Ibrahim Alafif
Riyadh
Summary
Dynamic marketing leader with a proven track record at Tamara, driving brand strategy and creative direction. Expert in digital marketing performance and consumer insights, I successfully rebranded products and optimized campaigns, achieving significant market distinction. Adept at aligning teams and fostering collaboration, I excel in delivering impactful go-to-market strategies.
Overview
10
10
years of professional experience
1
1
Certification
Work History
VP of Marketing Communication
Tamara
Riyadh
04.2025 - Current
- Leading regional brand strategy, creative direction, and corporate comms for Tamara
- Built the full MarCom department structure, hiring across content, digital, and PR functions
- Rebranded Tamara's product under 'Lavender,' driving market distinction and user trust
- Oversaw GTM strategy for BNPL+, National Day, and fintech events (Money20/20, etc.)
- Developed Tamara's employer brand and customer care hiring campaigns
- Aligning commercial, product, and executive teams under unified messaging
Director of Marketing
Alromansiah
Riyadh
03.2020 - 04.2025
- Led national brand campaigns, product launches, and packaging refreshes
- Developed pricing strategies aligned with customer insights and commercial goals
- Directed a full-suite of content, from hero films to UGC and in-store assets
- Reduced marketing costs by optimizing team roles and centralizing communication
- Positioned the brand as a category leader in fast-casual Saudi dining
Marketing Director
Abdullah Al Othaim Leisure Co.
Riyadh
07.2018 - 03.2020
- Delivered 16% YoY customer growth through integrated national campaigns
- Increased digital traffic by 22% using performance-led strategies
- Shaped the brand narrative in support of IPO positioning
- Drove digital transformation with SEO, social, and influencer strategies
Marketing Manager
Shawarmer
Riyadh
03.2017 - 07.2018
- Launched new products, created campaign kits, and led TVC production
- Developed backend tracking for ROI measurement and funnel optimization
- Helped modernize the brand with new content and digital touchpoints
Brand Manager
Al Safi Danone
Riyadh
02.2015 - 03.2017
- Launched Ayran Laban and led cross-functional campaigns to boost share
- Drove insights-based decision making through market and sales analysis
- Managed agency relationships and in-house execution of trade promotions
Education
Bachelor of Science - Marketing
University of Louisville
Louisville Ky United States12.2014
Skills
- Marketing strategy and leadership
- Media planning
- AI in marketing
- Brand development
- Digital marketing performance
- Growth and conversion strategies
- Consumer insights and analytics
- Product go-to-market strategy
- Creative direction and content
- Public relations and reputation management
- Organizational development
Certification
- Strategic Planning, 2023
- Digital Marketing Strategy, 2021
- Advanced Social Media Strategy, 2015
Accomplishments
- Built and scaled Tamara's marketing communication department, including team structure, OKRs, KPIs, and cross-functional workflows
- Led national campaigns for Tamara, achieving significant growth in the customer base and digital engagement
- Directed Tamara's communication strategy for major regional fintech events, strengthening its leadership position
- Supported IPO readiness and shaped the corporate brand narrative at Abdullah Al Othaim Leisure Co
- Spearheaded pricing, product, and market expansion strategies at Alromansiah, contributing to sustained growth in both top-line sales and bottom-line profitability across multiple markets
Languages
Arabic, Native
English, Fluent
Timeline
VP of Marketing Communication
Tamara
04.2025 - Current
Director of Marketing
Alromansiah
03.2020 - 04.2025
Marketing Director
Abdullah Al Othaim Leisure Co.
07.2018 - 03.2020
Marketing Manager
Shawarmer
03.2017 - 07.2018
Brand Manager
Al Safi Danone
02.2015 - 03.2017
Bachelor of Science - Marketing
University of Louisville
Similar Profiles
Latifah AlruwaiteaLatifah Alruwaitea
Compliance and MLR Officer at TamaraCompliance and MLR Officer at Tamara
Elizabeth MazourElizabeth Mazour
Medical Assistant at TamaraMedical Assistant at Tamara
Renjith RadhakrishnanRenjith Radhakrishnan
Head of Information Technology at TamaraHead of Information Technology at Tamara
ABDULAZIZ ALMUTLAQABDULAZIZ ALMUTLAQ
Executive Assistant at Alnada Plastic FactoryExecutive Assistant at Alnada Plastic Factory
Phani AyyagariPhani Ayyagari
Associate Director – Cloud Operations at Kyndryl India Pvt LtdAssociate Director – Cloud Operations at Kyndryl India Pvt Ltd