Heba M. Jackoub

(Saudi-focused role) Neo Merchants Capital is a Saudi-focused boutique investment bank delivering exclusive public, private, and advisory solutions for high-profile institutional investors. Key Contributions: - Crafted the positioning strategy to the firm to reflect business objectives & Goals - Designed and implemented client discovery frameworks tailored for investor and vendor segments. - Conducted staffing gap analysis, function tree structuring, and internal role design to support scalable growth. - Designed Business Development process & workflow. - Supported the CEO and board in strategic direction, performance KPIs, and commercial scenario mapping. - Developing Marketing Strategy & Execution Plan.

Working on different projects as assigned in different industries (FMCG, Retail, Services, B2B, B2C ...etc) - Consumer Insights - Qualitative & Quantitative Researcher - Data Analyst

Appointed under NTAM to lead commercialization and MARCOM strategy for the Saudi Esports Federation (SEF) during its pivotal restructuring phase. Seconded to SEF project through NTAM Key Contributions: • Led the commercialization strategy for SEF, including tiered sponsorship architecture and value propositions. • Built an integrated MARCOM framework encompassing brand identity, public engagement, and digital campaign plans. • Supported internal federation restructuring, aligning roles and responsibilities for performance and agility. • Engaged stakeholders across government, sponsors, and partners to ensure alignment with Vision 2030 esports objectives. • Developed strategic planning documentation and pitch decks for future league and federation growth. 🔹 Assignment; completed scope before project halt

Operations Director (Agency Transformation & Growth) Apr. 2024 – Sept 2024 | Dubai, UAE (Project-Based Executive Engagement) Brought in by the agency’s leadership team to lead and realign operational efficiency, team collaboration, and client delivery models across departments. Freezoners360 is a Dubai-based full-service creative & Digital agency serving diverse regional clients (Mainly UAE, KSA). Key Contributions: - Deliver Business strategy & Business Model for Saudi Client. - Oversaw and integrated agency functions: creative, social media, SEO, content, media buying, video, client servicing, project management, and web development (WordPress & custom). - Led the operational restructure of workflows, team KPIs, interdepartmental collaboration, and client delivery process. - Introduced agency-wide SOPs, project tracking tools, and quality assurance processes. - Mentored department heads to improve communication, performance management, and creative alignment. - Implemented client onboarding workflows to enhance delivery timelines and upselling conversion. Supported sales and account teams in commercial strategy and scope management. 🔹 Engagement completed successfully as part of a strategic transformation project under a fixed-term contract.

Also Managing Khairuk Project - Conduct general market research to keep abreast of trends, target personas and competitor’s marketing movements - Design and implement comprehensive marketing strategies to create awareness of the company’s business activities - Upgrading all marketing collaterals & branding set to match the business needs & strengthen positioning. - Full Accountability for the Marketing function of the company - Lead teams of digital marketing, communication, PR & Customer service - Full crafting internal & external marketing communication plan from concept to the execution in KSA Market - Worked on Stores concept, strategy & Plan - Optimize marketing activities to achieve monthly budget that complement with yearly budget - Collaborate with senior managers in the development of performance goals and long-term strategic collaborations. Digital Transformation - Set and applied digital marketing strategy and budget allocation across all digital channels strategy classified into marketing funnel stages - Created a performance matrix to analyze and track the results on daily, weekly and monthly basis - Raised the number of generated leads with +80% to +95% gradually - Expanded the lead generation digital channels from 1 channel to 7 channels including: (Snapchat, TikTok, Instagram, Twitter, Facebook, WhatsApp and Google) - Expanded the targeted cities in Saudi Arabia from 3 cities to 21 cities in coordination with logistics BTL On Ground Campaigns - Khairuk Haj 2022 Campaign with the national donation platform, Mwan & جمعية مراكز الاحياء (#ليكن-احرامك-صدقة) - Ministry of Environment water & agriculture’s awareness campaign in 7 cities that attracted 15,000+ (#تحتاج-وقفتك) participators to engage citizen & raising environmental awareness of sustainability that complement with Saudi Vision of 2030 - National Center for waste management Awareness Campaign (#Reduce_Reuse_Recycle) (#قلل-كرر-دور) in 15 cities in KSA with total no. of visitors 14,504

- Setting up the marketing strategy for the company including both traditional and data driven techniques. Bridge the gap between the Strategy and Execution. - Develop Vision, Mission, Core Values, Brand Values, educational Values, objectives & KPIs. - Developing Business, Marketing & communication strategies with Marketing activities planning; building positive relationships with stakeholders in Egypt and Gulf areas, including governmental sectors, corporates, NGO’s and chambers of commerce. - Analyze consumer behavior & marketing information and adjust marketing campaigns accordingly - Responsible for strategic marketing: Segmentation, targeting & positioning of our products & services. - Building marketing strategies, pricing, tactics & MARCOM “Go-To-Market” plan. Preparing 360 marketing plan (internal & external), performance and target figures on monthly reports as required and monitor the marketing budget on a quarterly and annual basis - Deploy successful marketing campaigns and own their implementation from ideation to execution in coordination with sales and business development director for promotion and collaboration plans. - Build strategic relationships and partner with key industry players, agencies and vendors. - Design Loyalty program to EBA Club & Community. - Oversee and approve marketing material. - Measure and report on the performance of marketing campaigns, gain insight and assess against goals - Identifying services improvements, new products by remaining current on, market trends, activities and competition & Promotion analysis. - Lead product development workforce team (Website, mobile app & Content). - Oversee All Digital Marketing team, activities, build up digital strategy, content plan for Egypt & KSA markets - Manage team of (Executive, Sr. communication Specialist, marketing intelligence, Marketing project manager, Product Development Manager & Digital Marketing Team) - Create business process, governance of organization...etc.

Genena Group (Genena Mall, Genena City Sharm El Sheikh, INMA Construction, INMA Property for Facility Management, INMA Development “Trivium, Trivium Square & Trivium Zayed”, Tseppas) - Managing team of 12 Subordinates (analysts, researchers, follow-uppers) responsible for the delivery of insights through assessments, weekly reports, dashboards and profiling pieces for both consumer and enterprise - Opportunity assessment & support decision making of the owner. Collect and interpret information, studying market conditions and consumer behavior to help business make less risky decisions and assess the potential sales of products and services, & entering new markets, include forecasting & monitoring sales trends, gathering consumer & competitor data, preparing reports for management and utilizing statistical software for data analysis. - Measure the effectiveness of marketing programs and strategies, advertising, marketing & communications strategies - Ensure we spend our marketing budget efficiently & we target our audience through successful campaigns. - Preparing key performance indicators (KPIs) for overall Marketing & business activities - Monitoring the implementation of strategic business plan with the related initiatives and aspirations - Oversee Marketing plan for Genena Mall, Genena City Sharm El Sheikh, Trivium, Tseppas … etc. - Participated in the Strategic committee for creating Strategic mix, mission, vision, values, objectives, KPIs ... etc. - Corporate Governance, Developing Corporate Policies & Procedures aligned with Corporate Strategic Mix.

- Marketing & Social Media Training - Business Soft Skills Training

Marketing Manager who is working on creating strategies, activation along with creative idea to boost online, digital & on ground campaign for maximum engagement & result. Furthermore, Remotely leading team located in KSA & follow up on execution. 2 major campaigns: 1- Yatek Khairha #الله_يعطيك_خيرها an initiative by Disabled Children’s Association & General Directorate of Traffic “KSA” to raise awareness of driving safe, traffic prevention & precautions. 2- Prevention is the Objective #الوقاية_هي_الغاية is initiative by Saudi Civil Defense to raise awareness of fire & safety.

FB: https://goo.gl/L192fw - Marketing study of Qatar Market & Consumer behavior - Full Brief of Brand & CI along with co. profile - Marketing Strategy, Plan & Tactics on SM Channels (Facebook, Twitter, Instagram & Snapchat). - Initiate SM Channels Campaigns, Content plan, Ads, Moderation & Reporting bi-weekly KPIs report to monitor performance & evaluate event’s marketing campaigns. - Execute online & offline Marketing initiatives, integrate online & new Media - Planning ATL, BTL & TTL campaigns - Planning & Selecting for booths location matching our target segment. Booths location (Qatar Foundation, Novo Cinema in Pearl, Helton Doha …etc. - Managing the creative team & Liaising with/and answering inquiries from Media, individuals, and other organizations via telephone, mail, media & press interviews (Qatar National TV, AL Raay Newspaper, EL Sharq News …etc). - Organize and Manage Event, marketing communication activities, managing public relations & preparing Press Conference in Sheraton Doha & Speech for the board members. - Managing the production of marketing materials, including artwork, posters, flyers, e-newsletters …etc - Assist in producing detailed presentations, proposals, creating slogans, catchphrases & messages.

 Principle of Management. - Different management styles and business entities.  Marketing Management. - International Trade, marketing mix, concepts, strategies & positioning.  Organizational Behavior. - Organization structure, Individual-group behaviour, DM & PS & managing change. - Motivation concepts, Personality & Emotions, Recruitment & HR

- Introduction to Marketing - Consumer Behavior - Entrepreneurial & Innovative Marketing - Digital & Database Marketing - Services & Retail Marketing - Strategic Marketing - Marketing Graduation Project

- Strategic Marketing - Mastering Metrics - Driving Innovation / Digital Marketing

DCIM Diploma in Chartered institute of Marketing UK 2016/2017 (Strategic Marketing, Mastering Metrics & Digital Marketing)