Never hire or promote in your own image. It is
foolish to replicate your strength and idiotic to replicate your
weakness. It is essential to employ, trust, and reward those whose
perspective, ability, and judgment are radically different from yours.
It is also rare, for it requires uncommon humility, tolerance, and
wisdom.
Dee W. Hock
Sari Salibi
+971 50 7959743 301 962 1689
tesandori@yahoo.com
A strategic multi-cultural experienced marketing communication professional with
over 20 years of proven record in communication, inspired leadership, business
development, complex strategies - who approaches work with integrity, discipline
and passion and thrives on creating tangible impact results.
ACCOUNTS HANDLED
British American Tobacco
Dubai Pearl real estate project, Dubai, National Bank of Kuwait, Burgan Bank,
AlJazeera Airways, Arial, Lenor, Nissan, Johnson & Johnson, Saudi American
Bank, Clarins, British Airways, Mercedes, Elizabeth Arden, White Horse, J&B,
Saudi Airlines, Canada dry, Pampers, VISA, Toyota, Coca-Cola, BMW, Nivea,
L’Oreal, Pond’s, Comfort, Dove, Nestle (Milo, Cerelac), NEW TV, NBN,
American Express, Damas, Abu Dhabi Duty Free, Yamaha, Intercontinental
Hotel, Siemens, Marriott, Gulf Air, Kleenex, Foster Clark’s and other local
accounts. St. Stephanos real estate project in Alexandria, Uniliver, Milkana,
Biggy Yoghurt, Mercedes Bens and many other local and regional accounts.
CAREER SUMMARY
Sarino Tesandori (Sari Salibi)
Contact Numbers: ++ 1 301 9621689 (Mobile) ++971 50 7959743
E-Mail: tesandori@yahoo.com
Communication Consultant
Dubai Customs (May 2009 - Date)
Involved in strategic marketing communication direction and
Implementation: external media and stakeholders’ relations.
Enshaa, Owner of Palazzio Versace Hotels and condominiums.
(August 2008- date)
Involved in strategic marketing communication direction and
Implementation: external media and stakeholders’ relations.
Senior Vice President Marketing communication/ Investors Relations
Dubai Pearl Development
Worked with first owners (Jamal Abu Issa)
(August 2007 - August 2008)
Joined again with new owner (Abdul Majid Al Fahim)
Involved in strategic marketing direction and
Implementation external media and investors relations,
PRIMARY ACHIEVEMENTS
Participated in directing and coordinating company sales and marketing functions. (Sold floors worth
237 million dollars single handedly in a period of 2 months.)
Researched and developed strategies and plans which identified marketing opportunities, direct
marketing, and new project development.
Participated in planning and coordinating public affairs, and communications efforts, that included
public relations and community outreach.
Directly managed major and critical developing client accounts, and coordinated the management of
old customers who had bought from the old owners…etc.
Participated in establishing and implementing short- and long-range goals, objectives, policies, and
operating procedures.
Participated in supervising the planning and development of company marketing and
communications materials.
Promoted positive relations with stakeholders, media and suppliers
Vice President, Cheil Communications (Sept. 2005- 2007)
- Involved in running the network in the Middle East and Africa in
cooperation with a representative manager from Korea. Our major client
being Samsung.
Sarino Tesandori (Sari Salibi)
Contact Numbers: ++ 1 301 9621689 (Mobile) ++971 50 7959743
E-Mail: tesandori@yahoo.com
Major responsibilities include:
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Lead the team(s) and director-level clients in all aspects of the clientagency relationship; travel extensively with clients.
– Strategic planning and consultation with client(s)’ brand
champions
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Present/sell high-quality deliverables
Compliance with client contract and budget
Financial management and reporting
Agency personnel management and development
Cheil’s cross-selling, new business development, and revenue
growth—for both new and existing clients.
Lead client in identifying and understanding brand barriers and strategic
vision in collaboration with account leadership (SVP, insight planner and
creative lead); challenges strategies and directions not aligned with the
brand.
Develop client(s) scope of service or project agreements with account
leadership.
Develop staffing plan and ensures appropriate support of the overall
scope with account team leadership, creative services, operations, and
finance.
Establish and lead cross-functional team in support of client needs;
monitor and manage team activity to ensure timely delivery of products
and services to accounts.
Oversee and manage all financial aspects of client relationship including
compliance to contract/agreements, write-offs, receivables, etc.; ensures
that existing new business and cross-selling revenue goals are achieved.
Partner with creative team lead and planner to execute the creative cube
and all strategic initiatives.
Oversee relationships with other marketing partners of clients, as
required.
Facilitate communication between team members and clients necessary
to maintain strong relationships and effective account management.
Resolve conflict and celebrate success; set clear team priorities; explain
brand objectives and strategies; define success in terms of the whole
team.
Keep sr. management apprised of critical client concerns and
opportunities; provide brand review meeting content.
Provide management direction and developmental support to direct
reports in preparation for future positions; provide challenging and
stretching assignments; push tasks down to empower others; share
ownership and visibility.
Facilitate agency performance evaluation, development plans, and MBO
plans; hold frequent development discussions and address areas
requiring improvement.
Sarino Tesandori (Sari Salibi)
Contact Numbers: ++ 1 301 9621689 (Mobile) ++971 50 7959743
E-Mail: tesandori@yahoo.com
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Facilitate training support for new client managers who are acclimating to
advertising and branding principles, and implementation processes.
Attend all client’s meetings, market research, conventions, and
communicate key learning to team and client.
Actively participate in client presentations, selling and defending the
agency’s point of view.
Have comprehensive knowledge of client’s solutions and application to all
aspects of product marketing, research, and sales; help ensure that
Client’s -selling opportunities are facilitated and revenue goals are
achieved.
Help lead new business activities and pitches as requested.
Stay current with industry news and competitive environment to
continually expand knowledge.
MD/CD, Memac Ogilvy, Kuwait (March 2005- July 2005)
Involved in strategic direction & operation planning,
staff issues, external client relations, reporting & structuring
account management, creative, finance, HR management
and new business.
- Marketing and Communication Consultant, Middle East.
Worked on several real estate projects in the region like
the Dureibi community development project south of
Jeddah plus numerous other projects like agency start ups
and the likes. It was involved in strategic direction &
operation planning, account management and creative
matters.
- Dubai Pearl Development project (2003- 2005)
Vice president marketing and communication, Dubai.
Involved in strategic marketing direction and
Implementation external media and investors relations,
creative and PR.
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Development of a long-term brand building
strategy in a form of a road map. This strategy
included detailed steps to launch, build and
sustain the brand image and values of DUBAI
PEARL.
Sarino Tesandori (Sari Salibi)
Contact Numbers: ++ 1 301 9621689 (Mobile) ++971 50 7959743
E-Mail: tesandori@yahoo.com

These steps included, identifying strength and
potentials, setting long term objectives,
defining the target audience, proper
understanding of market place and setting the
right positioning of DUBAI PEARL. (Brand
values).
 Developed and launched an integrated brand
campaign for DUBAI PEARL was the corner
stone in the ongoing process.
 Revamped and launched a new website
reflecting company’s new image and values.
 Develop an integrated marketing plan for each
property development.. Such plan incorporates
clear execution strategy, weekly achieved
targets assigned roles and responsibilities for
each team member.
 Direct and coordinate the local and int’l
marketing functions, conduct Road- shows and
organize exhibitions in UAE and abroad.
 Manage all PR and publicity requirements of
DUBAI PEARL.
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Identified and hired the right people for the
sales & marketing team.
Managed existing clients, sourced for new
accounts and liaised with foreign investors with
regards to potential investment.
Coordinated
mandates,
handled
the
documentation
and
evaluated
property
performance against financial and operational
objectives.
Managed the marketing department, supervised
the advertising/PR agency and attended real
estate exhibitions / road-shows in the UAE &
the region.
Prepared business plans, sales and income
assumptions
and
maintained
detailed
knowledge of the real estate assets and market
conditions.
Sarino Tesandori (Sari Salibi)
Contact Numbers: ++ 1 301 9621689 (Mobile) ++971 50 7959743
E-Mail: tesandori@yahoo.com

Anticipated client's & management's needs to
provide cost effective and responsive real
estate solutions.
Competency Areas:
• Highly intelligent
• Motivated and enthusiastic about new product/industry
• Proven contacts and relationships in real estate, finance,
and deal making
• Business origination experience
• Outstanding interpersonal and leadership skills
• Forward planning of multiple tasks and objectives
• Control (able to develop and track processes)
• Able to deal with change and tight deadline environment
• Judgment – able to make well thought out and researched
decisions
• Independence, Initiative, Integrity, informative and intuitive
• Able to travel locally and globally
• Proven problem solving focus and abilities
• Logical thinker having rational and practical decision
making skills
• Organizing and planning skills with multi-tasking
• Rapport building
• Time management: prioritizing complex workload and
being efficient
• High work standards – inspires same in others
• Strong written and verbal communication skills
• Highly persuasive and persistent
• Resourceful
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Ogilvy & Mather (March 2000 – August 2002)
Deputy MD – Middle East.
Involved in strategic direction & operation planning,
staff issues, external client relations, reporting & structuring
account management, creative, finance, HR management
and new business
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FCB (1995 - 2000)
General Manager / Group Creative Director - Middle East
Involved in strategic direction & operation planning,
staff issues, external client relations, reporting & structuring
Sarino Tesandori (Sari Salibi)
Contact Numbers: ++ 1 301 9621689 (Mobile) ++971 50 7959743
E-Mail: tesandori@yahoo.com
account management, creative, finance, HR management
and new business.
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Saatchi & Saatchi (1990 – 1995)
Business Development / CD - Middle East
Involved in strategic direction & operation planning,
staff issues, external client relations, reporting & structuring
account management, creative, finance, HR management
and new business
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DeKalb Genetics Corporation (1988 - 1990)
Marketing & Advertising Manager Middle East and parts of Europe.
Involved in marketing genetically enhanced products to the Middle East.
EDUCATION/PERSONAL
MA School of Journalism, University of Missouri – Columbia 1987
MS American University of Beirut 1982
BS American University of Beirut 1980
US CITIZEN / Italian, Arabic, English & some French.
Key Competencies:
Strong presentation and persuasion skills: Can develop a clear point of
view and tell a meaningful “story”; am effective in a variety of settings and
group sizes with clients, peers, subordinates, and bosses; confidently
express both data/facts, plus more controversial topics; command
attention and can manage group dynamics.
Brand champion: Demonstrate good creative judgment and understand
the elements of breakthrough advertising; provide constructive
comments.
Industry application: Can quickly learn new industry, company, product,
and/or technical developments of the client’s—as well as the agency
business—to function at a high level of accomplishment.
Strong experience in Major Int’l agencies leveraging the strengths of many years
in the media, advertising and Marketing communications, OD and consultancy
business. Companies focused in the Middle East with operations in Europe,
North America and other targeted international markets.
Sarino Tesandori (Sari Salibi)
Contact Numbers: ++ 1 301 9621689 (Mobile) ++971 50 7959743
E-Mail: tesandori@yahoo.com
I have been involved intensively in identifying customer needs, assisting in
developing marketing strategies and ensuring implementation, in order to provide
effective and consistent communication, concepts and products.
I contributed to the overall marketing strategy and product concept definition from
the marketing perspective, assisting in formulating marketing plans and budgets
and ensuring realization.
I have developed ideas and campaigns, selected and negotiated with media and
production agencies and controlled placement of advertising, to effectively
communicate image and stimulate sales.
In addition to the above I often was involved in data collection and analysis of
customer needs/reactions, competitor analysis, and development of segmented
marketing and sales strategies.
More over, I was extensively involved in developing, planning and implementing
promotional activities such as customer incentives, in co-ordination with the
clients’ marketing department, in order to maximize awareness and consequently
sales. I also participated in controlling and monitoring media placement and
public relations, to ensure that all communications reflected the client’s image.
In a nutshell, I have extensive experience in advertising, PR, promotion
management and marketing communication with in-depth knowledge of local
markets covering North Africa, the Levant and the Gulf.
EXTENSIVE EXPERIENCE IN:
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Marketing and Communications
Advertising, Media and Promotion
Research and Data Analysis
Marketing and Sales tools and Collateral
E-Commerce, Websites, and Multimedia
Executive and Corporate Projects
Projects Management
CORPORATE COMMUNICATIONS
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A communications professional with a broad experience base in all
aspects of Corporate Communications.
A corporate officer who can create strategic communication plans: design,
manage and execute the internal and external communications, and
industry relations strategy for the company.
Experience in corporate messaging, branding and identity, company
corporate and solution collateral, the company web site and media
relations.
Ability to lead or support marketing teams (marketing, media, advertising,
event management, creative arts and journalism).
Sarino Tesandori (Sari Salibi)
Contact Numbers: ++ 1 301 9621689 (Mobile) ++971 50 7959743
E-Mail: tesandori@yahoo.com
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Full understanding of roles of diverse marcom tactics and Integrated
Marketing
Communications (advertising, promotions, direct marketing, public
relations, interactive).
Coordinate market research projects.
Custodian of the company’s brands image and the elements that support it
(brand promise, graphic standards and product branding).
Experience with contract management, both client and vendor/partner
Development of presentations for key executives
Project management skills , organizational skills, especially project
tracking and management
Successfully authored speeches and articles for CEO or other senior
corporate leaders; highly networked in public relations and media
relationships, Corporate identity systems and logos, Corporate Signage
,Gift items and mementos, Corporate Websites, video and CD's,
(Corporate Newsletter), Display and exhibition material, Corporate
stationary and business forms (letterheads, envelopes, business cards
with complement cards and folders), Greeting cards
MARKETING COMMUNICATIONS
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Extensive record of relevant Media, Marketing, and Advertising, industry
experience in senior marketing and development roles with reputable
agencies. A strategic, service-oriented marketing communications
professional with experience and ability to develop well-integrated
marketing plans and drive the successful execution of marketing
communications programs.
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Extensive and innovative knowledge of sophisticated integrated marketing
techniques for Media.
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Successful experience in the Development and Management of Media
branding and communications programs, marketing successful media and
media representation services: collateral generation, complementary set
of deliverables, interfacing with trade press, PR agencies and analysts.
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Ability to develop content necessary to successfully execute PR,
advertising, collateral, WWW marketing, direct marketing, and customer
database programs. Ability to craft key messages and slogans for product
positioning
Experience in promoting products ( Media ) by building brand awareness
and credibility, identifying qualified sales opportunities, educating
prospects, and delivering high quality sales tools. The focus being to have
a direct, positive, and creative impact on current and future sales
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Sarino Tesandori (Sari Salibi)
Contact Numbers: ++ 1 301 9621689 (Mobile) ++971 50 7959743
E-Mail: tesandori@yahoo.com
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opportunities, as well as generating significant interest in a company’s
product and service offerings.
Experience generating and implementing marketing requirement analyses.
Manage annual global and regional marketing and promotion budgets.
DEVELOPMENT OF MARKETING AND SALES COLLATERALS
Development of creative concepts, design, copy write and direct the development
of marketing communications and sales materials and B2B marketing disciplines,
product and marketing material, and special promotions; advertising and copy
writing for ads, and other project management related tasks, also brochures,
invitations, folders, packaging, direct mail, Web content and multimedia projects.
Create large-scale signage for trade shows and provide visual direction for
booths as needed.
ECOMMERCE, WEBSITES, AND MULTIMEDIA
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In-depth understanding of the online industry marketing and promotions.
Ability to create and develop Internet initiatives, including strategy,
rationale and business modeling.
Ability to take responsibility for establishing and managing the company'
e-commerce business development by evaluating and managing new
initiatives & e-commerce business opportunities on a regional and global
basis.
Ability to develop and execute marketing plans for eBusiness initiative.
Can identify and execute on line promotional opportunities, new content
and other interactive outlets.
DIRECT MARKETING
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Ability to develop strategic messaging and execute direct response
marketing campaigns
Ability to handle the developing, managing, and executing of multi-channel
direct response programs. using direct mail, email and sales tools for the
purpose of generating sales leads, Web advertising and in-store displays;
from creative brief through post campaign analysis.
Ability to distill key brand value propositions and transform them into lively,
engaging direct marketing materials.
Ability to manage relationships with outside creative vendors, including
agencies, response management and fulfillment houses to ensure that
programs executed on time, on budget, and adhere to standards.
Sarino Tesandori (Sari Salibi)
Contact Numbers: ++ 1 301 9621689 (Mobile) ++971 50 7959743
E-Mail: tesandori@yahoo.com
PRODUCT DEVELOPMENT
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Increase the valuation of the company media through identification
opportunities for product development, publications/product enhancements,
improved distribution and, alternative packaging approaches.
Identify strategic components for publications/product, emerging customer
needs and recommend actions to develop new publications/products and
manage enhancements.
Review competitive information and apply to product strategy development.
Track record of success in analyzing markets and developing innovative and
effective product roadmaps.
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RESEARCH AND DATA ANALYSIS
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Media Research: Experience in coordinating media research audits and
surveys from beginning to end, analyzing survey data, for qualitative and
quantitative research projects.
A thorough knowledge of Media survey
research methods.
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Market Research: Ability to develop and execute primary market research
solutions to guide strategic sales and marketing decisions for media and
publishing organizations.
Experience managing multiple market research projects simultaneously,
writing and presenting quantitative results to a wide range of individuals,
including senior management, developing presentations.
Possess strong analytical, client-relations/consulting skills and has the ability
to work independently within a fast-paced, dynamic environment.
Ability to create and maintain a database and perform ad hoc analyses such
as developing scales, running profiles, creating segmentations and validating,
updating or recreating previous analyses.
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PROJECTS AND EVENTS MARKETING AND MANAGEMENT
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Proven event marketing and coordination expertise including coordinating all
logistics for: Tradeshow events, Customer events, Influence events, Internal
launch event, External launch event, Annual employee appreciation event,
and training seminars and other conferences.
Successful record in developing, supervising and executing PR projects.
Experienced in both public relations idea development and project execution.
Ability to integrate PR concepts into the existing client base, in the pursuit of
new business.
Strong aptitude for writing and editing, strong media relations skills,
Sarino Tesandori (Sari Salibi)
Contact Numbers: ++ 1 301 9621689 (Mobile) ++971 50 7959743
E-Mail: tesandori@yahoo.com
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and an appetite for excellence in execution.
Experience in developing and maintaining relationships with key horizontal
and vertical media and craft story angles.
Experience in preparing media kits, writing and distributing press releases,
tracking media coverage and setting up interviews.
Total handling and management of a variety of corporate PR events:
From development of themes to invitation cards and processing of replies
to venue reservation, includingticketing, hotel accommodation, and airport
pick ups. Also:
- Production of promotional material for the event:
- Handling of seminars,
- Production of material for stands and exhibition booths such as
posters, signage, in addition to brochures, etc…
- Press coverage, various audio-visual equipment as needed
References given upon request.
Sarino Tesandori (Sari Salibi)
Contact Numbers: ++ 1 301 9621689 (Mobile) ++971 50 7959743
E-Mail: tesandori@yahoo.com