Samir Siddiqi

Head of brand and production Responsible for managing over 60 million AED budget for UAE across different mediums for ATL/BTL and social media/events activations for over 15 major brand platforms and 20 major revenue driving products and services. ➢ Developing annual strategic brand and activation calendar/road map for external and internal communication. ➢ Defining and setting annual KPI’s for the key brand drivers and Budgeting, forecasting (AOP) for top management. ➢ Provide strategic and tactical inputs to Etisalat’s marketing communication team for further enhancing their creativity and media tactics. ➢ Identified the Short-Mid-Long term objectives and roadmap for marketing and communication activities ➢ Conceptualizing and bringing to life various creative ideas for POSTPAID/ELIFE/REWARDS platforms and other products and services to the right target profile and hence achieve a higher degree of penetration though the proper mix of media channels, geo targeting. ➢ Increase B2B and B2C presence in terms of brand and product communication across all channels by double digit figures. ➢ Leading the development and production of all TV based content. ➢ Leading all influencer and celebrity based endorsements and activations. ➢ Collaborating with international and local partners to create integrated campaigns. ➢ Develop all communication and activations for key events and sponsorships i.e Disney/GITEX/Manchester City/UAE FA/Kids Run etc

Responsible for over a 100 million SAR budget for retail experience enhancement across KSA, TV productions, brand repositioning, communications and media spend for key products and services. ➢ Develop and launch the repositioning of Mobily brand along with internal and external activation over different media. ➢ Identified the Short-Mid-Long term objectives and roadmap for marketing and communication activities. ➢ Develop overall brand strategy and retail experience strategy and road map. ➢ Key member of the marketing communication team to lead and develop strategy and communication roll out for high priority and major corporate and product launches. ➢ Developing creative communication concepts and monitoring the budget and actual expenses for TV commercial production ➢ Develop all communication and activations for key events and sponsorships i.e Al Hilal/SNFT/Youth Sponsorships etc.

 Head of key projects for products, new innovation launches, sponsorships o One of my roles is to derive and develop a complete 360 communication platform to launch any of the new key and innovative revenue generating Mobily product or services. o Liaising with advertising agencies to come up with creative executions for ideas that are launched through TV, Press, Radio and other media opportunities. o Liaising with international production houses to produce the best TV commercials for mobily.  Key member of the marketing communication steering committee o One of my roles being in this committee is to align our senior marketing team with our advertising activities and recommendations o Involved in annual budget planning/allocation for advertising/media activities  Monitoring the budget and actual expenses for TV commercial production at Mobily, that happens to be one of the most sought after in the entire industry.

 Key member of the marketing communication team o One of my roles is to derive and develop a complete 360 communication platform to launch any of the new key and innovative revenue generating Mobily product or services. o Liaising with advertising agencies to come up with creative executions for ideas that are launched through TV, Press, Radio and other media opportunities. o Liaising with international production houses to produce the best TV commercials for mobily.  Key member of the marketing communication steering committee o One of my roles being in this committee is to align our senior marketing team with our advertising activities and recommendations o Involved in annual budget planning/allocation for advertising/media activities  Monitoring the budget and actual expenses for TV commercial production at Mobily, that happens to be one of the most sought after in the entire industry.

 Provide strategic and tactical inputs to Mobily’s marketing communication strategies by providing insights on: o Consumers behavior with regards to media opportunities and their perception of Mobily and its products & services derived through these opportunities o Media planning based on Competitor activities and expected reactions to Mobily's activities o International and creative media trends in the telecom sector

 Ensuring successful execution of all projects in terms of providing strategic inputs and continuous supervision at all stages. More importantly, translating the demand and need of the client and providing them with superior deliverables in PR.  Working closely with the client team and create a channel of communication between the organization and the media  Responsibility of devising specialized Direct Marketing and general advertising tactics to generate superior brand presence in the market.

Course work at LBS, unlocking potential of marketing understanding the P's better and making the most of it in challenging environments.