Ashraf Salloum

Diversified industrial group operating across Automotive (Changan, Maxus, ZNA), Power Generation (MTU
Rolls-Royce, Yorc), Steel Fabrication, Construction, Restaurants, Aesthetic Clinic & Medical Manufacturing.
• Own group-wide growth, demand generation, and brand strategy, directly supporting unit sales, revenue
expansion, and market share growth.
• Re-engineered marketing into a sales-driven demand engine, improving lead quality, conversion efficiency,
and dealer performance.
• Led category leadership positioning against Chinese, Japanese, and parallel-import competitors in Nigeria’s
highly fragmented and price-sensitive market.
• Partnered with the Executive Committee, Sales, Finance, and Operations to align pricing strategy, product
mix, channel structure, and go-to-market execution.
• Established group marketing governance, including brand architecture, KPI dashboards, ROI-based
budgeting, and performance accountability.
• Built market intelligence frameworks addressing FX volatility, import regulations, informal markets, and
financing constraints.
• Led CRM and digital transformation initiatives to improve lead management and post-sale retention.
• Act as brand custodian and reputation authority, managing corporate communications, crisis response,
and executive visibility.

• Plan and execute the automotive marketing strategy to achieve the business plan targets.
• Elevate the corporate communications practice and media relations to magnify exposure.
• Optimize online spend to improve leads quality & increase conversion, using performance matrix.
• Conduct events, product launches, and participate in exhibitions to showcase latest EV vehicles.
• Initiate affinity programs to Government entity employees to cultivate customer loyalty culture.
• Tie-up with banks to offer their HNW individuals preferential deals.

• Developed & executed marketing & corporate comms plans in line with business objectives.
• Increased customer engagement by 100% on digital and social platforms.
• Revamped the brand identity of the holding company and its subsidiaries.
• Communicated BOD resolutions in line with SCA, ADX & DFM rules & regulations.

• Launched the brand from ground up, built awareness, and tied-up with wellness centers.
• Achieved a remarkable growth in sales amounting to 30% on ecommerce - Amazon & Noon.
• Enhanced lead generation on META via optimizing campaigns based on performance matrix.
• Secured participation in industry events, such as Arab Health to elevate brand exposure.

• Increased loan disbursements among UAE Nationals home finance by 55%.
• Launched the SME finance scheme, achieving a growth of 45% for the first year.
• Elevated brand awareness & recognition to 95% vs 42% from previous year.

• Elevated brand perception by 12% versus competition reaching 92% recognition.
• Planned and executed all marketing and communication strategies for automotive.
• Revamped CRM strategy which led to 33% higher customer loyalty & satisfaction.
• Maximized influencers campaigns which contributed to a higher brand exposure.
• Conducted several events and product launches, in addition to malls activations.

• Developed a growth strategy which resulted in higher market share for Mazda.
• Conducted GAP analysis, identified weaknesses and recommended solutions.
• Initiated sales prospecting methods which led to increased sales by 10%.
• Hired and managed communication and advertising agencies to boost business.

• Revamped brand identity and created an innovative marketing strategy.
• Successfully implemented fresh marketing operational processes and procedures.
• Achieved a 15% increase in sales across all business lines
• Conducted large scale events for all brands represented by the group.

• Consulted for key customers in finance & automotive domains, on corporate communication strategy, marketing and advertising campaigns.
• Assisted our customers in planning and executing corporate events.
• Offered turnkey solutions in rebranding, online ad campaigns and media relations.
• Generated the highest profit amongst group companies at an average of 60%.

• Increased sales by 10% & 15% YoY by enhancing the marketing strategy.
• Initiated an award winning TVC campaign to boost sales in low season.
• Repositioned the BMW 3 series which increased sales by 75%.
• Successfully executed several product launches and events.