Joelle Barakat
Dubai
Summary
Marketing leader with over 15 years of accomplished career track, managing luxury, beauty and technology consumer brands. Extensive experience in building brand equity, growing market share and revenue targets. Early adopter of latest industry trends and strategies, resulting in consistently fresh and creative ideas. A consummate performer, who moves easily from vision and strategy to implementation and follow through.
Overview
14
14
years of professional experience
1
1
Certification
Work History
Head of Media
Dyson MEA
04.2022 - Current
- Establishing the Dyson brand as the ultimate beauty and home care brand in the MEA region.
- Ensure implementation of world class Media and Digital strategies to achieve business goals and vision.
- Successfully transitioned a new media agency and team to Dyson in MEA during the peak season of Ramadan.
- Led the development of the media strategy in each MEA market in line with HQ Media Recommendations and oversee implementation of plan through production, timelines, budgets, pre/post evaluations.
- Establish how best to engage target audience and support the development of any localized message required to attract them.
- Enhanced revenue generation by 52% by introducing efficiencies and new demand generating strategies.
- Work in conjunction with eCommerce team to ensure appropriate digital and performance marketing spend are invested towards eCommerce platform.
- Managing a high performing media team and two different media agencies.
- Execute and adapt international creative and guidelines to local needs and local media (launched the first ever Ramadan and Beauty Hijab campaign for Dyson)
- Currently part of the Diversity & Inclusion program at Dyson, top 100 employees selected as the next future leaders of Dyson.
- Increased brand awareness and consideration through innovative local UGC with creators across the leading social platforms.
- Built and launched the GCC TikTok page for Dyson, making it the #1 Dyson account globally with +140K followers in less than 10 months with an average ER of 3%.
- Managed and curated publisher content, both print and digital, with leading fashion and luxury partners (Vogue Arabia, Jamalouki, Savoir Flair, Wired)
Senior Marketing Manager
Dyson MEA
02.2017 - 04.2022
- Leading the 5-year strategic planning, rooted in extraordinary share and awareness gain across all 3 Dyson consumer categories (+10 points in Total awareness y.o.y.).
- Successfully launched and established the Hair Care & Beauty category in MEA, achieving highest run rate by door vs global average in the UAE.
- Developed the first ever local digital campaign for MEA, Ramadan, making it the second most strategic local Dyson campaign globally, and most profitable campaign achieving 464% ROAs and +62% y.o.y growth in sellout.
- Established the Dyson Floor Care category by doubling the market share and improving the overall ranking to #2 in volume share (+ 4 rankings vs. previous year) and #1 in value share through strategic media and retail programs.
- Launched the beauty salon distribution across the UAE and ROG markets for the Hair Care Category, being one of the leading markets globally to successfully penetrate the salon channel with best-in-class execution.
- Managed relationships with distributor, media & influencer agencies, and key retail partners to assure implementation of business objectives were met.
- Initiated and led special campaigns for the direct business, both online and offline, such as Dyson store opening in the Dubai mall, making it the #2 rank Dyson store globally.
- Implemented creative partnership building, event sponsorship and activation platforms with local partners across the GCC, such as BeautyWorld, DSF, Vogue Arabia and Sayidaty.
- Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets and sales plans for business segments.
Group Marketing Manager
L'Oréal Group, YSL Beauty - L'Oréal Middle
03.2015 - 02.2017
- Headed the second biggest brand within the L'Oréal Luxury division, representing 30% in turnover.
- Oversaw the development and execution of YSL' s Marketing Strategy for the GCC, which included ATL, BTL and Digital touch points that resulted in consistent sales that were over the industry growth.
- Played the key role with YSL product development team in Paris in creating local relevant fragrances and collections for the GCC market needs, Le Vestiaire, making it the most successful L'Oréal fragrance launch in the Middle East.
- Increased the fragrance category turnover by +17% and gained market share on the total brand with the biggest female fragrance launch in YSL history.
- Budget setting and control, including P&L management and return on investment.
- Conducted market research to identify new opportunities and target markets.
- Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
- Managed relationships with distributors and retailers, enabling joint business partnerships and campaign executions.
Group Marketing Manager
Lancôme - L'Oréal Canada
02.2014 - 03.2015
- Managed the second biggest makeup brand in Canada owning 15% volume market share.
- Designed, implemented, and facilitated annual marketing plan and strategy.
- Launched an aggressive campaign on the brands most profitable and selling product to circumvent competitive pressure, expanding market share by 4% and growing sales +10% y.o.y.
- Oversaw all brand PR communications, Education Protocols, Supply Chain Demand, Logistics, and all Merchandising.
- Built and developed all retailer programs including the rollout plan for the #1 retailer in Canada: Shopper's Drug Mart.
- Managed the category budget and analyzed profitability of products to ensure maximum gross profit per unit.
- Team leader managing and developing a team of Senior Product Managers..
- Responsible for monthly presentation to President and CEO
- Participated and led special projects for the Luxury division such as the Sephora x L'Oréal Luxe retail partnership.
Senior Product Manager
Lancôme - L'Oréal Canada
09.2012 - 12.2013
- Managed the Face, Nail and Seasonal Collection makeup categories for Lancôme Canada, representing 14.5% market share.
- Successfully launched biggest 2013 campaign (anti-age foundation) which resulted in +10% growth to plan, growing category by 7% and gaining 1 rank during launch period, re-establishing Lancôme as a foundation leader in a mature market.
- Developed marketing plans and strategy to promote specific products to target demographics.
- Implemented media campaigns to increase brand awareness and gain market share.
- Liaison to advertising agencies developing ad campaigns for both print and digital.
- Analyzed market data and trends, competitive performance, retailer sales performance, to recommend and implement tactical strategies.
Product Manager
YSL Beauty - L'Oréal Canada
08.2010 - 09.2012
- Played the lead role in integrating newly acquired brand to the L'Oréal Canada group.
- Managed the entire portfolio, inventory, pricing, logistics, scientific and legal affairs.
- Adapted business model and marketing plans to L'Oréal distribution.
- Responsible for reporting on state of business to President monthly.
- Developed various awareness strategies to gain market share +2.5 pts and accomplished a +45% in retail sales vs. previous year.
- Successfully launched the brand at Sephora Canada, entering the top 10 color rank within the first 6 months.
- Participated and led special projects for the Luxury division - L'Oréal Luxe's launch in the #1 TV Shopping channel in Canada (TSC).
Education
BBA, Bachelor's Degree - Commerce, Marketing
Concordia University
Montreal12.2007
Skills
- Marketing Strategy development & implementation
- Branding & product positioning
- Budgeting and Allocation with full P&L oversight
- Leadership Management & People development skills
- Pricing strategies, product launches & streamlining
- Competitive market analysis, penetration & distribution expansion
- Organization and Time Management
- Media Strategy & Planning
- Communications management
- Target audience analysis
- Digital Content Management
- Collaborative
- Influencer Marketing
- Key decision making
- Project Management
- Customer Segmentation
Accomplishments
- Mastering Digital Marketing: SEM, SEO, social media & Beyond Certificate - London Business School (2020)
- Empowering Interpersonal Skills - L'Oréal HR Learning (2016)
- Transition to Team Manager - Corpovision & Learning for Development L'Oréal (2013)
- Argue, Confront & Convince - Aseret Congruence (2011)
- Culture & Strategy - Learning for Development L'Oréal & Infinity (2010)
- Communicate & Influence - Learning for Development L'Oréal (2009)
- LANGUAGES
- English, French: Native language
- Arabic: B1
- Intermediate
- NATIONALITY
- Canadian – Lebanese
Certification
- Mastering Digital Marketing : SEM, SEO, Social Media & Beyond Certificate - London Business School (2020)
- Empowering Interpersonal Skills - L'Oréal HR Learning (2016)
- Transition to Team Manager - Corpovision & Learning for Development L'Oréal (2013)
- Argue, Confront & Convince - Aseret Congruence (2011)
- Culture & Strategy - Learning for Development L'Oréal & Infinity (2010)
- Communicate & Influence - Learning for Development L'Oréal (2009)
Nationality
Canadian Lebanese
Languages
French
Bilingual or Proficient (C2)
English
Bilingual or Proficient (C2)
Arabic
Intermediate (B1)
Timeline
Head of Media
Dyson MEA
04.2022 - Current
Senior Marketing Manager
Dyson MEA
02.2017 - 04.2022
Group Marketing Manager
L'Oréal Group, YSL Beauty - L'Oréal Middle
03.2015 - 02.2017
Group Marketing Manager
Lancôme - L'Oréal Canada
02.2014 - 03.2015
Senior Product Manager
Lancôme - L'Oréal Canada
09.2012 - 12.2013
Product Manager
YSL Beauty - L'Oréal Canada
08.2010 - 09.2012
BBA, Bachelor's Degree - Commerce, Marketing
Concordia University
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