NUSRAT MISTY

Head of Marketing

Al Qubaisi Group of Companies

07.2022 - Current

Group-Level Leadership & Transformation: Joined the group during a time when the marketing function was nearly non-existent, with minimal external agency involvement and no internal systems, team, or strategy in place. Over the course of 3 years, I built a fully integrated in-house marketing department from the ground up—now a centralized creative and strategic engine that supports the marketing needs of 10+ F&B brands across the UAE.
Established the group's first in-house marketing agency, overseeing hiring, training, and development of a high-performing team across content, design, digital strategy, and product development.
Scaled in-house content production from ad hoc output to over 250+ unique assets per month, covering social media, influencer content, POS design, menus, digital banners, and aggregator visuals.
Designed and implemented group-wide marketing SOPs, standardizing campaign execution, influencer collaborations, aggregator strategy, and event marketing across all brands.
Developed professional brand profiles, B2B decks, and tailored concept presentations for each brand—enabling onboarding with malls, event organizers, and corporate partners.
Built a central content production house and digital asset library, ensuring consistency in branding and speeding up creative turnaround times.
Directed the conceptualization and execution of large-scale seasonal activations and pop-up formats across Global Village, F1, Rugby Sevens, Safari Park, and mall events.
Led CRM implementation across multiple brands, generating over 500K unique customer records—later used for segmentation, loyalty, and retargeting campaigns.
Launched and structured the group’s dedicated cloud kitchen brand (TROVE), streamlining online delivery for all F&B brands under a unified platform.
Established and negotiated strategic partnerships with key third-party platforms, including Esaad, Fazaa, Emirates Platinum, Etisalat Smiles, Tactical, and major UAE banks—generating an estimated 20% uplift in group-level business.
Managed high-level collaborations with mall management across major locations, activating joint marketing campaigns and boosting in-store footfall through co-branded promotions.
Oversaw all vendor and print management for menus, signage, and branding elements across outlets—optimizing quality and reducing production lead times.
Closely collaborated with chefs and the product development team on seasonal menu R&D and product rollouts that supported promotional calendars and revenue objectives.
Selected highlights across individual brands include the following contributions:
GELATO DIVINO AND CAFFE DIVINO
Led the full-scale transformation of the group’s flagship dessert and café brands—redefining product innovation, brand aesthetics, digital strategy, and retail experience across 70+ UAE locations. From product development to CRM optimization and premium collaborations, I built a cohesive brand engine now recognized across key malls, delivery platforms, and high-profile partnerships.
Directed the end-to-end launch of 50+ ‘Flavors of the Month’ annually, including ideation, trend analysis, chef collaboration, feasibility testing, and full-scale campaign rollouts.
Rolled out 70+ new product SKUs across parlors and cafés—covering gelato, desserts, specialty coffee, sundaes, and limited-edition creations.
Oversaw the complete UX/UI redesign of www.gelatodivino.com, revamping the user experience and aligning digital presence with the modernized brand identity.
Launched and scaled seasonal campaigns including Back to School, Mango Mania, Holiday in a Cup, Oreo Time Play, Barbie Sundae, and more—each contributing to spikes in footfall, repeat visits, and UGC engagement.
Conceptualized and executed the Smell Like Gelato fragrance collaboration with Yusuf Bhai Perfumer—from idea to influencer rollout, achieving standout cross-industry visibility.
Led the full packaging and cup rebranding initiative—developing visual identity systems, color schemes, and storytelling-led cup designs across multiple size tiers. Executed branded campaigns such as the LABUBU flavor drop + toy integration, S.O.S. Alien Sundae, 0 Guilt Gelato (health-forward series), Grow Green with Divino (eco-themed crayon giveaways with 9 seed variants), 5 AED Gelato footfall booster, Mother’s Day, and holiday bundles.
Maintained full oversight of all content production—directing in-house shoots, campaign videos, digital signage, and branded content for both social and retail screens.
Partnered with Kids Diana Show on a cart collaboration that garnered 400M+ organic views in 3 months.
Developed CRM systems and streamlined feedback loops—reducing negative customer reviews and complaint volumes by over 50% YoY.
Built SOPs, naming conventions, online menus, and tactical aggregator campaigns (Talabat, Noon, Careem, Deliveroo) with monthly bundles and seasonal promotions.
Generated 10–15 qualified B2B leads monthly through partnerships with luxury fashion brands (Valentino, Dior, Max & Co.) and ongoing collaborations with schools and corporations.
Partnered with mall management teams for in-mall campaigns, sampling activations, and co-branded event marketing.
Delivered monthly staff training modules to align front-line teams with product updates, seasonal offerings, and brand communication.
Designed and launched new uniforms and in-store materials for both brands, aligning with brand modernization and customer experience uplift.
VINCI RISTORANTE, VINCI DOLCI AND VINCI IL CIOCCOLATO
Joined just before the launch of Vinci’s first flagship store and have since built its brand architecture, product strategy, visual identity, and digital ecosystem—positioning it as one of the group’s most premium and high-performing concepts. Vinci now contributes over 20% of Al Qubaisi Group’s total sales, backed by a brand engine I built from the ground up.
Played a central role in menu curation and engineering alongside Head Chefs Alessandro Michelli and Davide, aligning premium product positioning with pricing strategy, customer behavior, and profitability metrics.
Built Vinci’s brand identity from scratch—overseeing naming, branding, visual aesthetics, campaign language, packaging, and in-store ambiance across all locations.
Orchestrated the launch of the Vinci Chocolate Line—from ideation to final rollout. Delivered 10+ limited-edition collections in 18 months, overseeing procurement, packaging design, pricing architecture, influencer campaigns, and launch campaigns.
Directed opening campaigns and brand activation for City Walk, Global Village, and Khorfakkan branches (both Ristorante and Dolci formats), managing design, menu strategy, signage, social media, PR, and launch operations.
Launched viral, traffic-driving campaigns such as the “Free Pizza, 10 aed pasta, Kids eat free, Bogo pizza on Monday” activation, which captured organic customer data.
Established partnerships with MEC3, Pregel, Callebaut, Lavazza, Illy, Monin, and Fabri to co-develop exclusive desserts and beverages reinforcing Vinci’s luxury product narrative.
Activated B2B and residential outreach programs targeting nearby offices and high-value communities, which increased weekday footfall by 15% and drove premium check averages.
Designed a group-level CRM and reservation integration (ServMe, etc.) for Vinci, streamlining customer experience, remarketing, and data insights.
Oversaw content creation and product photography across all launches, including digital menu design, social creatives, and in-store LED screen content.
Strategized and executed collaborations with high-end influencers, premium lifestyle pages, and curated giveaway programs tailored to elite segments.
Handled vendor sourcing and event coordination for corporate events, private gatherings, and brand showcase nights, reinforcing community engagement and brand salience.
OTHER BRANDS (Mamma Italia, Taco Taco, Bangkok City, Indian Chef, Sam and Harry, Bubbleverse etc.)
Led brand development, marketing strategy, and campaign execution across the group’s secondary and event-focused concepts—each tailored with distinct identities, seasonal relevance, and audience engagement strategies spanning dine-in, delivery, and experiential formats.
Directed the New Year 2024 cross-brand campaign, a high-impact 6-day tactical push that generated over AED 10M+ in sales, spanning dine-in, delivery, and high-footfall kiosks.
Delivered complete brand rollouts and campaign execution across Global Village, Safari Park, and DWTC —including branding, signage, seasonal menus, and live activations.
For Mamma Italia, drove footfall through pricing-led campaigns like the 10 AED pasta offer, seasonal product launches, and aggregator collaborations.
For Taco Taco, built a playful, Gen Z-facing identity from scratch — including vibrant visuals, campaign language, and curated offers across aggregator platforms.
For Bubbleverse, led the brand creation from concept to execution — developing the name, brand identity, packaging, seasonal menu, influencer strategy, and ongoing campaign calendar tailored for youth-driven beverage culture.
For Sam & Harry, handled full launch marketing for both Al Qasbah and Yas Mall KidZania locations — including signage, kiosk branding, dessert content, and seasonal rollouts aimed at family segments.
Developed and delivered cultural brand storytelling for Bangkok City and Indian Chef in Global Village 2023–24 — overseeing mural illustrations, bilingual POS communication, and identity development.
Managed monthly marketing calendars and tactical offers, producing 150+ unique content pieces/month, customized per brand and channel.
Collaborated with mall management teams and event organizers for on-ground campaigns, cross-promotional activations, and footfall-driving experiences.
Optimized aggregator presence with curated menus, SEO-based listing structures, professional photography, and pricing bundles tailored to audience behavior.
Managed trade show presence, maximizing exposure through eye-catching booth designs and engaging presentations.

Marketing and Comm. Manager

Merchant Bay

06.2021 - 04.2022

Successfully marketed fashion tech products to UK and USA leads and buyers, resulting in 3M orders placed.
Strategized, developed, and managed paid digital marketing across AdWords, Meta, LinkedIn, and X(Twitter) with a monthly budget of 10K USD, resulting in about 35+K USD monthly revenue.
Established in-house of marketing content leveraged by the sales team to improve Customer LTV by 29%.
Developed robust conditional email campaigns based on customer interaction with the platform that improved retention by 11%.

Head of Product & Marketing

Styline Collection

03.2020 - 04.2021

Planned the sales goal (10x) for 2021, successfully leading the monthly sales goal that connects 360 degrees of business from manufacturing to sales, marketing, and vendor management (B2B).
Operated 2 successful campaigns in Q4 and achieved 120% of the sales target. Launched 4 new collections in Q4 that carried 70% of total sales (in GMV).
Launched with a premium brand (B2B) that 10X the traffic on digital media channels.
Worked with the content, sales and marketing team in micro-campaign and directly involved in app activation, push notifications and digital marketing (100+ ads a month)
Redesigned the brand archetype and different customer segmentation for relative product categories, resulting in a more targeted approach to customers that increased engagement by 15%.
Introduced an editorial calendar that connected all the activities throughout the content team, which improved efficiency by 25%.
Conducted lifecycle management of assigned content, including development and maintenance, which resulted in a more streamlined process with fewer errors.
Successfully coordinated the launch of a new 360-degree tech platform from a UX perspective, ensuring a smooth and positive user experience.

Brand Manager

Solasta

02.2020 - 04.2020

Contributed to store branding, retail concept development, and visual merchandising.
Project paused due to the onset of the Covid-19 pandemic.

Stylist/Retail sales associate

Monica Vinader

11.2018 - 01.2020

Style customers in the latest collections, sharing detailed product knowledge and providing them with an exceptional brand experience
Actively maintain the store’s aesthetic; VM
Stock replenishment, deliveries, and digital orders are maintain whilst utilizing digital tools to support a positive customer journey

Brand Development Coordinator

I Am the Brand

10.2018 - 01.2020

Managed the brand’s portfolio, explaining potential business opportunities for both offline and online platforms, including social media campaigns and native advertising.
Built sales by 25% with high-net-worth clients through developing a social media strategy using videos on YouTube and Instagram advertising.

Entrepreneur, E-commerce Fashion Platform

Luce d NJ

03.2016 - 12.2019

Successfully designed & developed a collection of premium silk printed scarves, inspired by drawing of autistic children. Defined pricing and brand positioning, sales strategies, and social and digital aspects of the brand.
Successfully sold 10,000 pieces of scarves in both the Indian and UK markets through B2B and B2C channels with third-party vendors in the UK, USA, and Indian markets.
Managed a team of 5 employees who helped with day-to-day operations like production, QC, compliance, etc.

Marketing Project Coordinator

Pringle of Scotland

01.2019 - 04.2019

Developed a marketing strategy along with the marketing team to engage Millennials and Gen-Z customers, which included designing and launching a social media campaign after understanding consumer behavior, analyzing brand engagement metrics and spending patterns, and increasing the market share of the brand among the target group by 2-3%.
Successfully part of the team that launched a collection to a new age group of customers, collaborating with H&M.

Summary

Overview

Work History

Head of Marketing

Marketing and Comm. Manager

Head of Product & Marketing

Brand Manager

Stylist/Retail sales associate

Brand Development Coordinator

Entrepreneur, E-commerce Fashion Platform

Marketing Project Coordinator

Education

Master of Science - International Marketing (Luxury Branding)

Skills

Certification

Interests

UAE driving license:

Accomplishments

Timeline

Head of Marketing

Marketing and Comm. Manager

Head of Product & Marketing

Brand Manager

Marketing Project Coordinator

Stylist/Retail sales associate

Brand Development Coordinator

Entrepreneur, E-commerce Fashion Platform

Master of Science - International Marketing (Luxury Branding)

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