Summary
Overview
Work History
Education
Skills
LANGUAGES
Timeline
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AYA ASHRAF

Dubai,Dubai

Summary

Dynamic and results-driven marketing professional with over 15 years of experience across diverse industries, including technology, consumer goods, and market research. Proven track record in leading high-impact marketing campaigns that drive brand growth and optimize business performance through data-driven strategies. Expertise in spearheading brand transformations, enhancing customer engagement, and cultivating strategic partnerships that yield measurable outcomes. Proficient in leveraging big data to deliver innovative solutions that enhance profitability and market share, with a strong focus on launching award-winning campaigns in the GCC and MENA regions.

Overview

2026
2026
years of professional experience

Work History

Marketing Director

6THSTREET.COM (Apparel Group)
2025 - Current
  • Lead the end-to-end marketing function across Brand, Paid Media, Performance, CRM, Social, Influencer, PR, Creative, Partnerships, Affiliates, Offline-to-Online Activations, and Phygital Store Marketing.
  • Spearhead multi-channel campaigns (Paid Media, Organic, CRM, PR, Influencer, Affiliate, Offline activations) driving millions in revenue with a controlled marketing cost ratio.
  • Orchestrated “60/90-Minute Delivery” promise in GCC, scaling installs, conversions, and repeat orders while building the brand as a speed-first disruptor.
  • Built a tiered influencer + affiliate ecosystem (Macro, Mid, Micro) with trackable coupon codes and affiliate ROI, generating millions monthly from top creators and affiliate partners.
  • Managed phygital activations: Dubai Hills Mall store, Fashion Truck roadshows, Fitness 30x30, and drone/light shows—seamlessly connecting offline footfall to app installs and GMV.
  • Oversaw creative excellence: campaign visuals, influencer kits, bus wraps, and drone-show creative; ensuring brand consistency across digital & physical touchpoints.
  • Partnered cross-functionally with Tech, Ops, Merch, and Finance to deliver integrated brand, media, and performance outcomes in line with AOP.
  • Devised leading-edge digital marketing, social media and SEO strategies.
  • Oversaw ongoing market research that targeted key customer demographics and used information to proactively adjust future marketing plans.
  • Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
  • Generated sponsorships with related and partnering entities to enhance marketing objectives.
  • Established, initiated and optimized business development strategies based on company targets, product specifications, market data, and budget factors.

Head of Brand Marketing, Big Data & Partnerships

SAMSUNG GULF ELECTRONICS
2022 - 2025
  • Spearhead the expansion of the SmartThings ecosystem, achieving a 20% boost in brand awareness and increasing user conversions by 25%.
  • Lead data-driven marketing campaigns, optimizing strategies to enhance customer engagement by 50% and reaching sales targets three months ahead.
  • Initiate and supervise strategic partnerships, driving 10% revenue growth while enhancing collaboration with government entities and educational institutions.
  • Accomplish a 40% increase in brand visibility by securing top-tier media placements and collaborating with influencers to strengthen brand credibility.
  • Supervise cross-functional teams to integrate consumer insights, ensuring consistent touchpoints and delivering a seamless user experience.
  • Drive initiatives to drive Samsung ecosystem adoption, increasing user engagement by 25% through AI awareness and integrated technology solutions.
  • Direct award-winning campaigns that achieved a 2x sell-out success in GCC and MENA markets, strengthening product visibility and sales.
  • Lead the integration and analysis of big data to develop strategies that improved customer targeting and optimized marketing campaigns, increasing engagement by 40%.
  • Maximize ROI on media spend by leveraging internal benchmarks and innovative planning to enhance campaign effectiveness.
  • Accomplish data-driven innovation by utilizing predictive analytics and machine learning to forecast trends, establish KPIs, and drive informed decision-making while ensuring compliance and security.

Head of Channel Strategy, Planning & Insights

SAMSUNG GULF ELECTRONICS
01.2021 - 01.2022
  • Head the One Samsung campaigns, achieving a 25% increase in multi-device purchases and boosting brand loyalty by 15% through innovative marketing strategies.
  • Leveraged big data insights to enhance customer segmentation, driving a 20% rise in trade relevancy and accomplishing a 30% boost in brand recognition.
  • Established comprehensive retailer frameworks for quarterly reviews, strengthening partnerships and gaining a 20% increase in collaborative initiatives.
  • Negotiated contracts that improved profitability, achieving a 15% cost reduction and streamlining operational efficiency across multiple channels.
  • Developed and supervised retail marketing strategies, increasing foot traffic by 30% and achieving a 20% growth in retail sales across the GCC region.
  • Collaborated with cross-functional teams to integrate data insights, driving innovation and accomplishing improved business performance across all channels.

Regional Head of Marketing – Garnier

L'OREAL MIDDLE EAST
01.2018 - 01.2021
  • Led Garnier’s transformation into the #1 natural brand in the GCC, achieving this milestone within 2.5 years by implementing innovative marketing strategies and enhancing brand perception.
  • Successfully championed the P&L management for Garnier, accomplishing a 10% increase in gross margin and establishing it as the most profitable brand for L’Oréal Middle East.
  • Identified and capitalized on market opportunities, launching four innovative products that gained significant brand value and strengthened market presence.
  • Negotiated and secured long-term partnerships, achieving a 30% annual sales increase and solidifying Garnier’s market leadership across the GCC.
  • Transformed the Hair & Skin category in retail by creating a consumer-centric experience, driving both brand premiumness and customer loyalty in non-traditional channels.
  • Strategically expanded Garnier’s e-commerce footprint, accomplishing a growth in online revenue to account for 20% of the total brand revenue through diverse marketing and sales strategies.
  • Achieved two Best Brand Activation awards in the Middle East by leading impactful campaigns, including a sustainability-focused Tesla activation, which delivered high ROI and industry recognition.
  • Supervised a team of 11, overseeing marketing, PR, P&L, influencer collaborations, media, e-commerce, and digital initiatives, ensuring seamless execution and alignment with corporate goals.

Consumer & Market Insights Director

L'OREAL MIDDLE EAST
01.2016 - 01.2018
  • Drive strategic recommendations based on comprehensive research findings, achieving a 20% improvement in the effectiveness of marketing strategies.
  • Supervised and collaborated with internal and external clients to address diverse research needs, gaining a 20% increase in collaborative initiatives and stakeholder satisfaction.
  • Oversaw the market research department’s budget, accomplishing a 15% reduction in operational costs while maintaining high-quality deliverables.
  • Led the integration of advanced industry trends and improved research methodologies, enhancing customer targeting accuracy by 40% and driving data-driven decision-making.
  • Ensured compliance with legal and ethical standards, achieving a 100% record of data protection and reinforcing organizational credibility.

Consumer Market Insights Manager

L'OREAL MIDDLE EAST
01.2014 - 01.2016
  • Oversaw the identification of emerging market trends using advanced data analytics, achieving a 25% increase in market share and strengthening competitive positioning.
  • Provided actionable insights to product development teams, accomplishing the successful launch of three new product lines and contributing to a 20% increase in annual revenue.
  • Led the implementation of a customer feedback system, gaining a 50% increase in response rates and driving continuous product and service enhancements.
  • Conducted and supervised comprehensive competitive analyses, leading to strategic adjustments that improved market positioning by 15% and enhanced brand differentiation.

Research Manager

KANTAR TNS
01.2012 - 01.2014
  • Oversaw end-to-end market research projects for high-profile clients, delivering actionable insights that achieved a 20% improvement in their strategic decision-making processes.
  • Supervised a team of analysts, ensuring the timely and accurate execution of research methodologies, and gained a 30% increase in client satisfaction.
  • Directed comprehensive market research initiatives for prominent clients, producing actionable insights that drove a 20% improvement in strategic decision-making.
  • Pioneered the design of innovative research frameworks, enhancing project efficiency by 15% and broadening the firm’s repertoire of cutting-edge solutions.

Research Executive

KANTAR TNS
2009 - 01.2012
  • Oversaw data collection and analysis for critical market research studies, maintaining a 95% accuracy rate in delivering impactful insights.
  • Specialized in crafting and executing robust research methodologies, successfully completing over 50 projects that informed strategic business planning.
  • Collaborated across functions to ensure seamless project execution, resulting in a 20% improvement in client satisfaction.

Education

Bachelor of Arts -

Ain Shams University
Cairo, Egypt
01-2009

Skills

  • Brand strategy development
  • Paid media management
  • Big data analytics
  • Consumer Insights
  • E-commerce Growth
  • Communications management
  • Cross-Functional Leadership
  • Brand Activation
  • Influencer Marketing
  • Multi-Channel Strategy

LANGUAGES

English
Arabic
French

Timeline

Head of Channel Strategy, Planning & Insights

SAMSUNG GULF ELECTRONICS
01.2021 - 01.2022

Regional Head of Marketing – Garnier

L'OREAL MIDDLE EAST
01.2018 - 01.2021

Consumer & Market Insights Director

L'OREAL MIDDLE EAST
01.2016 - 01.2018

Consumer Market Insights Manager

L'OREAL MIDDLE EAST
01.2014 - 01.2016

Research Manager

KANTAR TNS
01.2012 - 01.2014

Marketing Director

6THSTREET.COM (Apparel Group)
2025 - Current

Head of Brand Marketing, Big Data & Partnerships

SAMSUNG GULF ELECTRONICS
2022 - 2025

Research Executive

KANTAR TNS
2009 - 01.2012

Bachelor of Arts -

Ain Shams University

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AYA ASHRAF