About
Mali is a savvy digital and operations marketing manager with 12+ years of experience dealing with the agency, publisher, and client perspectives. Mali had the privilege of leading digital and content marketing, product strategy, and go-to-market operations across the FNB, FMCG, automotive, entertainment, banking, and pharmaceutical industries for well-known brands like McDonald's, Henkel, Unilever, Mercedes-Benz, Porsche, Nissan, Disney, WarnerMedia, ADCB, CitiBank, and Boehringer Ingelheim.
Top Skills
- Digital Media20%
- Digital Strategy20%
- Customer Experience20%
- Product Management20%
- Team Management20%
Also works with
- Leadership
- Team Leadership
- Website Management
- Product Launch
- Web Analytics
- Adobe Analytics
- Media Planning
- Digital
- Analytics
- Strategy
- Media
- Digital Transformation
- Product Strategy
- Agile Project Management
- eCommerce
- Go-to-market Plans
- Customer Service Management (CSM)
- Lean
- Six Sigma
- User Experience (UX)
- Advertising
- Inventory Management
- New Product Development
- Sales Growth
- Sales Enablement
- Sales & Channel Enablement
- Innovation
- Creative Strategy
- Net Promoter Score (NPS)
- Paid Media
- Management
- CX Strategy
Experience
Jan 2018 — Jan 2022
Digital and Omnichannel Lead | India, Middle East, Turkey, and Africa
Boehringer Ingelheim
Led strategy and operations on both content and channel excellence for all marketing and GTM requirements across 30+ countries in the IMETA region. Customized digital marketing strategies for each country by working with local champions and a global IMETA digital strategy. Created a global model that reduced the company's operating expenses on digital marketing products. Partnering with Indegene as a worldwide supplier saved the company over $25 million. Designed Boehringer Ingelheim's global digital marketing blueprint. Launched the pharmaceutical entry into META's business API for WhatsApp, turning Boehringer Ingelheim (BI) into the world's first pharmaceutical company to use WhatsApp Business as a customer engagement tool. Played a critical role in BI's internal digital transformation as I created new digital marketing and content protocols to upscale the teams in their digital capabilities. Conducted training and the change management strategy for all omnichannel GTM requirements across the IMETA region. Developed a brand new virtual detailing engagement platform, piloted it in the IMETA region, and then rolled it out as a global engagement channel across all BI countries. Blueprinted a customer-facing website that includes both marketing and medical functions, allowing local teams to deliver email and web-based content to healthcare professionals in one catch-call portal, delivered via 50 market-specific microsites. Leveraged Adobe Analytics and other digital analytics tools
Jan 2016 — Jan 2018
Head of Digital | Middle East, North Africa, and Turkey
WarnerMedia
Expanded WarnerMedia's saleable web inventory via paid media by buying inbound traffic at $1.5-2 per CPM and selling it at an above-market price of $65 per CPM, which increased revenue by $2.5 million. Led the development of several web and app products to bring WarnerMedia's product portfolio into the MENA marketplace, which included websites for Cartoon Network, Boomerang, and CNN and OTT platforms such as Toonix. Planned and executed the social media strategy for Cartoon Network, Boomerang, and CNN. Grew our social reach by over 278% across the MENA market and drove our brand affinity, tracked via Facebook surveys, by about 21% points.
Jan 2010 — Jan 2016
Associate Director | Hybrid Digital and Social
OMD
Played a key role as the digital, social, and eCommerce lead for McDonald's, leading all digital touchpoints to ensure a seamless brand experience online and in-store. Oversaw the regional budgets for McDonald's and the agency team in charge of their eCommerce initiatives. Led OMD laundry, beauty, and home care business units' digital marketing. Created content and digital marketing plans and managed the digital media strategy execution and reporting across the MENAT region for these business units' brands. Managed Nissan and Arabian Automobiles, Porsche Middle East, Africa, and India, and Peugeot Middle East and North Africa brands and also acted as a consultant for Peugeot MENA and Mercedes-Benz META. Conducted OMD's new business pitches and social media monitoring and listening service. Also reported to the Head of Digital for all tech, social network, software, and app audits and was involved in product innovation.
Education
Bachelor's Degree in Marketing
Manipal University - Dubai, United Arab Emirates
2007 - 2010
Certifications
Lean Six Sigma Green Belt
MoreSteam
Jan 2022
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