Minakshi Ahmad Ali,
Al Dana Building, Rigga Street, Deira, Dubai
Dubai, UAE.
Mobile - +97150 2855079
Email – minaaali@gmail.com
Profile
An experienced and motivated manager with extensive cross-border Public Relations and Event Planning experience for 2 of the
largest Multi-National organizations within their field.
Objective
Looking for a challenging and interesting position in an organization where I will be able to utilize my core strengths to drive the business
keeping in line with the company’s goals and guidelines.
Qualification / Strengths
Education
1984: Bachelor of Arts, North Eastern Hill University, Shillong, India
Lady Keane College, Shillong, Meghalaya, India
1982:
Pre University, North Eastern Hill University, Shillong, India
Lady Keane College, Shillong, Meghalaya, India
1980:
High School Leaving Certificate, Nagaland Board of School Education, Kohima
Award of National Scholarship from the Government of India under National Scholarship Scheme 1980-81
Strong leadership skills, genuine collaborator with all partners (both internal and external), passion for my work and ability to juggle
multiple priorities and execute with excellence across multiple geographies
Career History:
Manager Sponsorship & Events - HSBC Bank Middle East
July 2007 - 2009
Responsibilities and Key Achievements:
 Conceptualized Key bank wide customer events and delivered with excellence. Results - Asian Wow and Arab Wow Celebrity events that demonstrate the tagline ‘The world’s local bank’ and what it stands for by understanding the customer’s
preferences and what makes them ‘tick’. A new theme conceptualized every year to reward 2500 customers’ bank wide.
 Carried out detailed research and identified theme which links to the Bank’s Global criteria of Sponsorship & Events.
Worked closely with stake holders to identify insights and deeper understanding of customer’s and their preferences. Results
– Amanah Dubai Family Fun Day - To reach the Arab Muslim segment, build Brand awareness and drive customer loyalty.
Success of the event in Dubai led to it being conducted across other Emirates. 4000 attended in 2007 and the numbers
doubled in 2008 to 8000.
 Conducted post event Customer feedback from all branches through Relationship Managers.
 Worked with PR agencies and internal stakeholders to get the best mileage and coverage for the brand through media.
 Conceptualized business specific events which met the Bank strategic and business objectives and ensured high end delivery
with ultimate aim of meeting Marketing/Business targets. Results - HSBC Premier Event on Wealth Management.
 Identified specialist agencies and developed and maintained professional relationships with event agencies, organizers,
exhibition coordinators, printers and external suppliers, ensuring ‘best value’ to the bank. Measured ROI Results – A saving
of US$ 108,990 in 2008.
 Ran competitive analysis to ensure we had a wide range of events which were best in class in the region. Results - Movie
Premier – Exclusive screening for premier customers. Hospitality Events – Top Premier Customers invited for Santana
concert with corporate hospitality and Non Resident Indians invited for Ghulam Ali Show. Non Resident Lebanese customers
and prospects were invited to be a part of the launch of the Lebanese proportion. Corporate customers invited to play cricket
with total of 36 teams. The winner invited to an evening with celebrity cricketers and dinner.
 Responsible for devising the Middle East’s Sponsorship Strategy
Global Manager Sponsorship & Events - HSBC Amanah
2005 - 2007
Responsibilities and Key Achievements:
 Build the brand amongst various industry building organization, interest groups and the public through effective
communication strategy. Results - Arranged for interviews in leading publications, Wire services and TV for business heads
of the different functions. E.g.-BBC, Bloomberg, Reuters, Money works, Risk management, Gulf business review free of
charge
 Participated in Brand building events across geographies and presented HSBC Amanah as leader in building the Islamic
Banking Industry. Results -World Takaful Conference – UAE, Euromoney awards – UK, Islamic Finance Conference –
Singapore, Muslim Economic Forum – Singapore, Islamic Finance and Trade conference – UK, World capital market and
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funds conference – Bahrain, World Islamic Economic forum – Pakistan, Salam In the City Art Exhibition – UAE and World
Islamic Banking Conference – Bahrain
Developed, participated and laid out process with major organizations to lead the way in organizing industry building events.
Results - Islamic Finance and Trade Conference in London with - Muslim Council of Britain. World Islamic Economic
Forum in Pakistan with - The Asian Strategy & Leadership Institute, The Islamic Centre for Development of Trade, The
Islamic Chamber of Commerce & Industry, The Ministry of Economic Affairs of Pakistan and The Ministry of Foreign
Affairs of Pakistan
Built and supported HSBC Amanah Wealth Management, Takaful and Asset Finance Advisory Group through effective
tailored communication strategy. Results - Arranged for media support campaign for the Asset finance and advisory group
and Takaful. Issued combined Releases on all landmark deals and individual interviews for business heads in all leading
publications globally. Negotiated free of charge chapters on Sukuk’s in the Islamica magazine and GCC publication. Worked
on special interviews in leading publications in the Middle east and Europe like Money works, Insure magazine and The
Financial Times. Arranged for Takaful chapter to be included in the Euromoney Takaful guide. Also arranged for study trip
for Austrian MBA students on Takaful to promote and understand the Islamic industry and HSBC Amanah Takaful in
general.
Leveraged with Group Corporate Affairs to build, manage and sustain HSBC Amanah image through effective Public
Relations. Identified target audience and tailored messages to appeal to that audience. Results - Career fair - Worked closely
with Human Resource and participated in the Career fair in the UAE to project HSBC Amanah as the leaders in the Islamic
banking Industry to graduate and new hires.
Corporate Social responsibilities – Participated and supported three CSR initiatives. They were: Dubai Center of special
needs, Dubai rehabilitation center, Shakur Aid - fund raising in the UK
Designed, Developed printed and distributed HSBC Amanah Corporate brochure and Diaries to all geographies for the first
time.
Previous Experience:
Wella Hair Colour Assistant Brand Manager - Procter & Gamble.
2004 - 2005
Responsibilities:
 Built Brand profit and market share.
 Worked with Global Business Units on designing product launches.
 Worked with suppliers and in – house agency to design events to build brand profitability.
 Worked with PR agencies to get the best mileage and coverage for the brand through media both prints and copy.
Results: Daily average sale of Koleston 2000 (Wella Color) is 205 units in Carrefour. During the Carrefour Beauty Event (a first time
participation) daily sales of K 2000 promo packs was 428 units and normal stocks was 218 units an overall increase in volume by
215%.
Senior Marketing Supervisor1 (Olay) - Procter & Gamble.
2001 - 2004
Responsibilities:
 Deployed the Olay Beauty Counters for the first time in the MENA region and worked closely with the Brand Team to
roll out a comprehensive business building plan
 Lead the hiring, training and deployment of consultants in Beauty Stores.
 Designed promotion and events for customers and worked closely with PR agency to get maximum mileage and
coverage.
 Worked with agencies on different PR events (print & radio) press releases and features.
Results: Olay share reached a 3 year high in May to June ’04 in Saudi and UAE, our two biggest markets accounting for more than
80% of our business. Share grew by 3.3 and 3.7 share points in Saudi and UAE respectively vs. YA, reaching 17.5% and 17%.
2. POME (Point of Market Entry) Brand - Pampers.
Responsibilities:
 Worked in close contact with Ministry of Health and Education in the Gulf and liaison with all Hospitals and Government
schools in the G.C.C region.
 Implemented the Pampers POME program in all the hospitals across the Gulf and improved the redemption rate for the
program linked to sale.
Results: 1.The redemption rate improved in the GCC especially in the UAE. In the period of Sept 01 – Dec 01 the rate was 134
coupons (1.4 % vs. target) and in the period Sept 02 – Dec02 it was 5695 coupons (58% vs. target). Index vs. same period year ago at
4250.
2. Launched the program in Oman for the first time. The Ministry of Health implemented the program in all the hospitals and the
Health Centers throughout the different districts of Oman.
3. POME (Point of Market Entry) Brand –Always Personal Hygiene:
Implemented the Always POME program (puberty education) in all Government schools in the Gulf.
Results: 1. First time ever all the Governments in the Gulf agreed for us to use the Ministry of Health and Education Logos in all our
Educational materials for the program.
2. Ministries for the first time agreed for us to use the Ministry training centers for the teachers training for the program and also help
in distribution of the student kits directly. This resulted in savings of $40,000 for the company.
4. In- Store promotion for all Procter & Gamble products
Responsibilities:
 Implemented all in-store consumer promotion of every P&G brands across the Gulf.
 Co-coordinated with Brands and all the distributors in every market.
 Worked with promotional and auditing agencies and implemented the events successfully in all the Gulf markets.
 Analyzed final sales reports.
Marketing Assistant - Procter & Gamble.
Responsibilities:
 To handle all marketing brand activities for the Gulf markets and co-coordinating with the Brands in Saudi.
1998 - 2001
Trainer/ co-coordinator/ Event management - Promocel Advertising Agency Sharjah
1994 - 1997
Responsibilities:
 Training all promoters and consultants of multinational clients. Understanding the needs of the consumer and developing
programs to suit customer needs and segment.
 Co - coordinating with clients on designing events, promotions and PR.
Product Consultant - Promocel Advertising Agency Sharjah
Responsibilities:
Promoted numerous brands of fast moving consumer and electronics goods.
1990 - 1993
Honors:
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Received the Arabian Peninsula Recognition Award in 2004 for on going commitment and outstanding results,
Received the Best Employee Award 3 years in a row – 1994 – 96 - Promocel
Received the Gulf Team Recognition Award in 2002 for outstanding performance and commitment.
First Woman from staff level to be recruited as a P&G trainer.
Received 100 P&G stock shares award.
First employee and woman from staff level to be inducted into the marketing management level in a span of only
four years.
First women from staff level to be a member of the MCM (Management committee member)
Letter of appreciation from Deputy Head of Group HR HSBC Bank.
Interest: Reading, Crossword puzzle, Cooking, Para Sailing, Travelling.
References:
1. Ramanathan Iyer – Managing Director Promocel Advertising Agency
Mobile – 050 – 6310059
Office – 06 – 5685873
E – Mail – promocel@emirates.net.ae
2. Mohammed Hassan Ismaeel – Global Head of Marketing - HSBC Amanah
Mobile – 050 – 6569138
Office – 04 – 4265216
E – Mail – mohammedismaeel@hsbc.com