Job or Career Objective

In 2004 I landed in the UAE with the enthusiasm of a 22 year old, the determination to succeed of an entrepreneur and a passionate obsession for perfumery.

I started with a trading office for perfumery ingredients, until in 2006, I joined Mohamed Hilal's vision to develop the crème de la crème of oriental perfumery with Anfasic Dokhoon.

Today, I lead a network of 60 outlets, 3 exclusive high-end perfume brands, and manage over 150 people in 5 countries: I see ideas growing from a sketch on a piece of paper to the boutique shelf.

No longer an entrepreneur start-up, the company is today an established SME, and my role focuses on managing a multi-site and multi-brand perfume retail environment and deliver retail strategy throughout the region, including sales, budgets and customer service standards, maximizing sales, profitability and standards across the branch network by providing on-going support and continuous improvement of retail processes, systems and staff development.

Driven by passion, my dream is to make these brands internationally recognized, to make them a signature in today’s luxury market.

Educational Background
 

2009  SAE Institute Dubai, UAE
Graphic Design Certificate

        2008 University of Dubai, UAE
Management Diploma, Entrepreneurship

 2003 University of Nice, France
  Master's degree, English Language and Literature/Letters

 2002 University of Nice, France
  Bachelor of Arts (BA), Foreign Languages and Literatures, General

 1999 ICARDA International School of Aleppo, Syria
  International Baccalaureate

Working Experiences

MOHAMED HILAL GROUP  January 2007 - Present
Retail Director / Co-Founder of Anfasic Dokhoon
 
• Coordinating all activities related to packaging designing, fragrance selection, raw materials and components outsourcing for ANFASIC DOKHOON, HIND AL OUD and KHALTAT perfume brands
• 
Developing new products, writing marketing contents, slogans, brand literature.
• 
Managing external and in-house production and quality control of products.
• 
Selecting and negotiating suitable locations for new points of sale, follow up on interior design, fit out and opening of new shops

• Monitoring the points of sale across the UAE including Human Resources, Staff Training, Operations, Brand development and Marketing.

• Organizing and running marketing events such as exhibitions and promotions in UAE, Oman, Kuwait, Qatar and KSA.

• Managing administration, accounts, HR and marketing for the outlets as well as the head office.

• Budgeting and planning the brand strategy, implementing new IT solutions, Franchise programs, future expansion plans.

• Identify the requirements for the changes and make improvements in the current market segment.

• Utilize the resources as well by finding out an effective way to develop a product.

• Understand the customer needs and then change them into business objects.

• Strategy planning as well to implement them for the new product and services.

• Experimenting different and innovative ideas.

• Strong observation skills to identify the opportunities of the business.

• Extraordinary leadership skills and the ability to motivate people in the project.

• Strong ability to gauge the risks involved in a particular venture.

 PROJECT SUMMARY

o (153) direct reporting staff members including (3) managers, (10) supervisors and (140) sales staff in 5 countries

o 2013 Budget 47M USD, +43% vs 2012

o 2014 Budget  65M USD +35% vs 2013 minimum expected

o Net profit is confidential

OLY PARFUM March 2004 – January 2007
General Manager/ Owner

I started Oly Parfum as the exclusive distributor of Essential Oils and Perfumery compounds manufactured in France by Payan Bertrand

In 2007, along with the startup of Anfasic Dokhoon, the wholesale activity ceased and the trade name was transformed into the Factory licence producing perfume oils, incenses and and lotions for Anfasic Dokhoon and the other Mohamed Hilal Group perfume brands.

The initial activity of Oly Parfum included:

• Running, managing and coordinating all activities related to the import of perfumery compounds and their distribution in the Gulf market.

• Set up of a database of clients, follow up with sales, accounting, sampling, and advising clients.

• Set up of a basic laboratory specialized in enriching bases with natural essential oils targeting the local market (Agarwood in particular).

• Experience

   

  Skills & Expertise

   

  Retail, Product Development, Marketing, Management, Brand Development, Fragrance Development, Business Development, Luxury Goods, Leadership, Entrepreneurship, Perfumery Training Development

   

   

  Languages

  English                        Full professional proficiency

  French             Native or bilingual proficiency

  Italian             Native or bilingual proficiency

  Arabic                         Elementary proficiency

   

   

  Trainings & Achievements

   

  2013       Board Member of Sharjah Business Women Council

  I am currently the first non-Emarati businesswoman to be nominated board member by HH Sheikha Jawaher

   

  2008       Entrepreneurship Program Best Business Plan

  I was awarded the best business plan (First Prize) at the end of the CITI sponsored Entrepreneurship program.

   

  2012       Emirates Woman Award

  I was awarded the Runner Up Business Category Emirates Woman Award by Dubai Quality Group under the patronage of HH Sheik Ahmad bin Rashid Al Maktoum for founding and managing Anfasic Dokhoon.