YASMIN AZZAWI - German

• Developing and executing a comprehensive marketing strategy for Birkenstock across the GCC region, encompassing digital marketing, events, in-mall activations, and ATL & BTL campaigns.
• Initiating and managing all communications with brand principles in Dubai.
• Managing the Birkenstock brand presence online, influencer outreach, email marketing, and the Club Apparel Loyalty Program.
• Conceptualized and executed multiple Brand photoshoots in Saudi, to create local content for digital campaigns and in store collaterals.
• Conceptualizing and executing engaging events and activations in shopping malls across the GCC to drive brand awareness, product engagement, and sales.
• Planning and managing the marketing budgets for ATL and BTL, working closely with the Brand Manager.
• Cultivating relationships with key media influencers and partners to secure positive brand coverage and product placement opportunities, such as GQ Arabia and Harpers Bazar Arabia.
• Monitoring campaign performance through website analytics, social media insights, and sales data to measure and optimize future campaigns.
• In 9 months delivering YTD +21% LFL business growth for Birkenstock brand vs the
  previous year (2022), and +21% vs 2023 budget.
• Successfully launched numerous stores across the GCC, such as Riyadh Gallery Mall, Villaggio Mall Doha, and Marassi Mall, Bahrain.

• Drove and supported the development and deployment of a Multi-Channel Marketing (MCM) strategy as part of the annual integrated planning process for delivering brand and commercial objectives for the Hope Consortium, a CSR initiative in the Logistics cluster at AD Ports Group.
• Elevated social media presence through the creation of compelling content that resonated with target audiences.
• Managed content planning and development with Communications and Brand teams for campaign execution (web, email, mobile, video, social, call center, offline) based on the strategy & goals, across target audiences.
• Established, managed and reported on paid media efforts including awareness and lead generation campaigns.
• Coordinated and aligned with relevant internal and external stakeholders on planning and establishing clear milestones, deliverables and responsibilities, tracking and overseeing budgets to complete projects.
• Managed the design and development of Hope Consortium's website, delivering regular analytics updates, insights and optimization recommendations for data capture.
• Worked closely with the Media agency to develop collaterals and finalize the target persona groups in preparation to launch media campaigns.
• Developed a comprehensive email strategy plan to remarket to prospects.
• Managed the Social Media agency in the delivery and approvals of the Social Media Content Calendars.
• Worked closely with the Abu Dhabi media Office (ADMO) on approval for official announcements.
• Planed and liaised with the respective agencies in the ideation, strategic approach and content development across all digital channels such as emailers and bimonthly Newsletters
• Developed partnerships and collaborations with relevant organizations and institutions such as UNICEF, Department of Health Abu Dhabi (DoH), Via Medica, RAFED UAE, Etihad Cargo, AstraZeneca, Pharma Logistics Africa and many more.
• Managed the awareness campaigns and Humanitarian efforts of the distribution of Covid vaccines around the world in response to the COVID 19 pandemic with over 250 million vaccine dosses delivered in over 60 countries in the first year of operation.
• Managed virtual exhibitions and events such as DUPHAT, Arab Health, Bio logistics Africa, WILS Summit, Khalifa University Pharma Aero Masterclass Ceremony, Bill Gates visit and filming of the facility, as well as multiple MOU signing ceremonies and delegation visits to the logistics cluster.

• Worked with the internal ADNOC Marketing team to develop estimates, budgets and timelines.
• Monitored and track projects, produce and distribute status tracking reports and provide proactive recommendations to ensure projects are delivered on time, within scope and within budget.
• Assisted the creative team in managing and prioritizing workloads. ▪ Managed communication and approvals between creative and client teams. ▪ Managed changes to the project scope, project schedule, and project costs and offer solutions when necessary. ▪ Identified and secured project resources, including third-party vendors, as needed.
• Served as a liaison for internal resources (including creative, media, analytics, digital and client services) from planning through implementation for flawless execution of projects. ▪ Developed and implemented sustainability initiatives such as energy efficiency and water saving across all ADNOC properties managing the announcement of the ISO 50001 certification that was awarded to ADNOC Distribution for efficient use of energy in overall operations.
• Identified and implemented ways to improve project management through process improvements, technology solutions.
• Worked on major campaigns such as, ADNOC Flex, changing all ADNOC fuelling stations across the UAE to self serve and premium options. Other campaigns included roll out of Premium rewards at all C-store's across the region, running seasonal campaigns across the C-stores, assisting with collateral and internal communication at ADNOC distribution offices. Running of Ads for ADNOC stakeholders. Organizing and assisting with the public listing of ADNOC on the UAE exchange market.

• Oversaw all marketing related communications; external and internal to ensure consistent brand positioning and "voice" across all platforms of communications for the 5 assets (Mall of the Emirates, City Centre Deira, City Centre Mirdif, City Centre Meaisem and City Centre Al Shindagha).
• Coordinated all PR, Online, Social Media and tourism communications to ensure consistency, accuracy and reinforcement of the overall brand. ▪ Developed and implemented weekly and monthly content feed plans and online campaigns to keep fans and followers engaged while acquiring new ones to each Centre page/ site/ Mobile apps. and other related platforms.
• Was in charge of the development and execution of B to B events
• Aided in the development and production of the required print collaterals and press kits in coordination with the Mall Marketing Operations Managers to ensure adherence to the communications guidelines.
• Weekly reporting on PR numbers, coverage, highlight clippings, webpage and social media reach.
• Developed PR and Social media strategies for all in mall campaign's for each of the 5 assets on a monthly basis. ▪ Collaborated/partnered with government entities such as the DFRE on seasonal initiatives such as DSS, DSF, DFF ▪ Partnered with the Red Crescent on the #MakeADifference initiative giving back to the community by donations.
• Oversaw, continually upgraded/updated the Center's website's and other related on-line communications efforts.
• Produced an online marketing plan that covered search engine marketing, affinity deals, online advertising and offline promotion to drive site traffic and data capture opportunities.
• Formulated comprehensive messaging guidelines that ensured consistent brand identity across all touchpoints.
• Managed company website content to optimize search engine rankings and user experience.
• Worked with retailers in the 5 assets to ensure that offers and activities are communicated effectively in appropriate online/ social media platforms.
• Managed the PR, Social Media and web developer agencies, and any suppliers for specific campaigns.
• Leveraged the marketing budget through aggressive PR and Social media efforts for accountable results.
• Assisted in developing/sourcing new campaign ideas that increased sales and footfall to the 5 assets.
• Worked on monthly campaigns such as DSF, DFF, DSS, World of Fashion & House of Bazaar MOE, Fashiontainment CCMalls, Festive Stollen MOE, Pictionary in mall game, Candy Crush, National day and various other campaigns.

▪ Responsible for negotiating/requesting special product pricing.

▪ Handled all outside inquires for product specifications and pricing.

▪ Responsible for the content of the monthly Newsletter on Handheld Mobile devices.

▪ Coordinated road shows, seminars and events.

▪ Handled all lead generation activities for ME.

▪ Developed quarterly marketing plans for different industry verticals..

▪ Collaborated with the Channel Manager in building, maintaining and acquiring business relations

▪ Worked directly with the Vice President for Networks and Enterprise for the Middle East and Africa.

▪ Sales coordinator for the Networks team for the region.