Chumicha Afkir
Dubai
Summary
Dynamic and results-driven Marketing & Sales Leader with 19+ years of proven success across luxury, FMCG, healthcare, and consumer goods in the GCC. Recognized for building and restructuring high-performing teams, launching innovative digital strategies, and delivering impactful 360° marketing campaigns that drive measurable growth.
Proven track record in sales leadership, including developing sales teams from scratch, designing and implementing lead generation strategies that directly support revenue growth. Expert in CRM implementation, VIP client engagement, and brand rebranding, with a strong history of enhancing customer retention and loyalty.
Skilled in orchestrating large-scale events, high-profile partnerships, and strategic communications that elevate brand visibility. Fluent in five languages and adept at navigating multicultural environments, I bring a unique combination of strategic vision, sales & marketing expertise, and hands-on execution to deliver sustainable growth.
Overview
17
17
years of professional experience
Work History
Head of Marketing & Sales (Consultant)
CosmeSurge/NMC
05.2025 - Current
- Leading a cross-functional team of 8 direct reports in Marketing and 11 reports in the Call Centre, ensuring alignment between marketing, sales, and clinic operations.
- Driving the restructuring of the Marketing Department, introducing new processes, KPIs, and performance frameworks to enhance efficiency and accountability.
- Designing and executing the marketing strategy for digital platforms, with a focus on optimizing the lead generation funnel through targeted digital campaigns.
- Developing and implementing content and engagement strategies across social media channels to increase reach, brand visibility, and conversion.
- Overseeing the development of a new corporate website, scheduled to go live in October 2025, ensuring improved UX, SEO performance, and patient engagement.
- Successfully launched a new CRM program, enabling integrated lead management, segmentation, and real-time performance dashboards.
- Establishing a sales function from the ground up, including commission structures, job descriptions, and reporting lines to support clinic operations and revenue growth.
Marketing, Events & VIP Communications Manager
Institute for Healthier Living
04.2024 - 05.2025
- Planned and executed high-impact corporate events, notably ADGHW 2024, driving brand visibility and engagement.
- Spearheaded digital media initiatives, successfully launching a new website and optimizing social media channels.
- Directed a comprehensive rebranding strategy for IHLAD, establishing a strong brand identity for the research division.
- Crafted a strategic marketing and communication framework for 2024-2025, incorporating budgeting and vendor management.
- Developed personalized communication strategies for VIPs, enhancing and solidifying client relationships.
Marketing & Events Manager
DP World/P&O Marinas
05.2022 - 01.2024
- Spearheaded a comprehensive 360 Marketing Strategy for five marinas and cruise terminals, achieving a remarkable 20% boost in audience engagement.
- Developed a forward-looking marketing budget forecast for two years, ensuring strategic fiscal planning.
- Launched a new website and executed a robust Digital Marketing Strategy, including Google Ads, SEO, and enhanced UX design.
- Implemented a targeted CRM strategy for high-net-worth Superyacht owners across Europe, Asia, and the Middle East, significantly enhancing customer retention.
- Played a pivotal role in the rebranding of the P&O Marinas brand, elevating market presence.
- Established a new Sailing Academy, including PR events in collaboration with Dubai Sports Council, promoting community engagement.
- Managed all sponsorships and partnerships for P&O Marinas and event sponsorships (Enoc, Etisalat, Emaar), maximizing brand exposure.
- Collaborated with government entities on key tourism initiatives, strengthening P&O Marinas' reputation.
- Successfully managed the Sail Grand Prix event at Mina Rashid, attracting over 3,000 attendees and elevating brand visibility.
Events Manager UAE Pavilion (Consultant)
Expo 2020 UAE Pavilion
10.2021 - 04.2022
- Spearheaded the Events Department for the UAE Pavilion at Expo 2020, successfully orchestrating 40+ high-profile events for esteemed UAE leadership and ministries.
- Expertly managed VIP visits and protocol, collaborating seamlessly with Dubai Media Office to ensure comprehensive media coverage and smooth operations.
- Directed a high-impact Film Premiere at the UAE Pavilion, attracting an impressive audience of 110 VIP guests.
Head of Marketing & CRM (Consultant)
Dubai London Clinic Group
09.2017 - 07.2020
- Developed and executed a comprehensive 360 Marketing Strategy for multiple clinics and hospitals.
- Spearheaded the launch of a cutting-edge Digital Strategy, encompassing a new website, social media channels, SEO optimization, and more.
- Successfully opened the inaugural aesthetic clinic for Dubai London Group, leading high-impact PR initiatives and exclusive VIP events.
- Implemented a robust CRM Strategy and program to enhance customer engagement and retention.
- Conducted meticulous budget forecasting for Digital and Marketing expenditures.
- Led a dynamic team of 5, driving performance and collaboration to achieve strategic goals.
Events & CRM Manager
Prada Middle East & South Africa
02.2014 - 11.2015
- Managed 25+ high-profile events annually for Prada and Miu Miu, including exclusive VIP engagements, driving brand prestige and client loyalty.
- Launched and executed a data-driven CRM program for the ME & SA region, maximizing client engagement and retention.
- Developed impactful local product strategies that propelled growth across multiple product lines.
- Enhanced customer experience and fortified relationships with top clients through targeted retail support initiatives.
- Successfully launched the brand in KSA, exceeding sales targets through a premier in-store VIP event.
Marketing & Operations Manager Consumer Goods
Swarovski Middle East
12.2012 - 01.2014
- Led the Marketing Department as the primary liaison for retail partners across 16+ countries in the MENA region, driving strategic initiatives.
- Drove double-digit sales growth by executing impactful marketing strategies.
- Managed budgets and sales forecasts, optimizing PnL performance.
Häagen-Dazs Shops Marketing & Operations Manager
General Mills MENA
01.2009 - 11.2012
- Led Marketing strategy for Häagen-Dazs ice cream shops across 8 MENA countries, overseeing 36 locations and driving brand growth.
- Served as primary Marketing liaison for Franchisees, providing robust Operational support, conducting Mystery Shopping, managing Visual Merchandising, and executing Flavor launches and Communication Campaigns.
- Conducted comprehensive Market Research and Competition Analysis, utilizing focus groups to inform strategic decisions.
- Managed and forecasted Marketing Budget with precision, ensuring optimal resource allocation.
- Successfully launched Social Media channels, enhancing brand presence across the MENA region.
- Implemented ice cream and consumables Demand Forecast and P&L process in collaboration with Franchisees, optimizing profitability.
- Spearheaded successful brand launch in Egypt, establishing a strong market presence.
Education
Master's Degree - Graduate Business (MBA) with a focus on Marketing
International Business School of Economy
01.2006
Skills
- Marketing & Strategy
- Sales & Business Development
- CRM & Customer Experience
- Events & Communication
- Digital & Technical Tools
- Product marketing
LANGUAGES
English
German
French
Moroccan Arabic
Turkish
LINK
LinkedIn: linkedin.com/in/chumichaafkir
Timeline
Head of Marketing & Sales (Consultant)
CosmeSurge/NMC
05.2025 - Current
Marketing, Events & VIP Communications Manager
Institute for Healthier Living
04.2024 - 05.2025
Marketing & Events Manager
DP World/P&O Marinas
05.2022 - 01.2024
Events Manager UAE Pavilion (Consultant)
Expo 2020 UAE Pavilion
10.2021 - 04.2022
Head of Marketing & CRM (Consultant)
Dubai London Clinic Group
09.2017 - 07.2020
Events & CRM Manager
Prada Middle East & South Africa
02.2014 - 11.2015
Marketing & Operations Manager Consumer Goods
Swarovski Middle East
12.2012 - 01.2014
Häagen-Dazs Shops Marketing & Operations Manager
General Mills MENA
01.2009 - 11.2012
Master's Degree - Graduate Business (MBA) with a focus on Marketing
International Business School of Economy