Muhammed Ali Jamadar, Marketing Expert in Dubai, United Arab Emirates
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Muhammed Ali Jamadar

Verified Expert  in Marketing

Marketing Expert

Location
Dubai, United Arab Emirates
Toptal Member Since
October 17, 2022

Mali is a savvy digital and operations marketing manager with 12+ years of experience dealing with the agency, publisher, and client perspectives. Mali had the privilege of leading digital and content marketing, product strategy, and go-to-market operations across the FNB, FMCG, automotive, entertainment, banking, and pharmaceutical industries for well-known brands like McDonald's, Henkel, Unilever, Mercedes-Benz, Porsche, Nissan, Disney, WarnerMedia, ADCB, CitiBank, and Boehringer Ingelheim.

Project Highlights

Global GTM Services Launch | Boehringer Ingelheim
Designed Boehringer Ingelheim's global digital production model that saved the company more than $25 million annually from an annual expense of $250 million.
Increase Saleable Inventory for WarnerMedia
Increased WarnerMedia's saleable inventory for the Cartoon Network website, increasing the company's revenue from ad sales revenue to an extra $2.5 million annually.
Sitcoms to Increase Brand Awareness
Created a sitcom to help promote a boring brand in a drab but highly competitive FMCG category, allowing it to boost NPS scores by 16% and increase sales in two quarters of the fiscal year.

Expertise

Work Experience

Digital and Omnichannel Lead | India, Middle East, Turkey, and Africa

2018 - 2022
Boehringer Ingelheim
  • Led strategy and operations on both content and channel excellence for all marketing and GTM requirements across 30+ countries in the IMETA region.
  • Customized digital marketing strategies for each country by working with local champions and a global IMETA digital strategy.
  • Created a global model that reduced the company's operating expenses on digital marketing products. Partnering with Indegene as a worldwide supplier saved the company over $25 million.
  • Designed Boehringer Ingelheim's global digital marketing blueprint.
  • Launched the pharmaceutical entry into META's business API for WhatsApp, turning Boehringer Ingelheim (BI) into the world's first pharmaceutical company to use WhatsApp Business as a customer engagement tool.
  • Played a critical role in BI's internal digital transformation as I created new digital marketing and content protocols to upscale the teams in their digital capabilities.
  • Conducted training and the change management strategy for all omnichannel GTM requirements across the IMETA region.
  • Developed a brand new virtual detailing engagement platform, piloted it in the IMETA region, and then rolled it out as a global engagement channel across all BI countries.
  • Blueprinted a customer-facing website that includes both marketing and medical functions, allowing local teams to deliver email and web-based content to healthcare professionals in one catch-call portal, delivered via 50 market-specific microsites.
  • Leveraged Adobe Analytics and other digital analytics tools to measure, track, and report on the effectiveness and impact of digital marketing solutions.

Head of Digital | Middle East, North Africa, and Turkey

2016 - 2018
WarnerMedia
  • Expanded WarnerMedia's saleable web inventory via paid media by buying inbound traffic at $1.5-2 per CPM and selling it at an above-market price of $65 per CPM, which increased revenue by $2.5 million.
  • Led the development of several web and app products to bring WarnerMedia's product portfolio into the MENA marketplace, which included websites for Cartoon Network, Boomerang, and CNN and OTT platforms such as Toonix.
  • Planned and executed the social media strategy for Cartoon Network, Boomerang, and CNN.
  • Grew our social reach by over 278% across the MENA market and drove our brand affinity, tracked via Facebook surveys, by about 21% points.

Associate Director | Hybrid Digital and Social

2010 - 2016
OMD
  • Played a key role as the digital, social, and eCommerce lead for McDonald's, leading all digital touchpoints to ensure a seamless brand experience online and in-store.
  • Oversaw the regional budgets for McDonald's and the agency team in charge of their eCommerce initiatives.
  • Led OMD laundry, beauty, and home care business units' digital marketing. Created content and digital marketing plans and managed the digital media strategy execution and reporting across the MENAT region for these business units' brands.
  • Managed Nissan and Arabian Automobiles, Porsche Middle East, Africa, and India, and Peugeot Middle East and North Africa brands and also acted as a consultant for Peugeot MENA and Mercedes-Benz META.
  • Conducted OMD's new business pitches and social media monitoring and listening service. Also reported to the Head of Digital for all tech, social network, software, and app audits and was involved in product innovation.

Global GTM Services Launch | Boehringer Ingelheim

Designed Boehringer Ingelheim's global digital production model that saved the company more than $25 million annually from an annual expense of $250 million.

BI offices around the world used to partner with local agencies for their digital production requirements. This operating model led to the following:

a) hundreds of agencies worldwide serving BI's country offices with different cost models.
b) variable quality and GTM scopes by country and agency.

I started by leading a global tender for agencies that could provide the scale to meet all of our global production needs. After running a pilot phase across the META and Southeast Asia regions, this model was rolled out globally, with Indegene as our production agency.

This model replaced the "each country with its own agencies model," which resulted in the following:
a) a single agency and synergies such as cost, GTM time, and asset reuse to manage.
b) globally aligned processes that allowed us to control the production quality of all our digital assets.

The cost model also changed; instead of having local offices paying for production, there was only an annual forecast that allowed BI to negotiate better rates with the contracted agency, Indegene, thus bringing another element of cost reduction. This model was more convenient for local market offices as they could produce what they needed without paying for it.

Increase Saleable Inventory for WarnerMedia

Increased WarnerMedia's saleable inventory for the Cartoon Network website, increasing the company's revenue from ad sales revenue to an extra $2.5 million annually.

In META markets—Middle East, Turkey, and Africa—CPMs are usually low, just a few cents and an expensive CPM is between $1.5 and $3, depending on the industry.

Due to the region's unique nature and the reach of the Cartoon Network website, we had a much higher CPM of $65. The lack of competition, plus the massive reach driven by the region's top children's broadcast channel, allowed us to charge a very high CPM for whatever traffic we were getting; the problem was that we often ran out of stock.

So the idea was simple: use an inbound paid media strategy to bring in more traffic to our website at a CPM of around $1 to $1.5, then we would re-sell that inbound traffic through our display ads, which we sold at a CPM of $65.

This "mad science" has dramatically increased our inventory; before that, no web promotion was taking place for the site, and all traffic was organic.

Buy the right audience for a lower price and re-sell that inventory for the special price we can get. This strategy increased our sales instantly; we made an extra $2.5 million each year during the two years I spent at WarnerMedia.

Sitcoms to Increase Brand Awareness

Created a sitcom to help promote a boring brand in a drab but highly competitive FMCG category, allowing it to boost NPS scores by 16% and increase sales in two quarters of the fiscal year.

Henkel's DAC disinfectant brand is Dettol's second fiddle in the GCC market, with Dettol having the advantage of being a legacy brand.

I came up with the idea of using DAC's characteristics to create four mother prototypes. The first mother, a doctor, represents DAC's scientific background; the second, a new mother, highlights the trust in the brand; the third, a nosy mother, argues why is my brand much better than yours; finally, a lazy wealthy mother showcases that users can rest while using this brand to disinfect the floors and not worry about it for 48 hours. We also focused on DAC's scents which is a key differentiator.

The sitcom followed these four women for more than ten episodes as they prepared for a daughter's wedding. The episodes took place on the first day of the week, when, traditionally, UAE women gather for breakfast. The episodes would feature unbranded content where DAC was naturally mentioned; for example, tea would be spilled, and one of the mothers would clean using DAC, etc.

The upswing resulting from the release and promotion of each episode saw an increase in DAC's NPS score of 16%, and within two quarters, the company saw an increase in sales of around 4% to 5%. This campaign was a great success.
2007 - 2010

Bachelor's Degree in Marketing

Manipal University - Dubai, United Arab Emirates

SEPTEMBER 2022 - PRESENT

Lean Six Sigma Green Belt

MoreSteam

Core

Digital Marketing, Omnichannel Marketing, Marketing, Marketing Mix, B2C Marketing, Social Media Analytics, Content Strategy, Go-to-market Strategy, Agile, Media Buying, Social Media, Social Media Strategy, Content Marketing, Digital Advertising, Social Media Marketing (SMM), Creative Advertising

Business Models

B2B, B2B2C, Business to Business to Consumer (B2B2C)

Platforms & Tools

Digital Advertising Platforms

Other

Digital Media, Digital Strategy, Customer Experience, Product Management, Team Management, Leadership, Team Leadership, Website Management, Product Launch, Web Analytics, Adobe Analytics, Media Planning, Digital, Analytics, Strategy, Media, Digital Transformation, Product Strategy, Agile Project Management, eCommerce, Go-to-market Plans, Customer Service Management (CSM), Lean, Six Sigma, User Experience (UX), Advertising, Inventory Management, New Product Development, Sales Growth, Sales Enablement, Sales & Channel Enablement, Innovation, Creative Strategy, Net Promoter Score (NPS), Paid Media, Management, CX Strategy

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