Leonie Matta

Experience

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  Publicis Middle East

  Jun 1994 - May 1999

  Regional Brand Account Manager

  From June 1994 to May 1999, I embarked on my marketing communication career with Publicisgraphics in Dubai, United Arab Emirates. My role was multifaceted, allowing me to delve into administrative tasks, PR initiatives (for Rothmans Formula1 & Dunhill show-jumping event), and Integrated Communication (for the Nestle Account). This position had me overseeing 12 markets in the GCC and Levant.As the lead, I motivated the agency team in Dubai and other markets to deliver out-of-the-box ideas and services, ensuring client satisfaction and lasting relationships. A few notable initiatives I spearheaded include:A successful repositioning of the Maggi Brand among young Arab ladies via an integrated communication plan. This plan was supported by breakthrough creative and media vehicles, setting a new standard in Dubai.A five-year strategic brand-building promotion for Maggi, backed by research and promoted through an integrated communication plan. This initiative altered consumer buying habits, guaranteeing a continuous consumption pattern throughout the year, generating enthusiasm among sales and trade, and ensuring year-round media presence.A show-jumping event for Dunhill at the Dubai Equestrian Centre, which invited participants from surrounding countries. This event was backed by a well-thought-out Pre-On-Post Event PR Program that ensured Pan-Arab and regional media engagement and presence throughout the year.Local events supported by Pre-On-Post Event PR programs for Rothmans F1. These events boosted Pan-Arab and regional media engagement and ensured media presence year-round.My tenure with Publicisgraphics was instrumental in shaping my approach towards marketing communication and understanding the nuances of different markets. Show less

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  Nestlé

  Jun 1999 - Dec 2002

  Regional Brand & Category Manager

  From June 1999 to December 2002, I held the esteemed position of Regional Brand & Category Manager for Nestlé Middle East, based in Dubai, United Arab Emirates. The brands under my purview included Maggi, Libby's, and Nestlé, spanning categories such as stocks, mixes, soups, noodles, ketchup, cream, and condensed milk. This role entailed overseeing 12 markets in the GCC and Levant region.My responsibilities were manifold and encompassed the planning, implementation, monitoring, and evaluation of comprehensive and bespoke marketing strategies at product, category, and brand level. These strategies ranged from discontinuing, innovating, and renovating products, to devising sales and merchandising strategies, brand positioning, brand building promotions, defensive strategies, and integrated communication strategies. All these strategies were grounded in meticulous market and consumer qualitative and quantitative research.A significant achievement during this tenure was the conception and execution of breakthrough ideas that not only maintained our brand's market leader position but also catalyzed a profitable business. We witnessed a remarkable 30% increase in overall sales—an average of 15% per market—and a 30% decrease in promotional items.This role necessitated extensive travel throughout the Arab region, Europe—predominantly France, Switzerland, Italy (Central and Northern regions)—and Asia (Taipei). This global exposure enriched my experience and broadened my understanding of diverse markets and consumer behaviors. Show less

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  BMW & MINI Dealers

  Apr 2003 - May 2005

  Account Communication Manager

  Between April 2003 and May 2005, I had the privilege of serving as a Communication Manager for BMW distributors in Muscat, Manama, and Amman. This role was part of a new and exciting concept launched by the BMW Head Office and its Communication Agency in Dubai, positioning me directly at the dealership offices in each market.In 2003, I led an ambitious project to launch a new BMW dealership in Oman. The challenge was immense: we were up against a dealership that had been in operation for 25 years and was known primarily for low-end cars. However, we rose to the occasion, successfully establishing a presence that exuded BMW's spirit of luxury and performance.The following year, I spearheaded the introduction of the MINI Challenge race car on the Bahrain Formula Track. This marked the first year of Formula One in Bahrain and our launch added to the excitement, significantly elevating BMW’s visibility and reputation in the region.In 2005, my focus shifted to Jordan, where I successfully launched the new BMW 3 series. Simultaneously, I secured the Ford business for our dealer in Libya and helped launch the new identity of Land Rover in Jordan. Each of these achievements contributed to expanding the dealer portfolio and solidifying its position in the marketplace.Looking back, my experience with BMW dealerships was more than just a professional journey. It was a testament to the power of strategic communication, the importance of understanding local markets, and the impact of a well-executed brand strategy. The lessons I learned during this time continue to influence my approach to business and leadership today. Show less

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  Saraya Development Group

  Sept 2005 - Apr 2009

  Marketing Director

  Stepping into the role of Marketing Director at Saraya Development Group I found myself at the helm of an ambitious start-up's marketing efforts. Operating in the travel and tourism sector, we specialized in developing luxurious large projects & providing high-end services across multiple countries, including Jordan, UAE, Oman, Russia, Uzbekistan, Tunisia, Algeria, Montenegro, & Lebanon.My primary responsibility was to establish, grow, and maintain the company's vision, positioning, & corporate brand awareness. Despite limited resources, we successfully positioned Saraya as a young, dynamic, and aggressive player in the realm of luxurious mixed-use projects within just 2 years. Our reputation garnered attention in the M.E., particularly in Dubai, attracting top-tier talent, strategic partners such as Deutsche Bank, Jumeira, & Metro Goldwyn Mayer, & securing new projects & government agreements.Simultaneously, I built & led a centralized marketing department of 30 professionals based in Dubai and Amman. This team was instrumental in promoting cross-learning & collaboration across brands, categories, & functional divisions such as CRM, Sales, Communication, & PR.This experience also bolstered my skills in organizing structures, establishing processes & procedures, implementing ERP systems, & negotiating with governmental bodies & strategic partners.Navigating the challenges of a functional projectized organization & managing large-scale projects, I learned to compete effectively against established industry players. Moreover, I gained valuable insights into overcoming the hurdles of a fast-growing start-up in a nascent industry where experienced talents were scarce, & learning curves were yet to be defined.My tenure at SDG was a period of intense growth, learning, & achievement. It provided me with a robust foundation for my future endeavors & instilled in me an unwavering passion for driving change & innovation in the marketing & PM realm. Show less

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  Genome Training and Consulting

  May 2009 - Dec 2011

  Co-founder, Executive Officer

  From May 2009 to December 2011, I co-founded and served as the Executive Officer of Genome Training and Consulting in Amman, Jordan.During my tenure, I successfully built a robust portfolio of customers in Marketing, Project Management, and Leadership. My work extended to USAID Programs for SMEs and governmental bodies, where I leveraged my skills and expertise to drive efficiency and growth.I'm proud to have been, as Genome, an exclusive distributor and trainer of RMC (Rita Mulcahy Corporation), a renowned American company recognized by PMI (the Project Management Institution) for its excellence in project management training and material.In less then 2 Years, Genome achieved the status of PMI REP, a testament to our commitment to providing the highest quality training and consulting services in the industry.This role allowed me to combine my passion for training and consulting with my entrepreneurial spirit, resulting in a rewarding and successful venture that continues to impact the industry positively. Show less

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  Freelance (Self employed)

  Jan 2012 - Dec 2019

  Consultant, Trainer & Coach

  From 2012 to 2019, I worked as a self-employed Consultant, Trainer, and Coach, operating remotely from Niscemi, Sicilia, Italia.A significant part of my work involved PMP Exam Prep Training through Qindeel Education, a subsidiary of MBRF (Mohammad Bin Rashid Al Maktoum Foundation). I had the privilege of working with prestigious clients such as Dubai Ambulance Services and the Dubai Economic Department.My consultancy work extended to marketing strategy development for various businesses, both online and offline. Notable projects included:Assisting Impact Investment in Kuwait with their business launch and promotion.Developing a strategic plan for a concierge service in Jordan.Creating an e-commerce strategy for a startup dealing with customized jeans in Jordan.I also provided consultancy services for brand strategy development and document preparation for real estate development in Jordan. Moreover, I devised an integrated online and offline marketing strategy for an innovative business model focusing on fresh Mediterranean food for North Europe.My diverse experience has allowed me to develop a comprehensive understanding of different industries and markets, making me an adaptable and effective consultant, trainer, and coach. Show less

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  MNM Couture

  Jan 2020 - now

  Digital Marketing Consultant

  Since 2020, I have been the driving force behind MNM Couture's digital marketing efforts, working remotely from Niscemi, Sicilia, Italia.I have successfully designed and built an entire ZOHO CRM system, creating an environment of total organizational alignment. My work has effectively bridged Marketing, Sales, and Customer Experience, ensuring seamless operations across these crucial business areas.My key achievements include:Recuperating the 80% loss in sales during covid, and achieving X2.8 scaling in Revenues in 3YsDelivering and maintaining Lead Intelligence to Sales, thereby closing the attribution loop. This involved extensive work with Email Drip systems, Automation, Workflow, Sales Funnels, and more.Creating and maintaining an ideal buying experience for MNM Couture customers by integrating various apps like SALESIQ, FORMS, CAMPAIGNS. I have developed and regularly updated forms, chatbots, and weekly campaigns to enhance customer engagement.In addition to my digital marketing responsibilities, I have also managed both online and offline marketing initiatives. These include yearly tradeshows in Atlanta, Chicago, and Las Vegas, virtual showcasing for global customers, and coordinating yearly product launches and promotions.With a strong focus on providing value to both the organization and its customers, I continue to leverage my skills and experience to drive MNM Couture's marketing success. Show less

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  Digital Coach MENA

  May 2023 - now

  CEO & Founder - Digital Coach MENA

  As a passionate digital entrepreneur and franchisee for Digital Coach, I am committed to transforming businesses in MENA with a focus on KSA. Digital Coach is a leading provider of digital marketing training and implementation coaching services, helping professionals and SMEs succeed in the digital age. Its mission is to equip them with the right knowledge, tools, and mindset in a practical method to achieve sustainable business and life success in the digital era.With over three decades of rich experience in marketing and business coaching, I have developed my expertise in serving small and medium businesses across the Middle East, Italy, and Los Angeles. I am now focused on helping MENA SMEs achieve exponential growth and profitability through digital transformation.My goal is to introduce this world-class training program to Saudi Arabia and contribute to the government's goal of having small and medium businesses represent 35% of GDP by 2030.Book a free business check-up with me today and let's start your journey to transformation! Show less

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  The Stevie® Awards

  Nov 2023 - Dec 2023

  Chairperson - Corporate Communications, Public Relations & Publishing Committee

  Judging Panel: 6 distinguished and accomplished professionals, who judges each more than 50 submissions.Entries: From all over Middle East & North Africa Region