AYAH HARB

• Coordinated all business development and product launches for Shahid subscription products worldwide and continue to develop new plans and packages with differentiated features and price points so customers choose the right package for them.
• Directly influenced growth of existing subscriber base by developing 3 new packages in different regions based on market research, new content strategies and market need for new content and entertainment in 2021.
• Continue to identify and enhance customer experience within Shahid products (web, mobile app, and TV apps) to improve subscription, engagement, retention, and revenue metrics.
• Working closely with product teams to develop new features and technical capabilities and design comprehensive customer experience, user journeys, and messaging.
• Additionally, working closely with creative teams to transform product capabilities into customer centric communication.
• Also working on introducing offers and pricing while having a balance between global scale and local relevance.

Key Accomplishments

• Significantly boosted subscriber retention by 20%
• Improved customer engagement by 20% - with 60% higher engagement on TV
• Increased subscriber base by 25% by introducing new subscription products and improving customer journeys worldwide
• Successfully launched Sports and Riyadh season packages worldwide increasing customer engagement and subscriber base by 25% worldwide.
• Successfully launched Shahid VIP Mobile package in Morocco and Tunisia, partnering with telco provider Orange to give users 2-months free trial to drive subscriptions. Shahid VIP Mobile package was launched as a result of market research and identifying a need for a lower priced subscription plan where users can still enjoy best of Shahid VIP offering on their mobile app.

• Managed and reported on all house ads within Shahid app and web platforms, promoting Shahid VIP content to drive subscriptions and supporting B2B commitments.
• Launched new 3-month and 6-month plans for Shahid VIP to drive user retention and engagement across different payment methods - iTunes, Credit Card, Google Play and vouchers.
• Evaluated competition regionally and globally and managed monthly reports to senior management and stakeholders within the organization.
• Updated and monitored all promotional landing pages with latest content updates, devices, pricing, USPs and other marketing material.
• Collected and reported customer exit surveys to better understand customer complaints, issues and concerns with platform and content while always proving recommendations to different teams, from content acquisition team to product teams to improve Shahid content catalogue, technical issues and new product enhancements.
• Developed and managed white Friday offer, from pricing, price displays within the product to promotional marketing material for house ads, CRM channels and landing pages.
• Developed and delivered quarterly NPS surveys as well as other ad-hoc surveys that helped different teams strategize and build strong B2B partnerships and content strategies, additionally led market research alongside MBC-Group research team for Diaspora launch.

• Developed and led social strategies across Ford and Lincoln while working closely with partners (Google, Facebook, and Twitter) and agencies.
• Created and deployed social media content, engaged with target audiences and boosted reach with strategic ad placements.
• Planned and implemented website audits for the region and worked closely with IT partners on website changes and UI/UX enhancements.
• Optimized lead generation and test drive form on Ford and Lincoln websites to drive higher leads and conversions.
• Managed CRM activities across Middle East and Africa and collaborated with sales team to provide distributors access to hot leads to effectively drive sales.
• Managed brand and distributor websites by providing latest product information and coordinating with brand owners to have latest model year images and content on each section of the websites.
• Worked closely with brand owners to localize product catalogues to ensure images, text and features appeal to the region's customers and resonate with target audience.
• Shared weekly newsletters with MEA employees on latest digital trends and automotive news.
• Strategized Ford Middle East retail activities as part of global Ford Signature initiative: this included briefing agencies while working closely with Ford global team, as well as, global suppliers and regional distributors to ensure timely deliveries of all assets
• Handled website, CRM and marketing budgets and worked closely with finance teams on monthly forecasts and POs
• Led creation of always-on shopper assets for Ford and Lincoln with in-house production agency. Assets ranging from video assets: walk-around videos, helpful tips to website imagery and social content. All assets created were actively shared with distributors across the region to support their marketing efforts.
• Delivered highly engaging successful influencer brand and awareness campaigns. Example: Arab GT activation “Road Trip S2” of Ford Raptor and Ranger in Saudi Arabia
• Tracked and reported on marketing campaign performance monthly to help with optimizing current and future plans.

• Lead day-to-day management of Samsung Digital projects, from website to full fledge digital support across MENA region.
• Handled several product divisions within Samsung business and maintained close working relationship with cross-functional teams to execute seamless full integrated marketing campaigns.
• Launched Sambassador program, which gave the business a pool of highly engaged students who became micro-influencers within their circles of friends and peers that helped create conversation and awareness on latest product launches.
• Worked closely with suppliers, production houses and media agencies to ensure smooth product launches.
• Handled Samsung website updates and worked closely with in-house developer and UX design team to create campaign landing pages as per client requirements that are aligned with global and regional campaigns.
• As part of product launches, worked closely with Samsung retail team to ensure retailer websites were updated with latest merchandise marketing material and redirecting users to the right product information.
• Developed impactful social media campaign for Samsung S8 launch with A-list influencers and a full 360 integration.
• Handled S8 product launch from briefing creative team on scripts to contacting and liaising with influencer agency and media agency for campaign push online.
• Delivered highly engaging content that increased social engagement and website clicks to generate buzz and drive highest number of pre-orders.

• Led day-to-day project management for Bosch and Siemens Home Appliances, Ford MEA, Glaxosmithkline and Adidas.
• Bosch & Siemens: delivered 360 creative campaigns
• Worked with planners and creative teams to strategize and build localized product launches and retail activities to help increase sales also planned and implemented social new social strategies to increase brand engagement across social platforms.
• Ford MEA: supported Ford’s agency GTB with asset and campaign development and briefings, also worked closely with Ford PR team on deliver monthly social media plan aligned with brand’s car launches and positioning.
• GlaxosmithKlien: delivered successful digital campaigns for Panadol, Sensodyne, Paradontax and Otrivin.

Key Accomplishments: Award winning campaign for Panadol C&F “Twitter Live Marketing Award – Gold Winner”

• Adidas: Implemented local CRM activities from email deployments to setting up in-store lead collection and management system.
• Supported CRM team with all events through setup of lead collection and management application, while working closely with their activation agencies to ensure promoters were trained on using data collection iPads and applications, additionally, delivered clean data post event and maintained very strong relationship with suppliers, production houses and media partners.