Esraa Samaha

Dulux Trade Brands: +2% in most-used products & +0.7% market share.

WeatherShield Masonry Paint: Led market with +4% YoY sales & +1% in consideration.

• Optimized £120K media campaign, making the product page the 3rd most visited on Dulux trade website within 2 months.
• Delivered 988K video views (+60% vs KPI), 31K clicks (+75%), £1.90 CPC (-40%) across digital, 4K sessions (+85%) & 237K reach via social & PR.

UltraMatt Paint: New product launch

• Amended £145K media plan with refined targeting & techniques.
• Resulting in 0.8% CTR vs 0.3% KPI (display), 95% radio completion rate, +50% frequency on Meta & 15" ads outperformed 6" in VTR/CTR.

Armstead Paint: Gained +0.1% market share.

• Delivered a 6-week roadshow across 25 locations.
• Achieved +30% signups, +64% product voucher redemption & +48% on-ground engagement vs LY.
• Gained 28 PR pieces, 3% engagement rate & 12K page views.

Dulux Academy – Promotion Campaign: +122% courses bookings SPLY.

• Reached 1.6M impressions, 13K clicks (+18% & +45% vs KPIs) & 25K email opens (+25% SPLY).
• Engaged 897K decorators via influencers.
• Secured extra radio week, generating 1.2M impacts vs 635K KPI.

Dulux Academy – Awareness Campaign: 40% increase in website traffic SPLY.

• Managed £100K media budget generating 7M video views & 25K clicks across YouTube, paid social & display.
• Achieved 550K PR impressions, 3.2% social engagement, +10% follower growth & 35% email open rate vs 32% KPI.

Dulux Select Decorators scheme– Paid Search:

• Improved targeting & keyword strategy, shifting performance from below KPI to +30% quality visits & +40% conversion rate.

• Led & developed a productive team; secured a healthy culture.
• Drove the growth of a £46M portfolio (Fans +34% & Star Wars +14% YTD); Implemented the strategic business plans & activations, presented to customers & worked with regional, global & KAMs.
• Collaborated with demand planners on forecasts, commits & shipments to limit excess/out of stock.
• Provided the business with weekly POS tracking & brand news.
• Planned & drove Transformers EarthSpark launch; alongside Paramount & Nickelodeon. a. Secured listing across groceries (first time in 4 years). b. +2% brand consideration. c. Moved from 22 to top 15 amongst action properties. d. +9% weighted distribution.
• Achieved 50% sales increase (same period last year) through May the 4th campaign; 40 pieces of coverage & 415K reach.
• Launched valentine's (+16% sales) & Father's Day campaigns (+14% sales).

• Led LEGO SKY partnership activation for the 100-ball cricket tournament.
• Lego Con: a) Managed and coordinated post event activation b) Approved media plans, activation & budget c) Managed weekly check-in d) Reviewed & optimized content performance.
• Lego Masters: a) Managed & implemented the successful deployment of the campaign, b) Conducted AAR; to showcase performance & learnings.

• Handled Ronseal consumer facing communication; £130M
• Succeeded in achieving 30% sales increase vs 2019, +7% brand awareness & +8% consideration, 6M impressions, 300K engagements & 138 PR pieces.
• Established & presented 2020 brand plan during the annual global marketing conference & to main customers.
• Repositioned the interior range strategy; +11% sales.
• Developed the Ireland channel strategy & communication plan; +21% sales.
• Launched direct to metal & masonry range that includes handling consumer research, developing & presenting the brand strategy, communications & sales deck.

• Planned & executed customer strategy & marketing plan.
• Launched new Nursing division; £1M revenue.
• Led & trained a team of 5.
• Organized 2 recruitment events in the UK targeting nurses for hospitals in Saudi Arabia & Qatar.

• Created brand plan for 2015/16 & developed long-range plan for 2017/18.
• Executed global communication strategy & campaign for Snazaroo 2015/16; +15% sales value & +3% brand awareness. That included: listing in mass channels, delivering innovative packaging range & leading strategic partnership with Kidzania.
• Launched Snazaroo Brush markers globally; +10% sales value.
• Developed category/product hierarchy on COGNOS; recognized as portfolio rationalization global best practice.

• Developed & presented infant category performance, competitive analysis and UK market trends to UK & US.
• Planned & executed FisherPrice favorites promotional campaign; online, in-store & radio.

• Launched NPD (Spout); +7% sales & +9% gross margin expansion.
• Handled Parachute oil d2d campaign activation; reaching 1.1M HH.