From September, 2017 I became employed as Account Manager for UBM plc EMEA. I am currently based in Amsterdam, Netherlands, where UBM Europe, Middle East, Afirca (EMEA) division is managed. From the here the division organises state of the art world-class events for B2B companies from various industries.
UBM plc organises world class events, and is known for the number #1 ranked Pharmaceutical event known as CPhI World-Wide, held across Europe, North America, Asia and Middle-East.
Joining as Account Manager, I have been given the responsibility to grow the client revenue within the packaging portfolio for CPhI and Pharmapack events in Europe and across growth markets.
Night Shift evolved from 5 individuals with love for museums and culture. Since April, 2017, Night Shift takes place every third Thursday of the month, at Het Nieuwe Instituut in Rotterdam. Night Shift brings expert speakers from various cultural organisations to present to an audience who are either employed or have interest in the cultural sector. The objective of Night Shift is to bring together cultural organisations and their audiences.
My role from April until September 2017, in the Night Shift team was to create a monthly program and seek related speakers to fit the topic of discussion. Each month, I together with my team would curate the upcoming program with regular communication and monthly meetings.
Feel free to join us for curious, critical and open discussion and cease the opportunity to meet like minded souls. All are welcome. The event caters for both Dutch and English speakers.
Night Shift is a free event, but a voluntary donation would be appreciated.
In 2016, I had the pleasure to announce my partnership with Beaconmaker. The app producer that brings engaging user apps for museums, buildings, precincts and cultural venues. The position is located in Amsterdam, Netherlands.
Beaconmaker requires minimal engineering expertise by allowing museums and cultural venues to create their own iBeacon enabled self-guided tour app within a day. Teams can create visitor guide apps with well designed features and modules tailored for their museum audience. The all-in-one mobile marketing platform.
Features include: Automated app deployment, content management system, iBeacon/BLE interactions and visitor analytics.
Joining as partner and business development manager, I have been given the responsibility to create a branch office in Amsterdam, Netherlands to attract the European market.
Responisibilities include:
Covering legal aspects to conduct commerical operations in Europe.
Sourching talent to grow the European office.
Collaborating with channel partners to strengthen industry out-reach.
Attending networking, congress and trade show events.
Creating a sales cycle process for the entire organisation.
Inside and outside sales reach.
In 2016, I had the pleasure to work as the Business Development Manager for Pharmaceutical Design. The creative design agency engineered an Artwork Workflow System (AMS) called Twona, which was to revolutionise how artwork workflow was systemised in Pharmaceutical industry. The position was located in Amsterdam, Netherlands.
My responsibilities was to increase the business revenue of the product and service category for a vendor associated with pharmaceutical packaging design services and Artwork Management Systems (AMS).
Key responsibilities included:
• Establishing and maintaining relationships with clients by keeping constant communication, providing product information and training.
• Inside and outside sales reach.
• Lead generation.
• Attending conference, trade show and networking events
• Regularly analysing sales figures and implementing corrective action whenever and wherever necessary.
• Product promotion, including organizing promotional events such as workshops, exhibitions and meetings.
• Handling complaints and taking necessary actions.
• Create concise records of customer information, activities and progress, and reporting on a monthly basis.
I was amongst 12 design graduates from Tractor Design School, which received the following brief to examine and improve the digital experience of how the general public interacts digitally with the NSW Police Service.
The objective of the brief was to research how and why people interact with the Police and identify digital based product opportunities and pain points that ultimately improve the digital experience.
My approach to this brief was to improve the user report experience for crime victims and witness to crime events. My research looked into the current digital reporting system of NSW Police and secondary research materials, such as the NSW Police Corporate Plan 2012-16 and Annual Report 2013-14. Then, I observed and interviewed users on their thoughts on the current reporting system.
Open ended interviews, persona creation and my own research and analysis helped with ideation and design. The solution took the form of a means-end-chain perspective. This marketing theory helped me to understand the link between the user behaviour and functional consequence in the user journey. Finally, user testing sessions enabled me to observe and identify key issues that were addressed with this design.
In 2014, I had the pleasure to work as the Global Brand Marketing Assistant Manager for Danone Medical division (Nutricia Advanced Medical Nutrition). This was an internship position located in Schiphol, Netherlands.
My responsibilities for the role included;
● Managing the launch of new products into ANZ, Asia, Americas, Europe & Mid-East; examples of products include Fortimel, Forticare, Nutilis and Cubitan
● Digital marketing development and analysis for nutriceutical product category. Tools used include Sysomos -allowing to understand current trends via social media platforms. In addition, data mining, digital archiving, file sharing, keyword analysis, building and managing digital email campaigns and analysing the successfulness of the campaign click-through-rates.
Major led projects in summary:
● Analysing data and creating infographics.
● Briefing agencies to develop campaigns. Exp: drive doctor and patient connection.
● Cross-functional collaboration with internal and external stakeholders – including: Internal - medical, regulatory, sales, R&D, finance, digital, events, training and development stakeholders, and External: advertising agencies, congress organisations, print agencies, hotels and transport agencies.
● Preferred point of contact for central business units with respect to the launch of new products and marketing material.
My biggest achievements during my employment with Danone was developing the Oncology Library and Measuring Oncology in 17 countries: This project involved measuring actual sales of Nutricia’s Oncology business across the chosen countries, as well as the expected sales forecasts for the Forticare product.
Rotterdamse Museumnacht is an annual event which is held in the Netherlands. Musuems collaborate and people can buy one ticket to access all participating museums. The program starts from 8 pm until 2 am the next day. Public transport can be freely used for people who bought a ticket.
The event is a source of education for current residents and can attract potential residents to the city of Rotterdam. This is done by promoting entrance to museums, galleries, workshops and providing music and various sources of arts and cultural activities.
I was given the opportunity by the curators of the Rotterdamse Museumnacht to write my Masters thesis on the event. My research question analysed a cultural event which helps to promote museums, by focusing on key variables influencing consumers’ intention to revisit the museums. My aim of this empirical study was to help build on research into the benefits of cultural activities on consumer activities.
The problem statement covered in this thesis was: Which factors drive consumer intention to revisit Rotterdamse Museumnacht?
The research question was answered using data collected from visitors to Rotterdamse Museumnacht 2014. Place marketing theory and segmentation was used to derive factors that influence overall revisit intention, and SPSS was utilised to test the conceptual model that explains this relationship.
This study also researched consumer satisfaction in a museum context and whether satisfaction had a positive effect on consumer’s intention to revisit a cultural event the following year. The hypothesis is that intention to revisit is affected by the level of consumer satisfaction for the program. This thesis also assessed whether consumer segments existed and whether consumer segments have various tendencies towards their intention to revisit.
The goal of this event is to create a platform between the students from Erasmus University Rotterdam and the fashion and luxury industry, but also to increase Rotterdam’s attractiveness as a port to fashion business.
The Fashion Seminar Week supports entrepreneurship in the fashion industry and provides fashion companies to reach out to students and public.
Students were given the chance to get to know more about the fashion and luxury industry, learn about the professional opportunities in this sector, and listen to captivating presentations on the link between business, fashion, creativity and design.
Fashion Seminar Week hosted International fashion companies, business entrepreneurs and designers in a week of informative presentation, networking and red carpet show from 19 May to 23rd May 2014. Guest speakers included Louis Vuitton, Nederland Fashion Week, Zara, Dutch Catwalk and many more.
My role was Chairman of the event which required project management and leading the Fashion Seminar Week 2014 team.
My biggest achivement was creating and developing a start-up initiative called “Fashion Seminar Week”. This involved preparing a business proposal, creating the program, recruiting employees and delegating work, budgeting and hiring of facilities, as well as extensive collaboration with fashion designers, business executives and research and developers in the field of fashion. As a result, €10,000 was raised in core sponsorship and ticket sales, Amsterdam Fashion Week agreed to be involved (i.e. Dutch Catwalk (3D designers), Louis Vuitton, African Fashion Week and Granny’s Finest and many others), and a successful, sustainable business proposal was established which has already led to “Fashion Seminar Week 2015” and beyond.
As part of the Marketing Association Eramus Univesity Rotterdam (MAEUR), I was part of 30 international students chosen to participate in the International Research Project 2013.
I was grouped in an international team of five, which conducted desk research in the cooling tower industry on nine South East Asian countries with a focus on business opportunities for a western consulting company, called GEA Polacel Cooling Towers B.V. This resulted in a recommendation on three countries that were analysed in more detail. Further, I executed field research with in-depth interviews in Malaysia, South Korea and Thailand. The interviews were conducted with senior directors and engineers from the cooling tower sector and governmental authorities. Our team identified and contacted the partners and self organised and independently conducted the meetings. Finally, our team analysed the research data and presented the results and recommendations to the management of GEA Group.
Summary of key responsbilities included;
● South East Asian market research in the cooling tower industry for a Dutch company.
● Acquisition account management – this involved cold calling at enterprise and SMB level.
● Desk research – this involved competitor analysis, as well as targeting and market segmentation.
● Field research – conducting qualitative interviews to obtain information in relation to industry innovation and competitor analysis. Interviewees included senior directors and technical engineers from companies within the cooling tower industry, as well as advisors within the government.
In 2012, I had a terrific Internship experience with Amnesty International. The position was located in Amsterdam, Netherlands. I was responsible for programming the non-profit organisation, Movies that Matter film festival in 2013.
My key responsibilities included; Film research and request, arranging film rights, Supervision of new interns, data mining and archiving.
In 2011, I was part of the team behind the Refugee Art Project. Refugee Art Project was conceived amongst a collective of academics and artists united by a concern for the plight of asylum seeker and refugees who come to Australia and who are then locked up indefinitely in Australian detention centres. We conduct regular art workshops with people in the Villawood detention centre and with refugees in the community, from which we hold art exhibitions and have produced a number of zine publications.
The Fear+Hope exhibition was created in 2 weeks and lasted for 2 weeks. The event consisted of an art exhibition and book launch. The opening event involved live music, food, drinks, talks, the local community and fun vibes. There were approximately 1500 people at the event over the course of the week. I was involved in the planning, organisation and logistics of the exhibition.
Fear+Hope
25 June to 8 July 2011
The Mori Gallery 186 Day Street, Sydney
Video property of Refugee Art Project
Created by Logos Digital Media Production
Alwy Fadhel, 'Bound', coffee on paper, 29x38cm
Alwy Fadhel, 'Over the Fence', coffee on paper, 38x29cm
Syed Ruholla Musavi, 'Boy in Detention', oil on canvas, 60x69cm
Syed Ruhollah Musavi, 'Religious Elegy', oil on canvas, 60x85cm
Mr Koala is a concept store providing the highest quality Australian made products in luxury and comfort. The brand was established in 1970 and offers products to fit into the consumer’s everyday life offering them products of high-end fashion, comfort and value for money.
In 2008, I was given the opportunity to develop and lead the Marketing communication of the company. My key responsibility was to work on back-end and lead front-end development for the new e-commerce website.
The next phase was to manage digital marketing communication; this included, Google analytics, social media management – eDM involved creating digital marketing email, briefing digital agency to re-iterate and develop the ecommerce website using UX design methods, SEO optimization using CTR and CPC on Google Adwords and Facebook Ads. I utilised my skills in Adobe Indesign and Paint Shop Pro to create print and digital marketing material.
In 2011, the position led me to develop and increase the annual sales of Mr Koala’s core product, UGG Australia. The solution was to develop channel partner co-op with stakeholders; TNT courier services, British Airways, Sheraton Hotels – i.e. effectively managing the business account with preferred freight forwarders – TNT and UPS – to assist in providing a premium service to our largest customer British Airways. Also involved in this process was liaising with the Sheraton Hotel where British Airways staff stayed, and providing marketing material to promote UGG Australia in various locations.
In 2011, the opportunity arose to work with a brand endorser – e.g. endorsed Miss Universe Australia as the Face of Shearers UGG boots, which involved creating and signing the contractual agreement for 3 years, and establishing marketing touch points to leverage from our endorser contract.; touch points included, in-store posters, swing tags, digital video, social media, TV promotion, trade fair, newspaper and magazine, blogs and website.
Each year from 2009-2012, I was responsible for the launch of the Mr. Koala lookbook, listing the stores latest products using product images and descriptions. My responsibilities entailed art directing the Mr Koala 2011-12 video launch, which included, briefing a photographer, film crew, models, make-up artist and fashion designer for creating a 6 minute montage to show the latest 2011-12 season products. A product catalogue and short film was created and distributed in-store, via website and social media.