Carla El Hachem

Marketing Communications - Deputy General Manager

Nissan Motor Corporation - Full-time

Nov 2022 - Present · 3 yrs 8 mos

Dubai, United Arab Emirates

Regional Media & Advertising Manager

Nissan Motor Corporation - Full-time

Oct 2019 - Nov 2022 · 3 yrs 2 mos

United Arab Emirates

• Leading the planning and execution of Nissan’s regional brand and tactical integrated marketing campaigns across all paid, owned and earned channels.
• Managing the relationships with the regional creative and media agencies for Nissan (TBWA\RAAD & OMD).
• Heading the creative production for all the brand’s regional content and key global launches.
• Planning, managing and optimizing the annual multi-million dollar media & creative budgets.
• Coordinating cross-functional teams and communicating with key stakeholders as part of projects’ delivery.
• Contributed in achieving #1 Retail Market Share in UAE in 2020 for the first time ever.
• Implemented ‘Real Time Media Optimization’, a customized system saving an annual media spend of 10.7% eliminating 15% duplication across on-going digital campaigns.
• Introduced production consultancy, driving over 20% savings across creative production projects.
• Led the setup and now executing all aftersales marketing activities across B2B and B2C channels.
• Led the award-winning global launch campaign for the Nissan Patrol 2020 (Global Best Practice for Precision Marketing, WARC Strategy Award).

Regional Media & Advertising Section Manager

Nissan Motor Corporation - Full-time

Jun 2018 - Sep 2019 · 1 yr 4 mos

Dubai, Dubai, United Arab Emirates

Regional Assistant Advertising Manager

Nissan Motor Corporation - Full-time

May 2017 - Jun 2018 · 1 yr 2 mos

Dubai, Dubai, United Arab Emirates

Regional Media Planner

UM Worldwide · Full-time

Jun 2015 - May 2017 · 2 yrs

Dubai

Client: The Coca-Cola Company

Worked as part of the regional media team (MENA) in a general operations role which traverses both the planning and buying disciplines.

With an integrated focus, my contribution was to both mainstream (TV, Outdoor, Print, Radio) and digital media. In this role I have:

• Formulated and implemented local and regional media campaigns and strategies for Coca-Cola across online and offline channels.
• Identified cross-platform opportunities that utilize digital and offline channels.
• Co-developed Coca-Cola’s penetration strategy in the GCC e-commerce market.

Regional Social Media Executive

Socialize Agency · Full-time

Oct 2014 - Jun 2015 · 9 mos

Dubai, United Arab Emirates

Client: Majid Al Futtaim Malls

• Developed social media strategies for the leading shopping malls across the GCC & Levant.
• Supported the execution of social campaigns from conception to launch including community and content management as well as campaign reporting.

Undergraduate Trainee

BankMed · Part-time

Dec 2013 - Feb 2014 · 3 mos

Beirut, Lebanon

Selected as an undergraduate business student to be part of a 3 months rigorous training program in retail banking covering:

1. Consumer (Retail Products & Services)
2. AML (Anti Money Laundering Program)
3. Branch Training Program (Teller, CSR, Operations Support)
4. Direct Sales Training Program

Finalist at The Quest contest

Unilever · Apprenticeship

Oct 2013 - Jan 2014 · 4 mos

Beirut, Lebanon

The Quest by Unilever is Unilever’s first ever cross university, cross country competition across North Africa & Middle East. It is a student competition that puts students' passion for business to the test.

After passing several phases, I was shortlisted as one of the 15 finalists to participate in the Country Talent Championship. During this phase, I had the opportunity to work with my team on a real-life business case addressing existing business challenges and then present my solution to a judging panel comprised of Unilever's Mashreq Directors.

Summer Undergraduate Intern

Khalil Fattal & Fils, Reckitt Benckiser division · Internship

Jul 2013 - Aug 2013 · 2 mos

Beirut, Lebanon

Khalil Fattal & Fils is a leading distribution company of premium brands in the MENA region.

During my 2 months internship I worked in the Reckitt Benckiser division exclusively responsible of distributing and marketing Reckitt Benckiser's products in Lebanon.

I have achieved the following:

• Rotation in the various key positions of the division (training with merchandisers, sales force in the pharmacy channel, key account executives, trade marketing coordinators and financial executives).
• Full knowledge of Reckitt Benckiser’s wide range of household and healthcare products.
• Conducted a market research across regions for the brand Vanish to test top of mind awareness.
• Worked on the preparation and execution of a ‘Back To School’ in-store promotion for Reckitt Benckiser’s power brands.
• Prepared a booth for the ‘Internship Fair’ exhibition.