Aya Ashraf

<p>Lead the marketing growth strategy across Apparel Group’s brand portfolio, with direct focus on revenue growth, customer acquisition, retention, and profitability.</p><p>Own marketing investment planning and allocation, improving spend efficiency by prioritizing channels, audiences, and initiatives with the strongest commercial returns.</p><p>Manage paid media performance across search, social, display, and affiliate channels, optimizing ROAS, conversion rates, and incremental revenue.</p><p>Drive customer acquisition strategy by monitoring and reducing CAC while balancing customer quality, lifetime value, and sustainable growth.</p><p>Lead CRM and customer lifecycle management, using segmentation, personalization, and automated journeys to increase repeat purchases, frequency, retention, and customer lifetime value.</p><p>Connect paid media, CRM, e-commerce, and retail data to create a unified view of performance and identify revenue-growth opportunities.</p><p>Establish commercial marketing dashboards and KPIs covering revenue contribution, CAC, ROAS, conversion, retention, and marketing-spend efficiency.</p><p>Partner with commercial, e-commerce, retail, finance, and brand teams to align marketing investments with sales targets, business priorities, and profitability goals.</p><p>Develop strategic partnerships that extend customer reach, enhance value propositions, and create new revenue opportunities.</p><p>Lead a test-and-learn approach across audiences, creative, offers, and channels to continuously improve performance and accelerate profitable growth.</p>

<p>Managed SmartThings eco-system, focusing on raising brand awareness, increasing user conversions, and driving cross-divisional sales increasing by 15%, Implemented targeted marketing campaigns, optimized user experience, and leveraged data analytics to achieve significant growth and achieve target 3 months ahead, Initiated non-conventional partnerships that opened new revenue streams and enhanced Government and Student collaborations, Played a crucial role in building the Samsung ecosystem through integrated technology solutions & leveraging key moments, Forged a network of key industry influencers to enhance credibility and target new audiences, Led initiatives to integrate and analyze big data across various platforms, developing data-driven strategies that optimized marketing campaigns, improved customer targeting, and enhanced overall business performance, Utilized predictive analytics and machine learning to forecast trends, establish key performance metrics, and drive informed decision-making. Ensured data security and compliance, while collaborating with cross-functional teams to leverage insights for innovation and growth</p>

<p>x2 Winner of Best Brand Activation in the Middle East.</p><p> Drove Garnier to become the no.1 natural brand in GCC, exceeding targets in 2.5 years.</p><p> Managing the P&L of Garnier to become the no.1 profitable brand in L'Oreal Middle East with an increase of ~10% in gross margin.</p><p> Identified and capitalized on new business opportunities, launching 4 new innovative products that enhanced Brand value and market presence.</p><p> Negotiated and secured long-term partnerships, increasing annual sales by ~30% and solidifying market position.</p><p> Helped the brand to enter non-traditional channels to drive brand premiumness and to target new segments.</p><p> Transformed the Hair & Skin category in the Retail by creating a consumer-centric retail experience.</p><p> Strategically expanded the brand’s presence across multiple e-commerce platforms, implementing diverse marketing and sales strategies, hence successfully increasing the e-commerce revenue to account for 20% of the total brand revenue.</p>

<p>Provided strategic recommendations based on research findings, enhancing marketing strategy effectiveness by 20%.</p><p> Collaborated with internal and external clients to meet research needs, driving a 20% increase in collaborative initiatives.</p><p> Oversaw the market research department budget, achieving a 15% reduction in operational costs.</p><p> Stayed updated with industry trends and improved research methodologies, resulting in a 40% improvement in customer targeting accuracy.</p><p> Ensured compliance with legal and ethical standards, maintaining a 100% record of data protection.</p>

<p>Market Trend Identification: Identified emerging market trends through advanced data analytics, resulting in a 25% increase in market share.</p><p> Product Development Support: Provided actionable insights that informed the development of three new product lines, contributing to a 20% increase in annual revenue.</p><p> Customer Feedback Integration: Implemented a robust customer feedback system, increasing response rates by 50% and driving continuous product improvements.</p><p> Competitive Analysis: Conducted comprehensive competitive analysis, leading to strategic adjustments that improved competitive positioning by 15%.</p>

<p>Managed end-to-end quantitative and qualitative market research projects, from client briefing and research design to analysis and final recommendations.</p><p>Translated complex business challenges into clear research objectives, methodologies, questionnaires, and analytical frameworks.</p><p>Led consumer behavior, brand health, segmentation, product testing, pricing, customer experience, and advertising-effectiveness studies.</p><p>Converted research findings into actionable insights that supported clients’ brand strategy, innovation, positioning, and commercial decisions.</p><p>Presented strategic recommendations to senior client stakeholders, turning complex data into compelling business narratives.</p><p>Managed client relationships, ensuring high-quality delivery, stakeholder satisfaction, and the development of long-term accounts.</p><p>Supervised research executives and coordinated fieldwork, data-processing, and analytical teams across multiple projects.</p><p>Managed project budgets, timelines, suppliers, and quality standards to deliver research accurately and efficiently.</p><p>Supported business development by preparing research proposals, recommending suitable methodologies, and identifying opportunities to expand client accounts.</p>