Abhilasha Tiwari
Riyadh
Summary
Accomplished marketing professional with expertise in strategic marketing and communications planning, integrated campaign management, and brand strategy. Demonstrates proficiency in event planning and delivery, commercial marketing, and revenue growth. Skilled in government communications, marketing analytics, CRM automation, and content development. Adept at managing cross-regional marketing initiatives across MEA markets with a focus on performance optimisation and budget ownership. Career goals include leveraging skills to drive impactful marketing strategies that enhance brand positioning and stakeholder engagement.
Overview
16
16
years of professional experience
Work history
Marketing Manager
GAMI Project- World Defense Show (WDS), Riyadh
Riyadh
06.2021 - 05.2026
- Responsible for driving business growth by consistently exceeding marketing KPIs and contributing to the successful positioning and performance of the World Defense Show. Led integrated marketing strategies, managing multi-channel campaigns, and delivering large-scale international event marketing initiatives within the defense sector along with the Marketing Director.
- Key Responsibilities:
- Partnered with leadership to shape and execute the Biennial Marketing and Communications strategy for the three consecutive World Defense show events conducted
- Managed leading agency partners including Memac Ogilvy, WPP Media, and Essence (creative, digital, PR), ensuring delivery of integrated, multi-channel campaigns aligned with strategic objectives and performance KPIs.
- Responsible for developing and delivering high-impact creative briefs across advertising, social media, video, digital, and print assets.
- Led content strategy and governance across all platforms, ensuring brand consistency across digital, campaigns, and on-site experience.
- Leading end to end international trade show participations (Paris Air show, DSEI, Eurosatory, IDEX, IDEF) ensuring brand presence and impact.
- Planned and executed integrated campaigns across social media, paid media, international roadshows, and media partnerships
- Digital Marketing: Led paid digital strategy in collaboration with agency partners across LinkedIn, Meta, X, and programmatic platforms including
- Defining audience targeting sectors and geographies based on revenue trends and commercial priorities.
- Directing creative, content, platform optimisation, and performance analysis to maximise trade visitor acquisition.
- CRM and Email Marketing: Owned outbound customer messaging strategy, leading end-to-end email marketing across exhibitor, trade visitor, VIP, and attendee segments, including segmentation, automation, execution, and performance measurement.
- Orchestrated multi-stream lifecycle campaigns, delivering targeted, customer-centric communications across the full funnel to drive engagement, conversion, and repeat participation
- Drove 20%+ of paid pass revenue through optimised trade visitor email campaigns for WDS 2026, leveraging data-driven targeting and continuous performance optimisation.
- Built and scaled a dedicated VIP communication strategy, contributing to 32% of total paid pass revenue and strengthening high-value audience acquisition.
- Drove exhibitor campaign performance, improving lead generation and engagement through targeted messaging, segmentation, and campaign optimisation.
- Digital Platform and Analytics: Owned strategy and optimisation of digital platforms (website & mobile app), improving customer discovery, UX, and conversion through bilingual content and wireframe enhancements.
- Delivered cross-channel performance reporting (paid, social, web, email), generating actionable insights
- Leveraged GA4 and customer data to optimise journeys and improve conversion efficiency
- Owned OOH campaign planning and execution, including international airport branding, driving global awareness and engagement with high-value audiences.
- Managed and optimised SAR 38M marketing budget, aligning spend with performance metrics and delivering measurable ROI
- Partnered with technology teams to enhance customer experience touch points, delivering digital engagement solutions across all editions.
- Owned post-campaign analysis and insights, identifying performance drivers and implementing continuous improvements
- Collaborated cross-functionally with Sales, CX, Operations, and Product, ensuring aligned execution and scalable marketing delivery
Head of Community Outreach
Teenspire Global Mission (Not for profit), Dubai
Dubai
08.2020 - 05.2021
- Led regional outreach and partnership strategy across the Middle East, Africa, and Asia, driving youth engagement programmes aligned with UN Sustainable Development Goals (SDGs).
- Defined and executed multi-market outreach strategy, scaling ambassador programme and expanding regional engagement
- Developed and delivered sustainability-led initiatives in collaboration with government, corporate, and non-profit stakeholders
- Built and managed strategic partnerships with key entities including KHDA, Al Noor Foundation, and Société Générale
- Led cross-functional collaboration across marketing partnerships, and programme teams to ensure aligned execution
- Drove audience growth through integrated campaigns, media activations, and VIP engagement initiatives
- Owned end-to-end programme delivery (events, webinars, workshops), including planning, budgeting, and execution
- Utilised data insights and research to optimize programme design and improve engagement outcomes
- Delivered initiatives focused on youth development and women’s empowerment, supporting regional and global impact objectives
Head of Special Projects/Marketing & VIP Audience Development Manager
IQPC Middle East,Dubai
Dubai
08.2020 - 05.2021
- Promoted within one year to lead Special Projects and VIP Audience Development, driving strategic growth across B2B conferences in defense, oil & gas, technology, and infrastructure sectors across MEA and Turkey.
- Delivered 22% revenue growth and increased repeat business by 14% through targeted audience and engagement strategies
- Built and managed senior stakeholder relationships, securing partnerships with Ministries of Defence and Interior across Ghana, Kuwait, Bahrain, and Nigeria
- Led strategy, planning, and execution of international B2B events, ensuring strong commercial and operational performance
- Designed and executed audience acquisition strategies, achieving 70%+ VIP attendance rates
- Directed cross-functional teams (8–10 members), aligning marketing, sales, and content for integrated delivery
- Developed and executed multi-channel marketing campaigns (digital, PR, partnerships), driving 80%+ engagement growth
- Managed budgets and commercial decision-making to optimise cost efficiency and ROI
- Collaborated closely with sales and sponsorship teams to drive sale
Head of Special Projects/Marketing & VIP Audience Development Manager
Index Conferences and Exhibitions, Dubai
Dubai
08.2020 - 05.2021
- Led the launch and delivery of new exhibition platforms, driving end-to-end strategy, partnerships, and market positioning within the UAE events landscape.
- Launched two exhibitions—Children & Parents World and Lifestyle—in partnership with Abu Dhabi National Exhibition Centre, managing full project lifecycle from concept to delivery
- Developed and executed integrated marketing and project plans, including budget ownership and performance tracking
- Drove exhibitor and visitor acquisition through targeted marketing campaigns, digital channels, and media partnerships
- Secured strategic stakeholders including speakers, sponsors, media partners, and international exhibitors, including country pavilions (Africa, Pakistan, China, Japan)
- Collaborated with government entities and industry bodies to strengthen market presence and exhibitor participation
- Conducted market research and competitor analysis to identify growth opportunities and optimise event positioning
- Supported delivery of additional flagship projects including DIHAD and DUPHAT, contributing to overall portfolio success
Marketing and Projects Executive
Dubai World Trade Centre, Dubai
Dubai
11.2012 - 10.2015
- Recognized as a high-performing team member, managing multiple roles across five large-scale international exhibitions annually, contributing to the delivery of some of the world’s leading industry platforms.
- Played a key role across flagship events including GITEX, CABSAT, and GISEC, supporting end-to-end marketing, stakeholder engagement, and event delivery
- Secured the first-ever registration sponsorship in 19 years for Dubai International Jewellery Week 2014
- Managed multiple concurrent workstreams across marketing, partnerships, content, and operations, ensuring seamless execution across exhibitions
- Led hosted buyer programmes and contributed to targeted audience acquisition strategies
- Drove exhibitor, sponsor, and partner acquisition, onboarding global brands and managing international pavilions (India, Pakistan, UK)
- Managed agency relationships, media partnerships, and barter agreements to maximise campaign reach and cost efficiency
- Delivered event features and high-visibility programmes (e.g., GITEX Student Lab with Google, GITEX Cloud Awards, GISEC Security Awards)
- Analysed campaign and event performance, providing insights to optimise future strategy and delivery
Assistant Account Manager
Orion Adeas
Mumbai
09.2010 - 09.2012
- Details available on request
Education
MBA - Advertising and Public Relations
International Institute of Professional Studies (IIPS.DAVV)
Indore, IndiaBBA - Foreign Trade
DAVV University
Indore, IndiaSkills
- Strategic Marketing & Communications Planning & Execution
- Integrated Campaign Management (Digital & Offline)
- Brand Strategy & Positioning
- Event Planning, Management & Delivery
- Commercial Marketing & Revenue Growth
- Event & Experiential Marketing
- Government & High-Level Stakeholder Communications
- Marketing Analytics & Performance Optimisation
- CRM, Automation & Martech (Salesforce, Pardot, Eloqua)
- Email marketing & Data segmentation
- Content & Narrative Development
- Budget Ownership & Cost Optimisation
- Cross-Regional Marketing (MEA Markets)
References
References can be provided upon request
Timeline
Marketing Manager
GAMI Project- World Defense Show (WDS), Riyadh
06.2021 - 05.2026
Head of Community Outreach
Teenspire Global Mission (Not for profit), Dubai
08.2020 - 05.2021
Head of Special Projects/Marketing & VIP Audience Development Manager
IQPC Middle East,Dubai
08.2020 - 05.2021
Head of Special Projects/Marketing & VIP Audience Development Manager
Index Conferences and Exhibitions, Dubai
08.2020 - 05.2021
Marketing and Projects Executive
Dubai World Trade Centre, Dubai
11.2012 - 10.2015
Assistant Account Manager
Orion Adeas
09.2010 - 09.2012
BBA - Foreign Trade
DAVV University
MBA - Advertising and Public Relations
International Institute of Professional Studies (IIPS.DAVV)