Shyam Sunder
Dubai
Summary
A highly committed and passionate Strategic Marketing Leader with significant experience of designing, developing and implementing successful brand transformation strategies. Sector-agnostic with expertise in building brands in Retail, FMCG, F&B, Banking and Property sectors, with 360 marketing, including digital, data analytics, loyalty, performance and experiential marketing. Able to drive and direct effective strategic planning, customer research, creative and content development, digital including search and social media marketing apart from PR, ATL & BTL. Experience in identifying, developing and mentoring large teams to achieve the highest standards of quality and productivity aimed for Brand and Business Transformation.
Overview
35
35
years of professional experience
Work History
Vice President, Mary
TBO.COM
10.2021 - Current
- Building one of the world’s largest travel distributing platforms
- Brand and Marketing transformation includes Diagnostics, Strategy, Positioning & Purpose defining, Branding, Marketing Audit and Review, Customer Value Management, CRM & Loyalty, Omnichannel marketing including Digital & Social media marketing, Online Platforms Optimisation, Personalization and Automation, Influencer Marketing & Planning & Budgeting
- Path breaking Branc initiatives include humanizing the brand with the award winning - Real Stories. Real People- Video series, setting up TBO Cares CSR program & Brand Engagement properties- TBO Iftars, TBO Cup and TBO Movie Nights. Demand initiatives include TBO Black Friday SALE, Book n Win Gamified promotion amongst many
Chief Growth Officer
DViO Digital MENA
10.2019 - Current
- Company Overview: Driving business development for one of the largest independent digital marketing services provider in the region
- Solutions range from building brand position and narrative to delivering digital experience marketing tools to gamification to lead management to search marketing to collaborations and activations across platforms and channels
- Services and products include Digital & Tech-first Strategy, Creative & Content marketing, AI-driven personalisation at scale and gamification, AR products across platforms for high customer engagement, Search marketing including SEO, SEM and Voice Search for organic traffic, Social media and Social Commerce, VR products for improved customer experience and Performance marketing
- Driving business development for one of the largest independent digital marketing services provider in the region
- Industry Tutor at FAD International Academy of Fashion & Style
- Speaker at various Marketing, Advertising & Tech forums & Columnist on Campaign Middle East
Head of Marketing (Omnichannel), Centrepoint
Landmark Group
Dubai
01.2013 - 01.2019
- Company Overview: Marketing leadership role for the USD 6 billion dollar retail and hospitality conglomerate based in the Middle East
- Promoted and made responsible for marketing of Landmark’s Group’s single biggest business, Centrepoint overseeing 6 markets across GCC
- Complete re-branding programme including fresh brand positioning, brand standards and guidelines, transforming the brand communication & VM to ensure maximum visibility
- Successfully created and launched a common Brand Purpose for the 4 brands – Babyshop, Splash, Shoe Mart & Lifestyle
- Developing effective Omnichannel strategies, calenders, budgets for 6 markets which included creation of successful brand properties for Back-to-school, Ramadan, Eid, Autumn/Winter, Spring/Summer & Travel seasons
- Launched the Ecommerce business across markets and created successful Online Exclusive properties – Centrepoint Shopathon, White Wednesday, Ramadan Souk & 4X4 Sale
- Led the development and implementation of the Online & Social Media strategy including programmatic buying and technology innovations including region’s first Chatbot, Store Attribution products with Facebook & Google and Sequential & Bumper ads
- Successfully increased footfall to stores and traffic to site by innovative marketing programs, new shopping events, collaborations and trade promotions
- Leveraged Shukran Loyalty program with advanced analytics and actions which helped increased acquisition, frequency and spend across tiers
- Marketing leadership role for the USD 6 billion dollar retail and hospitality conglomerate based in the Middle East
Head of Marketing
Oasis Malls & Citymax Hotels
Dubai
01.2010 - 01.2013
- Company Overview: Part of Landmark Group, responsible for strategic marketing for the prestigious Oasis Mall and Citymax Hotel
- Planned and executed a 52week Promotional plan which increased footfall and sales to the Mall by 20% during key promotions
- Successfully reduced down marketing costs by 40% in the first year, by identifying and bringing on strategic partners including LG Electronics, Singapore Airlines and Atlantis for large-scale promotions
- Increased Citymax Hotel’s F&B revenue by 120% within 3 months by launching key outlets and creating unique promotions and events
- Developed and launched ‘The Huddle Sports Bar & Grill’ with a unique public name-voting social media competition and F&B strategy to become recognised as one of the top 5 Sports Bars in Dubai
- Part of Landmark Group, responsible for strategic marketing for the prestigious Oasis Mall and Citymax Hotel
General Manager, Marketing
ETA Star Property Developers
01.2005 - 01.2010
- Company Overview: Building a successful & enduring B2C brand in ETA Star Properties for the USD 600 million ETA Ascon Group
- Marketing successes on mixed-use, residential & commercial projects such as Grandeur Residences (Palm Jumeirah), Centrium (IMPZ), Al Manara (Business Bay), The Summit (DMC), Verde (Dubai Maritime City)
- Created and executed Star Select – channel management program for top performing brokers and agents with a year-long incentive and loyalty program
- Building a successful & enduring B2C brand in ETA Star Properties for the USD 600 million ETA Ascon Group
Vice President (Country Head)
Fountainhead Communications/Eventus Integrated
01.1995 - 01.2005
- Company Overview: Joined the most progressive independent communications agency to drive their most prestigious accounts
- Played a crucial Business transformation role and managed 70% of the business (which grew by almost 200% in billing over the 3 years) before heading the operations of the activation agency across 6 cities
- Joined the most progressive independent communications agency to drive their most prestigious accounts
Account Director
DDB Mudra India
01.1990 - 01.1995
- Company Overview: Career defining start to manage India’s most recognised and awarded destination marketing brand – Kerala Tourism
- Moved to FMCG experience launching and managing Packaged Tea, Edible Oils and Detergents (Henkel)
- Successfully launched Apple in India during this stint
- Career defining start to manage India’s most recognised and awarded destination marketing brand – Kerala Tourism
Education
Postgraduate Diploma - Marketing Management
Bhartiya Vidya Bhavan Educational Trust
01.1991
Graduation - Commerce
Madras University
01.1990
Strategy - Business Administration and Management
The Open University
UKStrategic Brand Management -
Indian Institute of Management
Omnichannel Digital Marketing certification -
Facebook
Skills
- Strategic marketing knowledge
- Leadership skills
- Management skills
- Business development
- Stakeholder management
- Commercial acumen
- Budget oversight
- Personalization & Automation
- Customer relationship management
- Data Analytics
- Digital marketing
- Change management
- Customer research
- Quantitative methods
- Qualitative methods
- Strategic partnerships
- Tactical collaborations
References
Excellent references are available on request
Other Passions And Interests
- Family – Born out of a illustrious and creative family of musicians, artists and academics. Blessed with wife & daughter
- Movies – Obsessive follower, fan and critic of world cinema with a home library of over a 100 classic titles
- Music – Hailing from a musical family, enjoy classical, rock, pop, folk and film music
- Travelling – Visited 20 of the finest countries and 100 cities across 5 continents
- Writing – Regular columnist for marketing and communications topics in leading magazines. Also on Food & Movies
- Teaching – Industry tutor on Brand Management and Communications topics
- Speaking – Regular speaker, moderator, interviewer in leading marketing events
Selected Achievements
- Led successful marketing initiatives and innovation that have won numerous awards, regionally and across the globe., Brand of the Year, World Branding Forum, London, 12/01/18, Multiple Gold Category Winner, London International Awards, New York, 12/01/18, Gold Category Winner, Retail ME Awards, 12/01/18, Gold Category Winner, ICSC MENA Awards, 12/01/18, Gold Category Winner, Digital MENA Digital awards, 12/01/18, PR campaign of the year, MEPRA, 12/01/18
- Listed as a ‘Top GCC Marketers’ by the Gulf Marketing Review, ‘Powerlist 2018’ Martech Vibe and in the Top 20 Clients by the B & W Report
Timeline
Vice President, Mary
TBO.COM
10.2021 - Current
Chief Growth Officer
DViO Digital MENA
10.2019 - Current
Head of Marketing (Omnichannel), Centrepoint
Landmark Group
01.2013 - 01.2019
Head of Marketing
Oasis Malls & Citymax Hotels
01.2010 - 01.2013
General Manager, Marketing
ETA Star Property Developers
01.2005 - 01.2010
Vice President (Country Head)
Fountainhead Communications/Eventus Integrated
01.1995 - 01.2005
Account Director
DDB Mudra India
01.1990 - 01.1995
Postgraduate Diploma - Marketing Management
Bhartiya Vidya Bhavan Educational Trust
Graduation - Commerce
Madras University
Strategy - Business Administration and Management
The Open University
Strategic Brand Management -
Indian Institute of Management
Omnichannel Digital Marketing certification -
Facebook