Marketing Operations Specialist at SAMSUNG FOOD (formerly Whisk) (2023-06 – 2025-01)
AI-powered consumer platform helping users discover, save, and cook recipes through personalized recommendations, meal planning, and smart content discovery (Primary markets: US, UK, Australia, EMEA, APAC)
- Growth & Brand Strategy: Led multi-channel growth initiatives across social, web, and lifecycle channels, contributing to a ~10% increase in user acquisition and playing a key role in the global Whisk → Samsung Food rebrand and acquisition announcement.
- Social & Engagement Impact: Owned the global social strategy, doubling Instagram followers and increasing YoY engagement by 162%. Co-created UGC-style short-form video ads across TikTok, Instagram, and YouTube Shorts that drove a consistent 0.9%–1.3% CTR and supported app install conversions through creator-led "save & cook in-app" CTAs.
- Operational Efficiency: Partnered with Product and Design teams to optimize the Product Feature Lifecycle, reducing execution time by ~20% and leveraging organic challenges to generate 200+ full-use recipes per campaign (e.g., Stop Wasting Challenge, Overnight Focaccia Challenge, Unique Recipe Content Challenge).
- Organic Discovery: Developed SEO-driven content strategies to increase app discovery and supported growth initiatives impacting millions of users globally.
Creator Outreach & Influencer Marketing Specialist at SAMSUNG FOOD (formerly Whisk) (2022-09 – 2023-06)
- Program Scaling & ROI: Built and scaled a global Creator Partnership Program to 150+ creators, reducing CPI from ~$1.50 to ~$0.80 in under one year through organic, UGC-first distribution.
- Ecosystem Growth: Co-launched the Creator Academy, resulting in ~11,000 creator-generated recipes and driving cross-platform traffic directly to the Samsung Food app.
- Localization & Quality Control: Acted as the French-language lead for the app and blog, ensuring cultural accuracy and validating all copy and terminology for the French market prior to large-scale launches.
- Strategic Collaboration: Optimized creator workflows and cross-functional partnerships to improve partner retention and maximize long-term program value.
Category Manager — Trade Marketing & Brand Growth at TRANSMED (2017-07 – 2020-05)
CPG Portfolio (Pringles, Dr. Oetker, Jacobs, Bahlsen, Hain Celestial)
- Category & Growth Strategy: Owned pricing, trade marketing, and growth strategy across a multi-brand FMCG portfolio, with primary ownership of Pringles and Dr. Oetker (Ristorante).
- Revenue Impact: Drove +39% YoY sales growth for Pringles in 2019, reaching $11.7M in annual sales (brand's strongest performance since launch). Delivered +112% YoY growth for Dr. Oetker Ristorante post-local brand market entry.
- Retail Execution & GTM: Led shelf optimization and in-store execution across 30+ key accounts, generating +7% sales uplift and +5% category share growth.
- Trade Activation & Stakeholder Leadership: Executed integrated trade and consumer activations across in-store, convenience, wholesale, and OOH channels. Rebuilt pricing and promo frameworks during economic volatility; awarded "Best-in-Class Execution 2019" (MENA Levant).
Key Account Executive — Modern Trade at TRANSMED (2014-10 – 2017-06)
- Account Ownership: Managed strategic modern trade accounts, owning joint business planning, promotional negotiations, and execution.
- Commercial Planning: Supported forecasting, pricing strategy, and promotional calendars aligned with revenue and distribution targets.
- Retail Performance: Built long-term retailer partnerships and consistently delivered against volume, availability, and visibility KPIs.
Marketing & Creator Project Coordinator at ZOOMAAL (2014-01 – 2014-10)
Crowdfunding Platform
- Creator & Campaign Strategy: Advised creators on campaign positioning, audience growth, and fundraising optimization.
- Campaign Execution: Managed creator onboarding, social promotion, and live campaign execution across active projects.
- Fundraising Impact: Supported high-visibility campaigns, including Mashrou' Leila, raising ~$30,000 for album production.
