Melisa M.

As a Property Consultant at Driven Properties (Forbes Global Properties), I help clients make informed decisions when buying, selling, or investing in Dubai’s dynamic real estate market. My approach combines market insight, strategy, and creativity to deliver a seamless and trustworthy experience from first contact to closing. Drawing on my background in marketing, business development, and communications, I focus on understanding each client’s needs and turning opportunities into meaningful results.

• Identified and capitalized on new business opportunities, driving franchise growth through targeted strategies. • Developed and implemented strategic business and marketing plans to expand the customer base. • Revamped social media, creating new content and adapting materials to enhance market relevance. • Streamlined processes and introduced marketing initiatives, increasing customer acquisition by 20%. • Designed employee training videos, improving onboarding efficiency. • Solved operational challenges to support smooth, scalable growth

I run my own Spanish-teaching business, offering customized language instruction to a diverse global clientele—from GCSE students to business professionals. Recognizing a need for flexible, tailored Spanish learning, I developed a comprehensive curriculum that enables students to progress from basic to upper-intermediate levels within approximately two years. With each student's unique needs, goals, and learning style in mind, I create individualized lesson plans, ensuring a dynamic and effective learning experience. This personalized approach empowers my students to achieve their language goals with confidence

Worked as a marketing consultant primarily for entrepreneurs, providing strategic guidance to enhance their brand presence and drive growth. Key contributions included: • Social Media Optimization: Developed and refined clients' social media strategies to boost engagement and effectively reach target audiences. • Brand Development: Guided clients in defining their brand’s look and feel, ensuring a cohesive and compelling visual identity. • Audience Targeting: Assisted businesses in identifying and understanding their ideal customer profiles to tailor messaging and marketing efforts. • Sales & Marketing Strategy: Created actionable short- and long-term plans to improve sales and social media performance, aligning with clients' growth goals

Founded Mexicatessen, a unique venture offering authentic Mexican cultural and gastronomic experiences through supper clubs, catering, and events—the first of its kind in the North East of England. Despite the pandemic’s impact on growth, Mexicatessen established a distinctive presence and sparked a local interest in Mexican culture that has continued to rise. Key contributions included: • Brand Creation & Positioning: Developed a distinctive brand identity for Mexicatessen, sharing authentic Mexican culture with an audience eager for new experiences. • Audience Definition & Awareness: Identified and engaged target audiences, building brand recognition in an untapped market. • Social Media Management: Managed social media channels to build a community and increase brand visibility. • Content Creation: Designed and produced visual content, including photography and website design, to establish a cohesive and inviting online presence. • Public Relations & Networking: Built valuable connections with local businesses, event partners, and retailers, strengthening the brand’s community presence. • Product Development & Market Launch: Brought a new product to market, successfully placing it in local stores and showcasing the unique flavors of Mexico.

Managed the Tequila Don Julio brand in Mexico, leading the launch of a new campaign and collaborating with global teams to support the brand’s three-year vision. Key achievements included: • Campaign Launch: Executed a new campaign across ATL (Above-The-Line) and BTL (Below-The-Line) channels, increasing brand visibility. • Strategic Planning: Collaborated on the brand’s three-year vision with regional and global teams, aligning strategies and driving brand growth. • Digital Content Creation: Developed fresh digital content to enhance brand appeal for younger consumers, modernizing the brand’s image. • Cross-Functional Relationship Building: Strengthened relationships with sales, supply, and PR teams to ensure cohesive brand efforts. • Global Market Strategy: Shared local insights and guided global teams in effectively positioning the brand in international markets. • P&L and Budget Ownership: Managed the brand’s P&L and budget, maintaining consistent communication with finance to align financial goals. • Team Leadership: Supervised two direct reports, fostering a collaborative environment and driving team performance.

Oversaw Mexico’s luxury and fastest-growing non-scotch portfolio, managing 10 premium brand variants, and driving nationwide growth through strategic planning and cross-functional collaboration. Key contributions included: • Strategic Brand Development: Created and managed tailored business plans for each brand based on individual market stages, needs, and growth potential, fostering versatile thinking and innovative approaches. • Media & Content Strategy: Led strategic planning for media campaigns and creative digital content, working closely with agencies and media teams to enhance brand presence. • Commercial Strategy Execution: Developed and implemented commercial strategies for both off-trade (e.g., SAMS, Costco) and on-trade clients, including e-commerce tactics to expand market reach and support sales growth. • Event Execution & Sales Growth: Led marketing initiatives for World Class Finals and Cocktail Week Mexico, managing experiential, media, digital, and PR agencies. Achieved over 40% sales growth for participating brands by effectively multitasking and working under pressure. • 360° Product Launches: Developed comprehensive launch strategies for Zacapa Ámbar (first market globally) and Tanqueray Rangpur, including innovation and 360° planning. • Global Collaboration: Adapted global campaigns to fit the local market, working in close collaboration with global brand teams to ensure alignment and relevance in Mexico.

The course explored the strategies and business processes that promote innovation, creativity and entrepreneurship in organisations. Relevant modules: Open innovation and business clusters, Technology change and innovation management, Managing design and product development, Understanding and managing creativity, Enterprise and entrepreneurship management, Understanding Organizations.

Supported the growth of two of Diageo’s highest-volume brands, Baileys and Captain Morgan, through strategic brand management, event planning, and cross-functional collaboration. Key responsibilities and achievements included: • Brand & Budget Management: Managed and analyzed large budgets, tracking expenses and ensuring financial alignment across both brands. • 360° Event Planning: Led the planning and execution of Morgan Fests, large-scale events with 7,000+ attendees across multiple cities. Created brand engagement and awareness through 360° platforms, integrating digital, PR, on-trade, off-trade, and experiential marketing. • Commercial Strategy & On-Trade Expertise: Worked closely with the sales team to develop special projects for key clients, applying insights from the on-trade channel to strengthen brand presence. • Consumer Insight & Brand Growth: Analyzed consumer data (NISCAM) to drive market share and brand awareness, supporting new campaign development and adapting POS strategies. • Campaign Development & Execution: Played a strategic role in the “Hija de mi Madre” campaign for Baileys and developed Out-of-Home, digital, on-premise, and POS strategies in collaboration with creative and PR agencies. • Agency & Cross-Functional Collaboration: Coordinated with creative, digital, PR, and media agencies, and fostered strong relationships with cross-functional teams, including Legal (working within COFEPRIS guidelines) and Finance. • P&L Responsibility: Oversaw P&L, ensuring budget alignment and financial success for both brands. • Seasonal & Promotional Planning: Planned and monitored seasonal VAPS and promotional packs, aligning with commercial strategies and market needs. • Digital Content Management: Managed social media content for Baileys on Facebook, Twitter, and Instagram, working closely with Mindshare on digital media planning.

• Supported the growth of Captain Morgan, one of Diageo’s largest-volume and strategically important brands, through comprehensive brand management and digital engagement. Key responsibilities and achievements included: • Brand & Budget Management: Oversaw brand management tasks, including budget analysis and large-scale budget tracking, ensuring effective resource allocation. • Digital Content Management: Led content creation and management for Facebook and Twitter, positioning Captain Morgan as the alcoholic beverage brand with the largest Facebook community in Mexico by 2014 and achieving top 5 brand engagement on Twitter by May 2014. • 360° Event Planning: Planned and executed Morgan Fests, large 360° consumer engagement events across multiple cities, driving brand awareness and connecting with thousands of consumers through digital, PR, on-trade, off-trade, and experiential platforms. • Consumer Insights & Brand Growth: Conducted consumer analysis to inform brand strategy, winning market share and increasing brand awareness. • Promotional & Campaign Strategy: Planned and monitored promotional packs and supported the development of Out-of-Home, digital, on-premise, and POS strategies. • Agency & Cross-Functional Collaboration: Coordinated with creative, digital, and media agencies, building strong relationships with cross-functional teams, including Sales and Legal (in compliance with COFEPRIS regulations). • Data Analysis: Analyzed NISCAM data to inform decision-making and adapt brand strategy based on market trends.

Teaching young learners English as a second language. Teacher for groups of 20 students in regular semesters and summer course teacher

Leadership Program Courses: 1. Team Work and Team Management 2. Public speaking (2012) 3. Negotiation (2010) 4. Debate (2010) 5. Strategic planning (2010) 6.Personal image and social skills (2009) 7. Leadership (2009) 8. Public Relations (2009)