Omar Jaafar

Owning product marketing across 18 MENAT markets. Leader of '25 AI strategy in Home Appliances, driving product rollout, and sprint-level planning in coordination with HQ, backend, and global product teams (digital & physical products).

• Project Lead on MENAT’s shift to AI appliances
  • Phased out non-smart lineups and defined value prop + rollout strategy for each market to switch to AI & drive AI message in MENAT
• Built and launched the “Switch to AI” GTM ('24-current)
  • Shaped messaging based on real SmartThings usage data in MENAT, tracking Consumers app usage, and website UX generating insight for future projects
  • '24 FY result: +45% conversion and +15pt NPS uplift for AI in Home Appliances.
• Launching of all new products (AI Refrigerator & Laundry)
  • Positioned around automation and energy savings; +28% sales above target in H1
• Designed and scaled MENAT’s first Trade-In program (ongoing)
  • Ideation, and project leadership (incl. designing UX & UJ along the backend teams & engineers). Generating in '24 +35% YoY growth in UAE as pilot, and launching across MENAT in '25 H2 planned.
• Owning GTM Planning for HA on S.com, Amazon, Hepsiburada, and Offline
  • For S.com, ownership of all digital touchpoints for HA division, through the online team assistance (launches, roll outs, to improve product discovery, for better CTR & checkout)
• Lead for regional partner value programs with Unilever, P&G, RB
  • Delivered $400K+ incremental revenue via bundled comms, promos, and in-store rollout

Constantly feed customer and market insights into sprints and roadmap alignment
• Presenting weekly reviews to MENAT CEO and S. Korea HQ; on key project deliverables & general reporting (P&L, Targets, Future Launches)

Product Marketing Lead ('19-'21)
Launched and led the Product Marketing vertical focusing on fintech, loyalty, and performance enhancements in-app.

• Delivered a strategic 5-year regional partnership with Mastercard, including product roadmap, rollout, and co-marketing campaigns
• Introduced “GEM Offers,” a targeted incentives program that lifted orders by 50% and generated $3M+ revenue
• Worked cross-functionally with product, growth, and data teams to launch 7+ campaigns/quarter across 8 markets, exceeding €11M GMV per sprint

Growth Partnerships Manager ('18-'19)
Developed key Quick Commerce and Grocery initiatives with FMCG players across MENA.

• Secured over $200M in long-term JBPs with global QSR brands including McDonald's, Burger King, KFC, and AlShaya (Starbucks)
• Scaled regional partnership activations, significantly increasing brand visibility and frequency of orders in saturated markets

Brand Manager ('17-'18)
Managed city launch strategies, brand re-positioning, and multi-channel campaigns across MENA.

• Led a team of 5 designers and media agencies in deploying national and hyperlocal initiatives
• Directed rebranding efforts post-acquisition by Delivery Hero in collaboration with JWT

• Client Servicing & IMC on Land Rover MENA, Majid Al Futtaim Malls (UAE, Oman), Mashreq Bank (UAE).
• Managed Coca-Cola’s key project for “Brazil 2014 FIFA World Cup” and new product launches (355ml Can, 1dhs Can & more).
• Led on Cannes-winning campaigns for Coke’s Asian Diaspora & Football segments.

• Lead on Nestle, Pfizer, British Airways full scope Digital, ATL, BTL (incl. Packaging).