Ibrahim Althani

• Acting as the primary strategic media counterpart for the Royal Commission for AlUla, aligning planning output with client leadership and partner agencies to achieve commercial, brand, and campaign KPIs. • Developing comprehensive global media strategies for BAU initiatives and major seasonal events, directing the strategic allocation of an overall budget of XXM USD. • Translating complex data sets, web analytics, and channel attribution models into actionable media plans to drive ROI, YoY growth, and long-term product performance. • Designing the strategic framework for digital campaigns, collaborating with performance execution and campaign management teams to ensure alignment on trafficking, asset delivery, pacing, and end-to-end reporting. • Championing data-driven media planning by challenging historical assumptions, scrutinizing budget distributions, and ensuring strategic accountability across all global marketing initiatives. • Spearheading the media planning and channel strategy for complex global and local market launches. • Participating in new business acquisition by developing and delivering compelling media strategy pitches to prospective clients and stakeholders. • Advising on the strategic integration of marketing technologies (GA4, CAPI, UTMs) to enhance media measurement and future planning precision.

Ownership of Digital Marketing: Led end-to-end campaign strategy and execution across paid search, social media, email marketing, and display channels, aligning digital initiatives with Lumi’s growth objectives. Digital Reputation Management: Spearheaded an initiative to enhance Lumi’s online presence by deploying advanced brand listening and review management software. Improved brand sentiment, strengthened customer trust, and built a proactive reputation management framework. Global Campaign Leadership: Directed high-profile digital campaigns for the World Travel Awards and Lumi’s CSR initiatives, amplifying reach and brand positioning across international markets. Content & Creative Strategy: Oversaw the creation of compelling digital content, ensuring messaging consistency while tailoring creatives to resonate with diverse audience on the right channels. Data-Driven Marketing: Implemented analytics and performance-tracking systems to optimize campaigns in real time, increasing ROI and improving customer acquisition efficiency. Cross-Functional Collaboration: Partnered with PR, product, and operations teams to align digital strategies with wider business goals, ensuring cohesive brand storytelling.

Strategic Vision: Creating and implementing comprehensive marketing strategies that align with the Society's goals, increasing brand awareness and nonprofit expansion. Branding: Leading the Society's digital transformation initiatives, optimizing the online presence, and leveraging data-driven insights to increase member engagement. Revenue Growth: Creating more verticals of opportunities to raise and grow revenue for the Society through innovative campaigns and data-driven marketing initiatives. Brand Development: Overseeing brand development initiatives, brand recognition, sponsorship plans, and member loyalty programs. Marketing Technology: Utilizing cutting-edge marketing technology to improve marketing efforts, automate processes, and effectively measure ROI.

Designed and delivered a business and marketing analytics instruction for 500+ students, achieving a 72% course-completion rate more than double the ~30% industry average — through simplified instruction and personalized live webinars.

- Led full rebranding of the university's digital identity, overseeing website redevelopment and aligning visual and messaging standards across all public-facing channels. - Managed SEO strategy and implementation, improving organic search visibility and driving measurable increases in qualified traffic to the university's academic program pages. - Supported international partnership development by producing executive-level communications and managing correspondence with UN organizations and foreign embassies.

Translated annual audit reports for major Saudi banks and insurance companies (Arabic ↔ English) within a Big 4 environment, building the financial accuracy and client communication foundations that underpin current practice.

Digital Marketing Strategy is a 7-week, 35-40 hour online certificate program from Harvard Business School. Digital Marketing Strategy equips professionals with the tools, mindset, and trends to make decisions about digital marketing strategy and tactics, including how to position a product or service for success, acquire and engage customers, and measure both performance of near-term campaigns and longer-term customer value. Analyzed and studied several case studies from top brands including: e.l.f. Cosmetics THE YES OOFOS L'Oreal Mastercard Harley-Davidson Pattern Brands Univision Adobe Harvard Business School Online

• Selected as a distinguished student out of 2000 students by maintaining a 4.89+ GPA for 4 years. • Led the KSU English Debate team to Top 3 in an English national universities debate competition. • Minored in Media & Mass Communication. • Co-founded the English Club and led the marketing and promotion of the club’s activities and events.