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
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