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Kareem User

@kareemuser2

Marketing communications director at ToYou who scaled influencer activations to 80 monthly and generated 600M organic views.

Saudi Arabia

Message

At ToYou, I built the partnerships, influencer marketing, and influencer affiliate marketing functions, with KPIs, governance, SOPs, and negotiation handbooks. I secured partnerships with STC Solutions, NWC, Team Saudi, Riyad Bank, and Alinma Bank, and scaled influencer activations from 3 to 80 monthly.

Earlier at ToYou, I built the social media department and directed campaigns and social strategy for the Saudi market. I also developed digital marketing and communications strategies for clients including UNICEF, and managed campaigns for brands including Ooredoo Telecom and Costa Coffee.

Experience

Work history, roles, and key accomplishments

Current

Director of Marketing Communications, Partnerships, and Social Media

Current

ToYou

Aug 2024 - Present (2 years 2 months)

Built partnerships, influencer marketing, and influencer affiliate marketing functions, securing B2B2C partnerships with major companies and scaling influencer activations from 3 to 80 monthly.

Partnerships Influencer Marketing Affiliate Marketing B2B2C Negotiation KPI development Campaign Management

Head of Social Media Marketing Department

ToYou

Mar 2023 - Aug 2024 (1 year 5 months)

Launched 8+ Saudi-market campaigns and directed social media strategy across social, CRM, and digital channels, leading a 30-member department and improving response time and CSAT.

Social Media Strategy Campaign Management CRM Email Marketing Team Leadership Data Analysis Crisis Management

Social Media Marketing Manager

ToYou

Jan 2020 - Mar 2023 (3 years 2 months)

Built the social media department from the ground up, localized global trends, and achieved significant increases in campaign performance and engagement.

Social Media Management Team Building Localization Performance Analysis Social Listening Lucidya Talkwalker Crisis Management

Accounts Director, Digital Marketing

Work Integration Digital Agency

May 2019 - Jan 2020 (8 months)

Established agency pricing strategy and built the organizational structure and operating model to support service delivery.

Pricing Strategy Budget Management Organizational Design Process Improvement

Digital Marketing Communications Consultant

Rou7 Digital Agency

Sep 2016 - Oct 2018 (2 years 1 month)

Founded digital marketing and communications strategies for clients including UNICEF and the Ministry of Health, and prospected clients to secure new projects.

Digital Marketing Communications Strategy Client Prospecting Proposal Development

Social Media Account Manager

Acquaint Communications

Dec 2015 - Jul 2016 (7 months)

Managed marketing and social media for multiple clients, localized international campaigns for the Saudi market, and implemented content strategies and crisis plans.

Social Media Management Brand Campaign Localization Content Strategy Crisis Management Budget Management

Social Media Manager

Mudon

Jun 2014 - Jul 2015 (1 year 1 month)

Led marketing for The Gate Mall and 13 retail brands, managing social operations, partnerships, budgets, and agency coordination.

Social Media Management Event Marketing Partnerships Budget Management Agency Coordination

Account Manager

BBDO Worldwide

Jul 2013 - Jun 2014 (11 months)

Led social accounts for Ooredoo Telecom, Al Ghanim Motors, and Costa Coffee, including major campaigns and a full rebrand, and contributed to award-winning campaigns.

Account Management Social Media Campaign Management Rebranding Performance Analysis

Public Relations Executive

Editor PR

Sep 2011 - Mar 2013 (1 year 6 months)

Progressed through Public Relations Executive, Senior Media Analyst, and Social Media Specialist roles, managing PR campaigns and media relations for major clients.

Public Relations Media Analysis Social Media Media Relations Press Events