Meshal Alshehri

Leading the growth strategy across Marketing, R&D, Business Development, Sales, and International Markets. Focused on driving brand expansion, product innovation, strategic partnerships, and market development to accelerate revenue growth and strengthen the brand’s regional and international footprint.

After 18 months of Managing both Marketing and Business development activities. I’m continuing delivering achievements in developing revenue streams in product and concepts development well as managing team of talents to deliver successful marketing activities in this areas: • Marketing communication • Digital Marketing • Branding & Design • Marketing Research & Insight • Creative concepts development • Copywriting and community management

While leading the business development department, I was entrusted to lead the Marketing department with responsibilities of managing Marketing communication & Campaigns , Brand positioning, Digital Marketing, Strategic Partnership and sponsorship. • Planned and executed Half Million anniversary event to launch the new identity. • Executed winning campaigns to elevate products sales and increase Brand equity. • Executed all digital marketing campaigns across all social media channels: Twitter, Snapchat, Instagram, Google & TikTok. • Managed day to day marketing activities to reshape the brand perception in the consumer mind. • Executed Brand Health tracker to assess Brand Equity Index as well as tracking performance of Half Million marketing activities in comparison with competitors. • Performed CSAT studies across all Half Million branches to measure the satisfaction level for customers. • Managed relationship with partners such as Riyadh Season, Alshabab Club to ensure higher ROI for the sponsorship.

With the knowledge I accumulated over the years in the food business, I joined Half Million to generate new revenue streams by developing new products and creating seamless customer experience. • Developed more than 15 new products that increased sales and attracted new customers segment during my first year at Half Million. • Lead the product development cycle starting from market research, product testing and development, upscaling production, product launch and monitoring feedback for further enhancements. • Designed a loyalty program to increase customer loyalty and analyzed customers behavior and purchasing patterns to generate actionable insights.

With the knowledge that I have gained from working at different points in the coffee business, I have been called on several times to advise specialty coffee houses on coffee bean supply chain, equipment sourcing and staff training programs. Key tasks also include: • Enhancing sales, analysis, targets and forecasting • Branding/rebranding • Business operation structuring/restructuring • Professionally training baristas on the process of making specialty coffee as well as hygiene instructions.

Shortly after joining THIQAH, I was promoted to a senior position where I was entrusted to represent the company among high-profile professionals and to oversee distinguished projects as follows: • Spearheaded B2G Satisfaction Study of services rendered by THIQAH to 45 high-level individuals in the Kingdom (Ministers, Governors, Senior Management), including the creation of a discussion guide, participation in in-depth interviews, review of results, and final presentation to the CEO • Performed a competitive market positioning analysis to determine corporate brand health across 1,300 individuals and businesses by developing a rigorous questionnaires and translate findings into actionable insights for the MKT department. • Consolidated Corporate Reputation Study, interviewing more than 1K government officials to assess the degree of confidence in THIQAH

As soon as I joined THIQAH, I was able to demonstrate my capabilities in marketing plans, consumer testing, and branding studies. I was also chosen to liaise with Interbrand on joint projects. Throughout my work, I: • Led the Brand Architecture and Valuation Project while reporting directly to CMO by monitoring the progress of the project, contributing to the evaluation of brand strengths, and managing contact with a leading international brand consulting firm • Planned and executed customer satisfaction studies by designing questionnaires and surveying more than 10K end-users across 12 government online channels • Developed 3 concept testing studies to classify the marketability of different projects along with their pricing strategy • Analyzed transactions worth hundreds of thousands SAR using Power BI to track consumer activity

My business relationship with Independent Food Co. , the company that manages SALT and GRIND in Dubai and UAE, started when I was a manager, supplying them with high-quality beans. Building on that, I contributed to: • Structuring an operating manual for coffee roasting, which involved the development of a supply chain process (sourcing, roasting, packaging) for the 1st branch in Dubai • Coaching more than 40 baristas in Dubai and Khobar to create authentic, high-quality coffee recipes in their branches, leading to an increase in sales by at least 25% • Devising Grind’s strategic plan for 2019, including the formulation of KPIs, and launching several initiatives to achieve the desired impact

Started as Part time Barista, ended up as professional trainer. Shortly after, I was engaged in more than one aspect of the operation of the business, where I: • Headed the process of developing a new brand identity for the company • Built an integrated marketing campaign in cooperation with local creative agencies • Conducted extensive market research by examining the competitive advantage of specialty coffee in the Saudi region

•Develop a thorough understanding of customers and what motivates buying behavior. •Position new products and services and evaluate the effectiveness of current positioning strategies. •Understand the value of your brands and how to build, develop, and leverage that value •Maximize consumer engagement through experiential marketing. •Conduct quantitative analyses to make — and support — marketing decisions •Understand your role in a fully integrated, strategic marketing plan.