Zidane Lamrani

Experience

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  Toyota Du Maroc

  Oct 2007 - Jun 2010

  Product Manager

  Managed a portfolio of 9 brands: Toyota SUV & Commercial vehicles (6 brands) and Daihatsu (3 brands).My responsibilities included: Brand development, design and execution of Promotion & Product strategy, Development and deployment of Marketing plan, New product launches, Sales force training, Business planning for launching new brands...

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  Medi1TV

  Jun 2010 - Dec 2011

  Marketing Analytics & Research manager

  As a member of the founding team of Medi1TV, I established and led the analytics and insights department to deliver data-driven insights to guide the definition of the positioning, target audiences, target advertisers, and programming for the channel.I also served with the Joint Industry Committee to collaborate on the launch of TV Audience Measurement.

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  Nielsen

  Dec 2011 - Nov 2013

  Senior Research Manager, Media

  Managed accounts for media clients and supervised all stages of project management: stakeholder engagement, research design, costing, questionnaire development, data analysis, presentation of results, and strategic recommendations to client leadership. Delivered $11M of customized research and 90k+ research interviews in 2 years.

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  ELAN Group

  Nov 2013 - Jun 2023

  Led the marketing and data analytics department for the group: - Developed the marketing strategy and marketing plans and budgets.- Managed e-commerce, social media, and digital marketing.- Designed and executed data-driven omni-channel marketing campaigns.- Established the data analytics department to support the digital transformation of the group.- Led the delivery of end-to-end analytics projects: stakeholder engagement, identification of data sources and analytics approach, data analysis and data modeling, data visualization, presentation of actionable insights.Highlights:- Contributed to delivering successful pitches for 5 long-term OOH / DOOH projects with a total value of $400M+.- Contributed to securing the exclusive OOH advertising rights and delivering the OOH and city beautification programs for the FIFA World Cup 2022 as a member of the project steering committee.- Increased Novo Cinemas' market share by 16 pts in 5 years by leveraging data to design and optimize effective marketing campaigns.- Increased the sales contribution of e-commerce by 1.7x by optimizing the digital customer journey and launching digital-only offers.- Designed and launched Novo Premiere Club, Novo cinema's loyalty program, and grew it from 0 to 200k+ members.- Launched InMotion, the first audience measurement platform for OOH in Qatar delivering near-real time Impressions, Reach, and Audience demographic data for out-of-home campaigns.- Reduced the cost per conversation for digital advertising by 78% by using media mix modeling to optimize budget allocation.Some of the analytics projects I led:* Predictive solution using computer vision to help advertisers optimize DOOH creatives.* Segmentation of cinema visitors (cluster analysis).* Forecasting model to predict the cinema admissions for new movies and guideprogramming decisions (regression model).* A/B testing of campaign creatives and loyalty email content. Show less

  • Group Marketing & Communications Director

    Apr 2016 - Jun 2023

  • Strategy and Research Manager

    Nov 2013 - Oct 2016