YOUSSEF EL SAHLI
Dubai
Summary
Results-driven Digital Marketing Director with over 20 years of experience leading impactful marketing initiatives in the MENA region. Proven expertise in driving eCommerce growth, executing CRM strategies, and crafting compelling brand narratives. Skilled in launching and expanding digital platforms, overseeing diverse teams, and implementing comprehensive marketing campaigns. Recognized for driving revenue growth, improving customer experiences, and creating award-winning brand campaigns.
Overview
25
25
years of professional experience
Work History
Digital Marketing Director
Clarins Groupe Middle East
01.2020 - Current
- Launched and managed 4 regional eCommerce websites (UAE, KSA, Kuwait, Qatar) using Salesforce Commerce Cloud.
- Developed and executed acquisition strategies across email, SMS, search, social, affiliate, and influencer channels.
- Built and led a high-performing team across marketing, CRM, and customer care.
- Implemented Adobe Campaign CRM system, achieving 9%+ conversion rates.
- Established a customer care unit using Zendesk and Twilio, boosting NPS by 50%.
- Directed full-funnel media campaigns and optimized ROI across digital platforms.
- Oversaw PR, ePR, and influencer collaborations, enhancing brand visibility and engagement.
Senior Digital & Communications Manager
Clarins Groupe Middle East
01.2016 - 12.2019
- Led integrated marketing and communications strategies across the MENA region.
- Managed digital media campaigns, social media channels, and PR initiatives.
- Created brand stories and verbal identities in collaboration with creative teams.
- Directed large-scale events and media relations to amplify brand presence.
- Managed communication department's $1.5M budget.
Regional Group Marketing Communications Manager
Clarins Groupe Middle East
01.2014 - 12.2015
- Developed and executed regional marketing strategies for the fragrance division.
- Managed internal and external communications, ensuring brand consistency.
- Oversaw creative teams and agency partnerships to deliver impactful campaigns.
Marketing Communications Manager
Clarins Groupe Middle East
01.2008 - 12.2013
- Designed and executed communication plans across media, PR, events, and CRM.
- Built strong media relationships and secured high-value coverage.
- Monitored budgets and campaign performance across multiple brands.
Marketing Manager
Clarins Groupe Middle East
01.2007 - 12.2007
- Led product launches, annual marketing planning, and promotional activities.
- Managed media buying, competitor analysis, and market research.
- Drove lead generation and customer acquisition initiatives.
UAE Marketing Manager
International Distribution Establishment (IDE)
09.2000 - 12.2006
- Led product launches, annual marketing planning, and promotional activities.
- Managed media buying, competitor analysis, and market research.
- Drove lead generation and customer acquisition initiatives.
Education
MBA – Master of Business Administration -
University of Wales
01.2011
B.Sc. - Business Marketing
Lebanese American University (LAU)
01.1995
Associate in Applied Science - Business Management
Lebanese American University (LAU)
01.1993
Skills
- Digital marketing planning
- E-commerce management
- Client experience enhancement
- Digital marketing performance analysis
- Social media marketing
- Brand strategy development
- Event planning and stakeholder engagement
- Data-driven campaign optimization
- Team leadership
- Salesforce Commerce Cloud expertise
- Adobe Campaign management
- Experience with Zendesk
- Twilio platform expertise
- Proficient in CyberSource integration
- Jira project management
- Proficient in Microsoft Office Suite
- Skilled in using Adobe Creative Suite applications
- HTML coding expertise
- Web design proficiency
- Database management with MS Access
- Portrait and landscape photography
- Cinematography skills
- Visual storytelling expertise
- Post-production editing and color correction
- Digital design expertise
- Web development
- Culinary skills
- Analytical reading
Languages
Arabic
English
Additional Skills And Interests
- Photography
- Videography
- Cinematography
- Editing & Color Grading
- Graphic Design
- Website Development
- Cooking
- Reading
Timeline
Digital Marketing Director
Clarins Groupe Middle East
01.2020 - Current
Senior Digital & Communications Manager
Clarins Groupe Middle East
01.2016 - 12.2019
Regional Group Marketing Communications Manager
Clarins Groupe Middle East
01.2014 - 12.2015
Marketing Communications Manager
Clarins Groupe Middle East
01.2008 - 12.2013
Marketing Manager
Clarins Groupe Middle East
01.2007 - 12.2007
UAE Marketing Manager
International Distribution Establishment (IDE)
09.2000 - 12.2006
B.Sc. - Business Marketing
Lebanese American University (LAU)
Associate in Applied Science - Business Management
Lebanese American University (LAU)
MBA – Master of Business Administration -
University of Wales
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