Omar Abbas

B2B marketing leader (10+ years) with proven ability to build marketing functions from the ground up, develop go-to-market strategies, and deliver commercial impact. Expert in sales enablement, stakeholder engagement, account-based strategy, and hands-on execution. Lead cross-functional teams, manage agency partners, and work directly with senior stakeholders (CMO, CCO-equivalent) to shape market positioning and drive revenue.

Group Marketing Manager at AquaForce Group (2024-04 – Present)

Built the B2B marketing function from scratch with operating model definition, process setup, and HubSpot workflow standardization. Developed messaging architecture and value proposition framework across 7 brands and 57 partner programmes with stakeholder governance. Managed full budget approvals and 3 agencies across time zones. Drove targeted partner engagement strategy with segmentation and differentiated sales enablement toolkits.

• Built the B2B marketing function from scratch: defined operating model, set up processes, and embedded HubSpot workflows across teams to standardise reporting and lead management.
• Developed messaging architecture and value proposition framework across 7 brands and 57 partner programmes; established stakeholder governance to align internal teams and external channel partners on positioning.
• Own full budget approvals and manage 3 agencies across time zones (design, production, events, print); deliver campaigns from brief to QA across all commercial verticals.
• Drive targeted partner engagement strategy: segment partners by type and need; build differentiated sales enablement toolkits (pitch decks, category overviews, product messaging) to support distributor and project channels.

Head of Online Marketing & Strategic Initiatives at TCTX (2022-02 – 2024-03)

Built the complete B2B2C go-to-market function with brand repositioning, segmented value propositions, and account-based acquisition strategy. Designed comprehensive sales enablement toolkit and marketing-to-sales handover workflow. Lifted paid subscription conversions by 20% in two months. Led 15-person team managing AED 55K/month budget and shaped senior stakeholder narrative.

• Built the complete B2B2C go-to-market function: repositioned the brand, developed segmented value propositions for clinic/hospital networks vs. individual doctors, and created account-based acquisition strategy targeting key partners.
• Designed and delivered comprehensive sales enablement toolkit (offer sheet, pitch deck, calculator, onboarding scripts) and marketing-to-sales handover workflow; ensured alignment between marketing, sales, and operations.
• Lifted paid subscription conversions by 20% in two months through audience segmentation and targeted messaging; delivered AED 1.9M in revenue in four months.
• Led 15-person team, managed AED 55K/month budget, and shaped the senior stakeholder narrative (CEO, board-level positioning, partnership strategy).

Marketing & Communications Manager at Glory Capital Investment (GCI) (2018-01 – 2022-01)

Led B2B marketing and partner communications for investment and real-estate campaigns. Built lead generation engine from scratch with landing pages, call tracking, and WhatsApp handover. Optimised partner acquisition strategy, cutting blended cost per lead from $15 to $1.2 while more than doubling qualified leads. Improved lead quality through buyer personas and qualification frameworks.

• Led B2B marketing and partner communications for investment and real-estate campaigns; developed targeted value propositions for brokers, developers, and investor segments.
• Built the lead generation engine from scratch: designed landing pages, implemented call tracking and WhatsApp handover, and established reporting cadence to support sales conversion.
• Optimised partner acquisition strategy: cut blended cost per lead from $15 to $1.2 while more than doubling qualified leads through messaging refinement and audience segmentation.
• Improved lead quality through tighter buyer personas and clear qualification frameworks; ensured stronger conversion across B2B partner channels.

Brand Manager at Chema Group (2015-03 – 2017-12)

Led B2B branding and messaging strategy across subsidiaries. Built consistent positioning and sales collateral for distributor and partner channels across multi-market rollouts. Managed 16-person team plus agency partners and standardised brand assets and messaging to support B2B distributor conversations at scale.

• Led B2B branding and messaging strategy across subsidiaries; built consistent positioning and sales collateral for distributor and partner channels across multi-market rollouts.
• Managed 16-person team plus agency partners; standardised brand assets and messaging to support B2B distributor conversations at scale.

Consultant - Product Marketing at Ahti Interiors (2024-01 – 2024-12)

Led product marketing for new catalogue and range launch with launch messaging and go-to-market plan. Directed brand storytelling and video production for luxury villa projects. Owned Shopify website launch managing structure, product data readiness, content, QA, and go-live.

• Led product marketing for a new catalogue and range launch; developed launch messaging and go-to-market plan.
• Directed brand storytelling and video production for luxury villa projects; built email marketing, PR assets, and sales materials to support hospitality partner engagement.
• Owned Shopify website launch: managed structure, product data readiness, content, QA, and go-live.

Consultant - Content & PR Strategy at Green Hydrogen Summit (BMW & Birba Energy) (2023-01 – 2023-12)

Led content production direction and PR-aligned storytelling for sustainability positioning. Delivered event content reaching 100,000+ audience with 25% engagement uplift. Shaped narrative for senior stakeholder C-suite engagement.

• Led content production direction and PR-aligned storytelling for sustainability positioning.
• Delivered event content reaching 100,000+ audience with 25% engagement uplift; shaped narrative for senior stakeholder (C-suite) engagement.

Brand Strategy & Creative Direction at Freelance (2025-01 – Present)

Led strategy and creative direction for 15+ brand identity projects. Managed 8 website launches from structure and content planning through QA and delivery, working with freelance designers and developers across timelines.

• Led strategy and creative direction for 15+ brand identity projects.
• Managed 8 website launches from structure and content planning through QA and delivery; worked with freelance designers and developers across timelines.

MBA in International Marketing – ESLSCA Business School (2019-09 – 2022-06)

B.A. in Accounting – Modern Academy of Maadi (2007-09 – 2013-06)