ALIA LOTFI | The Marketing Society

A business leader and brand building professional with over 19 years of experience in setting brand strategies that deliver business growth, as well as leadership in brand positioning and advertising strategy & execution, with solid experience in the online sector. Specific experience highlights:

Leading and growing businesses across MENA at P&G for over 10 years followed by broadening my experience in the online industry as CMO at tajawal/almosafer, the fastest growing online travel agency in the Middle East. After a great experience in online industry & marketing consultancy, I return to FMCG at Reckitt then Beiersdorf.
Setting and executing winning business strategies taking many businesses to the next level. At tajawal, I designed & executed the brand strategy and led the business to triple top line revenue in less than 18 months. At Reckitt & Beiersdorf I’ve co-led businesses with regional CEOs to transform the growth strategy across the region.
Consulting and advisory role for the holding company “Altayyar Group” the leader in travel & tourism industry in Saudi; partnering with BCG consultants in advising the group CEO on Altayyar’s branding strategy. Followed by Heading of Marketing at MAF, supporting Beam their online payment App to develop their brand and business strategy to transform the business into a more lucrative business model.
Putting together and leading a team of over 40 marketing professionals across Dubai, Riyadh & Cairo offices. My role as CMO at tajawal entailed identifying and attracting top talents, as well as setting up the full marketing department within the company to deliver world-class work. I also lead a team of over 25 marketeers at Beiersdorf, transforming the MENA marketing team to best-in-class globally.
Business leadership, full P/L management as well as setting winning brand strategies that delivered mid to long term growth based on deep understanding of consumer, competition, and trade landscape.
Defined brand positioning and communication strategy and designed / launched new brand campaigns that delivered share turn-around when executed in market.
I have a large footprint in organization building. At P&G I was the Capability Building Leader for the Marketing organization across the IMEA region, and a qualified trainer for training “Leading Effective Teams”. At Reckitt I led the diversity and inclusion board for AME, focused on supporting the Women@Reckitt agenda.