Haseena Hameed

Senior Marketing Leader with 15+ years driving demand generation, brand growth, and business-aligned marketing across MENA, UK, Africa, and Central Asia. Experienced working with FTSE 200 PLCs, leading regional teams and managing marketing budgets across B2B and B2G environments. Brings a strong track record in go-to-market strategy, digital transformation, CRM and marketing automation, and reputation management across security, oil & gas, government, engineering, aviation, and staffing.

Recognised for exceeding expectations, driving business growth of up to 30%, and supporting sustainable outcomes by aligning marketing initiatives with broader commercial, CSR, and ESG objectives.

Marketing Consultant at Chanix Marketing Ltd (2025-06 – Present)

• Provide strategic marketing consultancy to support brand positioning, digital growth, customer engagement, and commercial objectives across client accounts.
• Develop and implement integrated marketing strategies, campaigns, and content initiatives aligned with business growth goals.
• Advise on digital marketing performance, social media strategy, brand visibility, and customer acquisition initiatives.

Group Marketing Director at MQ Holding Group LLC (2023-02 – 2025-05)

Multi-entity portfolio – Security | Staffing & Recruitment | FM | Engineering (Concurrent commercial leadership for staffing subsidiary)

• Led end-to-end group marketing strategy across eight subsidiary companies, aligning brand, demand generation, and commercial priorities to support revenue growth and market expansion.
• Drove business growth by 30% and market visibility across group entities through integrated brand, digital, and demand-generation initiatives.
• Led regional marketing teams and agency partners across UAE and KSA, driving cross-functional planning, execution, and performance accountability in support of growth objectives.
• Owned KSA market entry strategy including brand positioning, launch campaigns, and commercial readiness.
• Governed all marketing assets, ensuring brand consistency and compliance across digital and corporate platforms during rapid group expansion.
• Owned group-wide marketing budgets and resource planning across UAE and KSA operations.
• Led digital transformation initiatives integrating analytics and automation, improving campaign visibility, performance tracking, and executive decision-making.
• Mentored and developed marketing teams, embedding best practices and consistent execution standards.
• In parallel with group marketing responsibilities, led commercial operations for the staffing subsidiary, delivering 30% YoY revenue growth and consistent target overachievement.
• Supported high-value bid strategy and tender submissions, strengthening win rates and market positioning in competitive staffing and security environments.

Group Senior Marketing Manager at Sicuro Group (2022-10 – 2023-02)

• Developed and executed integrated marketing plans aligned with brand identity and commercial priorities.
• Supported brand consolidation and go-to-market readiness across three additional business units during a period of organisational growth.
• Defined target audiences, messaging frameworks, and campaign strategies to support growth objectives.

Marketing / Business Support Director at EIGENRAC (2022-05 – 2022-09)

• Developed business-aligned marketing and support strategies to drive revenue, brand visibility, and market positioning.
• Led strategic brand and digital initiatives across competitive and rapidly changing markets.
• Managed high-value bid submissions for Oil & Gas, Govt, NGO, and Corporate clients, ensuring compliance and quality.
• Owned client relationship management, strengthening engagement and long-term partnerships.

Deputy Manager – Project Management Office (Security) at Expo 2020 Bureau (2021-08 – 2022-05)

• Supported planning and delivery of security programme objectives for Expo 2020 through structured project governance.
• Managed departmental risk registers, milestones, project plans, and reporting to ensure delivery against programme objectives.
• Coordinated functional activities and maintained critical project documentation throughout the event lifecycle.
• Managed security assets inventory, distribution, tracking, and performance measurement.
• Supported planning and execution of the post-event dissolution programme.

Marketing Director (Consultancy) at EIGENRAC (2021-03 – 2021-07)

• Provided interim marketing leadership, supporting strategic planning, brand positioning, and bid-related marketing activities.

Marketing Manager at G4S Risk Management (2019-11 – 2021-02)

Multi-entity portfolio

• Partnered with sales leadership to support 11% YoY revenue growth and 240% PBITA growth through integrated marketing-sales strategies.
• Led marketing support for four business units across Iraq, Afghanistan, UK Risk Consulting, and Ordnance Management, Africa.
• Improved proposal quality and bid effectiveness, supporting stretch sales targets across regions.
• Contributed to the company achieving its highest operating income and lowest SG&A costs since 2009.
• Led website redesign and digital campaigns, increasing website traffic by 60% and social media engagement by 170%.
• Collaborated with Group Communications to align regional marketing with global brand standards.
• Contributed to increased revenue on strategic overseas projects through the retention of key government accounts during the contract threat period.

Marketing & Relationship Manager at G4S Secure Solutions Iraq (2017-01 – 2019-10)

• Developed and executed annual marketing strategy aligned to sales targets and client retention objectives.
• Managed marketing budget and ROI across digital, events, and client engagement initiatives.
• Supported bid management for Government, Oil & Gas, Aviation, NGO, and Corporate sectors.
• Received OSAC Award from the US Embassy in Baghdad for contributions to a federal campaign and exceptional marketing services that directly contributed to the committee winning the Best Regional Award.
• Managed media relations and partnerships with international media organisations (The LA Times, UNICEF, German TV, AP Media, Al Monitor).
• Represented G4S on the OSAC Baghdad Country Council and at international security forums.

Marketing & Business Support Manager at Healey International FZC (2012-03 – 2016-12)

• Designed and executed brand launch and marketing strategy focused on US federal contracts.
• Applied market intelligence and competitive analysis to support contract pursuits and campaigns.

Business Development Analyst at Global Integrated Security FZE (Global Strategies Group) (2006-06 – 2011-10)

• Led marketing planning and execution for the Dubai office.
• Identified a USD 400M USACE O&M opportunity and supported a successful subcontract bid.
• Project Manager for Salesforce CRM implementation, including training and reporting.
• Supported revenue generation campaigns and international defence industry events.

Master of Business Administration (MBA) in Marketing

Bachelor of Business Management (BBM) in Finance