rashid sharaf

Chief Strategy And Marketing Officer at Enaya Care International

Bio Summary

An experienced strategy development and execution professional having a track record of impact and achievements in multi-national blue-chip companies and several Government entities in Saudi Arabia with deep expertise in the areas of building corporate and business strategies and implementation planning. I have senior level experience working as a Partner in Management Consulting with elite local and international firms.

Employment History

Chief Strategy And Marketing Officer

Enaya Care International

October 2020 - present

Jeddah Saudi Arabia

Saudi Arabia ● Leading organizational transformation to become a customer-centric organization by developing corporate strategic change plan, initiatives development & execution, KPI's setting and monitoring. ● Leading the Marketing Department and responsible for brand development, budgeting, defining market research requirements, development & execution of digital and social media marketing campaigns, competitive monitoring, enhancing customer experience, pricing reviews, internal communications, lead generation and improving categories performance. ● Responsible for designing and implementing targeted change strategies including identification of change impacts to people, process, policy & structure, stakeholder identification & alignment, appropriate communication & feedback, performance measurement & management, KPI's/success measures, training, organizational readiness, and long-term sustainability. ● Leading the business and marketing development of Enaya's e-commerce channel offering the company's products and services online. ● Developed the Company's Balanced Scorecard to be used for strategy performance management and to track the progress of executional initiatives and activities. ● Co-leading organization wide restructuring with focus on head office departments by defining the critical roles and positions needed to support the new company direction and optimizing the human resources needs for optimal operations. ● Lead the development, deployment and staffing of a new customer contact center to support the companies transition to become customer-centric and to provide the best-in-class customer experience and improve retention and loyalty. ● Revamped Digital and Social Media presence and leveraged paid media to improve customer traffic and overall company revenue and achieved highest ever number of followers and engagement across owned social media accounts. ● Established a 6 months exclusive engagement with Google to jointly deliver a growth program to enhance brand awareness and business performance through search engine marketing activities (i.e. Search Engine Marketing, Google AdWords, Google My Business).

Partner Senior VP

Elixir

October 2019 - October 2020

Jeddah Saudi Arabia

Saudi Arabia ● Led a study to re-launch a Firm's professional service lines by developing and executing market research study followed by developing a new "service value proposition" along with a marketing strategy to help ...see more

Commercial And Transformation Director

AlShiaka

January 2017 - September 2019

Jeddah Saudi Arabia

Saudi Arabia ● Led strategic planning and implementation of organization transformation by professionalizing the business and the family led management team and redesigning the organizational structure. ● Led and managed ...see more

Marketing Director Real Estate AND Renewable Energy

Alafandi Group

September 2015 - January 2017

Jeddah Saudi Arabia

Saudi Arabia ● Developed Strategic Marketing Plans and Business Models for 3 divisions within the Group including: Real Estate, Renewable Energy and Agriculture Divisions which helped in securing global partnerships includ ...see more

Partner

Elixir

June 2011 - August 2015

Jeddah Saudi Arabia

Saudi Arabia ● Led marketing and strategy consultancy engagements and managed clients' relations with both public and private sector clients. Clients included: Human Resources Development Fund and Ministry of Labor (now named the Ministry of Human Resources and Social Development) ● Developed brand portfolio and brand equity strategies for several private sector clients that were successfully implemented and led to the growth of business and brand health KPI's. ● Managed various Public Sector consulting engagements covering strategy, internal and external communications, Marketing strategies and implementation, business strategy development using Balanced Scorecard, products/services development, pricing strategy, and digital marketing planning. ● Led the marketing, communications and public relations strategy development and execution of the first ever unemployment support programs in Saudi Arabia (Hafiz) with more than 2 million beneficiaries. ● Developed brand portfolio strategies and go-to-market strategies that were successfully implemented and led to the growth of business and brand health KPI's for several private sector clients including: ○ FMCG player: Introduction of a new bottled water brand, ○ Academic institution: Building the concept, brand and launch of a new academy, ○ Beauty & SPA player: Revamping the brand and working on a new marketing strategy. ● Identified business development opportunities to grow both top line and bottom line of the business which helped in achieving record growth for Elixir since it started more than 10 years ago. ● Introduced multiple consultancy skills development courses to help in building the Organization's core competencies through partnerships with international providers which increase client satisfaction and resulted in multi-year contract renewals against competition from multi-national firms.

Senior Marketing Manager

PepsiCo

May 2004 - May 2011

Jeddah Saudi Arabia

Saudi Arabia ● Led the development and execution of strategic and tactical plans of several PepsiCo brands both on the Carbonated Soft Drinks and Non-Carbonated Beverages and drove the delivery and execution of plans in co ...see more

Assistant Brand Manager

ProcterandGamble

September 2002 - March 2004

Jeddah Saudi Arabia

Saudi Arabia ● Supported the marketing activities of 4 P&G brands (Crest, Camay, Zest and Old Spice) and participated in formulating and executing the marketing plans for these brands. ● Conducted business reviews includ ...see more

Navigation Aids Systems Engineer

SANS

September 1995 - August 2002

Jeddah Saudi Arabia

Saudi Arabia ● Analyzed navigational aids systems requirements for the Saudi air traffic control system. ● Participated in developing future systems requirements including the requirements for the introduction of Global ...see more

Field Engineer

Schlumberger

September 1993 - May 1995

Abu Dhabi - United Arab Emirates

U.A.E. ● Led and managed a cell consisting of a crew of operators and geophysical logging equipment to determine the potential productivity of oil wells. ● Mobilized and motivated team members to achieve predetermined ob ...see more

Education

Associate's in Digital Communications and Media/Multimedia

Massachusetts Institute of Technology

2022

Associate's in Marketing

Cornell University

2016

Bachelor's in Electrical Engineering

King Fahad University of Petroleum and Minerals

1992

Language Skills

Arabic English

Country Experience

Saudi Arabia United Arab Emirates

Skills

Marketing and Public Relations

Digital Marketing

Business

Service Operations,

Strategic Planning,

Digital Transformation

Economics, Policy, and Social Studies

Citizen Engagement,

Education to Employment

Industry Experience

Real Estate & Construction

Master Development