top of page
+971 58 861 2335 20220317_221300.jpg

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.

​​

  • 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 "Market Research & Consumer Insights."

​

  • 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

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

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

  • 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 Value: Ability to lead courses in "Consumer Behavior" and "Data-Driven Decision Making."

  • 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 Value: Practical expertise in "Supply Chain Marketing" and "Retail Management."

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

    • Teaching Value: Demonstrates the ability to mentor students and manage the dynamics of a collaborative classroom 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 Value: Expertise in "International Marketing" and "Cross-Cultural Management."

  • 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 Value: A masterclass resource for "Corporate Social Responsibility (CSR)" and "Public Relations Strategy."

  • 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 Value: Hands-on experience for teaching "Social Media Marketing" and "Modern PR."

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

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

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

  • 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.

    • Educational Leverage: This provides a vast "case study library" to teach students 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).

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

    • Educational Leverage: Qualifies you to lead courses on "Advertising & Promotion" and "Media Planning," teaching students how to maintain a single brand voice across fragmented media landscapes.

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

    • Educational Leverage: Essential for teaching "Professional Selling & Persuasion" and "Agency Management," preparing students for the "soft skills" required in the professional world.

  • 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.

     

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

Academic Engagement / Thought Leadership

  • Keynote Speaker & Facilitator: Lead presenter at annual Alshaya/Starbucks Regional Marketing Summits. Delivered modules on "The Future of Coffee Retail" and "Social Media ROI" to audiences of 100+ marketing professionals.

​

  • Corporate Educator: Developed internal training frameworks for "Brand Voice and Tone" used by regional teams to ensure consistency across the MENA region.

​​

  • Industry Mentor: Formally mentored high-potential marketing managers, several of whom have since moved into Director-level roles within the industry.

bottom of page