Lamiaa Farrag

202-***-**** ad463j@r.postjobfree.com LinkedIn.com/in/lamiaa-farrag/

SUMMARY

Client-centric B2B regional marketing leader with proven global go-to-market (GTM), demand generation and revenue growth strategies experience, skilled in data-driven research and entrepreneurial approaches. Adept at developing strategic marketing plans and alliances by aligning Account-Based Experience (ABX)frameworks, segmenting accounts, and identifying effective messaging, value propositions and channels for targeted audience engagement to create Financial Impact. Partnered with Fortune 1000 clients to lead global marketing budgets and large-scale initiatives up to

$50M while reducing costs to 46% and improving work efficiencies by 85%. Trilingual in English, Arabic, and German. CORE COMPETENCIES

• Account-Based Marketing(ABM)

• BI & Big Data & Analytics &User Experience

• Global Campaign Management & Optimization

• Digital & Marketing Strategy & Automation

• B2B Software Marketing &Value Proposition

• Media Planning & Optimization

• Messaging & Content Creation Management

• Demand Generation & Event Management

• Marketing Budget & Forecasting& P&L

• Agency & Vendor and Contract Management

EXPERIENCE

B2B Marketing Advisor, Cigna Corp, Remote 06/2022 - Present Growth Marketing Lead

Serve as an internal consultant, assessing the usage of major systems, tools, and workflows to increase efficiency and improve business outcomes. Oversee development and execution of multi-channel Demand generation B2B campaigns to grow and expand eviCore, a subsidiary of Cigna profitably.

• Develop marketing strategy, budget and execute demand generation plans that increase pipelines, drive acquisition, lead nurturing and prioritize account goals to support upsell and cross-selling.

• Lead Account-Based Experience (ABX) strategy as a Go-To-Market (GTM) strategy, implementing governance standards and collaborating with cross-functional teams and industry leaders ie: Forrester, Gartner, IPG and Demnadbase, optimising Cigna's International market team experience.

• Analyzed clients' marketing funnel, and developed demand generation process and scoring model leveraging Salesforce and Marketo. Conducted industry research to define buyer journeys, value propositions, and effective marketing messages. Created a roadmap, campaign strategies and content drives MQLs and SQLs.

• Launch and optimize lead generation campaigns to activate products and solutions. Scale and lead demand generation plan, including strategy development, event activation, program planning, and coordination of initiatives.

• Launched and coordinated ABX Roundtable at Adobe events, collaborating with industry leaders, fostering partnerships with Cisco, and driving impactful discussions in strategic account management. Unified Industries Incorporated (UII), Kingstowne, VA, USA 12/2020 - 05/2021 Director of Strategy and Growth (6 months contract) Developed and drove a strategic 3–5 year go-to-market strategy and execution roadmap by analyzing the US market industry segmentation through macro and micro-economic trends.

• Identified market research landscapes for industry trends by leveraging tools and resources in the public domain to develop commercial strategies. Developed and nurtured business relationships with major federal and state stakeholders resulting in subcontracting a major VRE multi-million-dollar contract through industry research.

• Led development of customer journey mapping and leveraged points of client engagement resulting in obtaining a commercial contract in supply chain and logistics management for $1.5 mil.

• Drove critical strategic projects with cross-functional teams to identify problems, develop hypotheses, conduct analyses, and turn data into meaningful insights and actions. GoGo Symphony, Arlington, VA 06/2021 - 05/2022

Business Strategist (Consultant) 03/2019 - 11/2020 Positioned and messaged new product development to support growth strategy and corporate brand power through the integration of culture and tourism of music business to DC Government.

• Created and implemented product strategy using the latest agile development practices, international marketing plans, communications roadmap, and digital marketing campaigns with a 30% ROI.

• Initiated and produced policies, standards, and guidelines for business process development.

• Devised business model canvas using principles of process excellence and related tools to perform data and root- cause analysis, improving the end-to-end business process.

• Established revenue streams from international markets and US business sectors. Expanded distribution channels and introduced new product development through tourism partnerships. Lamiaa Farrag 202-***-**** Page 2

Six Degrees LLC, Dubai, UAE & Tbilisi, Georgia 01/2014 - 08/2018 Executive Communications Director and Founder

• Managed contacts and client activities, ensuring data integrity through effective management, follow-up activities, and tracking & reporting

• Devised corporate communications and digital marketing strategies in MEA, and CIS with 95% success rate.

• Managed large-scale initiatives of $10K to $300K leveraging Eloqua marketing automation tool.

• Established client digital marketing transformation strategy including digital content strategy and optimization and implementation processes reducing costs 46% and improving employees' efficiencies 65% to 85%.

• Launched JEEP Funatic, a customer retention program increased customer loyalty rate 20% within 3 years.

• Designed and integrated complete marketing and showroom campaign with 20% ROI emphasizing PPP between Mazda and the UAE government.

• Spearheaded acquisition and integration process, digital transformation strategy, and internal communications policy resulting in 30-50% ROI. Reduced operating costs by 32%, grew bookings, and retrained staff. Continental Tyres AG, Hannover, Germany & Dubai, UAE 09/2011 - 12/2013 Regional Marketing Communications Manager

• Established marketing communications functions owened €4.2m budget, led and created regional marketing plans and executed 75 regional campaigns annually in 25 countries achieving increased brand awareness by 23%.

• Managed teams of 32 personnel with an agile working style, bridged gaps between corporate strategy and local execution in Middle East and Africa in collaboration with wholesalers and retailers.

• Partnered with global marketing teams to design and implement a loyalty scheme campaign utilizing 2012 FIFA World Cup sponsorship platform increasing loyalty by 20%.

• Developed new products Conti 4x4 and Mercedes AMG Performance Tour and created a PR marketing turnaround program that increased brand awareness by 32% within 18 months and improved key metrics. TÜV Nord GmbH, Abu Dhabi, UAE 06/2010 - 08/2011

Regional Commercial Manager

Developed go-to-market strategies for Engineering, Quality Management Systems, and Training and Education businesses.

• Negotiated successful strategic relationship with UAE Government resulting in USD 1.5M + partnership.

• Identified core target industries, customer journey lifecycles, and demand funnel marketing with C-Suite generating

$350k + revenue during the first year.

• Created internal communications policies and key account management maximizing revenues by 20%. Collaborated with German HQ to develop and implement a comprehensive local strategic plan.

• Led the change management strategy and organizational transformation that initiated cross-selling and reduced operational costs by 12%.

• Spearheaded 5-10 year training and education feasibility study for TÜV Akademie for the Ministry of Education in Abu Dhabi resulting in securing a proposal of $100k. EDUCATION

Master of Strategic Management - ALBA Business School, Athens, Greece Bachelor of Accounting - Cairo University, Cairo, Egypt CERTIFICATIONS

• Account-Based Experience -ABX Demandbase Certified Eloqua Marketing Cloud Oracle, Dubai, UAE

• The Challenger Certificate, Train the Trainer Certificate, TÜV NORD, Germany

• Self-leadership Certificate - Queensland University of Technology, QUT Australia TECHNOLOGY

Azure SPSS SaaS Optimizely Demandbase HubSpot HibSpot Aprimo ZoomInfo Adobe Salesforce Marketo SAP CRM Microsoft Dynamics Hubspot Google Analytics Eloqua Mail Chimp Constant Contact & Survey Monkey Canva & WordPress Wrike Tableau Slack Dashboards Analytics Studio CVENT MS Office Suite. PROFESSIONAL DEVELOPMENT AFFILIATIONS

Women in Technology, Washington, DC, CMO Huddles, CMO Coffee Talk

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