.
• Business Planning and Operations Oversight: Oversaw overall business planning, customer service delivery/operations, marketing, and new business development. Implemented innovative sales and marketing programs to drive growth and success.
• Market Assessment and Brand Positioning: Led strategic market assessments to determine the optimal service, price, and brand positioning for maximizing market penetration and profitability. Positioned ALDAR as a leader in commercial real estate marketing through innovation, strategy, and effective communication. Industry Expertise and Communication Strategies: Demonstrated extensive experience in large-scale real estate developments in the UAE. Provided inputs for robust international communications, print production, and website strategies. Assisted the organization in understanding industry events and client environment.

• Provided full-service marketing support for the company to grow businesses and strengthen brands through effective marketing initiatives
• Created robust advertisement campaigns covering a wide range of media plans to outperform averages in the industry
• Drove incremental revenue through extensive research of targeted markets and customers and effective BTL activations, trade promotions, and utilization of market data
• Developed strategic relationships and formulated tactical plans to create new business partnerships yielding profitable account development and growth.

• Azizi Residential Marketing Plan
• Oriental Pearl Marketing & Communication Plan
• Marina Mall AD Marketing & Communication Strategy
• Abu Dhabi Municipality Activation (Year of Tolerance)
• Mohammed bin Rashid Al Maktoum global initiatives (Madrasati Initiative – launch)