What I offer
Relaunching Mashreq Brand
Worked with experiential agency Sweetwater to devise a disruptive and challenging master brand which directly addressed the challenges and entrenched concerns many consumers have with banking as an industry. Will be influencer led and launch in Q1.
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ROMI dashboarding
Working with digital agency Reprise to develop full suite of FFM / MTA models coupled with in-housed media data dashboards to develop own set of tools to drive always on media insight, improve ROMI across performance and brand spend and reduce agency dependence.
Creative in-housing
Insight shows a gap between awareness & consideration - devised strategy to move to brand templates and a tech solution to reduce quantity of product campaigns, thereby reducing cost and time to market, improve connectivity between brand/performance, and drive uplift in ROMI
Wholesale communities
Leveraging the insight that B2B FS relationships are enhanced by the ability of the RM to leverage content and wider market trends to broach strategic conversations leading to solutions, we constructed a program to gate and seed the content dev prog, using online communities, with built in insight.
D&I
I am always a passionate advocate of gender equality, and act as a mentor and open door practitioner working with women across the organisation to help them achieve their potential. Member of HSBC’s global committee, and set up the Mashreq women’s network Ashriqi
Leveraging partnerships to drive value
Set up two strategic partnerships - one with e-gaming and content experts, to be launched in Q1, and one with a sports network to be launched in Q1. Both had very tight customer relevancy KPIs with a customer-first strategy agreed in advance - awareness will be a bonus, not the core deliverable
Experiences
