Premal Patel

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Premal Patel

Executive Director

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  • 10312 Manama
  • Bahreyn

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Kişisel Bilgilerim

İş Deneyimlerim

  • 2008 - bugün

    (Yalnızca kayıtlı üyeler tarafından görülebilir)

  • 04/2009 - bugün

    (3 yıl, 2 ay)

    Director

    Money Transfer International Middle East, http://www.moneytransferint.org

    Sektör: Mali hizmetler, Prepaid International Forum

  • 02/2009 - bugün

    (3 yıl, 4 ay)

    Executive Director

    Metaphor, http://www.simplymetaphor.com

    Sektör: Pazarlama ve reklam, Events PR Interactive & Digital Sports/Sponsorship Marketing

  • İşyerindeki statü
    Girişimci

Eğitim Bilgilerim

  • 09/1990 - 06/1992
    Guildhall University

    Business Economics, BA Hons

    Business, Marketing Economics

  • 09/1988 - 06/1990
    KIngston University

    Business & Finance, HND Diploma

    Marketing

  • Diller
    İngilizce

Hakkımda

Professional Overview : A Senior Director of Marketing with a proven track record of commercial success on both the Agency and Client sides in renowned blue chip companies. Experience covers national, regional and global business environments.

By nature, possessing a strong will to win, determined, persistent and decisive together with a very positive outlook and well organized work/life balance. With proven networking capabilities, excellent communication skills, an ability to build strong, long lasting business relationships, and a demonstrable track record for meeting demanding KPI targets, initiating new projects and delivering sustainable growth and business profitability. A quick-thinking leader with exceptional interpersonal skills and an approachable, versatile management style able to manage multi-cultural, multi-market teams and in a keen, multi-tasking environment.

Professional Assets
 Entrepreneur and networking capabilities
 A good understanding of the MENA region business culture and diversity issues
 Project management skills with the ability to manage several complex projects concurrently from inception through to completion
 A real people person with strong leadership, motivational and collaborative capabilities.
 Manages by example ,acting decisively, taking calculated business risks
 Idea conceptualization, creating new opportunities, ability to exploit market, product and service potential
 Acts strategically and develops effective plans which instill belief and purpose across cross-functional teams in accordance with management expectations
 Galvanize multi-market teams to deliver results, managing priorities and performance to achieve the best results
 6 years of Board/Executive level experience in global and local organizations (UK, KSA, UAE, Bahrain) with a clear understanding of business policy and shareholder expectation management requirements
 Building strong, professional, winning teams.
 Strong communication skills and very convincing presenter and meeting co-ordinator

Professional Objectives : To partner the professional attributes and experiences already gained with a dynamic, multi-faceted, performance-driven organisation which offers a real challenge and opportunity to grow professionally. Building on proven marketing capabilities to take on either a bigger marketing role or to broaden managerial experience via a wider business/commercial role.

Professional Experience – In summary
 2008-present: Veritas Investments WLL – Executive Director; Metaphor Advertising - Chairman
 2005-2008 : AMEX (ME) – Senior Director, Marketing (Middle East & Nth Africa)
 2003-2005 : BatesPanGulf – Executive Vice President & Director Business Development; COO Premier Sponsorship Marketing
 1999-2003 : Visa International (ME) – Head of Marketing (Middle East)
 1998-1999 : Riyad Bank (Saudi Arabia) – Senior Communications Manager
 1993-1997 : NatWest Bank (UK) – various positions from Graduate Management Pgm through to Senior Manager Cards Marketing
 1996-1999 : Director Prima Facie Marketing, a family owned Market Research business

Professional qualifications
MDIM (UK) - 2005 / MCIM (UK) - 1995 / BA (Hons) Business Economics (UK) – 1992 / HND Business & Finance (UK) - 1990
Professional Experience - details

December 2008-Present : Business Owner and Executive Director Veritas Investments WLL,Chairman Metaphor Advertising Services, Director Money Transfer International (MTI ME)
• Veritas Investments WLL has 5 core business disciplines – Property; Strategic Consultancy; Design & Communications; Lifestyle & Events; People
• Metaphor Advertising is a through the line communications agency specializing in brand identity, corporate profile and reputation management
• Property includes International, regional and local sales; rentals and FDI
• Strategic Consultancy specializes in Financial Services, Luxury Brands and Brand, Marketing, Partnership Programs, Business networking and development
• Design & Communications is under the Metaphor Advertising umbrella where the business provides a fully integrated through the line communications service in Bahrain and soon UAE
• Lifestyle and Events includes ticket access service to global sports and entertainment properties; event management (Trade shows, Exhibitions, Conferences, product launches); managing partner lifestyle customer service offering (Citibank, TradeArabia.com)
• People includes tailored coaching and training for platform speakers and Marketing strategy development, planning and implementation

August 2005 - November 2008 : Senior Director, Marketing AMEX (Middle East & North Africa). A joint venture between American Express and Mawarid Group, KSA.
 Responsible for strategically managing the Cards Marketing function and overall Marketing budget (Corporate, Consumer and Merchant Business) across 18 countries in Middle East, Levant and North Africa
 Brand guardian responsible for strategically managing all internal and external communications, including a comprehensive review of all communications and upgrading (in line with global standards) where appropriate
 In 3 years transformed the Marketing Function from an organizational cost to a revenue generating business function, supporting the achievement of net profit (growth YOY 25%) and business volumes exceeding $2.4bn
 Revitalized the Marketing team through a management re-organization with minimal disruption and replacing key positions with high caliber, qualified Cards experts.
 Defined, won approval for and implemented a new and comprehensive Product Line Strategy (PLS) for Amex, introducing new consumer segmentation thinking, rolling out the first local currency chip card across 5 markets, rationalized poor performing products, developed new premium products to meet market demands. New PLS has been instrumental in delivering business volume growth by over 200% since 2005
 Compounded annual growth in revenue and profit for each of the last years has been in excess of 25% p.a.
 In 2008 AMEX (ME) became the 13th AMEX entity to be given the license to launch the Centurion (Amex black) card product, and them initiated the global first simultaneous multi-territory launch (8 Markets – UAE, Bahrain, Qatar, Kuwait, Egypt, Jordan, Oman, Lebanon). As the overall project sponsor this involved directing a team of over 115 (global and regional) staff to produce and launch this highly complex product including a fully fledged, in-house 24/7/365 concierge service for lifestyle and travel requests
 Re-launched the highly acclaimed Amex Platinum Charge Card in 2008 in line with the new Premium Product Strategy
 Transformed the loss making Dubai Duty Free Co-brand card product to a highly profitable product in 2007 through an extensive product restructuring program and vastly improved partner economic model
 Established new PR Agency relationship through a well structured pitch process and managed out poor performing staff from the Agency partners to ensure teams are creative and highly productive
 Introduced new budget and third party supplier management processes to ensure key business initiatives are effectively measured and core team members take accountability for their actions
 Achieved a GCC PR Share of Voice of over 60% in 2008 vs <30% in 2006, with strong focus on tier 1 media
 Significantly enhanced the Amex brand image through high quality partnership & sponsorship programs, selective media planning & management, improved creative solutions, expansion of brand regional footprint and product / consumer focus
 Steering committee member for various bank partnership programs, new Technology Platform, Credit Risk, Premium Products, Dubai Duty Free Co-brand card, key strategic initiatives to drive activation and spend on Amex products.
 Relationship Manager for Lafferty Retail Banking Council, Luxury Marketing Council, Dubai Duty Free, BMW, DAMAS (Jewelers) and Airline co-brand partners


February 2003 - August2005 : Executive Vice President/Director Group Business
Development BATES PANGULF LLC, Dubai, UAE
 Devised, agreed and implemented the regional Business Development strategy in line with business revenue growth targets as agreed by Executive Management (including WPP Group). Exceeded business targets for 2003 and 2004, achieved in excess of $110m business volume between 2003-2005 – an increase of over $40m vs 2002
 Business Head for 141 PanGulf the 360 degree business practice encompassing Premier Sponsorship Marketing (PSM) and Ogilvy Healthworld
 Managed key client relationships in line with Group CEO requirements, playing a lead role in the overall management of BPG’s regional business. Key clients included Etihad Airlines, ADCB, Hilton International, CBQ, ABN AMRO Bank, Rivoli and Jumeirah International,
 Orchestrated and managed the effective execution of strategic new business pitches – Nayomi, ABN Amro, CBQ, ADCB, Dubai Bone & Joint, CPA (Iraq), Jumeirah, Etihad sponsorships, DAGOC,
 Responsible for repositioning BPG as a leading Marketing Services Agency (in the Region) and for managing the client servicing/business development team (30 staff), deputizing for the CEO where necessary.

1999 to 2003 : Head of Marketing, Middle East & Levant VISA INTERNATIONAL
(MIDDLE EAST), Dubai, UAE
 Regional brand strategy development, management and execution, providing high quality turnkey card acquisition, spend stimulation, sponsorship and merchant business marketing solutions for Member Banks
 Developed new strategic initiatives to build a stronger brand presence – Visa Ticket-line, Mazaya Visa Magazine, Merchant POS Incentive programs, New card launches (including Emirates/Citibank Skywards Card and ABN AMRO Smart Credit Card)
 Provided active marketing consultancy for key member bank relationships in Qatar, UAE, Bahrain, Kuwait, Jordan, Lebanon, Oman, Saudi Arabia
 Developed the Market Entry strategy for Lebanon and Jordan eventually opening a new office in Amman, Jordan
 Established profitable local and international partnerships (travel, hospitality and retail sectors) – Marriott Hotels, Emirates Airlines, Budget Rent a Car, Hertz, ameinfo.com
 Relationship managed all third party vendors, negotiating new contracts following an extensive pitch process.
 Managed advertising & promotion budgets of USD$5.5m and a team of 4 direct staff and 12 indirect staff.
 Managing Editor of the quarterly Mazaya Visa Magazine, circulation 300,000 across 9 markets (in partnership with Gray Business Communications)

1998-1999 : Senior Communications Manager RIYAD BANK, Riyadh, KSA
 Brand guardian for Riyad Bank, establishing a new brand strategy for the Bank with DMB&B Financial (based in London, UK). Managed all internal and external brand communications across Domestic, International and Corporate Banking business divisions
 Introduced a new branch sales and communication process to improve performance across 200 branches and 400 HQ staff – built a sales & service culture.
 Established new brand values and quality control measures to ensure brand consistency
 Created new marketing strategies for various strategic business units – Loans & Liabilities; Cards; Priority Banking; Treasury & Deposits; Corporate Banking, Retail Banking
 Created a sales incentive program for branch staff to boost sales performance
 Presented new Marketing Strategy & Plan to Board Members securing a $13m Marketing budget for 1999/2000 (vs $2m previous year)
 Directed and managed the international and local Agency partners. Accountable for the Marketing & Communications budget – USD$5.2m
 Built, developed and managed a team of 9 staff


1993-1997 : National Westminster Bank, London, UK

 Selected for the highly acclaimed Graduate Management Development Program which encompassed various frontline assignments and head office strategic projects, including the following:
o Retail Banking experience (Branch and HQ) included Lead Generation, Sales, Customer Service, Training
o After spending 10 months in UK branch banking, I joined the Head Office Retail Marketing Division and was made responsible for the research & analysis of competitors within the Personal Lending sector on a specific 6 month assignment.
o National Sales was the next move, which entailed an aggressive travel schedule across 10 UK regions promoting marketing campaigns and support Sales managers to achieve KPIs.
o Project Management with STREAMLINE Merchant Service the Acquiring Business Division for NatWest undertaking a 6 month project to identify, segment and target profitable retail sectors for the merchant salesforce.
o In 1995 I joined NatWest Card Services as Assistant Manager to lead the co-branding marcomms team and launched several co-brand cards with Orange Telecoms, Amex, Tesco Supermarket chain (Tesco Clubcard Plus)
 Various Management assignments within the Cards Division were completed between 1995 - 1998. Some of my successes include : re-launching the BA Airmiles program; developing new loyalty programs; launching the first NatWest Amex credit card, repositioning the BA co-brand product, and adding 500,000 new card customers across the consumer card portfolio in under 2 years.

Between 1995-1999 I launched and established a Market Research business with my spouse in London which was sold at a profit as a going concern to one of our international clients.
 

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