Social Media Marketing
Resume:
AFZAL ABOOBACKER
Marketing Specialist
Dubai, AE • +971-**-*******
**********@*****.***
www.linkedin.com/in/afzal-aboobacker-62708124
Summary
Performance driven and customer focused professional with extensive experience driving marketing and business development goals in a fast paced and innovative environment. Adept catalysing revenue growth, product awareness and brand image by designing and implementing comprehensive strategic and tactical channel marketing activities with an integrated approach. Proven track record of maximizing and improving digital platforms to support business goals, while enhancing SEO, SEA, and social media activations for lead generation and opportunity conversion. Areas of Expertise
Strategic Planning & Execution
Brand & Product marketing
Retail, E-tail management
GTM & Channel expansion
Cross functional collaboration
Brand Activations
Vendor relations & Networking
Leadership & Training
Digital Marketing
SEM, SEO, Google Analytics
Social Media
Events management & PR
Professional Experience
Epson Europe B.V, Dubai, UAE 04/2012 – Present
Channel Marketing Specialist
Lead channel marketing strategist managing Epson Consumer product portfolio of printers and home cinema projectors for the Middle East region. Optimize sales growth, product recognition, and brand image by developing and executing systematic strategic and tactical channel marketing activities with ROI driven approach. Establish marketing and promotion strategies for different business platforms, including retail, eCommerce and reseller channels in ME. Lead new product launches and assist GTM on the channel, including POSM and collateral, communication policy, merchandising procurement, training and equipment. Collaborate with Business Units and Product Managers to gather product and channel intelligence; utilize data and shopper insights to provide recommendations to drive category distribution and market share. Measure ROI on marketing expenditure and optimize campaigns for maximum performance. Create annual social media, PR and influencer campaigns, above and below the line.
● Played a vital role in the launch of Epson's flagship printer line in the Middle East region, with strategic marketing campaigns across retail, T2 reseller and eCommerce platforms encompassing 360 degree integrated marketing involving Retail BTL, ATL, Social Media, Events, Activations, and Promotions capturing the top spot in the category with over $30M sales, while retaining No1 position since 2013.
● Carried out extensive restructuring of marketing objectives, strategies and budget replanning to counter market situation due to COVID19, conceptualized Work from home and Home Learning campaigns which not only retained brand market share but also generated 12-15% incremental YOY revenue.
● Led more than 5 regional campaigns with over $2M budget each covering Print, OOH, Radio, TVC, SEM, Digital, Online, and Social Media, resulted in 400% increase in brand reach outperforming KPIs. Managed campaigns impacted 32% annual incremental revenue in the category in 2019.
● Supervised more than 50 brand activations across the UAE, KSA, Kuwait and Egypt, and increased sales by 20-30% YOY for each operation.
● Launched T2 Super-seller Reward program and reseller channel promotions culminated in an annual partner revenue of $19M+ for FY19.
● Planned and conducted eCommerce ads and e-brand stores, including on-site Amazon and Noon, SEM, DSP advertising. Ensured basic and A+ rich content and driven conversion through content management and syndication on retail and e-tail platforms.
● Highly experienced in digital/ SEM marketing (Paid Social, Search, YouTube, Display, Programmatic)
● Initiated, developed, and implemented cross-industry collaborations with industry leaders like Microsoft, Logitech, Yamaha and Nikon delivering brand equity expansion.
● Directly managed an outsourced team of 100+ promoters, visual merchandisers and channel funded heads. Page 2 2
Channel Sales Support Specialist 06/2010 – 06/2012 Epson Europe B.V
Developed productive and professional relationships with key channel stakeholders internally and externally in the T1 and T2 retail and reseller networks. Successfully positioned products and services within the framework applicable to particular partners or industries by using value-based claims and consultative selling techniques. Recommended Epson products and solutions through the successful execution of the channel management strategy by recognizing, hiring and on-boarding new channel partners in both Tier 1 and Tier 2. Negotiated pricing, margins and contractual terms as required in compliance with company guidelines.
● Prepared written quarterly reports and annual plans to be presented at all levels of partner management.
● Supported channel team in preparing and delivering weekly, quarterly, and annual forecasts and account plans for all pipeline activities, while tracking and updating within CRM accurately.
● Boarded more than 20 value-added resellers created 20% YOY incremental channel revenue and increased channel penetration.
● Successfully implemented Epson’s flagship Authorised Channel Partner Program in the region onboarding more than 200 channel partners.
Marcom Specialist 04/2008 – 06/2010
Epson Europe B.V
Enabled the central marketing team in the planning, developing and implementation of marketing plans and advertisement campaigns. Supervised schedules and deliverables for new product creation and contact with target audiences. Facilitated business units in the preparation of training manuals, marketing reports, data analysis and competitive initiatives to deliver robust management performance. Coordinated execution of email broadcast promotions, public relations, marketing trade shows, events, radio ads, field promotion, customer engagement and other associated activities to foster business growth.
● Executed business exhibitions and events like Gitex Technology generating 500+ potential leads impacting
$3M in annual revenue.
● Assisted multiple internal stakeholders in the conceptualization and launch of Epson Authorised reseller program for ME.
Additional Experience
Events & PR Coordinator Damas Dubai, UAE 06/2005 – 02/2008 Education
MBA in Marketing
Manipal University
Bachelor (BSc/BA) in Physics
Calicut University
Language Proficiencies
English (Fluent), Arabic (Intermediate)
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