Asmaa Salah

•Develop yearly strategic and tactical growth plans, expanding client portfolio by 50-60% and improving client retention to 70%.
•Lead qualitative and quantitative market research projects across diverse sectors (FMCG, healthcare, finance, automotive, etc.), delivering actionable insights for high-profile clients.
•Develop and implement business development strategies, expanding the client portfolio by 50-60% over 7 years, securing clients like P&G, PEPSICO, AGTHIA Group, and Al Futtaim.
•Direct data-driven marketing strategies across digital, social media, SEO, and traditional channels, achieving a 40% increase in brand awareness and a 20% increase in customer acquisition.
•Oversee financial management, budgeting, and resource allocation, ensuring consistent revenue growth and financial sustainability for Deraya.
•Seconded to lead PureGym Middle East's marketing strategy while continuing to drive Deraya's business development and research initiatives

•Led localization and adaptation of PureGym Global's marketing strategies for Saudi and UAE markets, aligning them with local customer behavior and cultural preferences to maximize market relevance and engagement.
•Developed and implemented data-driven multi-channel marketing campaigns that leveraged mix of digital (SEO, social media, paid media) and traditional channels, contributing to a40% increase in brand awareness and 20% increase in market penetration across both markets.
•Spearheaded customer-centric marketing approach by using advanced data analytics and customer segmentation to enhance targeted communications, resulting in 25% increase in customer acquisition and improved customer loyalty.

•Transitioned company's paid media management in-house, reducing dependency on external agencies, cutting media costs by 30% while maintaining robust performance through optimized ad spend and better campaign monitoring.
•Pioneered integration of AI-driven tools and marketing automation systems to improve customer journey personalization, enhance engagement, and optimize overall user experience across touchpoints.
•Designed and implemented personalized marketing strategies for individual branches, tailoring campaigns based on local market dynamics, competitive landscape, and customer demographics, leading to successful launch of two new branches in Jeddah.
•Managed high-performing team of specialists in social media, SEO, and paid media, fostering environment of collaboration, continuous learning, and innovation, which resulted in enhanced operational efficiency by 35%.
•Led cross-functional collaboration between marketing, finance, operations, and customer service, ensuring that marketing campaigns aligned with overall business goals and contributed to 20% reduction in customer churn.
•Developed robust pre-sale and post-sale marketing framework for new branches, focusing on membership LTV (lifetime value) optimization, retention strategies, and maximizing early market penetration in new regions.
•Designed seasonal and promotional campaigns to capitalize on regional trends, local holidays, and fitness milestones, driving membership growth and revenue increases

• Established and led AWE Research's first operational unit (formerly Field-Square) in GCC, starting with UAE market, and driving client acquisition and regional expansion.
• Managed P&L for business unit, optimizing costs and implementing strategic initiatives that improved profitability by 25%.
• Built and led high-performing team, enhancing project delivery times by 25% and improving client satisfaction through rigorous quality control.
• Led market entry and growth initiatives for international clients, aligning business strategies with specific cultural and economic conditions of GCC.
• Developed strategic partnerships with key clients across North Africa, GCC, Iraq, and Iran, contributing to 30-40% growth in business revenue.

• Managed operations for qualitative, quantitative, and healthcare research divisions, overseeing team of 30 and successfully delivering over 500 projects for global clients.
• Improved operational workflows, reducing project turnaround times by 15%, and enhancing service delivery quality.
• Played pivotal role in expanding Kantar's reach across Egypt, enhancing fieldwork capabilities and contributing to significant growth in company's client base
• Recognized as Employee of Year for exceptional performance in leading successful projects and exceeding client expectations.

• Led field operations for Nielsen's research projects, managing complex recruitment for hard-to-reach target audiences and delivering high-quality insights for clients.
• Enhanced research accuracy by implementing innovative methodologies, resulting in 15% improvement in data quality.
• Managed relationships with key clients in pharmaceutical and B2B sectors, ensuring projects were delivered on time and to highest standards.
• Recognized as Employee of Month during probation period for outstanding project leadership.