Work experience

• SENIOR CARRIER MARKETING MANAGER

  TCL NORTH AMERICA

  2025.03-Current

  (a year)

  Own carrier marketing strategy and execution for T-Mobile and Boost Mobile across GTM planning, launches, promotions, and in market sustainment. Translate product roadmaps into channel ready briefs, timelines, and asset lists for Sales, Product, Retail, and global teams. Drive alignment on what is launching, what is live, and what is next to keep stakeholders on one plan. Lead cross functional launch execution from positioning and KSPs to retail training and sell in materials. Partner with carrier stakeholders and internal sales leadership to secure approvals, cadence communications, and final go live readiness. Ensure store teams have clear talk tracks, competitive comparisons, and troubleshooting guidance that reduces confusion at the door. Manage field marketing and retail execution programs including store visits, roadshows, call center activations, leadership summits, and partner events. Build visit guidelines, rules of engagement, and event playbooks so every activation is repeatable and measurable. Collect field feedback and retail observations, then feed insights back into messaging, merchandising, and next wave training. Oversee co branded marketing assets and retail toolkits spanning in store merchandising, demo experiences, digital content, and event materials. Coordinate creative development, production, and distribution with agencies and vendors to hit launch dates while maintaining brand standards. Audit in market execution and refresh assets as promotions change to keep displays current and compliant. Plan and manage carrier marketing budgets, vendor SOWs, and performance reporting across T-Mobile, Metro by T-Mobile, and Boost programs. Track spend versus objectives, reconcile invoices, and prioritize investments that improve retail execution and sell through. Deliver clear readouts and recommendations to leadership to guide future allocations and optimize ROI. Partner with carrier stakeholders to align on merchandising standards, sales enablement, incentives, SPIFFs, and training support across channels. Build calendars and communications that coordinate promotions with store readiness, supply timing, and field coverage. Serve as the day to day escalation point to resolve gaps quickly and protect the launch experience.
• SENIOR NATIONAL RETAIL MARKETING MANAGER

  HH GLOBAL @ T-MOBILE

  2023.03-2023.12

  (10 months)

  · Served as a FT consultant in a new role to solve for inefficient branding and production practices of National Retail kiosks for T-Mobile products. Tasked with implementing a process flow enhancement to align brand guidelines with external agencies and creative, marketing, and production teams. New process flow decreased turnaround times from 3-4 days to a same-day production. Serving as a consistent point of contact improved print production communication with reduced production errors and cost optimization · Devised co-branded marketing strategies for product launches with Apple and Samsung across National Retailers (Costco, BestBuy, Sams Club) to create a consistent production process across all verticals of the business via the implementation of field facing guidelines to each National Retailer for use during change-out. The initial pilot enhancement for T-Mobile's Costco partnership generated a 27% sales increase in 1st quarter roll-out with an added benefit of 35 more stores joining the partnership due to increased sales · Strategized merchandising principles specialized to each National Retailer to enable a customer centric experience for in-store shopping; analyzed brand marketing strategy against current market trends · Developed yearly Seasonal Calendar to drive the campaign cadence and project managed workflows across suppliers via Workfront in partnership with internal stakeholders · Developed, executed, and managed store planograms that support the goals of each National Retailer from a merchandising, messaging, traffic flow, customer experience and zone/space planning perspective ·
• MARKETING MANAGER

  IKEA

  2021.08-2022.10

  (a year)

  · Led all IKEA Doha marketing and promotion campaigns from design to post-campaign reporting, conducted press conferences, handled media relations, and managed vendor relations · Designed, implemented, and executed yearly marketing plans and 8+ tactical promotion campaigns (including online and offline advertising plans, content marketing, IKEA Doha website, and social media marketing), in collaboration with internal and external stakeholders · Managed annual marketing budgets of 20M+ USD to further instill IKEA’s position in the local market · Acted as a local market specialist sharing market insights and recommendations with regional stores: implemented activities to gain a deep understanding of customers (e.g.: utilizing key data sources such as Brand Capital, ICSS, and IKEA FAMILY - Loyalty Program) · Conducted Market Potential Development (MPD) studies focused on socioeconomic aspects aiming to explore local development opportunities and expansion avenues · Collected, analyzed, and processed data extracted from the loyalty program (IKEA FAMILY): drafted reports providing regional stores with market insights (e.g.: audience demographics, segmentation, purchasing power, consumer habits) · Planned and led the organization of 24 store entertainment activities annually to support the intersection of communities with equity-driven cause marketing efforts (e.g.: kids cooking classes at the IKEA Restaurant, influencer events, store product launches, instore sustainability and social responsibility initiatives to donate used furniture and textiles). · Ensured full marketing activity compliance with IKEA Doha guidelines in line w/ branding & communication services
• LEAD MARKETING OFFICER

  QATAR AIRWAYS GROUP

  2018.12-2021.07

  (3 years)

  · Managed Qatar Airways' $20M 3-yr sponsorship of Qatar Commercial Bank Golf Masters leading social media efforts, creative teams, and in-person marketing activations (on-site social media kiosk giveaways and discount vouchers). Increased conversion rates over 8-10% (YoY for 3-yr duration) and 30% uplift of social mentions with 15% increased footfall YoY generating in-store revenue at Hamad Intn'l Airport · Led 8 staff members across 3 teams (administrative, digital, creative) to plan and implement marketing campaigns with global sports events leading to targeted revenue objectives (achieved an ROI of ~30%of allocated marketing budget) · Designed group marketing strategy across all direct marketing channels (e.g.: branding, messaging, value proposition, positioning, social media strategy) which resulted in attracting business leads and high conversion rates of new customers · Led Qatar Airways’ sponsorship of the Men and Women Tennis Opens, ensuring maximum gains of brand awareness, international reach, exposure, and social media presence · Supported group marketing and sales efforts by collaborating with cross-functional teams and departments (facilitating brainstorming sessions, cohesive branding activities and opportunities calendar), liaising with external stakeholders such as Qatar Duty Free (QDF)’s marketing team · Collaborated with buyers to identify cost-effective promotions and items yielding the highest ROI based on negotiated margin · Negotiated partnerships and managed relations with domestic and international vendors
• E-COMMERCE SPECIALIST (FORMERLY CORPORATE ACCOUNT MANAGER AND SALES SPECIALIST)

  ARAMEX INTERNATIONAL

  2014.02-2018.04

  (4 years)

  · Oversaw channel development strategies, web architecture, infrastructure requirements, and last-mile delivery efficiency, in collaboration with 3 teams (information technology, sales, and operations) · Led online marketing campaigns (e.g., “Shop&Ship”, “Aramex Drop Shipping”, cargo freight offers) · Ensured e-commerce-related import/export compliance with national and international laws and regulations · Reduced transportation costs by 48% through targeted advertising and promotions, in tandem with finance · Researched, collected, and interpreted market insights (e.g.: analyzed customers’ usage of existing products, untapped opportunities, and buyer personas) utilizing surveys, sales data, and interviews · Delivered valuable insight to company-wide initiatives including branding and identity, sales, and op efficiency · Oversaw marketing campaigns, public relations, and 80+ accounts: generated $2.4M in revenue and overachieved weighted sales target by 160% in 2014 · Surpassed 2014 new business development goals by 175%, generating $1.25M revenue from new clients

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