Hicham Aliouat
Head Of Marketing Department (Chopping Centers)
Abu Dhabi
Summary
a polished Marketing Manager with over 10+ years of B2C and B2B experience shopping malls and retails, with traditional and digital marketing experience. Build and execute the marketing solutions and strategies to drive sales, footfall, attract and retain customers, and build a solid corporate brand.
Overview
8
8
years of professional experience
7
7
years of post-secondary education
Work History
Head of Marketing Department
Lulu international Group LLC
Abu Dhabi
02.2022 - Current
- Conducted yearly market research to study the market segmentation variables and set the SWOT analysis of each mall to identify the market opportunities and enhance the market share leaded a very good progress positive reflection in the malls footfall growth by 16% in 2022 and the sales volume +14 % across the 9 malls.
- Based of the market- indicators & studies, created a very effective marketing strategy including events and campaigns calender, PR and communication plan (ATL & BTL),by knowing well the market and using the right tool to create brand awareness, I was able to reduce the total marketing budget cost by 22% while ensuring the continuation and enhancements of brand position.
- Based on the competitor analysis and malls customer portfolio, demographics and lifestyle data, created a very unique marketing calender including international shows and attractive promotions, which drove up the malls footfall to 19% in last year 2022.
- Evaluate all promotions and share the ROI report with all business unites along with the feedback and future suggestions.
- Created a well organized client database obtained from pervious events and campaign promotions (real shoppers) more than 4.5k extra touch point in the last 2 years, this database made our external communication much easier and effective in terms of differentiate the target group (age, nationality) and target catchment areas (PTA, STA...)
- Provide the malls management and the other business unites (leasing & operation dept) with valuable reports that could impact on the brand and future decisions or to determine requirements for business directions such as footfall analyses, website traffic, Mall sales report, customer behaviors.
- Enhanced the social media performance through classified, paid ads, engaging media content, which lead to significant growth 26 % overall in the 9 malls in terms of gaining new followers in the last year 2022.
- Hire and manage the marketing team as well as giving a proper training if needed, also i have set department KPI to ensure all marketing activities are tracked and measured for performance review.
Deputy Marketing Manager
Al Ain Mall LLC
Abu Dhabi
09.2019 - 01.2022
- Created the mall marketing strategies base on market research including PR and communication plan, branding guideline, mall events and campaigns calender.
- provided the management with professional reports yearly and monthly (footfall, website traffic, Mall sales report, expenses tracking report, Digital Marketing reports, department KPIs, social media performance)
- Managed marketing budget and associated P&L to develop and execute marketing strategies, ensuring the maximum tenants engagement and creating many cross promotions, I was able to reduce the total cost by 7%.
- Recruited and hired capable team members to add value and diverse skills set to marketing department.
- Increased the mall footfall up to 12 % compared to previous year 2018 and boost the overall tenant sales volume by 7 %
- Enhanced the social media performance 37% growth every year.
- Managed the third parties creative agencies and enhance the power of the social media performance through advanced media content.
Marketing Manager
Al Jeel Capital LLC
Dubai
11.2017 - 05.2019
- Develop, proactively manage, and implement the annual F&B marketing and PR yearly plans include media relations, social media, internal communications, online delivery system, brand recognition and loyalty program within budget
- Responsible for measuring key performance indicators relating to all marketing and PR activities, promotions, and campaigns, and producing performance reports for all key stakeholders
- Manage all media relations activities and information, including maintaining and distributing press kits, press releases, photo library, brochures, media influencers
- Lead effective content management across all available channels, including restaurant website, OTAs, social media, mobile marketing and PR and partnership programs
- Create new sales channels like online ordering system and increase the sales volume by 30%
- Stores footfall increased by 20% and enhanced the sales performance of all outlets.
Marketing Executive
FZ LLC
Dubai
01.2015 - 11.2017
- Implement and manage the digital marketing strategy and ensure efficient use of associated budget across campaigns and channels.
- Provide inspirational and creative thought leadership on ways to reach and gain attention of target audiences.
- Develop an integrated Social Media strategy with the objective of increasing brand awareness, engagement, and conversion across all channels.
- Updating senior leadership on the progress of marketing activities and reporting on the results of campaign.
- Developed technical and non-technical marketing presentations, public relations campaigns, articles, and newsletters.
Education
MBA - Marketing Management And Research
Université 8 Mai 1945 Guelma
Algeria 09.2009 - 06.2011
BBA - Economic And International Trade
Université 8 Mai 1945
Algeria 09.2006 - 06.2009
High School Diploma -
Ministère De L'Education Nationale
Algeria 09.2003 - 06.2006
Skills
Promotional campaigns
Corporate Communications
Product positioning
Budgeting and Allocation
Client communication
Strategic planning
Staff Management
Campaign management
P&L Management
Traditional marketing strategies
Timeline
Head of Marketing Department
Lulu international Group LLC
02.2022 - Current
Deputy Marketing Manager
Al Ain Mall LLC
09.2019 - 01.2022
Marketing Manager
Al Jeel Capital LLC
11.2017 - 05.2019
Marketing Executive
FZ LLC
01.2015 - 11.2017
MBA - Marketing Management And Research
Université 8 Mai 1945 Guelma
09.2009 - 06.2011
BBA - Economic And International Trade
Université 8 Mai 1945
09.2006 - 06.2009
High School Diploma -
Ministère De L'Education Nationale
09.2003 - 06.2006