New Metrics LLC

Lead Customer Experience & Marketing Strategy projects across MENA.
Established and lead Market Research, Innovation Management, and Foresight practice.
Had the privilege to work with 50+ leading private and public clients across the MENA on transformative projects.
Mentored, coached, and trained more than 300+ managers and leaders from enterprises and government institutes.

Principal - Customer Experience, Research & Innovation

Zenith

Market Lead on Oman - managing the largest digital media spend in the Sultanate, covering Performance (SEM/SEO,Social), Digital Marketing, Social Content, and Media. 

Proud to have serviced Omantel, Bank Muscat, and our clients in Oman.

Business Director

Peppers & Rogers Group

Managed multiple projects in the Middle East as a subject matter expert on loyalty/CRM/retention, digital media, and digital content.
Areas of Expertise: Loyalty/CRM, Digital Transformation, Digital Marketing
Sectors of Expertise: Telecom, Media & Technology, Financial Services

Senior Manager

Boubyan Bank (Member of NBK Group)

Responsibilities included the following projects/units:
•	Innovation & Technology
•	Web Presence (website, microsites, landing pages)
•	Online Marketing
•	Social Media (management, engagement, monitoring, analysis)
•	Intranet Platform (development, update, design, training)

Manager - Digital Media

AWI Company

Spearheaded the digital transformation of the largest diversified media company in Kuwait, establishing its digital offering.

Launched various nationwide campaigns for multiple industries (Telcos, retail, elections campaigns, governmental bids) utilizing diverse media (out of home, newspapers, magazines, direct marketing, online, and social).

Successfully managed sales and operations of the leading classifieds and direct marketing company in Kuwait, and led its expansion into new partnerships and geographies.

Executive Manager (eCommerce/Digital Media)

KREE8it

Co-founded KREE8it after noting a gap in quality digital services offerings in the market. Proud to name L’Oreal, SanDisk, P&G, Nikon, AM Kharafi, Al-Hamra Tower, and The Scientific Center – Kuwait among the clients.

Co-Founder

Panasonic

In addition to heading the Panasonic ICT unit, I was responsible for management of other brands like SanDisk, RadioShack, among others.

Category Manager - Digital/ICT (Panasonic, SanDisk, RadioShack)

Alaa Halawi

Alghanim Industries

My role as GM is to establish the strategy and direct the Costa Coffee team to achieve operational, sales and profit objectives across the markets by directing and allocating the available resources to maximize operational efficiency.

Ensuring world class customer service and driving performance improvements against KPIs to increase profit margins and customer happiness.

General Manager Costa Kuwait 

Kout Food Group

Marketing Director

Project Manager, Burger King Kids’ Meals: Utilized minimal budget to launch the first kids’ gaming app in the region to replace toys in meals, reducing plastic usage and saving over $1M in annual costs while increasing the kids’ segment sales by 10%.
•	Project Manager & Stakeholder, Burger King App: Increased awareness and growth of the Burger King app by +15% over three months while spending below planned marketing budget by raising daily order numbers to surpass website order numbers & drawing sales from aggregators.
•	Coordinated +20 brand-level events & with materials each year.
•	Oversaw +40 projects and campaigns every year, growing top-line sales and driving more customers to brands.
•	Collaborated across departments to set budget road maps, targets, channel focus, and growth plans for 2021.
•	Managed the 10-person marketing team, sales forecasts, customer acquisition and relationships, product launches and management, analytics, business performance, and communication with external agencies.

Associate Marketing Director

•	Leading all Kout QSR Brands (Pizza Hut, Burger King, Taco Bell) & Military Operations in planning and implementing marketing strategies and supporting campaigns
•	Targeted product marketing focused on premium vs value offerings promotions and campaigns
•	Oversaw the QSR department and ensured that its execution of campaigns aligned with marketing strategies.
•	Project Manager for Operations, Logistics & Product Sales: Restructured the Power BI marketing reporting tool to extract actionable insights and track campaigns more effectively, which grew campaign ROI and success rates from 75% to 90%.
•	Produced highly effective targeted product marketing for $5M in products.
•	Developed and launched customer acquisition strategies by utilizing effective communication and engagement.
•	Drove omnichannel marketing by implementing the funnel in Q2 2019, restructuring the department, and realigning the budget and strategies to be more niche-oriented and increase conversation levels.

Senior Manager - Marketing

•	Initiated & developed QSR marketing strategies by optimizing profit margins, resolving operations issues, and ensuring effective logistics.
•	Project Manager for Talent Management, Operations & Product Sales,
•	Managed Multiple Projects: Drove omnichannel marketing in Q2 2019 by implementing a marketing funnel, restructuring the department, realigning the budget, creating more sales-based marketing strategies for each channel, and producing more niche-oriented creative design and content marketing strategies. As a result, the campaigns' impact increased customer brand consideration and led to 10% higher conversion levels.
•	Implemented a new coupon distribution process in 2017 for QSR brands, distributing +3M coupons per year with 10% growth in redemption year-over-year.

QSR Marketing Manager

•	Designed brand strategies, targeted advertisements, and product innovations to grow brand relevance and equity.
•	Project Manager & Stakeholder for Operations, Supply Chain & Product Sales: Improved the forecasting process and promotion in 2016, significantly reducing the error rate for promotional products’ inventory and arrival times by establishing a comprehensive internal process from product development to ordering. This process increased promotions’ success rate by +30% by ensuring more on-time launches, higher ROI and greater stakeholder alignment.
•	Owned the marketing calendar and launched initiatives outside of the franchise model to improve brand awareness and drive growth in brand sales, achieving historical sales records exceeding a 10% average growth above forecasted values.
•	Spearheaded the NPD initiatives within Burger King Kout.
•	Led new LTO Product development, delivering more than five new LTOs in one year.
•	Communicate and develop a successful partnership with the franchise to insure Brand success and growth year after year.

Burger King - Marketing Manager

•	Guided marketing efforts for two popular restaurants, increasing customer reach by 10% and revenue by 15%.
•	Drove localized campaign content to make the brand’s food and terminology more familiar to the market, growing awareness by 25% by applying niche targeting.

Tacobell & Applebees-Marketing Manager

•	Contributed to multiple digital marketing strategies for a casual dining restaurant.
•	Initiated Applebee’s SM accounts & managed account content and promotion.
•	Developed local Store initiatives to drive traffic to stores based on occasion relevant events

Applebees -Assistant Marketing Manager

•Launched a highly tenured career with Kout Food Group by supporting regional and community marketing for food service establishments.
•Developed locally relevant marketing calendars for casual dining concept restaurants, including the local and franchise brands Applebee’s, Kababji, Scoop A Cone, Burj Al Hamam, and Ayyame.
• Plan and launch Store-specific activities/ event to drive transactions to achieve incremental sales

Casual Dining -LSM officer

I’m a dynamic General Manager at Costa Kuwait with a passion for creating exceptional customer experiences and driving operational excellence. My role blends strategic operational management with innovative marketing initiatives to deliver measurable business growth and team development, whilst actively supporting our franchise expansion strategy.

My approach combines data-driven decision-making with a people-first mindset, ensuring both business success and team wellbeing. I believe in fostering an environment where consistency meets creativity, and where work-life balance is not just talked about, but actively practiced.

Key Focus Areas:

➡️ Operations optimization and multi-unit management 
➡️ Product development and innovation 
➡️ Strategic marketing and promotional campaigns 
➡️ Team development and mentorship 
➡️ Revenue growth through digital initiatives 
➡️ Franchise development and partner support 
➡️ New store expansion and market analysis

Recent Achievement Spotlight: 

🎯 Spearheaded the development of some innovative app-based offerings and meal deal combinations, resulting in 5% growth of active users within 3 months.

My ability to innovate stems from understanding both operational capabilities and customer needs, whilst leading and empowering store teams to successfully deliver excellence.

I'm passionate about continuous learning and development, both for myself and my teams. I'm constantly learning with an obsession of trying new things. My passion is data driven with a flair for implementing new marketing initiatives. I want to understand our customers and utlising all of our many touchpoints and how we can make it slicker, interesting and playful. I’m often found on TikTok for inspirational recipes and trends which is my guilty pleasure. 

At Costa we are constantly developing new concoctions with our mixology baristas and creating new food offerings to surprise and delight. We love hearing how our stores have become part of our customer’s daily routine.

My expertise in franchise operations and new store development allows me to support both existing and prospective partners in achieving their business goals.

I'm always open to connecting with fellow coffee enthusiasts, professionals, potential franchise partners, and anyone interested in discussing operational excellence or innovative customer experiences in the food & beverage industry.

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The Battle

Alaa Halawi

Zeinab Al-Najar

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