DYA MRINI
Head Of Marketing
Abu Dhabi
Summary
Over 21 years of strategic marketing experience in the Middle East, Africa, Turkey, and India, specializing in demand generation, account-based marketing, and brand management. Proven ability to exceed sales targets and drive revenue growth through effective cross-functional collaboration with sales, product, and channel teams. Expertise in managing digital marketing, PR, events, and agency partnerships to enhance brand presence and maximize ROI. Recognized for leading high-performing teams and delivering impactful multi-channel campaigns that secure high-value business opportunities.
Overview
23
23
years of professional experience
3
3
Languages
Work History
Result-Driven senior Marketing and Communication Manager
Inception, G42 Company
06.2024 - Current
- Developing comprehensive annual marketing plans with clear KPIs, aligning cross-functional teams and market insights to maximize impact.
- Managing a multimillion-dollar budget with strategic allocation to optimize ROI.
- Leading global demand generation, digital marketing, and strategic communications to drive pipeline growth, lead progression, and brand visibility.
- Conducting in-depth audience research to define buyer personas, map buyer journeys, and craft data-driven product positioning.
- Implementing and optimizing marketing automation tools to enhance campaign execution, lead progression, and workflow efficiency.
- Managing end-to-end event strategy, including planning, promotion, execution, and post-event analysis.
- Overseeing content, social media, and press relations strategy, including executive thought leadership and media engagement at high-profile events like UNGA and WEF.
- Crafting and managing press releases, opinion pieces, and thought leadership articles for senior executives.
- Overseeing agency partnerships to ensure performance-driven marketing and global brand consistency.
- Inception is a G42 company specialized in LLM and AI-native solutions
- Developed and implemented comprehensive marketing strategies that enhanced brand visibility and engagement across multiple channels.
- Spearheaded cross-functional communication initiatives, fostering collaboration that resulted in improved project delivery timelines.
- Analyzed market trends and consumer insights to inform strategic decisions, driving targeted marketing campaigns and enhancing ROI.
- Led a team in executing high-impact communication strategies that strengthened stakeholder relationships and increased overall engagement.
Senior Marketing and Communication Manager
ZainTech
05.2023 - 05.2024
- Collaborated with executive leadership to develop and refine corporate messaging, ensuring alignment with brand identity and strategic objectives.
- Designed and implemented comprehensive marketing and communications strategies, including annual content calendars, to strengthen brand presence and support sales growth.
- Partnered with sales, product management, and content teams to create go-to-market campaigns and marketing materials that drove product awareness and revenue.
- Managed corporate branding and communications across digital, print, and social media platforms, ensuring consistency and engagement.
- Oversaw the development, growth, and optimization of the corporate website to enhance visibility and user experience.
- Led social media strategy and execution, increasing brand awareness and audience engagement.
- Planned and executed company-led marketing events in collaboration with local operations and vendors, driving lead generation.
- ZainTech is dedicated regional Digital & ICT Solution Provider
Head of Field Marketing
SS&C Blue Prism
04.2019 - 09.2022
- Aligned cross-functionally with sales leaders, product marketing teams, and industry experts to design a comprehensive marketing strategy for the region at the start of each fiscal year.
- Led the marketing plan for the Middle East and Turkey, overseeing strategic planning, KPI setting, budget management, execution, and ROI tracking. Managed both in-house teams and external contractors/agencies to achieve business objectives within budget.
- Developed growth strategies in collaboration with the sales team to enhance engagement with high-value accounts.
- Designed and executed account-based marketing (ABM) strategies to support targeted account-based selling.
- Strengthened client marketing efforts by creating and promoting case studies, video testimonials, and use cases to showcase success stories.
- Managed relationships with marketing, digital, and PR agencies across the Middle East, ensuring alignment with business goals.
- Exceeded assigned targets for three consecutive years.
- Played a key role in securing a multi-million-dollar deal with a resistant buyer through an effective ABM strategy, leveraging personalized, multi-touch campaigns.
- Robotic Process Automation Leader
Head of Field Marketing, Middle East India and Turkey
MicroStrategy
01.2017 - 03.2019
- Partnered with sales leaders across MEA, Turkey, and India to develop the marketing and communication strategy at the start of each fiscal year.
- Designed and executed integrated demand generation campaigns to drive qualified leads and accelerate sales growth.
- Collaborated with channel managers to invest in and execute co-marketing initiatives with key regional partners.
- Oversaw communication, PR, and digital marketing efforts across multiple markets, managing various agency partnerships.
- Tracked campaign performance, lead progression, and opportunities using Salesforce, generating reports to assess the impact of marketing initiatives.
- Successfully organized multiple B2B events in various global locations.
- Recruited and led a team of seven business development representatives, managing field marketing operations for one year.
- Leader in Business Intelligence Software
Senior Partner Marketing Manager, Middle East and North Africa
Oracle
08.2015 - 12.2016
- Designed and executed high-impact demand generation programs to drive incremental pipeline growth through strategic partners.
- Worked closely with channel sales and partner managers to ensure aligned engagement, consistent follow-up, and pipeline acceleration.
- Planned, managed, and executed partner and customer events, conferences, and meetings to enhance engagement and brand visibility.
- Developed measurement frameworks and key performance metrics to assess campaign impact, providing regular reports to demonstrate ROI.
- Monitored market and channel trends, adapting demand generation strategies to optimize performance.
- Surpassed 125% of the assigned target for three consecutive quarters.
- Conceptualized and launched the Oracle Cloud Demo Workshop series, driving awareness and adoption.
- Oracle Corporation is a global leader in enterprise software, cloud computing, and database solutions.
Senior Field and Partner Marketing Manager, North & West Central Africa PALOP Nigeria and Ghana.
Cisco
02.2011 - 12.2015
- Engaged with country sales leadership to ensure full alignment, commitment, and support for marketing strategies and objectives.
- Invested strategically in channel partner marketing activities, ensuring targeted ROI and measurable impact.
- Managed marketing agencies and trained partner marketing managers to execute company-led initiatives.
- Achieved 150% of the target in funnel conversion to opportunities in FY14.
- Promoted to a senior role after seven successful quarters.
- Cisco is a global leader in networking, cybersecurity and cloud solutions.
Senior Conference Manager, North and West Central Africa.
IDC
01.2007 - 10.2010
- Identified new business opportunities to drive conference revenue growth and expand activities into new countries.
- Led sales efforts for North Africa and WCA conference sponsorships while promoting IT market research studies.
- Negotiated contracts with vendors and suppliers, managed budgets, and consistently met profit targets.
- Ensured the visibility of activities through media channels, including press releases, media partnerships, advertisements, campaigns, and website content updates.
- Maintained comprehensive project plans with detailed Excel workbooks, continuously updating task lists, contact information, deadlines, and budgets.
- IDC (International Data Corporation) is a leading global provider of market intelligence, advisory services, and events, specializing in IT.
Project Management & Marketing Experience (2003–2006)
PR Media, Al Amana Microfinance, M2T
01.2003 - 01.2006
- PR Media Hill+Knowlton Associate, Casablanca, Morocco (2006) – Led media planning, event coordination, press engagement, and partnerships with international non-profits.
- Al Amana Microfinance, Rabat, Morocco (2005) – Managed partnerships with local development agencies under the National Initiative for Human Development (INDH) to support community-driven financial programs.
- M2T - Maroc Traitement de Transactions, Casablanca, Morocco (2003–2004) – Assisted in marketing and sales strategy development, attended executive meetings, and ensured project execution.
- Company Description
Education
BBA - Marketing & International Business
Al Akhawayn University
12.2002
Skills
Marketing strategy
Timeline
Result-Driven senior Marketing and Communication Manager
Inception, G42 Company
06.2024 - Current
Senior Marketing and Communication Manager
ZainTech
05.2023 - 05.2024
Head of Field Marketing
SS&C Blue Prism
04.2019 - 09.2022
Head of Field Marketing, Middle East India and Turkey
MicroStrategy
01.2017 - 03.2019
Senior Partner Marketing Manager, Middle East and North Africa
Oracle
08.2015 - 12.2016
Senior Field and Partner Marketing Manager, North & West Central Africa PALOP Nigeria and Ghana.
Cisco
02.2011 - 12.2015
Senior Conference Manager, North and West Central Africa.
IDC
01.2007 - 10.2010
Project Management & Marketing Experience (2003–2006)
PR Media, Al Amana Microfinance, M2T
01.2003 - 01.2006
BBA - Marketing & International Business
Al Akhawayn University