Sadaf Sofi

Alraedah is a leading financing company, currently repositioning itself as a fintech through digital transformation efforts. The company supports SMEs in Saudi Arabia by developing innovative financial products that increase access to funding for this vital sector.

• Established formal marketing department and grew internal capabilities to eliminate third-party dependencies, managing a team of five.
• Implemented internal communications initiatives, including quarterly newsletters and biannual town halls, enhancing cross-departmental communication and engagement.
• Planned and led all CSR initiatives, bolstering brand loyalty through community-focused projects.
• Created and managed all press releases, securing substantial coverage in tier-one and regional trade publications.
• Played key role in securing 19 financial awards across 2 years, including SME Financier of Year MENA 2024, awarded by Global SME Finance Forum.
• Developed content for new website, launched in February 2023, and led creation of company’s annual reports.
• Established budget for marketing department and maintained alignment between planned and actual expenditures.
• Organized all events for Alraedah, both hosted and sponsored, ensuring alignment with strategic goals.
• Introduced Asana as project management tool to optimize team oversight and incorporated Sprout Social for enhanced social media monitoring and performance evaluation.
• Strategized and led creative development for paid and organic ad campaigns, driving brand awareness and engagement.
• Launched GTM strategies for new products, including "TRAY by Alraedah" and newly launched crowdfunding platform.
• Enhanced company’s Google Maps rating from 3.3 to 3.8 stars through improved customer engagement and reviews management.
• Developed referral program framework and boosted lead generation quality by activating new acquisition channels, such as TikTok and X (Twitter).
• Oversaw internal branding initiatives, including building signage and standardizing company email signatures.

• Enstoa is a leading Systems Integrator and digital transformation specialist, founded in 2007 in New York, USA and has grown exponentially, incorporating itself in KSA in 2018, after securing multiple projects with PIF, including The Red Sea Development Company, Qiddiya, King Abdullah Financial District, NEOM and National Housing Program (RCRC).
• Established Organizational Change Management Function for GCC: Launched and led Organizational Change Management function for Enstoa in Middle East, aligning regional operations with strategic transformation goals.
• Supported Business Development: Collaborated with business development team to prepare RFP responses and served as one of the lead presenters during client pitches for high-profile projects, including NEOM and King Abdullah Financial District.
• Enhanced Internal & External Communications: Strengthened communication protocols, fostering transparency and operational efficiency across departments and also within client organizations through targeted collaterals and activations such as newsletters, daily huddles, townhalls and team building initiatives.

• Neat is a bespoke business consulting firm, focused on assisting entrepreneurs and small business owners to bring their visions to life
• Primary focus is concept development, strategy creation and brand building.
• Analyzed industry trends and tracked competitor activities to inform decision making.
• Established and maintained strong relationships with customers, vendors and strategic partners.
• Identified and qualified customer needs and negotiated and closed profitable projects with high success rate.
• Conducted target market research to scope out industry competition and identify advantageous trends.

• Paxxal is a revolutionary Plastic Pallet manufacturer, using advanced technologies to develop sustainable, cost-effective and durable logistical pallets for use in the global market.
• Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
• Continually maintained and improved company's reputation and positive image in markets served.
• Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
• Managed budget allocation and resource utilization to maximize marketing ROI.
• Wrote and distributed press releases to increase brand visibility.
• Executed comprehensive marketing plans that consistently achieved targets for increased revenue.

• Luxury Investments was established in 2013, as the parent company of Luxury Events, Luxury Agency, Luxury Studios, Luxury Pictures and Luxury Technology to function as the administrative regulator for its subsidiaries.
• Developed innovative and targeted collateral to support overall branding objectives.
• Managed and oversaw design of marketing material and promotional literature for organization.
• Developed new branding strategies and marketing collateral to foster business development and achieve revenue targets.
• Worked with communications team to drive internal promotion of company programs, initiatives, guiding principles and mission.
• Collaborated with developers, advertisers and production managers to market products and services.
• Identified value propositions and key messages for company marketing campaigns.
• Planned and executed events and marketing programs to increase qualified leads.

• As a marketing expert, worked directly as interim Marketing Consultant for 4 companies, to streamline enhance and deliver key outputs to improve their business operations.
• The Land Real Estate & Development Company; a member of the second largest family owned business in the Kingdom The Al Rajhi Investment Group. I was central to organizing events, exhibitions and launches; managing suppliers, advertising agencies and PR agencies; writing all creative briefs and RFP’s; creating a shared folder database for all suppliers, contacts and events to improve transparency within the department; and developing content for all marketing collaterals.
• Blindspot Agency; founded in 2005 and has won awards for its national and viral campaigns. I was seconded to support client- servicing to communicate with clients and provide valuable feedback on design and executions; Copywriting and compiling detailed briefs, writing published press releases as well as numerous other marketing collaterals (ATL + BTL); Establishing a network of suppliers; Overseeing creative dept; reviewing proposals and campaign drafts; developing presentations and design work ensuring that all deadlines are met and adhered to; as well as Business Development strategies to generate more leads.
• Atheeb Social Development Division; established in January 2011, with the ultimate aim of initiating progressive change both at a local and global level. I supported top management to; Revise the website and the divisions goals, objectives and values; Create an annual strategy and timelines for delivery; Develop cultural exchange opportunities for programs abroad for the youth committee; Media integration and management across all initiatives and campaigns; Conceptualize, develop and execute sustainable initiatives such as Drop & Shop; oversee and run the partnership for the King Faisal Hospital Blood Drive; create World Sight Day awareness development programs to meet the desired social impact outcomes; Define, review and set division budget; and to Develop a campaign calendar.
• Nithar Agency; bespoke marketing agency based in Riyadh that grew from an events company into a full scale media agency. During my 6-month engagement with Nithar I was able to; Expand their service provisions to include comprehensive high-level marketing strategy development and content creation; Secure a turnkey 3-month marketing campaign conceptualization and activation for the 2018 Crown Prince Camel Festival; Increase ROI and bottom line by signing large clients such as STC and Beitcom (sub brand of Saudi House); Create a strategic and systematic approach to proposal developments; Imbue the marketing department with the necessary skills and capabilities to deliver collaterals to new and improved standards; and to Share network contacts to facilitate smooth implementation of campaigns with third parties.

• This boutique branding agency was set-up in Dubai from its London based counterpart.
• Interaction with Clients and Servicing requirements based on detailed briefs created after initial meeting
• Copywriting for number of client projects such as brochures and packaging materials
• Monitoring deliverables from creative team who reported to me directly
• Dealing with suppliers and vendors and benchmarking peers to maintain market competitiveness
• Leading business development efforts by establishing and maintaining healthy relations with existing and potential clients