Summary
Overview
Work History
Education
Skills
Languages
Certification
Timeline
Simon Assaf

Simon Assaf

MARKETING AND COMMUNICATIONS MANAGER
Dubai

Summary

MARKETING COMMUNICATIONS MANAGER “Enabling the Achievement of Full Business Potential through Comprehensive Marketing & Communication Leadership” Growth-focused Manager who blends experience, creativity, and strategic insight to develop and execute successful marketing strategies, projects, and campaigns. Focus is driving success through innovative practices in brand marketing, digital marketing, new market penetration, product launch, and marketing communications. Instrumental in developing and devising effective strategies and programs by using consumer insights, competitive and market intelligence, and drive a consumer-centric approach to grow the brand, optimize business profits, and increase market share. Proven ability to build custom marketing plans across various segments, territories, and propositions. Designs marketing strategies and recommend initiatives, projects, and best practices to support the organization's short/long term objectives, while ensuring brand representation as per the guidelines. Elite communicator with the ability to translate leadership vision into executable plans for teams to follow.

Overview

14
14
years of professional experience
12
12
years of post-secondary education
5
5
Certifications
3
3
Languages

Marketing and Communications Manager

AL HAMAR GULF EST, Subway Head Office
2015-01 - Current

Based on customer insights, assure the winning marketing positioning Subway Brand by building long term strategies, also provided leadership and competitiveness through understanding and analyzing the UAE market and launching new products as needed.

  • Created strategic, long & short-term marketing plans in partnership with key stakeholders and agencies; also coordinated with Regional Office, Head Quarters, Supply Chain, and FAF boards to develop strategies and tactics and lead program execution.
  • Rendered industry trends and competitive analysis to improve key accounts, build customer relationships, and direct marketing projects at all stages, including conceptual planning, schedule management, and final implementation.
  • Delivered strategic direction to agencies, boards, and marketing coordinators as well as brand guidance while leading efforts with creative, media, and PR agencies, & Vendors sourcing to generate the overall brand positioning and communication.
  • Promoted and drove single and multi-unit sales and development plans to exceed company goals; conducted and led meetings with the team to assign new tasks, prioritize opportunities, and advancement in the organization.
  • Capitalized on industry and marketplace trends to strategize solutions and enhance business operations.
  • Devised SWOT analysis to create and execute business plan supporting achievement of established quotas.

Key Accomplishments:

  • Designed, developed, and implemented high performing online campaigns which increased overall user engagement by 15%.
  • Executed detailed marketing & sales strategies for the launch of new products, resulting in 4% increase in sales.
  • Achieved 5% increase in the customer base by establishing and deploying marketing strategies and launching diverse products.
  • Researched numerous verticals to implement effective pricing structures balancing firm objectives against customer targets.
  • Defined and strategic marketing plans which resulted in a 3% growth of customer base and business.
  • Enhanced profitability to achieve marketing objectives and drive productivity and growth from concept to implementation
  • Accomplished company goals by accepting ownership for increasing profit margins by 2% maximizing new product introduction.
  • Steered efforts towards relaunching brand for product development at 150 Subway shops in the UAE market.

Business Consultant

Al Hamar Gulf Est. | Subway Head Office
2012-01 - Current

Initiated adequate systems and controls to drive regional operations for long term success of Restaurant Franchise Partners and focus Brands; achieved both financial and operational results through effective oversight of regional operations programs and initiatives.

  • Delivered full sterling support to franchisees to identify new ways to maximize profits, reduce cost, and increase efficiency.
  • Credited and tasked to control all aspects of shop operations, provide guidance, coaching assistance to the team; devise performance matrix to evaluate and optimize operations, target current business conditions and forecast needs.
  • Cultivated cordial but professional relationships with franchisees, territory team, and HQ staff; also communicated with franchisees via voicemail, e-mail, territory meetings, franchise meetings, and written comms.
  • Conducted monthly inspections at Subway restaurants in line with the food safety and operational standards
  • Led corrective action plans, procedure development, staff performance reviews and training programs.

Key Accomplishments:

  • Seamlessly shifted between long-term strategic projects and short-term tactical initiatives and ad hoc requests, ensuring appropriate deployment of resources and driving operational improvements resulted in saving and optimum profit margins.
  • Served as a resource in all effort to accommodate customer and ensure optimum satisfaction by resolving product issues.
  • Devised, deployed and monitored processes to boost long-term business success and increase profit levels 4%.
  • Managed more than 10 Franchisee business projects in 2019.

Construction Management Specialist

AL HAMAR GULF EST, Subway Head Office
2009-01 - 2014-12

Contributed to an effective and transparent utilization of financial resources, oversaw and executed construction strategy and activities in the areas of site development of 30 new stores from scratch alongside remodels, and relocations.

  • Collaborated with contractors, architects, engineers and public agencies to complete projects within time and budget constraints; accommodated effectively all changes in project requirements and recalculated deliverables as needed.
  • Strategized and aligned all construction activities in the areas of site development, new construction, remodels, and relocations and performed regular job site observations to provide direction for contractor personnel and subcontractors.
  • Worked in close coordination with Construction and Senior Construction Specialists to execute territory plans, provided guidance and direct support to the third-party inspectors in project construction, commissioning, and closeout.
  • Inspected and reviewed projects to monitor compliance with building and safety codes.

Key Accomplishments:

  • Played essential role in planning, designing and execution with Subway® Head Quarters the design project for 40 restaurants.
  • Spearheaded the overall process of complete equipment ordering for 40 restaurants in the UAE.
  • Supervised and accomplished restaurant construction and implemented the successful opening of 30 restaurants in the UAE.
  • Reviewed blueprints and designs for over 40 restaurants construction projects.

Accounting and Finance Intern

PHOENICIA INTERCONTINENTAL HOTEL
2008-01 - 2008-07

Front Office

Operator & Reservations || MOEVENPICK HOTEL & RESORT
2007-06 - 2007-08

Intern Waiter & Supervisor

L’ATELIER, Beirut, Lebanon
2007-01 - 2007-05

Work History

Master of Science - International Marketing With Digital Marketing

Heriot Watt University
2017-09 - 2020-07

Bachelor of Science - Hospitality Management & Tourism

Saint Joseph University (USJ)
2005-09 - 2008-07

Education

Skills

New Product Launch & Events

Digital & Social Media Management

Product Positioning & Branding

Public & Media Relations Building

SWOT/ Market Analysis & Positioning

Consumer Marketing Strategies

Brand development

Business development and planning

Campaign Management

Category Management

Product Development

Creative Content Strategy & Development

Languages

English

Arabic

French

Certification

Professional Certification in Digital Marketing

2020-10

Google Analytics

2020-07

Presentation Training and Public Speaking

2016-12

Communications Skills

2015-11

Business Management Level 5

2012-09

Professional Certification in Digital Marketing

2020-10

Google Analytics

2020-07
Heriot Watt University - Master of Science, International Marketing With Digital Marketing
2017-09 - 2020-07

Presentation Training and Public Speaking

2016-12

Communications Skills

2015-11
Marketing and Communications Manager - AL HAMAR GULF EST, Subway Head Office
2015-01 - Current

Business Management Level 5

2012-09
Business Consultant - Al Hamar Gulf Est. | Subway Head Office
2012-01 - Current
Construction Management Specialist - AL HAMAR GULF EST, Subway Head Office
2009-01 - 2014-12
Accounting and Finance Intern - PHOENICIA INTERCONTINENTAL HOTEL
2008-01 - 2008-07
Front Office - Operator & Reservations || MOEVENPICK HOTEL & RESORT
2007-06 - 2007-08
Intern Waiter & Supervisor - L’ATELIER, Beirut, Lebanon
2007-01 - 2007-05
Saint Joseph University (USJ) - Bachelor of Science, Hospitality Management & Tourism
2005-09 - 2008-07

Timeline

Simon AssafMARKETING AND COMMUNICATIONS MANAGER