SERINA EL KAISSI

Dubai · +971 559028574

serinamkaissi@gmail.com

PROFILE SUMMARY
Arabic and French speaking, local, regional, and international client-based expertise in implementing
marketing and communications strategies through digital and data; across retail, entertainment, and last mile
delivery sectors

EXPERIENCE
FEBRUARY 2019 - Present
SENIOR CRM SPECIALIST- Majid Al Futtaim – Leisure, Entertainment & Cinemas (GCC &
MENA)
• Monitor and conduct research on trends in the CRM field and benchmark identify emerging
opportunities that the business could capitalize on and gain a competitive advantage in terms
of consumer acquisition and retention in the market.
• Continuously monitor and evaluate CRM campaigns and activities to measure ROI and
enable continuous improvement across customer acquisition and retention.
• Support CRM, growing overall customer management capability to provide a high level of
service and excellent customer experience and capture data across all key touchpoints of the
business.
• Maximize customer retention and the acquisition of new consumers, therefore, enabling the
business to achieve its customer base targets and ultimately its financial goals
• Liaise with CX Analyst function to gather insights to support consumer segmentation, and
consumer roadmap analyses.
• Support the development and execution of group wide CX/CRM initiatives across the GCC
and MENA region.
• Leverage data and insights to design and develop programs and experiences that increases
value for customers and interactional channels for 7 different brands.
• Collaborate with stakeholders to manage key performance metrics and assist with budget
management
• Analyze and synthesize customer behavior data, business results, marketplace trends and
research insights to advance customer engagement strategies.
• Develop and implement Data and CRM across the business across GCC and MENA region to
drive customer retention and customer loyalty.
• Oversee direct communications with customers through the CRM via Movio, a movie specific
CRM tool as well as Dialogue, an SAP tool
• Oversee the migration of all direct communications to lower cost mediums such as SMS and
email and push notifications
• Develop testing strategies for all aspects of the CRM to ensure the most effective approach
for the company and its products
• Create and implement CRM platform structure and architecture to ensure it works seamlessly
across the organization and captures all required information at key points in the customer
life cycle
 JANUARY 2018- FEBRUARY 2019
ACCOUNT MANAGER, SAUDIA AIRLINES (COLLINSON GROUP)- DUBAI, UAE
(GCC)
• Managed the loyalty program (Alfursan) for SAUDIA Airlines in GCC
• Designed and implemented the communication strategy (e-mail, SMS, Push Notifications etc.)
• Managed their existing and prospective partners across Telecom, Banks, Hospitality and Car
Rental companies to broaden the scope, size, and value of the SAUDIA Airlines
• Collaborated with the loyalty strategy team and other cross-functional teams to develop
loyalty experiences and growth, build the brand, and achieve financial objectives
• Worked on various projects to drive quick issue resolution and achieve shared goals and
drive to successful loyalty launches and ongoing program experience
• Maintained campaign analysis report to track engagement traits and revenue generate from
campaigns
• Proposed program enhancement communications by optimizing loyalty programs and
packages to increase client satisfaction.
• Retained program information integrity by ensuring program policy and procedures were
always updated
• Benchmarked loyalty program against other competitors in the market to ensure program
had competitive advantage

MAY 2015 – JANUARY 2018

ACCOUNT MANAGER, ARAMEX, DUBAI
• Drove revenue through managing the sales team to ensure targets are met
• Met with potential and existing core market clients regularly to understand the business
challenges and accordingly propose new solutions to increase volume and sales revenue
• Reviewed and analyzed top customer’s performance to identify gaps and ensure the
maximum
possible growth, minimal attrition rate and avoid losing customers to competitors
• Negotiated customer’s contractual terms and conditions with the contract management
department and other stakeholders
• Researched information regarding best and common practices within the market competition
• Ensured customer database is always updated through the CRM system

EDUCATION
HERIOT-WATT UNIVERSITY, DUBAI- BUSINESS ADMINISTRATION,
2012-2015