Sally Khawatmi
Dubai,UAE
Summary
Results-oriented marketing executive with 13+ years of proven leadership in driving multi-brand marketing strategy, digital transformation, brand elevation, and high-performance execution. Expert in building and leading in-house teams, external agencies- managing large-scale campaigns, and delivering ROI-focused results in both public and private sectors. Adept at aligning marketing with business goals, strengthening stakeholder relationships, and turning underperforming functions into strategic powerhouses.
Overview
12
12
years of professional experience
2010
2010
years of post-secondary education
1
1
Certification
Work history
Group Senior Marketing Manager
Al Shirawi Enterprises
Dubai
01.2025 - 06.2025
- Appointed to lead the strategic marketing transformation of a diversified industrial group spanning machinery, trading, and manufacturing sectors.
- Reporting directly to the CEO, with full mandate over brand positioning, integrated campaigns, team leadership, and digital performance across multiple business units.
- Defined and implemented a group-wide marketing strategy, driving brand consistency, market visibility, and commercial alignment across six subsidiaries.
- Repositioned corporate and product brands (Hyundai, Scania, OMM, DOE) through targeted campaigns, executive content, and strategic partnerships.
- Built and restructured the in-house marketing team, introducing KPI-based accountability, performance frameworks, and cross-functional collaboration.
- Launched multi-channel campaigns, including influencer-led brand activations—achieving significant growth in engagement and lead quality.
- Directed digital transformation initiatives (SEO, web, social, analytics), elevating brand equity and aligning martech capabilities with business goals.
- Partnered with external agencies for brand architecture development while maintaining full budget ownership and stakeholder alignment.
- Acted as a trusted advisor to the CEO, delivering board-level insights, performance reports, and strategic recommendations.
Marketing Manager
Emirates Post Group
Dubai
10.2021 - 12.2024
- Led the full-scale rebranding and launch of EMX, the courier and logistics arm of Emirates Post Group, while managing strategic marketing efforts across the group.
- Oversaw corporate positioning, partner enablement, and multi-channel campaign development with full ownership of agency coordination, content leadership, and executive reporting.
- Spearheaded the EMX and group-level rebranding initiative, establishing the new brand architecture, digital presence, and market positioning.
- Directed launch strategy and go-to-market execution, including website, media hub, and social platforms — ensuring consistency in brand narrative and customer experience.
- Managed a AED 10M+ marketing budget, overseeing procurement, vendor strategy, and compliance across all commercial and creative activities.
- Built and executed integrated B2B2C and B2B marketing campaigns, in partnership with strategic clients and government stakeholders.
- Oversaw agency performance across creative, digital, and media functions, ensuring brand alignment and ROI-based outcomes.
- Led internal communication frameworks and interdepartmental governance for marketing projects, policy development, and Oracle-based financial controls.
- Delivered quarterly business reviews and marketing performance reports to executive leadership and the Board.
Marketing Manager
Al Ain Mall (Makani)
Al Ain
05.2015 - 03.2021
- Held full P&L responsibility for marketing, communications, and brand revitalization for one of the UAE’s landmark shopping destinations.
- Elevated brand perception through strategic repositioning, rebranding execution, high-impact campaigns, and data-led tenant marketing.
- Directed a full-scale rebranding project, modernizing Al Ain Mall’s identity and market positioning to meet evolving consumer and tenant expectations.
- Managed a team of 12 across marketing, events, and customer service, delivering integrated campaigns that drove record-breaking footfall and brand engagement.
- Led influencer and partnership marketing initiatives, enhancing visibility, foot traffic, and tenant sales performance.
- Developed annual and seasonal marketing plans tied to tenant lifecycle needs, loyalty programs, and shopping festivals.
- Built media relationships and oversaw all PR, media buying, and campaign executions — ensuring consistent coverage and message control.
- Implemented advanced customer research practices, converting insights into actionable strategies for experience enhancement and tenant alignment.
- Created performance dashboards covering traffic, sales, satisfaction scores, and campaign ROI for senior leadership.
Marketing Specialist
Al Ain Mall (Makani)
Al Ain
05.2013 - 05.2015
- Supported the mall’s transition into a leading retail and lifestyle destination through hands-on campaign execution, brand support, and cross-functional collaboration.
- Played a key role in marketing communications, event rollouts, and early brand positioning efforts.
- Contributed to the development and execution of seasonal campaigns, promotional events, and activation strategies that enhanced footfall and tenant engagement.
- Coordinated with media partners, design agencies, and internal stakeholders to ensure brand consistency across all touchpoints.
- Supported the rollout of customer loyalty initiatives and promotional materials that directly influenced shopper retention and mall revenue.
- Assisted in market research, reporting, and customer feedback analysis to inform marketing decision-making and strategy refinement.
- Provided cross-departmental marketing support, laying the operational foundation for future rebranding and digital transformation.
Education
Bachelor of Business - Banking & Finance
University of Aleppo
Skills
Strategic Marketing Leadership
Brand Positioning & Rebranding
Digital Campaign Management
Executive Communication
Team Development & KPI Accountability
Cross-Functional Stakeholder Alignment
Budget Ownership (AED 10M)
Performance Analytics & Reporting
SEO & Website Optimization
Influencer & Partnership Marketing
Certification
- Digital Marketing Strategy & Planning (Digital Marketing Institute)
- Social Media Specialization
- Marketing Foundation – Ecommerce
Languages
Arabic
Native
English
Fluent
Timeline
Group Senior Marketing Manager
Al Shirawi Enterprises
01.2025 - 06.2025
Marketing Manager
Emirates Post Group
10.2021 - 12.2024
Marketing Manager
Al Ain Mall (Makani)
05.2015 - 03.2021
Marketing Specialist
Al Ain Mall (Makani)
05.2013 - 05.2015
Bachelor of Business - Banking & Finance
University of Aleppo
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