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Imad Raslan

Senior Marketing Professional

Phone:

+971588612335

Email:

imad@reslanz.com

Address:

United Arab Emirates, Dubai

Profile

Marketing professional with 30 years of leadership experience across the MENA region. Specialized in Digital Transformation, Brand Equity, and Crisis Communication. Committed to delivering strategic results and bridging the gap between theoretical marketing frameworks and industry-standard execution through case-method teaching and experiential learning.

Professional Experience

Aug 2022- Present
Majid Al Futtaim | Dubai, UAE
Senior Marketing Manager

August 2019 – July 2022
Starbucks (Alshaya Group) – Dubai, UAE
Regional Marketing Manager

February 2012 – September 2020
Starbucks (Alshaya Group) – Kuwait
Regional Communication Manager

August 2000 – January 2012
Impact BBDO (KSA)
Account Director

  • Strategic Brand Turnaround: Led the 360 relaunch of the "THEATRE" premium cinema brand. This involved coordinating multi-disciplinary teams (UX/UI, Operations, and Creative) to redefine the luxury consumer journey—a blueprint for "Integrated Marketing Communications" (IMC) coursework.

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  • Data-Driven Decision Making: Initiated and oversaw a large-scale market research project to identify friction points in the F&B consumer journey. Used these insights to overhaul the product mix, resulting in a measurable increase in conversion rates. This demonstrates the ability to teach and execute the "Market Research & Consumer Insights."

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  • Cross-Functional Leadership: Managed the marketing ecosystem for VOX, Leisure, and Snow divisions across the MENA region, balancing diverse cultural expectations with unified brand standards.

Focus: Digital Transformation, Consumer Data Analytics, and E-commerce Strategy

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  • Digital Transformation & Ecosystem Design: Spearheaded the strategic roadmap for the digital pivot of 1,000+ stores across the MENA region.

    • Teaching/planning and execution: Expertise in "Change Management" and "Digital Marketing Strategy," demonstrating how legacy retail brands evolve into tech-enabled businesses.

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  • Behavioral Economics & Tactical Analytics: Mastered the analysis of consumer behavior in response to tactical marketing interventions. Devised personalized communication strategies to optimize the "Average Transaction Value" (ATV).

    • Teaching/planning and execution: Expert knowledge in "Consumer Behavior" and "Data-Driven Decision Making."

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  • Omni-Channel & E-commerce Integration: Directed the launch and management of Starbucks’ regional e-commerce partnerships. Negotiated and managed high-level relationships with online aggregators and suppliers to maximize digital revenue.

    • Teaching/planning and execution: Practical expertise in "Supply Chain Marketing" and "Retail Management."

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  • Pedagogical Leadership & Talent Development: Led a high-performance team of regional partners, fostering a culture of "Knowledge Sharing" and collaborative problem-solving.

    • Teaching/planning and execution: Demonstrates the ability to mentor  and manage the dynamics of a collaborative environment.

Focus: Global Brand Equity, Crisis Management, and International PR

 

  • International Marketing & Multi-Market Strategy: Orchestrated the marketing and communication strategy across 10 distinct MENA markets (including GCC, Levant, and North Africa), ensuring global brand consistency while respecting local cultural nuances.

    • Teaching/planning and execution: Expertise in "International Marketing" and "Cross-Cultural Management."

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  • Strategic Reputation & Crisis Management: Acted as the regional lead for Public Relations and Reputation Management. Managed the brand’s response to complex social, environmental, and political challenges in highly sensitive markets.

    • Teaching/planning and execution: A valuable experience for "Corporate Social Responsibility (CSR)" and "Public Relations Strategy."

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  • Influencer Strategy & Stakeholder Relations: Developed and executed sophisticated media engagement plans involving Key Opinion Leaders (KOLs) and influencers across 10 countries to drive brand advocacy.

    • Teaching/planning and execution: Hands-on experience for  "Social Media Marketing" and "Modern PR."

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  • Glocal Product Innovation: Collaborated with Starbucks Global to localize and launch new product categories, balancing global brand DNA with local consumer preferences.

    • Teaching/planning and execution: Practical application of "New Product Development (NPD)" and "Brand Management."

Focus: Integrated Marketing Communications (IMC), Multi-Sector Strategy, and Client-Agency Dynamics.

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  • Multi-Sector Strategic Leadership: Managed branding and communication strategies for a diverse portfolio of Tier-1 accounts, including Real Estate, Automotive, Retail, Banking, and FMCG.

    • This provides a vast "case study library" to how marketing principles change across different industries (e.g., the long-cycle high-involvement purchase of a home vs. the high-frequency purchase of FMCG).

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  • Integrated Marketing Communications (IMC): Orchestrated 360∘ campaigns that synchronized traditional media, PR, and emerging digital channels.

    • Qualifies you to lead on "Advertising & Promotion" and "Media Planning," demonstrating how to maintain a single brand voice across fragmented media landscapes.

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  • Stakeholder Management & Persuasion: Acted as the primary strategic link between creative teams and corporate clients, refining the art of the "Strategic Pitch."

    • Practical experience in"Professional Selling & Persuasion" and "Agency Management," preparing students for the "soft skills" required in the professional world.

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  • Market Entry & Growth Strategy: Guided global and regional brands through the complexities of the KSA and Kuwaiti markets during a period of rapid economic expansion.

     

    • Direct expertise for "International Marketing" and "Emerging Market Strategies."

Academic Engagement / Thought Leadership

  • Keynote Speaker & Facilitator: Lead presenter at Starbucks Regional Marketing Summits. Delivered talks on "The Future of Coffee Retail" and "Social Media ROI" to audiences of marketing professionals.

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  • Brand Voice: Supported in the development  for "Brand Voice and Tone for the MENA region" used by to ensure consistency across the MENA region.

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  • Advertising Mentor: Formally mentored high-potential Account Managers during my role as an Account Director in impact BBDO.

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